La relation didactique tend à partager des savoirs et configurer des représentations. Comment les kits pédagogiques, destinés à diffuser des savoirs de diverses natures associés à des marques ou à des filières, valorisés comme outils pédagogiques peuvent-ils servir de cadres d’interaction entre enseignant et élèves? Les kits se présentent comme des technologies intellectuelles et des opérateurs de l’agir. À travers différents exemples du secteur de l’agroalimentaire, nous verrons comment les kits sont constitués d’une pluralité d’éléments qui forment un assortiment, un équipement. Utilitaire, le kit est facile à utiliser, exposé comme flexible, adaptable, libre d’usage, même s’il n’en participe pas moins à l’attribution de rôles dans l’échange communicationnel. Ainsi, l’objet « kit » est empreint de conceptions de la communication et de sonpouvoirsocial. L’analyse de kits du secteur agroalimentaire éclaire leur mobilisation pour leur fort pouvoir symbolique et la construction d’un discours d’autorité associé dans le cadre pédagogique. Leur médiatisation par le numérique amplifie leur circulation, mais aussi la mise en visibilité de leur prétention sociale.
Brands are ubiquitous for the last years, they are present in almost every space on the web and especially in social computing, social networks, and social media. Their presence is linked to different aims and accompanied by comments. Mainly, the professional point of view focuses on the idea that social media provide the possibility of a conversation based on transparency, equality, and proximity. These professional discourses stress the fact, whenever it comes to social media marketing, that these devices enable brands to speak directly with consumers and, thus, avoid communicating only with traditional advertising, or "paid media." These transformations seek to ensure advertising to be in the most frequented and wanted media spaces. These hybridizations and all the inventiveness actors can put in the process are limited in many ways, beginning with the trust they have to ensure with their audiences which are used to media spaces as they practice them and the possible saturation of the same spaces.We intend, with a socio-semio-communication based method rooted in the scientific frame of French information and communication sciences, to question the grand metamorphoses all brand messages are undergoing under the strain of many different rationales. On the go, years after years, metamorphoses and hybridizations coming one after another, web users are developing skills and abilities regarding advertising and market discourses on the web. They build experience in the ability to identify and appreciate brand discourses; they do differentiate discourses and show a growing ability to identify the traits of marketing and advertising discourses as such. In this respect, the advertising show and the hybridizations can both benefit or be threatened by this growing mastering.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.