The Symbolic Politics of Luxury Brands in Film and Television: The Strategic Logic of Cultural Capital Competition

Against the backdrop of accelerated aesthetic consumption in the short-video era, film and televisionoften regarded as slow mediahave re-emerged as strategic arenas where luxury brands contest cultural discourse power. This paper takes Dior and the Apple TV+ series The New Look as a case study, drawing on Bourdieus theories of cultural and symbolic capital, Edelmans concept of symbolic politics, and recent scholarship on cultural branding to explore how luxury brands leverage audiovisual narratives to construct identity myths and consolidate cultural authority. Employing qualitative case analysis of series content, character portrayals, and audience reception on both Chinese and international platforms, the study demonstrates that luxury brands are moving beyond surface-level visual exposure toward active participation in narrative production. Specifically, the findings show three key mechanisms: Diors construction of a morally charged brand identity; its symbolic positioning in contrast to Chanel; and the overlap between premium streaming audiences and luxury consumers, which reinforces brand identification. These strategies enhance Diors cultural legitimacy and symbolic capital, but they also generate debates around historical authenticity and the instrumentalization of culture. The analysis highlights both the potential and the constraints of film and television as cultural battlegrounds for luxury brands seeking symbolic power.