, Des mouvements comme le « Brand Safety » qui essaient de protéger les marques en leur assurant des espaces de communication éthique ne se sont pas encore saisis du problème

, Donner un nouveau visage à sa marque sur des médias moins viraux est, certes, problématique en termes de communication à court terme mais serait à long terme plus payant si l'on veut donner à sa marque une image RSE-compatible

. Comme-le-soulignent-kreft, A. Fydrych-;-bibliographie, D. Mitchell, and A. L. , une structure simple qui incite aux partages. Faciles à lire, rapidement parcourus, ces sujets s'adaptent à la plus faible capacité d'attention d'un lectorat débordé par l'infobésité. Ceci pourrait expliquer pourquoi les contenus plus scientifiques qui prouvent l'impact du réchauffement climatique ont moins d'exposition médiatique. Enfin, il serait intéressant de voir comment les mécaniques sociales se mettent en place pour pousser les individus à agir comme leur communauté le souhaite. Deux phénomènes pourraient être étudiés : le "refriending" et le "defriending" sur les réseaux sociaux ou "je ne pense pas comme toi donc je ne suis plus ton ami"(1) et l'auto-limitation à la diffusion de contenu pouvant choquer son réseau ou déclencher la polémique (2). La bataille du changement climatique n'est pas encore gagnée sur les réseaux, Les recherches futures sur ce sujet pourraient s'axer sur le lien existant entre « Media Attention » et RSE. Les sujets viraux ont, vol.30, pp.1565-1584, 2004.

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