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Une figure de « l’individu-créateur » comme accompagnement des mutations du marché promotionnel cinématographique : le cas du « club 300 » d’Allociné

  • Manuel DUPUY-SALLE

    ()

    (Université Grenoble 3 Stendhal – GRESEC)

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    Cet article concerne les dialectiques entre usagersconsommateurs et industries culturelles et médiatiques (ICM). Nous les interrogeons dans le cadre d’un modèle de «coproduction collaborative» spécifique – le cas du portail d’actualités cinématographique français Allociné – où des bloggeurs sont sollicités pour produire du contenu. L’angle d’analyse se situe du point de vue des dirigeants et membres de l’équipe marketing. Deux questionnements sont traités. Le premier porte sur les rapports à l’usager-consommateur : se construisent-ils davantage dans une logique managériale, plutôt que marketing? Le second sur les enjeux économiques, pour la société Allociné, de la mise en place d’un tel modèle : répond-il à une stratégie d’élargissement de ses services avec le reste des acteurs de la filière? A la lumière des résultats exposés, une discussion théorique, d’inspiration critique, porte sur les enjeux de l’évolution des méthodes promotionnelles et marketing dans la filière, qui trouvent un écho dans les discours idéologiques contemporains sur «l’autonomie de la création» et la figure de «l’individu- créateur».

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    Article provided by University of Bucharest, Faculty of Journalism and Communication Studies – Universitatea din Bucuresti, Facultatea de Jurnalism si Stiintele Comunicarii in its journal Romanian Journal of Journalism and Communication.

    Volume (Year): (2010)
    Issue (Month): 1 ()
    Pages: 57-66

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    Handle: RePEc:foj:journl:y:2010:i:1:p:57-66
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