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Communiquer avec les big data : vers une nouvelle naturalisation de l'attention des consommateurs ?

Author

Listed:
  • Jean-Sébastien Vayre

    (Techniques, Relations, Actions, Marché, Espace public - CERTOP - Centre d'Etude et de Recherche Travail Organisation Pouvoir - UT2J - Université Toulouse - Jean Jaurès - UT - Université de Toulouse - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse - CNRS - Centre National de la Recherche Scientifique, CERTOP - Centre d'Etude et de Recherche Travail Organisation Pouvoir - UT2J - Université Toulouse - Jean Jaurès - UT - Université de Toulouse - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse - CNRS - Centre National de la Recherche Scientifique)

Abstract

La publicité est souvent considérée comme un vecteur de représentations stéréotypées qui participent à naturaliser l'attention des consommateurs. Une des promesses des technologies big data est de permettre aux offreurs de se défaire de ces formes d'essentialisation naïve en les amenant à rationaliser la conception de leurs communications. À travers une enquête de 36 mois reposant sur un ensemble de méthodes croisées nous montrons que les usages que les marchands font des technologies big data recouvrent des formes d'essentialisation naïve mais aussi et surtout d'essentialisation positive qui sont lourdes d'enjeux cognitifs et politiques. Abstract : Advertising is often seen as a vector of stereotypical representations that contribute to naturalizing the attention of consumers. A promise of big data technologies is to enable suppliers to discard of these forms of naive essentialisation by leading them to rationalize the design of their communications. Through an investigation of 36 months based on a set of crossed methods we show that the uses that the merchants make of big data technologies cover forms of naive essentialisation but also and especially of positive essentialisation which are heavy cognitive and political issues.

Suggested Citation

  • Jean-Sébastien Vayre, 2015. "Communiquer avec les big data : vers une nouvelle naturalisation de l'attention des consommateurs ?," Post-Print hal-01227396, HAL.
  • Handle: RePEc:hal:journl:hal-01227396
    Note: View the original document on HAL open archive server: https://hal.science/hal-01227396
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