Faire face aux plateformes

نویسندگان

چکیده

La communication numérique des organisations semble ne pouvoir faire l’économie du recours aux plateformes de médias sociaux. Leur usage est dévolu community managers (gestionnaires communautés). Les activités ces professionnels sont sous l’emprise standards qui prescrivent les pratiques pertinentes, autorisent usages, évaluent leur performance et encadrent relations avec publics comme contenus proposés. Par l’analyse publications Facebook d’organisations françaises québécoises, d’entretiens gestionnaires communautés, nous décrivons formes cette standardisation, dépendances qu’elle génère tactiques employées pour la contourner l’instrumentaliser. plateformisation ainsi envisagée le résultat résistances provoque quand visant à s’autonomiser modèles renforcent emprise.

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ژورنال

عنوان ژورنال: Questions de communication

سال: 2021

ISSN: ['1633-5961', '2259-8901']

DOI: https://doi.org/10.4000/questionsdecommunication.26730