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Une figure de « l'individu-créateur » comme accompagnement des mutations du marché promotionnel cinématographique : le cas du « club 300 » d'Allociné. (French)
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- Author(s): Dupuy-Salle, Manuel
- Source:
Romanian Journal of Journalism & Communication / Revista Română de Jurnalism şi Comunicare- RRJC; 2010, Vol. 5 Issue 1, p57-66, 10p- Subject Terms:
- Source:
- Additional Information
- Subject Terms:
- Abstract: This article concerns the dialectic between users-consumers and cultural and media industries (ICM). We question them within the framework of a model of " collaborative coproduction " specific - the case of the French film portal of news Allociné - where bloggeurs is sought to produce some contents. The angle of analysis is situated from the point of view of the leaders and the members of the marketing team. Two questioning are handled. The first one concerns the extension of the relationship to the user-consumer: does it build itself more in a manager logic, rather than marketing? The second on the economic stakes, for the company Allociné, in the implementation of such a model: does he answer a strategy of extension of his services with the rest of the actors of the film sector? In the light of the exposed results, a theoretical discussion, of critical inspiration, concerns finally the stakes in the evolution of the promotional and marketing methods in it, which find an echo in the con temporary ideological speeches on " the autonomy of the creation " and the figure of « the individual-creator ». [ABSTRACT FROM AUTHOR]
- Abstract: Cet article concerne les dialectiques entre usagersconsommateurs et industries culturelles et médiatiques (ICM). Nous les interrogeons dans le cadre d'un modèle de «coproduction collaborative» spécifique - le cas du portail d'actualités cinématographique français Allociné - où des bloggeurs sont sollicités pour produire du contenu. L'angle d'analyse se situe du point de vue des dirigeants et membres de l'équipe marketing. Deux questionnements sont traités. Le premier porte sur les rapports à l'usager-consommateur : se construisent-ils davantage dans une logique managériale, plutôt que marketing? Le second sur les enjeux économiques, pour la société Allociné, de la mise en place d'un tel modèle : répond-il à une stratégie d'élargissement de ses services avec le reste des acteurs de la filière? A la lumière des résultats exposés, une discussion théorique, d'inspiration critique, porte sur les enjeux de l'évolution des méthodes promotionnelles et marketing dans la filière, qui trouvent un écho dans les discours idéologiques contemporains sur « l'autonomie de la création » et la figure de « l'individu- créateur ». [ABSTRACT FROM AUTHOR]
- Abstract: Copyright of Romanian Journal of Journalism & Communication / Revista Română de Jurnalism şi Comunicare- RRJC is the property of Romanian Journal of Journalism & Communication and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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