Quelle(s) considération(s) pour l’éthique dans l’usage des technologies d’information et de communication en relations publiques ?/ Which consideration(s) for ethics within the use of information and communication technologies by public relations ?
DOI:
https://doi.org/10.5783/revrrpp.v2i4(jul-dic).124Keywords:
nouvelles technologies, TIC, astroturfing, relations publiques, éthique, Web 2.0.Abstract
Résumé
L’astroturfing est une stratégie de communication dont la source est occultée et qui prétend, à tort, être d’origine citoyenne. Dans le cadre d’une recherche exploratoire visant à approfondir les connaissances à propos de ce phénomène, nous avons scruté les moyens de communications que déploient ces stratégies. L’analyse de 99 cas d’astroturfing dénoncés expose le fait que les technologies de l’information et des communications (TIC) et plus précisément les modalités issues du Web 2.0, y sont prédominantes. Devant ce constat, nous caractérisons ces moyens de communication et ainsi que les interfaces qu’ils proposent et tissons des liens épistémologiques avec l’astroturfing ainsi que, de manière plus générale, avec les principes éthiques orientant les pratiques professionnelles de relations publiques. Nous en concluons que les TIC, par leur nature et par le truchement des fonctionnalités qu’elles offrent, sont un terreau fertile pour l’éclosion de stratégies de communication à l’éthique discutable. En conséquence, nous en appelons à un renforcement de la sensibilisation des professionnels, des clients et des publics face aux enjeux éthiques des relations publiques, lesquels sont toujours à promouvoir et à défendre.
Mots-clés : nouvelles technologies, TIC, astroturfing, relations publiques, éthique, Web 2.0.
Abstract
Astroturfing is a communication strategy whose source is hidden and that falsely pretends to be grassrooted. Within an exploratory research hoping to bring to light more information about this phenomenon, we studied the means of communications these strategies rely on. The analysis of 99 denunciated cases exposes that information and communication technologies (ICT), and more precisely Web 2.0 are dominant. Facing that fact, we characterize ICT and the platforms they offer and explore epistemological links that may exist between them and astroturfing, and more generally, with the ethical principles that guide public relations practice. We conclude the ICT, by their nature and the functionalities they suggest, offer a very fertile ground for unethical communication strategies. Consequently, we appeal to a reinforcement of sensibilization toward professionals, publics and clients about ethical issues and consideration in the practice of public relations, which shall constantly to be promoted.
Keywords: Information and communication technologies, ICT, astroturfing, public relations, ethics, Web 2.0.
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