“Commerce shouldn’t prevail over promoting creativity within the title of the challenges of a globalized and standardized market”

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“Commerce shouldn’t prevail over promoting creativity within the title of the challenges of a globalized and standardized market”

Director of analysis in communication sciences on the CNRS and director of the worldwide journal Hermes (CNRS), Chairman of the Promoting Ethics Council of the Skilled Promoting Regulatory Authority, Dominique Wolton publishes To speak is to barter (CNRS editions, 192 pages, 8 euros). He defends the place of promoting creation, whereas calling for a rebel towards technological fascination.

The big communication teams have survived by equipping themselves technologically. Wasn’t this accomplished to the detriment of the precedence given to promoting creation?

It was logical for communication businesses to adapt, and this adaptation should be accomplished by associating creation, business, commerce and freedom. However with one important factor: commerce should not prevail over promoting creativity within the title of the challenges of a globalized and standardized market. We all know that promoting ensuing from intensive segmentation and primarily based on buying habits is poor from a artistic and human standpoint. Nevertheless, like tv, the press and radio, promoting just isn’t a trivial business and constitutes a political concern.

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New applied sciences and social networks have opened up an unprecedented area of expression. How is that this a menace?

The info business pretends to imagine that communication is simple and rapid, whereas human and political relations illustrate, day by day, the load of “incommunications”, the difficulties in understanding one another, and “acommunications”, c ie the defeat of communication, violence and conflict. The opposite paradox is to see people have at all times been cautious of tv, the press and radio due to the danger of manipulation, however present a scarcity of essential judgment with regard to what’s printed on so-called “social” networks. To not point out that these grasping applied sciences result in a disproportionate consumption of assets, given the social utility of promoting or financial and political concentrating on.

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Nevertheless, it’s the dictatorships that management, censor, even ban the Web…

Simply because dictatorships train management over the Web doesn’t imply that the Web is synonymous with freedom in democracies. Quite the opposite, it could actually pose formidable threats – privateness, hypothesis, darkish net, harassment… These are the Gafam [Google, Apple, Facebook, Amazon, Microsoft] who develop this argument, whereas, furthermore, they handle and are on the head of the best monetary, financial and political energy on this planet.

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