L'émergence d'un discours de Proximité. Concept fondateur ou illusion ?

The purpose of this paper is to study the notion of proximity from a communicative perspective. It asks two questions : how best to define proximity in a trade and media context and which model offers communication sciences the best way to study it and seize the representations and understand the organization. This semiotic analysis of France 3's latest advertising campaign illustrates, and sheds lights on the notion of proximity and so attempts to define it. [ABSTRACT FROM AUTHOR]