E L’ORGANISATION CITOYENNE AU MARKETING: LE COMMUNITY ORGANIZING COMME PRATIQUE DE RÉGULATION DE L’AUTONOMIE AU SEIN DES PLATEFORMES D’INTERMÉDIATION NUMÉRIQUE?

Abstract

From citizen organization to marketing: community organizing as a way of regulating autonomy within digital intermediation platforms? We will discuss the marketing instrumentalization of community organizing methods in the context of Web 2.0. Our main hypothesis is that community organizing represents an emerging way to regulate users’ autonomy on digital intermediation platforms. After specifying the type of relation that exists between autonomy and economic stakes of these platforms, we will highlight the organizational specificities of community organizing. This approach will lead us to present the results of an exploratory research, confirming partially the idea that community organizing is an autonomous regulation. Finally, we will open a discussion on how platforms could use this model for political instrumentalization.