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Comment Perdre La Maitrise De Sa Politique Rse ? Le Cas Facebook

Author

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  • Maria Mercanti-Guérin

    (IAE Paris - Sorbonne Business School)

Abstract

La responsabilité des réseaux sociaux en matière de RSE est sujette à de nombreux débats. En effet, les études portant sur les réseaux sociaux appartiennent à plusieurs champs disciplinaires qui portent des visions de la RSE différentes. A cet égard, Facebook est représentatif de cette difficulté à analyser et à délimiter la responsabilité sociale d'un réseau. Sa position de leader en fait un cas intéressant de réflexion sur un objet digital en réseau qui est, à la fois, un objet technique et un objet social. Facebook est une plateforme dont la raison d'être est de connecter les individus entre eux. Son premier niveau de responsabilité concerne les publications partagées entre les individus. Ces contenus peuvent apporter une meilleure compréhension de l'altérité et lutter contre la solitude…Le deuxième niveau de responsabilité a trait aux activités publicitaires de Facebook. La littérature analysant les problématiques de RSE appliquées aux marques et à la publicité est extrêmement vaste et inclut en tant que partie prenante, le consommateur. Le troisième niveau de responsabilité de Facebook est plus récent et correspond à son statut de média . De plateforme et hébergeur, Facebook voit son statut se transformer. La diffusion croissante dans les fils d'actualité de contenus créés par les éditeurs lui confère une responsabilité directe sur les contenus publiés. Le dernier niveau que nous nommerons méta-niveau est celui de la gestion des données. Cette gestion, pour être éthique, doit se faire dans un respect relatif de la vie privée. Les problématiques de RGPD, d'IA, de reconnaissance faciale, de tracking des individus illustrent les difficultés de Facebook à trouver une position originale entre législation contraignante, demande de transparence et de sécurité de la part de ses utilisateurs et monétisation.

Suggested Citation

  • Maria Mercanti-Guérin, 2022. "Comment Perdre La Maitrise De Sa Politique Rse ? Le Cas Facebook," Post-Print hal-03622726, HAL.
    • Handle: RePEc:hal:journl:hal-03622726
    Note: View the original document on HAL open archive server: https://hal.science/hal-03622726
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    References listed on IDEAS

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