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Le marketing et la communication du sacré dans la société contemporaine

Author

Listed:
  • Cécilia Brassier-Rodrigues

    (ComSocs - Laboratoire Communication et Sociétés - UCA [2017-2020] - Université Clermont Auvergne [2017-2020])

  • Agnès Bernard

    (LABCS - Laboratoire Communication et Solidarité - UBP - Université Blaise Pascal - Clermont-Ferrand 2)

  • Pascal Brassier

    (CleRMa - Clermont Recherche Management - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand - UCA - Université Clermont Auvergne)

Abstract

La société actuelle donne une place inédite à la communication et au marketing sous toutes leurs formes, et ce pour les objets les plus variés. Le sacré et le spirituel n'échappent pas à cette tendance. Le besoin de les convoquer est avéré et multiforme, certains parlant d'un nécessaire « réenchantement du monde » (Maffesoli, 2007), d'autres des liens subtils et profonds entre les activités de management et la dimension spirituelle propre à l'humanité et à une vision humaniste au sens large (Brasseur et Duick, 2013). Le besoin de sacré émane d'individus, de professionnels, comme des organisations dédiées au sacré. Des concepts propres à nos sociétés modernes, hors de toute organisation spécifique, fondent également ce besoin sous un autre angle (la République, la Nation, la Liberté, la citoyenneté, l'éducation, etc.).

Suggested Citation

  • Cécilia Brassier-Rodrigues & Agnès Bernard & Pascal Brassier, 2016. "Le marketing et la communication du sacré dans la société contemporaine," Post-Print hal-04629110, HAL.
    • Handle: RePEc:hal:journl:hal-04629110
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