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International audience; Cet article propose des réflexions sur les nouvelles cultures de l’influence dans les réseaux sociaux numériques à partir de l’étude ethno-sémiotique des comptes Instagram de six micro-célébrités qui, en qualité de « micro » ou « nano » influenceurs, sont engagées ou sponsorisées par des annonceurs du secteur agroalimentaire afin de capter un public potentiellement intéressé par l’achat de produits alimentaires. L’article montre en quoi les pratiques des instagrammeuses étudiées relèvent de différentes formes de témoignage visant à générer des effets d’influence auprès des annonceurs ainsi qu’auprès de mères de famille et de jeunes femmes, prescripteurs et acheteurs de produits alimentaires pour les enfants et les adolescents.

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International audience; Food Information, Communication and Education analyses the role of different media in producing and transforming knowledge about food. 'Eating knowledge', or knowledge about food and food practice, is a central theme of cooking classes, the daily press, school textbooks, social media, popular magazines and other media. In addition, a wide variety of actors have taken on the responsibility of informing and educating the public about food, including food producers, advertising agencies, celebrity chefs, teachers, food bloggers and government institutions.Featuring a range of European case studies, this interdisciplinary collection advances our understanding of the processes of mediatization, circulation and reception of knowledge relating to food within specific social environments. Topics covered include: popularized knowledge about food carried over from past to present; the construction of trustworthy knowledge in today's food risk society; critical assessment of nutrition education initiatives for children; and political and ideological implications of food information policy and practice.

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International audience; L'ambizione di questo volume è fornire una bussola per orientarsi nell'insieme vasto e composito della letteratura sulla pubblicità. Il testo raccoglie, sintetizza e mette in relazione le molteplici teorie, analisi e riflessioni che compongono un campo di indagine tanto ricco quanto frammentario come quello degli studi sulla pubblicità - intesa come fenomeno comunicativo al crocevia tra commercio, cultura e società. Il lettore troverà in queste pagine una sintesi chiara dei diversi orientamenti teorici e metodologici che hanno attraversato lo studio delle strategie, degli artefatti e delle pratiche della comunicazione commerciale. Dalle analisi degli annunci sulla stampa negli anni del dopoguerra fino allo studio attuale delle strategie della pubblicità su Internet, il volume raccoglie dunque la sfida di rendere accessibili le questioni sollevate dalla pubblicità nel corso del tempo e aiuta il lettore a cogliere le implicazioni ideologiche, culturali, sociali ed economiche della comunicazione commerciale, senza ridurne la complessità. Il volume si rivolge principalmente agli studenti di corsi di Laurea Triennale e Magistrale in Scienze della comunicazione, ma potrà interessare anche un pubblico di lettori più ampio: professionisti del settore, studenti, dottorandi, ricercatori di altri ambiti delle scienze umane e sociali.

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International audience; This contribution focuses on the connections between advertising, food and education , and in particular on new forms of "educational communication" aimed at primary school teachers and pupils. After a brief review of the literature on the evolution of school marketing communication, this article illustrates, through a semio-pragmatic analysis of a two significant cases, the characteristics of the info-communicational devices produced by food companies for teachers and pupils of the Italian primary schools. Finally, it proposes a reflection on the challenges posed to a specific branch of media education-advertising education-by these new forms of marketing communication.; Cette contribution s'intéresse aux entrelacs entre publicité, alimentation et éducation et notamment aux nouvelles formes de « communication éducative » visant les ensei-gnants et les élèves des écoles primaires. Après un bref état de la littérature profession-nelle et critique sur l'évolution de la communication marchande en direction des publics scolaires, l'article illustre, à travers l'analyse sémio-pragmatique de deux cas significatifs, certaines caractéristiques des artefacts info-pédagogiques produits par les entreprises du secteur agro-alimentaire à destination des enseignants et des élèves des écoles primaires italiennes. Enfin, il propose une réflexion sur les défis posés à une branche spécifique de l'éducation aux médias-l'éducation à la publicité-par ces nouvelles formes de communication marchande.; Questo contributo si concentra sui legami tra pubblicità, alimentazione ed educazione, e in particolare sulle nuove forme di "comunicazione educativa" rivolte agli insegnanti e agli alunni delle scuole elementari. Dopo una breve sintesi della letteratura sulle trasformazioni della comunicazione marketing in ambito scolastico, l'articolo illustra, attraverso un'analisi semio-pragmatica di due casi significativi, le caratteristiche dei dispositivi informativo-comunicazionali prodotti dalle aziende alimentari per gli insegnanti e gli alunni delle scuole elementari italiane. Infine, propone una riflessione sulle sfide che queste nuove forme di comunicazione di marketing pongono a uno specifico ramo dell'educazione ai media ovvero l'educazione alla pubblicità.

This article aims to reconstruct the cultural and “social biographies” (Kopytoff, 1986) of advertising artefacts. It wants to examine not so much the origins of advertising artefacts and the strategies of the professionals who have created them, but rather the uses which have been made of them and the functions assigned to them over time. In particular, the central question of this contribution concerns the role of the professionals of heritage institutions in redefining the uses of advertising artefacts once they have been departed from their commercial target. Firstly, we analyse the process of creative circulation of advertising artefacts and the turning points which have conduct them to became cultural objects. Secondly, we illustrate the main results of two research projects on the digitization and new forms of circulation of advertising artefacts promoted by French and Italian heritage institutions.

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Cet article propose une analyse comparative de la rhétorique des risques alimentaires présente dans les dispositifs d’information et de communication à destination des élèves de l’école primaire, produits d’un côté par les organisations qui travaillent dans le secteur de la restauration scolaire, et de l’autre, par les acteurs – éditeurs et enseignants – proches du monde scolaire. Les stratégies discursives mises en place par ces deux groupes d’acteurs pour construire la notion de risque relèvent d’un discours normé, à la fois culpabilisant et rassurant, où les dangers apparaissent à la fois réels et insaisissables. Un discours fonctionnaliste sur la nutrition sert à la fois les pratiques des enseignants parfois réservés face aux ambitions des programmes d’éducation nutritionnelle à l’école et permet à l’entreprise de se montrer solidaire d’une philosophie éducative de l’autonomie qui responsabilise les jeunes élèves en offrant un message positif, et positiviste, de leur capacité d’auto-gouvernance. This article offers a comparative analysis of the rhetoric of risk found in pedagogical devices produced for school children by food service companies and by editors and teachers. Discursive strategies used to construct the idea of risk are highly normalized, both responsibilizing and reassuring, and portray food risks as both real and undefined. A functionalist and positivist approach to nutrition, which emphasizes childrens’ autonomy and capacity for self-governance, serves the needs of both teachers, faced with difficult choices due to the emerging importance of health education in school curricula, and the new image of the corporate actor as educator.

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Pleasures and risks associated with food are not stable entities but are constantly negotiated as elements of a network of social interactions. Educational, medical, commercial and political discourses play a determining role not only in the perception, but also in the configuration and circulation of the categories of pleasures and risks. Few studies have investigated the circulation of knowledge and values related to food from a communicational and informational perspective. This article aims at exploring how the tension between pleasure and risk characterizes discourses on food produced for school children by different actors: food companies, textbook editors, educators. Our considerations are based on an exploratory and qualitative study of information and communication devices related to food made available to teachers and pupils in the French region Nord-Pas de Calais. The messages in these devices correspond to often divergent trends and discursive positions. We will consider the presence of sensualist and responsibilizing discourses on food as they place children at the centre of a constellation of interacting voices promoting a range of concerns, types of engagement and forms of knowing., The International Journal of Sociology of Agriculture and Food, Vol. 21 No. 3 (2014): Special Issue: Children's Food Practices and School Meals

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Projet ANR Expériences du corps et passage d'âges : le cas des enfants de 9 à 13 ans (France et Italie) Workpackage n°5

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Recent decades have seen profound changes in the relationship between the local, national and worldwide contexts. Traditional geopolitical boundaries are becoming more and more porous, and the complex web of territorial interconnections is more conspicuous than ever.The advertising sector has been strongly affected by the transformations occurring in the geography of markets and cultures. This study focuses on the structural rationale behind the strategies and organisation of the advertising industry on a transnational scale. It endeavours to demonstrate that transnational advertising – as an industry and as an ensemble of strategies and messages – is characterised by constant interactions between the economic pressures that encourage standardisation and the national socio-cultural differences that imply diversification.The analysis is twofold. First, the text traces the expansion of the advertising industry beyond national boundaries. The author examines the forms that this expansion has taken in France and in Italy and analyses the development of the theories and techniques of transnational advertising that have been elaborated by professionals. Secondly, the analysis looks at the ways in which transnational advertising messages have been adapted to fit different national contexts. The comparison of a group of commercials transmitted in France and Italy fir mass-consumer goods distributed in both countries shows that transnational advertising doesn’t escape territorial constraints. On the contrary, it assimilates territorial differences to the point of making them part of its discourses.; Les dernières décennies ont connu un changement profond des relations entre sphère locale, nationale, mondiale. Les frontières géopolitiques sont devenues de plus en plus poreuses et l'enchevêtrement des différentes dimensions territoriales apparait plus que jamais manifeste.La communication publicitaire participe activement aux transformations qui affectent la géographie des marchés et des cultures. Cette étude se concentre sur les logiques qui orientent l’organisation et les stratégies de l’industrie publicitaire à l’échelle transnationale. Elle se propose de montrer que la publicité transnationale – en tant qu’industrie et en tant qu’ensemble de stratégies et de messages – se caractérise par des interactions constantes entre des instances économiques visant à la standardisation et des tendances à la différenciation entrainées par les spécificités socio-culturelles propres à chaque contexte national.L’analyse suit deux pistes majeures. Tout d’abord, le texte reconstruit l’expansion de l’industrie publicitaire au delà des frontières nationales. L’auteur examine les formes que cette expansion a prises en France et en Italie et l’évolution des théories et des techniques de publicité transnationale élaborées par les professionnels. Ensuite, l’analyse se focalise sur les modalités d’adaptation des messages publicitaires dans les divers contextes nationaux. La comparaison d’un corpus de spots diffusés en France et en Italie pour des produits de large consommation distribués dans ces deux pays révèle que la publicité transnationale n’échappe pas aux contraintes territoriales. Au contraire, elle épouse la diversité des échelons territoriaux jusqu’à l’intégrer dans ces discours.

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Il contributo costituisce l’introduzione al numero monografico di Comunicazionepuntodoc n. 19 2018, Il ristorante italiano. Memoria, cultura, identità, esperienze. Mentre molti studi internazionali si concentrano sul ruolo dei ristoranti italiani nel cambiamento dei Paesi di destinazione migratoria, gli studi italiani sul ristorante italiano all’estero e nel nostro Paese risultano a oggi carenti, sia pur con autorevoli eccezioni (Montanari 2002; Cipolla 2008). Il contributo introduce il particolare “ristorante etnico” che è il ristorante italiano in Italia e fuori d’italia e le sue pratiche di iper-ritualizzazione dei tratti della tradizione (cibo, arredi, identità visiva del locale, ecc.) di modo da offrire – come ha spiegato Erving Goffman (1979, p. 37) – non “una immagine di come stanno le cose, bensì una guida esortativa alla loro percezione”.