Documents found
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426.More information
The global change in the relationships between consumption actors characterized by the disappearance of the boundaries between the economic and the social prefigures the transformation of social ties and raises the question of the value that comes from market exchanges. In the mutual sector, the stakeholders have a special relationship that transcends the traditional consumer relationship and brings a “connection value” to the market exchange that goes beyond the exchange value and use value. Its deployment in the service economy and more specifically in insurance remains fragmentary and partial. In this article we show that by deploying the connection value through the circulation of a certain type of good, value can be created that is related to the quality of the mutual relationship rather than the particularities of the insurance industry. To demonstrate this, we analyze the interaction between customer services personnel and policy-holders in the mutual insurance company Macif. Our findings reveal that the contractual relationship aims to establish an ethical relationship between the partners. We show that in order to create the connection value it is necessary to be able to “temper the alterity created by the contract” and that one of the conditions is allowing customer services representatives to work independently because the relationship involves the reciprocity of recognition.
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427.More information
In the face of drugs advertising, what can we do? Is Direct-to-Consumer Advertising (DTCA) designed to be beneficial by objectively presenting a product or are they rather seeking to convince us that their product is patently good? Through this song, the goal is to live the experience of a patient who is subject to drug advertising, by integrating into the stanzas the main ethical issues raised by advertising.
Keywords: campagne de marketing, direct aux consommateurs, familiarisation aux médicaments, industrie pharmaceutique, information, médicaments d'ordonnance, chanson, méprise thérapeutique, transfert de connaissances par l'art, advertising, art-based knowledge transfer, direct-to-consumer, drug familiarization, information, marketing campaign, pharmaceutical industry, prescription drugs, song, therapeutic misconception
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430.More information
This paper examines the objectives devoted to digital campaigning according to political staff members involved in campaign teams during the French presidential campaign and the Quebec general election campaign (both in 2012). The analysis is based on a total of 37 semi-structured interviews conducted with various strategists and campaign personnel in Quebec and France. Using Andrew Chadwick's hybrid campaign framework, campaign objectives are classified in three categories: broadcasting messages; political goals and support mobilization; political marketing and community management. The analysis shows that content broadcasting is most frequently mentioned by strategists, especially message dissemination and control. Also, contextual differences appear. Firstly, broadcasting and marketing objectives are more dominant in Quebec whereas political goals and support mobilization objectives are more common in France. Secondly, strategists from left-wing parties insist more on political goals and support mobilization objectives compared to their counterparts from right-wing parties. Thirdly, working for the incumbent party brings respondents to focus more on content broadcasting objectives as well. The study concludes that all campaigns where hybrid in form, each containing strong digital components. It also highlights the importance to take into account institutional factors, such as incumbency or ideology, in order to better understand differences in web campaigning between democracies.
Keywords: campagne web, stratégies électorales, campagne numérique, médias sociaux, Internet, Québec, France, online campaigning, campaign strategies, digital campaigning, social media, Internet, Quebec, France