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Travailleurs du like, faussaires de l’e-réputation

Author

Listed:
  • Thomas Beauvisage

    (Orange Labs)

  • Kevin Mellet

Abstract

Cet article étudie la place du marché des « faux fans » et des « faux followers » dans le marketing de la réputation sur les réseaux sociaux et analyse la nature particulière de ses produits ainsi que son architecture interne. Nous nous appuyons sur un matériau empirique varié nous permettant de documenter l'émergence, la stabilisation et le fonctionnement du marché du faux social. Nous montrons que le marché des fans au kilo articule deux univers marchands distincts : celui, légitime, de la publicité sur les médias sociaux, et celui, condamné, de la manipulation des signaux de la notoriété. Nous décrivons comment ce marché s'est progressivement autonomisé du marketing des médias sociaux, proposant des produits aux finalités originales à une clientèle spécifique. Le faux fan s'inscrit ainsi dans une gamme plus large de manipulations en ligne jouant sur les automatismes et les nouveaux signaux qui peuplent les espaces numériques.

Suggested Citation

  • Thomas Beauvisage & Kevin Mellet, 2016. "Travailleurs du like, faussaires de l’e-réputation," Post-Print hal-03459428, HAL.
    • Handle: RePEc:hal:journl:hal-03459428
    DOI: 10.3917/res.197-198.0069
    Note: View the original document on HAL open archive server: https://sciencespo.hal.science/hal-03459428
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