LA PRESSION DOUCE DU FAIRE-FAIRE DES PLATEFORMES : LE CAS DE META BUSINESS SUITE

Abstract

This research aims at understanding the signs on which platforms aim at structuring and orienting the practice of community management. Through a semiotic analysis of screen writings, combined with a series of semi-structured interviews, we show how the Meta Business Suite device tends to establish a rationalizing pressure on the community manager’s content production and editorialization practice. The didactic and prosthetic discourses on the
device serve to reassure the user about the lack of transparency of the algorithm, while guiding their use in order to maintain their commitment to the platform’s business model.