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Le silence monastique, ou les vertus de la sobriété en communication

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  • Marie-Catherine Paquier
  • Sophie Morin-Delerm

Abstract

When operating with different logics, how does a silent monastic supplier organization share a common meaning with its lay and materialistic clients? We frame this questioning by the Narrative Transportation Theory and deploy an ethnographic design in the French monastic ecosystem. Results show that, in the case of a silent brand, the purchasers are excellent storytellers, thanks to the remanence of medieval archetypes which nourish imagination. When proposing the hypo-reality concept, we launch the reflection on the virtues of sobriety in communication.

Suggested Citation

  • Marie-Catherine Paquier & Sophie Morin-Delerm, 2019. "Le silence monastique, ou les vertus de la sobriété en communication," Revue française de gestion, Lavoisier, vol. 0(4), pages 91-104.
    • Handle: RePEc:cai:rfglav:rfg_281_0091
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    Cited by:

    1. Dehling, Noémie, 2023. "Silence in the consumer experience: A conceptualization and research agenda," Journal of Business Research, Elsevier, vol. 165(C).

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