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首页> 外文会议>International conference on digital economy >Luxury and Mass Media: How Can Brands Manage the Paradox Between Luxury Inaccessibility and Social Media Communication Tools?
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Luxury and Mass Media: How Can Brands Manage the Paradox Between Luxury Inaccessibility and Social Media Communication Tools?

机译：奢侈品和大众媒体：品牌如何管理奢侈品不可及和社交媒体传播工具之间的悖论？

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摘要

The world of luxury is considered as an environment in which the secular is transformed to the point of becoming sacred. This has led researchers to consider the store as a "capital" of which the luxury brand inspires its values and that's where the consumer experiences an extraordinary consumption experience. This is contradictory to the principle of the democratization of social media. From where one expresses a fear of the profanation of the luxury store. This leads us to question the legitimacy of the luxury brand's communication via social media and to try to understand how they operate in the field of luxury consumption and communication and to ask the question: can social media convey the values of luxury? The objective of this paper is to propose new tracks for reflection in the study of the luxury consumption experience through social media that are still relevant because of the daily use of connected objects since the technology and the internet have made it possible to favor the transition from the dichotomous paradigm to the ubiquitous paradigm.
机译：奢侈品世界被认为是世俗化至神圣化的环境。这导致研究人员将商店视为奢侈品品牌激发其价值的“资本”，而这正是消费者体验非凡消费体验的地方。这与社会媒体民主化的原则相矛盾。从那里人们表达了对奢侈品商店亵渎的恐惧。这使我们质疑奢侈品牌通过社交媒体传播的合法性，并试图了解奢侈品牌在奢侈品消费和传播领域的运作方式，并提出一个问题：社交媒体能否传达奢侈品的价值？本文的目的是提出新的思路，以反思通过社交媒体进行的奢侈品消费体验研究，由于技术和互联网使人们有可能支持从互联网到互联网的过渡，这仍然是有意义的，因为人们每天都在使用互联对象。从二分法范式到无处不在的范式。

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