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L’influence n’est-elle que donnée(s) ? Médiations et négociations dans les agences de communication « influenceurs »

Abstract : The commercial promise made by PR agencies to identify and target influencers on social media are backed up by the aura of Big Data tools. Their customers are looking for strategic prescriptions benefiting from a Big data driven authority, when data scientists admit they “cobble up” Big Data, thanks to subjective methods based upon a dialogue between customers, communication and marketing consultants and themselves. This dialogue fostered the emergence of Data Strategy Managers, PR professionals who play a key role of “evangelization” and mediation in the negotiations on the data meanings. In doing so, they co-produce data and discourses at the heart of centripetal organizational dynamics.
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https://hal.archives-ouvertes.fr/hal-01987776
Contributor : Myriam Martins <>
Submitted on : Monday, January 21, 2019 - 12:15:06 PM
Last modification on : Friday, April 24, 2020 - 11:16:03 AM

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Lucile Desmoulins, Camille Alloing, Vanessa Mohli. L’influence n’est-elle que donnée(s) ? Médiations et négociations dans les agences de communication « influenceurs ». Communication et Organisation, Presses Universitaires de Bordeaux, 2019, Pratiques de la communication et Big Data, Communication & Organisation (54), pp.29-40. ⟨10.4000/communicationorganisation.6692⟩. ⟨hal-01987776⟩

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