{"id":4545,"date":"2011-09-05T13:14:46","date_gmt":"2011-09-05T11:14:46","guid":{"rendered":"https:\/\/visionary.wordpress.com\/?p=4545"},"modified":"2021-03-06T11:46:19","modified_gmt":"2021-03-06T10:46:19","slug":"loeuf-et-la-poule-du-changement-societal-technologique-innonapo","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2011\/09\/05\/loeuf-et-la-poule-du-changement-societal-technologique-innonapo\/","title":{"rendered":"L’oeuf et la poule du changement soci\u00e9tal \/ technologique"},"content":{"rendered":"

Le changement soci\u00e9tal et technologique me fait l’effet de l’\u0153uf et de la poule. Est-ce la soci\u00e9t\u00e9 qui pousse la technologie ou la technologie qui pousse la soci\u00e9t\u00e9 ? La question n’est pas anodine.<\/em><\/p>\n

L’oeuf et la poule du changement soci\u00e9tal \/ technologique<\/h2>\n

\"L'oeuf<\/p>\n

Changement technologique : qui de de la soci\u00e9t\u00e9 ou la technologie influence l\u2019autre ?<\/h3>\n

C\u2019est la question qui s\u2019est pos\u00e9e \u00e0 nous aux \u201cassises des m\u00e9dias sociaux<\/a>\u201d qui se sont tenues au Napol\u00e9on, avenue de Friedland \u00e0 Paris (Twitter #innonapo<\/a> pour ceux qui avaient du r\u00e9seau pour twitter).<\/p>\n

\"\"La r\u00e9ponse est tr\u00e8s claire pour le sociologue St\u00e9phane Hugon (\u00e0 droite) : C\u2019est la soci\u00e9t\u00e9 qui se transforme sous un triple coup de boutoir :<\/p>\n

    \n
  1. \u00e9volution du rapport au temps<\/li>\n
  2. r\u00e9volution du rapport \u00e0 l\u2019autorit\u00e9<\/li>\n
  3. inversion du rapport \u00e0 la confiance (et remise en cause des \u201c\u00e9lites\u201d)<\/li>\n<\/ol>\n

    C\u2019est effectivement en phase avec des points d\u00e9j\u00e0 identifi\u00e9s il y a bien longtemps par Maffesoli ou Cova et Badot dans les ann\u00e9es 90 (et bien d\u2019autres encore qui ont \u00e9tudi\u00e9 le ph\u00e9nom\u00e8ne postmoderne).<\/p>\n

    Cependant, les conclusions ne sont pas aussi ais\u00e9es car si \u201cles journalistes ne sont plus crus\u201d, la r\u00e9alit\u00e9 du terrain est que les sites les plus visit\u00e9s sont des sites d\u2019information de journalistes (traditionnels ou nouveaux), que les politiques sont les premiers \u00e0 sauter sur le ph\u00e9nom\u00e8ne participatif quand ils ne sont pas \u2013 comme Obama ou S\u00e9gol\u00e8ne Royal quand elle \u00e9tait encore \u00e0 la mode \u2013 cit\u00e9s en meilleur exemple.<\/p>\n

    Finalement, peut-\u00eatre bien que c\u2019est un peu l\u2019inverse aussi \u2026<\/p>\n

    assises des m\u00e9dias sociaux au Napol\u00e9on<\/strong><\/p>\n

    Michael Tartar et St\u00e9phane Hugon (Eranos), sociologue et entrepreneur<\/span><\/p>\n

      \n
    • \u00e9tat des lieux soci\u00e9tal et prespectives pour l\u2019entreprise<\/li>\n
    • parmi les statistiques sur les m\u00e9dias sociaux, il y en a une qui a interpel\u00e9 Michael : la courbe d\u2019adoption des m\u00e9dias sociaux qui continue \u00e0 prendre de l\u2019ampleur<\/li>\n
    • indicateur de Morgan Stanley (Avril 2009) qui montrait que les m\u00e9dias sociaux \u00e9taient d\u00e9j\u00e0 plus utilis\u00e9s que l\u2019e-mail pour converser.<\/li>\n
    • mais au del\u00e0 des statistiques, quels sont les fondamentaux soci\u00e9taux ?<\/li>\n
    • La th\u00e9orisation du lien entre lien social et rentabilisation \u00e9conomique, a \u00e9t\u00e9 r\u00e9alis\u00e9e par Tara Hunt<\/li>\n
    • Quel a \u00e9t\u00e9 le regard des sociologues ?<\/li>\n<\/ul>\n
        \n
      • ce ph\u00e9nom\u00e8ne d\u2019appropriation est arriv\u00e9 de mani\u00e8re tr\u00e8s forte<\/li>\n
      • dans un ph\u00e9nom\u00e8ne surgissant, on a tendance a croire que la techno a fa\u00e7onn\u00e9 les usages<\/li>\n
      • or, c\u2019est parce que notre soci\u00e9t\u00e9 se transforme que les choses changent selon St\u00e9phane Hugon<\/li>\n
      • C\u2019est un nouveau rapport au temps, \u00e0 la consommation, au travail \u2026 c\u2019est pour cela qu\u2019au d\u00e9but de ce ph\u00e9nom\u00e8ne on avait l\u2019impression que c\u2019\u00e9taient les jeunes qui poussaient ces nouveaux r\u00e9seaux, du moins au d\u00e9but, mais maintenant c\u2019est toute une soci\u00e9t\u00e9 qui se transforme.<\/li>\n
      • 3 indices :<\/li>\n<\/ul>\n
          \n
        • le rapport au temps : a \u00e9t\u00e9 brutalement chang\u00e9. On a d\u00fb faire le mythe du deuil du futur (on ne parle plus de carri\u00e8re en recrutement RH par exemple). Il n\u2019y avait plus de strat\u00e9gies, que des tactiques. Le no future des Punks est devenu le lieu commun. On vit dans ce que Maffesoli a appel\u00e9 le moment \u00e9ternel. Nous sommes dans un temps de la r\u00e9activit\u00e9 imm\u00e9diate.<\/li>\n
        • la transformation de l\u2019autorit\u00e9\u00a0 : on \u00e9tait dans une logique \u201cverticale\u201d, tir\u00e9e de la soci\u00e9t\u00e9 patriarcale, alors qu\u2019on passe aujourd\u2019hui \u00e0 une soci\u00e9t\u00e9 qui donne la parole \u00e0 ceux qui se sont toujours tu : les jeunes, et aussi ceux qui pendant longtemps n\u2019ont pas \u00e9t\u00e9 consid\u00e9r\u00e9s comme des experts : c\u2019est le passage au fratriarcat<\/strong>. Ceci ne se fait pas facilement<\/li>\n
        • le rapport \u00e0 la confiance : pendant longtemps, ce rapport a \u00e9t\u00e9 contractualis\u00e9. La confiance aujourd\u2019hui c\u2019est autre chose \u2013 il y a eu des \u201ctrahisons\u201d de ce mod\u00e8le \u2013 et on est pass\u00e9s au \u201ccommunautaire\u201d<\/li>\n
        • 2 cons\u00e9quences :<\/li>\n<\/ul>\n
            \n
          • le rapport \u00e0 l\u2019expertise fait perdre leur pouvoir aux \u201cexperts\u201d<\/li>\n
          • crise de l\u2019autorit\u00e9 (pour les journalistes, les hommes politiques,\u2026)<\/li>\n
          • il y a une pr\u00e9f\u00e9rence pour \u201cceux qui sont comme moi\u201d qui ont la m\u00eame exp\u00e9rience que moi, avec qui je peux partager mon exp\u00e9rience<\/li>\n
          • disparition de ligne de commandement : \u00e9mergence des r\u00e9seaux spontan\u00e9s (UK, pays arabes, logiques de gu\u00e9rilla, comme dans le terrorisme)<\/li>\n
          • Que va-t-il se passer demain ?<\/li>\n<\/ul>\n
              \n
            • 1er indice : la prox\u00e9mie<\/strong>, n\u00e9ologisme des ann\u00e9es 50, le retour d\u2019un espace qui prend du sens et qui est un contact imm\u00e9diat. Les m\u00e9dias sociaux permettent cela<\/li>\n
            • 2\u00e8me indice : \u201cle lieu fait le lien\u201d (Maffesoli)<\/li>\n
            • 3\u00e8me indice : les m\u00e9dias sociaux sont \u00e0 utiliser comme des outils de cr\u00e9ation de territoire.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"

              Le changement soci\u00e9tal et technologique me fait l’effet de l’\u0153uf et de la poule. Est-ce la soci\u00e9t\u00e9 qui pousse la technologie ou la technologie qui pousse la soci\u00e9t\u00e9 ? La question n’est pas anodine. L’oeuf et la poule du changement soci\u00e9tal \/ technologique Changement technologique : qui de de la soci\u00e9t\u00e9 ou la technologie influence …<\/p>\n","protected":false},"author":2,"featured_media":61985,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-4545","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation-fr"],"yoast_head":"\nL'oeuf et la poule du changement soci\u00e9tal \/ technologique<\/title>\n<meta name=\"description\" content=\"Le changement soci\u00e9tal et technologique me fait l'effet de l'\u0153uf et de la poule. 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