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Quel dialogisme lors d’un buzz ? Le cas de l’opération de communication Dites-le de Nutella

Author

Listed:
  • Lorreine PETTERS

    (Université Sorbonne Nouvelle)

Abstract

alogisme établi lors d’un buzz, autrement dit, lorsqu’un ou plusieurs objet(s) sémiotique(s) en lien avec une marque ou un bien marchand circule(nt) sur Internet en étant partagé(s), commenté(s) et détourné(s) par les internautes. À la lumière du cas de l’opération de communication Dites-le de la marque Nutella, nous envisageons le buzz comme un phénomène discursif et, plus précisément, nous examinons son potentiel à devenir un « événement » en stimulant une mise en circulation de contenus intense et éphémère. Nous l’envisageons également comme un phénomène interlocutif en questionnant ses liens avec certaines modalités d’échange verbal, comme le dialogue et la conversation. Enfin, nous observons les opérations dialogiques qui encouragent la circulation de contenus dans le cadre de l’exemple de Nutella, afin de comprendre le rôle du dialogisme dans la co-construction du sens d’un buzz en ligne.

Suggested Citation

  • Lorreine PETTERS, 2017. "Quel dialogisme lors d’un buzz ? Le cas de l’opération de communication Dites-le de Nutella," Revista Romana de Jurnalism si Comunicare - Romanian Journal of Journalism and Communication, University of Bucharest, Faculty of Journalism and Communication Studies – Universitatea din Bucuresti, Facultatea de Jurnalism si Stiintele Comunicarii, issue 1, pages 5-12.
    • Handle: RePEc:foj:journl:y:2017:i:1:p:5-12
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    More about this item

    Keywords

    Buzz; communication de marque; discours circulants.;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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