Warning: include_once(/home/clients/2450b2cdb75cb66bb8012e32a7e916b6/web/wp-content/plugins/wp-super-cache/wp-cache-phase1.php): failed to open stream: No such file or directory in /home/clients/2450b2cdb75cb66bb8012e32a7e916b6/web/wp-content/advanced-cache.php on line 22

Warning: include_once(): Failed opening '/home/clients/2450b2cdb75cb66bb8012e32a7e916b6/web/wp-content/plugins/wp-super-cache/wp-cache-phase1.php' for inclusion (include_path='.:/opt/php7.4/lib/php') in /home/clients/2450b2cdb75cb66bb8012e32a7e916b6/web/wp-content/advanced-cache.php on line 22
Anthropologie digitale

Digital Anthropology

Anthropologie digitale

Multidisciplinary surveys

Our scientific project at the convergence of the fields of anthropology and technology has led us to adopt the term “digital anthropology” in the broad sense of multidisciplinary surveys on practices, behaviors, representations, ideologies, professions, organizations, techniques and productions present in current digital use paths and digital modes of standardization.

Information and communication cultures

We are talking about consumer research, not just research on buyers. In this sense, ICTs (information and communication technologies) are no longer seen as technologies only but as “cultures”. The cultural and societal consequences of digital technology are often overshadowed by its technical aspects and by its economic dimension of offering products and services. Digital anthropology is therefore committed to helping to articulate the social and technical dimensions and thus place ICT in a more holistic context. “The Internet indeed offers extraordinary deployment surfaces for individual and collective imaginations, just as it increases the capacity for reformulating the symbolic capital of societies and the symbolic effectiveness of practices and discourse. In general, it is all the symbolic and imaginary modes of investment that find a new lease of life in the digital tool. ” (SELIM, 2012)

Tribal Scale

Recent research in market segmentation has shown that the tribal scale is not only the most decisive for marketing directions and sales results but also the most balanced approach between “* Research-driven” * (* insights ) and “ Activation focused” * (actionability).

This is why we use tribal segmentation as a source of metadata (native digital objects) to analyze the motivations of consumers to make a particular choice, to adopt or not a product or a service. This approach also allows us to study the representations of a brand and the reasons that make and break customer loyalty to it.

Consumer motivations

The choices that shoppers make, both online and offline, are increasingly influenced in this era of extreme media coverage by the gaze of others, by the recognition that they may or may not obtain by showing certain signs of belonging. The digital dimensions of social ties are therefore not only “virtual” and fit into symbolic, imaginary and real spheres. It is these invisible relationships and their complex contexts that our research intends to highlight.

The real and the virtual have no borders

It is a question of deciphering human behaviors and their evolutions, of describing and understanding the extremely diverse paths of digital uses in order to allow the marketing and engineering teams to appropriate this knowledge and to orient their digital transformations towards innovations that can be integrated into their project logic. Such knowledge, which we refer to as “technosocial assemblages”, will further help to create, test and deepen relationships with client tribes. And so to participate in the positive development of markets, advertising and their social and environmental impacts.

Monique Selim, « La production numérique du réel, perspectives anthropologiques », Variations [En ligne], 16 | 2012, mis en ligne le 20 février 2012, consulté le 16 mars 2021. URL : http://journals.openedition.org/variations/148 ; DOI : https://doi.org/10.4000/variations.148

Scroll to Top