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Dialogues numériques en milieu marchand. Promesses et ambivalences d’un rêve relationnel

Author

Listed:
  • Caroline MARTI

    (CELSA, Paris- Sorbonne & GRIPIC)

Abstract

Le dialogue est devenu un sujet majeur pour les professionnels du marketing et de la communication depuis quelques années. Soutenues par les technologies offrant les conditions de multiples interactions, les métaphores du dialogue et de la « conversation » ont participé au renouvellement des représentations professionnelles et de la place de l’échange sur Internet. Pourtant dans les espaces de vente, le dialogue semble paradoxalement peu investi, comme s’il ne pouvait nourrir l’expérience, au profit d’une quête d’enchantement dont la sensorialité et les fabriques de récit seraient les outils privilégiés. Une analyse de discours menée sur ce double terrain du magasin et des espaces d’échange sur Internet permettra d’examiner les flous, convergences et modalités de ce dialogue recherché et promu, dans une logique compréhensive des métamorphoses et permanences des places des partenaires de l’échange marchand. Cette revendication relationnelle recèle de nombreuses ambivalences que la contribution vise à éclairer et analyser.

Suggested Citation

  • Caroline MARTI, 2017. "Dialogues numériques en milieu marchand. Promesses et ambivalences d’un rêve relationnel," 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 25-29.
    • Handle: RePEc:foj:journl:y:2017:i:1:p:25-29
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    More about this item

    Keywords

    Dialogue. Consommateurs. Marques. Mediations marchandes;

    JEL classification:

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

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