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Iconomy: The medieval Catholic symb...

Schuchardt, Read Mercer.

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Iconomy: The medieval Catholic symbol system and contemporary corporate marketing, branding, and advertising iconography.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Iconomy: The medieval Catholic symbol system and contemporary corporate marketing, branding, and advertising iconography./
Author:	Schuchardt, Read Mercer.
Description:	422 p.
Notes:	Source: Dissertation Abstracts International, Volume: 66-03, Section: A, page: 0805.
Contained By:	Dissertation Abstracts International66-03A.
Subject:	Mass Communications. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3166543
ISBN:	0542019914

Iconomy: The medieval Catholic symbol system and contemporary corporate marketing, branding, and advertising iconography.
Schuchardt, Read Mercer.

Iconomy: The medieval Catholic symbol system and contemporary corporate marketing, branding, and advertising iconography. - 422 p.

Source: Dissertation Abstracts International, Volume: 66-03, Section: A, page: 0805.

Thesis (Ph.D.)--New York University, 2005.

The current research is a historical and philosophical qualitative dissertation comparing the symbol systems---and the semantic universe thereby created---of two respective time periods and cultures the medieval Catholic symbol system of Western Europe from roughly 500 A.D. to 1600 A.D., and contemporary corporate iconography, i.e., the symbol systems of American and now global capitalism via advertising, branding, logos, and marketing. Influenced primarily by the thinking and writing of Marshall McLuhan and Neil Postman, the study focuses primarily on visual symbols while also considering the relationship of the eye and the ear to the essence of psychological and spiritual "meaning-making." The study considers the ways in which each of the two symbol systems both created and reflected the dominant belief structures of their respective cultures. The study confirms the hierarchical nature of A. O. Lovejoy's "great chain of being," and is richly illustrated with visual examples from late 20th and early 21st Century capitalist practices. The study concludes that there is a relationship between the ultimate or sacred meaning-making function of the human species and the care with which symbols are used, and argues that symbol systems are maintained or eroded by intentional as well as unintentional means such as the volume, speed, and instantaneity of electronic communication, the form of media used, and its relationship to the form of currency used in a culture. The researcher argues for a progressive historical outline in which the latter symbol system grew out of the former system while inverting the former systems values in the process. Insights are offered on what the author sees as the intertwined cause and effect relationship between the cultural invention and adoption of technologies of media and public morality and historical consciousness.

ISBN: 0542019914Subjects--Topical Terms:

1017395
Mass Communications.

Iconomy: The medieval Catholic symbol system and contemporary corporate marketing, branding, and advertising iconography.
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500 $a Director: Ted Magder.
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