Communiquer en régime de controverse : le cas du lait d’origine animale en France

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Communiquer en régime de controverse : le cas du lait

d’origine animale en France

Clémence de Bellis

To cite this version:

Clémence de Bellis. Communiquer en régime de controverse : le cas du lait d’origine animale en France. Sciences de l’information et de la communication. 2018. �dumas-02930209�

Master professionnel

Mention : Information et communication

Spécialité : Communication Entreprises et institutions Option : Entreprises, institutions et risque

Communiquer en régime de controverse

Le cas du lait d’origine animale en France

Responsable de la mention information et communication Professeure Karine Berthelot-Guiet

Tuteur universitaire : Bérénice Mariau

Nom, prénom : DE BELLIS Clémence Promotion : 2017-2018

Soutenu le : 25/09/2018

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REMERCIEMENTS ... 2

INTRODUCTION ... 5

I. LE LAIT OU LE PASSAGE DU « TOTEM » AU « TABOU » ... 12

A. LE RAPPORT DES INDIVIDUS A LEUR ALIMENTATION ... 12

i. Une question intime ... 13

ii. Une question de confiance ... 14

iii. Vers une quête de sens ... 15

B. L’HISTOIRE PARTICULIERE DE LA CONSOMMATION DE LAIT D’ORIGINE ANIMALE ... 16

i. Une consommation récente, une affaire d’Etat et d’Europe ... 17

ii. Un marché marqué par les déséquilibres ... 20

iii. Les contours de la controverse ... 21

C. LES GERMES DE CRISES ... 24

i. Des imaginaires riches et variés ... 24

ii. Avocat, huile de coco, lait de soja et caetera ... 26

iii. Un terreau fertile ... 27

II. UNE POLÉMIQUE INSCRITE DANS LES MÉDIAS FRANÇAIS ... 30

A. LA VISIBILITE DU LAIT DANS LES MEDIAS EN LIGNE FRANÇAIS ... 30

i. Le lait et ses enjeux d’image ... 31

ii. Un corpus réfléchi ... 33

iii. Un sujet visible, vivant au rythme d’une actualité en tension ... 34

B. UNE IMAGE MEDIATIQUE A REDORER ... 36

i. Des discours anxiogènes ... 36

ii. La mémoire des crises ... 41

iii. La mise en récit de tensions ... 47

C. DE LA NÉCESSITÉ DE COMMUNIQUER ... 48

i. Des marques invisibles ? ... 48

ii. Les producteurs de lait, une image positive sur laquelle capitaliser ... 51

iii. Des opportunités à saisir ... 52

III. DES MARQUES DANS LA TOURMENTE, DE L’OPACITÉ À LA TRANSPARENCE ... 54

A. LES VALEURS AU SECOURS DES MARQUES ... 55

i. Enjeux de réputation ... 55

ii. La sacro-sainte transparence ... 57

iii. L’art de la persuasion ... 58

B. ACTEURS DIVERS, STRATÉGIES SIMILAIRES ? ... 60

i. Une porosité entre les discours ... 61

ii. Techniques de persuasion ... 66

iii. La place de l’internaute en question ... 69

C. ET LE LAIT DANS TOUT ÇA ? ... 70

i. Justifier la consommation de lait d’origine animale ... 70

ii. S’insérer dans la vie quotidienne ... 72

iii. Santé, force, jeunesse : le rappel des attributs de l’aliment ... 72

BIBLIOGRAPHIE ... 78 TABLE DES ANNEXES ... 81 ANNEXE I – CAPTURES D’ÉCRAN DE RECHERCHES EFFECTUÉES SUR

GOOGLE ANALYTICS _{... 82} ANNEXE II – GRILLE D’ANALYSE D’ARTICLES EN LIEN AVEC LE LAIT ... 83 ANNEXE III – CAPTURES D’ÉCRAN ISSUES DES SITES ÉTUDIÉS ... 85 ANNEXE IV – TYPOLOGIE DE SITES SELON CAMILLE RONDOT (COURS

DISPENSÉ AU CELSA SUR LE SITE DE L’UNESCO – 2016) ... 95 RÉSUMÉ ... 96 MOTS CLEFS ... 97

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