Les limites du web collaboratif dans les stratégies de communication de la Fondation pour la Nature et pour l'Homme de Nicolas Hulot.

摘要

We dedicate ourselves here to the digital communications strategy of the Foundation for Man and Nature Nicolas Hulot (FNH), from 2009 till 2012, period in direct connection with the French presidential election. Indeed, the analysis of the digital presence of the FNH shows the place and the role of the Web2.0 tools in the implementation of Nicolas Hulot's candidacy, its adequacy to the ambitions of the leader, and reveals finally the positioning of this one via the FNH and its networks as a charismatic leader of an ecologist movement that is not positionned as a marginal political party, but as an important political actor carried by weighty media device. Throughout this analysis, two features will be advanced: in the first place the methods of utilization of the networks, forums and other participative and community forms with the purpose of broadcasts and informations further and parallel to the traditional media; and secondly the place and the role of the members and "eco-citizens" in the strategy of valuation of the leader's actions, that stand against the idealized image of an active and free Internet user carried by certain promoters of Web 2.0 [Ben09: 137-180]. This work leans on a semio-pragmatic analysis of the official platform, its blog, and sub-sites, partner sites, accounts in the social networks, conducted since June 13th, 2009, and on a strategic analysis of the organizational mechanisms of the commitments of each actor.