7 research outputs found
L’image émotionnelle au service de l’engagement sur Facebook : cas des photographies du mouvement de contestation algérien « le Hirak »
No full textPar Atmane SEGHIR Atmane Seghir est enseignant-chercheur à l'université de Bejaia. Ses publications nationales et internationales traitent de divers sujets relatifs à la sémiotique et aux sciences du langage : les cultures et les langues, l’analyse du discours, les réseaux sociaux, la publicité, le marketing, la sémiologie de l’image, le cinéma. Introduction À l’ère de Facebook, les émotions persuasives font incontestablement fortune. Des émotions positives qui incitent éloquemment les usager..
La marque comme référent ultime de la publicité
No full textLa création de référents qui renvoient tous à la marque est devenue un enjeu capital de l’industrie publicitaire. L’auteur propose d’illustrer la complexité de la notion de référence, à travers l’étude d’un film publicitaire en langue arabe, produit et diffusé en 2010 par Nedjma opérateur de téléphonie mobile Qtel en Algérie du groupe Qatar Telecom. Les référents renvoyant à la marque sont a priori faciles à identifier bien qu’ils soient tributaires des représentations et des stéréotypes des consommateurs.The creation of multiple referents for a designated brand has become a prime concern for the advertising industry. As an illustration, the author presents a semiotic analysis of a short 2010 advertising clip produced for the Algerian mobile telephone operator Nedjma, which is owned by Qatar Telecom. Although the referents to the brand Nedjma are easily recognizable, the meanings attached to them are dependent on the consumers’ world of representations and stereotypes.La creación de referentes que convergen hacia la marca se ha convertido en un desafío trascendente de la industria publicitaria. El autor propone mostrar la complejidad de la noción de referencia, a través del análisis de un filme publicitario en lengua árabe, producido y difundido en 2010 por Nedjma, operador de telefonía móvil Qtel en Argelia del grupo Qatar Telecom. Los referentes relacionados con las marcas son a priori fáciles de identificar aun si son tributarios de representaciones y estereotipos de los consumidores
L’humour thérapeutique aux temps du Coronavirus. Analyse sémio-pragmatique des images humoristiques sur Facebook
No full textCette contribution met en exergue le rôle que joue l’humour en situations de crise et de pandémies dévastatrices. Il s’agit précisément de l’humour thérapeutique que véhiculent les images sur les réseaux sociaux numériques. Une analyse sémio-pragmatique de quelques images, partagées à cet effet sur Facebook par les internautes algériens, nous montre comment en séduisant grâce à l’autodérision elles constituent une rhétorique salutaire contre la terreur et l’hystérie collectives. En termes plus claires, l’humour exploité dans les images s’avère plus efficace qu’un traitement psychothérapeutique. Il est en effet un acte de survie dans des situations anxiogènes impromptues : le seul défi thérapeutique mis en discours face à l’épidémie du Covid-19. Dans ce contexte, l’humour thérapeutique nous livre, sémiotiquement et pragmatiquement parlant, une autre façon d’interpréter le monde dans lequel nous sommes momentanément confinés
La valeur au carrefour de la sémiotique, du marketing et de la publicité
No full textValue at the crossroads of semiotics, marketing and advertising
Polysemous definitions ofvalue are not lacking, they confuse bytheir very abundance. Books and articles from various disciplines have only fix this evanescent concept through the centuries byerecting axiological types. But the value, such as the semiotics of passions teaches us, is convertible. In the era of globalization where the destruction of values is fashionable, semiotics, through the study of forms of life values, is presented as the best guarantee of the future of marketing and advertising. The main task of semiotics is not to be the guardian of the values of the brand, but is to highlight the inter subjective process of their construction, that is to say, it is about how consumers receive these values by measuring the emotional and intelligible perception dimension, in order to avoid negative consequences, even dangerous they might cause
Kilito et la fabrique du texte. Lieux de la mémoire et enjeux de la création romanesque
No full textA theorist and a practitioner of the literary text, Kilito provides us with
a piece of work in which he ‘thinks’ that reality (the world) starts from
two major perspectives: one is aesthetical and the other is philosophical.
Aesthetically, Kilito’s writing is situated in-between the storytelling and
the essay. This means that his fiction could be seen as an impure literary
expression, proceeding by means of entanglements and overlaps between
genres and categories. That is why we are inclined to label Kilito as a
rhapsode, muallif, considering that he builds his fictional universe out
of scattered elements, originating, here and there, in the classical Arabic
tradition, but updated to a nowadays context. Philosophically, Kilito’s
writing asks questions and problematises as it focuses on notions taken
from the classical Arabic culture. Such notions are ontologically decisive
and substantial. One example is the notion of the Author, al-muallif, or that of the origin of the text as it is the case of Arabian Nights, a text whose origin is contested by the author in La langue d’Adam.
My ultimate goal hereinafter is to deal with Kilito’s art of writing, that is to say with the fictional construction process, as one can recognize it in the traces of his writing, not only of the fictional, but also of the essayistic one. I will consider the ‘fabrication’ of fiction at Kilito, on the one hand, starting from an analysis of the three essential components of his work as a rhapsode : the somatic, the poetic and the book-related memory. On the other hand, I will deal with the impure writing (postmodern aesthetics) at Kilito, a reader of the Arabian Nights, of Kundera, of Kafka, of Cervantes and of the classics of the field, so as to open the text to its semantical as well as aesthetical possibilities
Impact of ERP Integration on Management Control Practices in a Moroccan Construction Company: An Action Research Approach
No full textThis article examines the impact of ERP on management control practices within SBST, focusing on five key aspects: project cost and margin assessment, automation and improved reporting, development of tailored dashboards, and optimization of budget monitoring and financial risk control. Before the ERP implementation, these practices were characterized by fragmented management, manual data collection, and a lack of real-time visibility into project performance. The methodology adopted is based on an action research approach, in which the author, as an actor-researcher, actively participated in implementing the ERP and evaluating its effects. The results of this study show that integrating an ERP improved cost traceability, reduced reporting times, increased reliability of budget forecasts, improved the quality of analyses and more responsive decision-making, thus strengthening the role of management control in the strategic management of projects. Finally, this research opens up perspectives on the long-term impact of digitalizing management processes, particularly regarding resource optimization and financial risk management
