{"id":115,"date":"2006-10-23T10:05:55","date_gmt":"2006-10-23T10:05:55","guid":{"rendered":"http:\/\/visionary.wordpress.com\/2006\/10\/23\/lipovetsky\/"},"modified":"2023-09-25T08:58:49","modified_gmt":"2023-09-25T06:58:49","slug":"lipovetsky","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2006\/10\/23\/lipovetsky\/","title":{"rendered":"Gilles Lipovetsky a-t-il raison de croire en l’hyperconsommateur ?"},"content":{"rendered":"

\"\"<\/a>Gilles Lipovetsky a-t-il raison de croire en l’hyperconsommateur ? Dans son blog \u00e0 haute concentration pol\u00e9mique qui proclame la mort du Marketing (Marketing is dead)<\/a> Fran\u00e7ois Laurent fustige le philosophe Gilles Lipovetsky qui selon lui est en retard d’un train avec son hyperconsommateur<\/em> (voir l’article pr\u00e9c\u00e9dent).<\/p>\n

Gilles Lipovetsky l’hyperconsommateur et la pol\u00e9mique<\/h2>\n

L’analyse est assez li\u00e9e \u00e0 la forme: des arguments non d\u00e9montrables, des avis personnels \u00e0 base de \u00ab\u00a0je\u00a0\u00bb (je ne le pense pas, j’ai la conviction, …) qui nous \u00e9loignent de la preuve et nous situent dans le monde de la tendance lourde, du ‘sentiment’.<\/p>\n

Lipovetsky aurait rat\u00e9 les nouvelles tendances et n’aurait pas compris que nous \u00ab\u00a0avons chang\u00e9 de monde\u00a0\u00bb. Mais comme le fait remarquer un lecteur dans un commentaire, ce n’est pas Lipovetsky qui serait en retard mais Laurent qui serait en avance.<\/p>\n

Quoique.<\/p>\n

Ne serait-ce pas plut\u00f4t que – parole contre parole – la r\u00e9alit\u00e9 ne serait ni blanche ni noire, mais ‘dialogique’ (pour emprunter au vocabulaire d’Edgar Morin), que l’hyperconsommateur de Lipovetsky ne serait pas cet \u00eatre aussi caricatural, cette sorte de turboconsommateur plong\u00e9 au sein d’une soci\u00e9t\u00e9 turbocapitaliste (Newt Gingrich, in Visionary marketing 1995), ou plut\u00f4t pas seulement, car aussi un \u00eatre empreint de contradictions, qui rejette les marques (le fameux nologo) mais qui les v\u00e9n\u00e8re et rejette la consommation tout en la pratiquant \u00e0 outrance, et veut l’\u00e9cologie en roulant au diesel etc.<\/p>\n

Laurent admet lui m\u00eame la contradiction. Par ailleurs, \u00ab\u00a0ces consommateurs experts qui ne s\u2019en laissent plus dire, ni par les marques statuaires, ni par leur communication, et encore moins par les argumentaires de vendeurs ?\u00a0\u00bb ne sont-ils pas les m\u00eames qui moutonnent dans les hypermarch\u00e9s (rappel: part de march\u00e9 des hypers en France = 88%+ en hausse en 2006). De m\u00eame, que changent les th\u00e9ories sur la longtail au fait que les artistes qui vivent bien de leur art sont en proportion peu ou prou 1% du total.<\/p>\n

Lors d’une discussion r\u00e9cente avec Thierry Maillet<\/a> nous avons \u00e9galement \u00e9chang\u00e9 sur le sujet. Lipovetsky – d\u00e9cid\u00e9ment – serait un \u00ab\u00a0photographe\u00a0\u00bb, un miroir de notre civilisation qui ne ferait que prendre des images statiques, incapable de les resituer dans un mouvement pr\u00e9dictif.<\/p>\n

La remarque est juste, mais j’avoue que cela ne me choque pas et que – pour irritant que puisse \u00eatre le statut autoproclam\u00e9 et ultram\u00e9diatis\u00e9 en France du philosophe qui sait tout et porte le regard du sage sur un monde que le vulgaire ne peut\/saurait penser – Gilles Lipovetsky a justement ce m\u00e9rite de nous renvoyer ce miroir qui nous aide \u00e0 mieux cerner les comportements et aussi les limites de nos actions.<\/p>\n

Si je vois un aspect plus discutable dans ce travail que j’ai la faiblesse de trouver – sans trop de passion pourtant – passionnant c’est le c\u00f4t\u00e9 universaliste d’une d\u00e9marche pourtant centr\u00e9e sur la France, comme si celle-ci agissait encore comme un catalyseur mondial des tendances.<\/p>\n

Notamment dans son approche de la soci\u00e9t\u00e9 d\u00e9pressive que repr\u00e9sente la France, o\u00f9 les manifestations contre le changement font rage et o\u00f9 une majorit\u00e9 de jeunes – affol\u00e9s par le ch\u00f4mage – aspirent \u00e0 \u00eatre fonctionnaires.<\/p>\n

Cette analyse l\u00e0, dont je ne r\u00e9cuse pas la justesse, ne peut s’appliquer \u00e0 d’autres pays europ\u00e9ens, en premier des pays qui ont l’\u00e9nergie de la jeunesse et de la r\u00e9ussite comme l’Irlande par exemple, qui affiche une insolente r\u00e9ussite et une extraordinaire joie de vivre, dop\u00e9e par l’initiative entrepreneuriale.<\/p>\n

A ce b\u00e9mol pr\u00e8s, que j’ai eu l’occasion d’exprimer de vive voix devant l’auteur lors d’une intervention \u00e0 EDF-Rep\u00e8res et qu’il n’a pas d\u00e9menti, je vois n\u00e9anmoins un grand int\u00e9r\u00eat \u00e0 ce travail du philosophe. Chapeau M. Lipovetsky !<\/p>\n","protected":false},"excerpt":{"rendered":"

Gilles Lipovetsky a-t-il raison de croire en l’hyperconsommateur ? Dans son blog \u00e0 haute concentration pol\u00e9mique qui proclame la mort du Marketing (Marketing is dead) Fran\u00e7ois Laurent fustige le philosophe Gilles Lipovetsky qui selon lui est en retard d’un train avec son hyperconsommateur (voir l’article pr\u00e9c\u00e9dent). Gilles Lipovetsky l’hyperconsommateur et la pol\u00e9mique L’analyse est assez …<\/p>\n","protected":false},"author":2,"featured_media":16387,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-115","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation-fr"],"yoast_head":"\nGilles Lipovetsky a-t-il raison de croire en l'hyperconsommateur ?<\/title>\n<meta name=\"description\" content=\"Gilles Lipovetsky a-t-il raison de croire en l'hyperconsommateur ? 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