La traçabilité pour détecter la mutation d’une rumeur en légende urbaine.

Mona Shehata (1, 2)

1 IAE - Institut d'Administration des Entreprises
2 CEREGE [Poitiers] - Centre de recherche en gestion [EA 1722]

The similarity between rumour and its adjacent terms, gossip, fake news and urban legend, deserves careful attention in order to refine the distinction. In this article, we present a case study of a false information that was circulating about the French company Danone in Egypt, to analyse its characteristics regarding its form, its semiological and rhetorical dimensions, as well as its mode of dissemination and its life span. Examining the traceability of this case on the Web and social-digital networks (SDN) shed light on the nature of this rumour. Our problem is as follows: how could traceability detect a rumour mutation on the SDN? To answer this, we followed a qualitative methodology of online observation (netnography) together with data collection using several digital tools. Interpretation of the results shows that we can trace the different origins of a rumour, even if it is more than a decade old, which will undoubtedly change the nature of a rumour that persists over time. Better management, more adapted to false information, can thus be put in place by companies that are victims of these attacks. The interpretation of the tracing data can provide useful leads to better anticipate exogenous crises linked to e-reputation, by foreseeing the ways in which rumours are spread. It should also be noted that the main techniques

Mots clés: Traceability; rumours; SDN; mutation; case study

Domaines: Sciences de l'Homme et Société

Mona Shehata. La traçabilité pour détecter la mutation d’une rumeur en légende urbaine. : Étude de cas de Danone Égypte.. Revue COSSI : communication, organisation, société du savoir et information, 2021, 10, ⟨10.34745/numerev_1632⟩. ⟨hal-03231545⟩