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Movida-170309-résilence et enjeux-masselot cyril

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Résilience d’un quartier populaire : enjeux d’un community management territorial. Retour sur expérience : programme Mocida, quartier de Fontaine d'Ouche, Dijon (Bourgogne, France). Comment mobiliser les citoyens aux comportements éco-responsables ? Cyril Masselot

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Movida-170309-résilence et enjeux-masselot cyril

  1. 1. Résilience d’un quartier populaire : enjeux d’un community management territorial Retour sur expérience : quartier de Fontaine d'Ouche, Dijon (Bourgogne, France) Cyril Masselot Cimeos - Information and Communication Sciences 1
  2. 2. Cadre de la recherche : VeT (Villes en Transition) 2 Comment mobiliser les citoyens aux comportements éco-responsables ? Rob Hopkins, The Transition Handbook, 2008
  3. 3. 3
  4. 4. Conception du dispositif socio-technique expérimental Notre communication se fonde sur l’axe 4 de ce projet, regroupant 4 chercheurs (+ copil) : Objectif de l’axe 4 : rôle des outils de communications 2.0 dans la mobilisation et l’accompagnement des habitants du quartier populaire de la Fontaine d’Ouche à Dijon vers des pratiques de consommation durable 1.Quels dispositifs de communication permettraient de mobiliser et d’accompagner les futurs éco-citoyens dans une logique d’action ? 2.Comment les citoyens usagers vont-ils s’approprier ces dispositifs et donc participer au débat public ?  https://www.facebook.com/foentransition
  5. 5. Créer une communauté ? « L’objectif stratégique de ce dispositif est de constituer LA communauté de pratique et d’apprentissage sur le développement durable et la consommation éco-responsable du quartier. » (Galibert et al. 2015). « You don’t start communities. Communities already exist. They’re already doing what they want to do. The question you should ask is how you can help them to do that better? » (M. Zuckerberg)  observer, sur de prétendus processus d’appropriation, l’influence des pratiques du community management dans leurs dimensions marketing. 5
  6. 6. Et maintenant ?
  7. 7. Analyser nos discours pour comprendre nos pratiques
  8. 8. Méthodologie d’analyse du discours  Enregistrement des réunions d’élaboration de la stratégie digitale communautaire, extraits :  « On est plongé dans la recherche action, c’est-à-dire qu’on est des acteurs et qu’il faut prendre du recul. (…) je pense que l’enregistrement est nécessaire et puis qu’on puisse éventuellement dans trois ou quatre mois reprendre tout ça et se dire « bah, tiens, on a hésité là-dessus ou là il y a quelque chose d’intéressant » » (Octobre 2012, démarrage)  Corpus : 5 réunions de travail, 12h, 63 pages retranscrites  Corpus significatif, exploitable et acceptable selon les critères de B. Pincemin :  Les + = Pertinent et cohérent, représentatif et régulier  Les - = Manque de complétude et de volume
  9. 9. Iramuteq Pierre Ratinaud, Lerass, Université de Toulouse, http://www.iramuteq.org/
  10. 10. Des profils de discours « tranchés » 60855 occurrences 3288 formes 1413 hapax
  11. 11. Community management, quartier en transition, et sensibilisation isotopie du community management isotopie de la sensibilisation du grand public isotopie du territoire en transition (légère TSE)
  12. 12. Similitudes Community management Sensibilisation du grand public Territoire Mettre le quartier sur la page facebook « modèle normatif de la communauté virtuelle » (Galibert 2015)
  13. 13. 15 Dendrogramme
  14. 14. Pistes d’évolution du dispositif • compréhension des besoins des habitants • co-construction d’une résilience et d’une transition socio- écologique • dispositifs info-communicationnels facilitateurs et non normatifs ou rationnalisant • avec un community management intégrant les divers types de relations nécessaires. • éviter l’injonction participative, et les modèles normatifs évoqués, • co-construire la combinaison des objectifs socio et écologiques de la transition, dans une dynamique de résilience, • penser les procédures informationnelles • concevoir les procédures communicationnelles adéquates où la reliance est primordiale • accompagner les changements, pratiques et usages
  15. 15. 17
  16. 16. Merci de votre attention cyril.masselot@u-bourgogne.fr

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