IDEAS home Printed from https://ideas.repec.org/a/foj/journl/y2017i1p25-29.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: http://jurnalism-comunicare.eu/rrjc/download_en.php?id_articol=170
    Download Restriction: Download is limited to active subscribers. Subscription information available at: http://jurnalism-comunicare.eu/rrjc/subscribe_en.php
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:foj:journl:y:2017:i:1:p:25-29. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: . General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Raluca Radu (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.