Екосистема цінностей і сенсів у маніфестах брендів

Анотація

The evolution of the manifesto from a traditional form of public expression to a modern tool of self-expression, motivation, and communication demonstrates its new significance and the timeliness of messages that have gained popularity in the digital space, particularly through practices focused on achieving desired outcomes. The manifesto functions as a means of articulating both personal and collective values, as well as a mechanism for conveying ideas that resonate with a broader audience. The creative space of the manifesto combines meaning and emotionality to establish a symbolic connection with the audience, attract attention, and carry motivational potential. As a tool of public expression for brands, it conveys a visual narrative shaped by individual priorities. In the field of brand communication, the genre becomes an ideological foundation, fostering a connection with the audience and promoting the consolidation of a community around shared principles and vision. The aim of this study is to trace the genre transformations of the brand manifesto and to identify the dynamics of “manifesting.” Particular attention is given to functional and semantic changes, as well as to highlighting the role of the call to action in shaping identity and interaction with the audience. To achieve this aim, a set of scientific methods is employed: general scientific methods for the systematization of narrative practices and the analysis of genre priorities. Methods of semiotic and discourse analysis contribute to identifying key themes and narratives, as well as the values and meanings that shape the communicative system of brand manifestos.