Aesthetic Communication

Cover......Page 1
Contents......Page 6
List of Tables and Images......Page 10
Preface......Page 12
Introduction: the aesthetic gaze......Page 16
Aesthetic examples......Page 22
Constancy and variation – the aesthetic relevance......Page 25
The aesthetic – an interim conclusion......Page 29
The artistic, the erotic and the religious......Page 31
The work......Page 32
Aesthetic seduction......Page 35
The sensed, the imagined and the attuned......Page 37
Basic forms of attunedness......Page 42
From attunedness to feeling......Page 51
The aesthetic management of organizations......Page 57
Attunedness and feeling in organizations......Page 58
Aesthetics and strategy......Page 60
What is aesthetic strategy?......Page 63
The external relationship between art and organization......Page 65
The inner relationship between aesthetics and organization......Page 70
Summary: the distinctive character of aesthetic communication......Page 71
Six aesthetic domains......Page 73
An aesthetic profile?......Page 75
2 The Organizational Image......Page 78
The authoritative description......Page 82
The problem of power......Page 83
From singular to plural......Page 86
Identity, vision, image: initial remarks......Page 88
Branding......Page 89
Symbol of totality......Page 93
Identity and image: the suspicion of deception......Page 96
Identity as an effective illusion......Page 98
Mass media......Page 100
Reconstruction of the difference between identity and image......Page 102
Handling normal ambivalence......Page 105
Myth, presentation and vision......Page 106
The professional construction of an image......Page 111
Transition to rhetoric: symbol and function......Page 114
3 Organizational Rhetoric......Page 117
A rhetorical problem......Page 119
A shift in the balance between reason and rhetoric......Page 120
Reason and emotion......Page 127
Logos......Page 128
Pathos......Page 137
Pathos-management......Page 140
Ethos......Page 142
Ethos or aesthetics?......Page 147
The rhetoric of management......Page 149
Rhetorical rituals: necessary illusions......Page 154
Transition to narratives......Page 158
Narrative desire and the desire for narrative......Page 159
What is a narrative?......Page 162
The narrative bond......Page 164
The narrative as necessary pattern......Page 165
Organization, autopoiesis and narrative: the logic of the concrete......Page 168
The narrative as compensation for invisibility and complexity......Page 172
Time, space and distortion......Page 173
The sophistication of narrative......Page 174
The plot......Page 177
Narrative and dealing with values......Page 179
Organization and narrative......Page 181
The product\'s narratives: an expansion of meaning......Page 184
The organization\'s use of narratives: ten functions......Page 185
Transition to design......Page 192
Background of the concept of design......Page 193
As an introduction: what design does......Page 194
Design as \'giving form\'......Page 198
Form and difference......Page 201
Form in society......Page 204
The sensed and the imaginary......Page 207
Eye and Hand......Page 208
Pure, decorative and metaphysical design......Page 210
Design as aesthetics and as ethics......Page 216
Collision of considerations......Page 218
Design in organizations......Page 221
The invisible, the symbolic and the desired......Page 223
Design between variation and constancy......Page 225
Transition to advertising......Page 227
Omnipresent appeal......Page 228
Three theses: desire, imitation, compensation......Page 233
The world of advertising......Page 236
The rhetoric of advertising images......Page 241
The artifice of advertising – some examples......Page 245
The rhetoric of advertising text......Page 246
Genre, self-reference, autocommunication and second-order advertising......Page 252
Luxury and prestige......Page 258
Transition to architecture......Page 264
The house......Page 265
Constancy and variation......Page 267
To dwell and to build......Page 271
From cave to house......Page 273
Architecture as communication......Page 274
Denotation and connotation......Page 276
The struggle between criteria......Page 278
Architecture as rhetoric......Page 279
The codes of architecture: identity and symbolism......Page 284
The first code: identity......Page 286
The second code: symbolism......Page 288
The dimensions of meaning......Page 291
The interplay of meanings: B&O\'s headquarters......Page 299
8 Conclusion......Page 304
Notes......Page 306
Bibliography......Page 327
Index......Page 334