De quoi parlent les médias quand ils utilisent le mot «sobriété» ? Une étude longitudinale du cadrage médiatique de la sobriété par la presse: 1994-2022

Ségolène Anzangossoue, Chloé Hadida and Valérie Guillard
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Ségolène Anzangossoue: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Chloé Hadida: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Valérie Guillard: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: This exploratory research aims to find out how the framing of the word "sobriety" hasevolved over time by adopting a longitudinal approach. The word "sobriety" is increasinglyused to describe the reduction of different types of consumption (energy, consumption,digital, food, mobility, buildings, etc.) in French society. The press has a framing effect(Gerstlé, 1997; De Piccoli et al., 2004; Derville, 2017): the use of certain words, images andmetaphors frame events, which allows individuals to interpret them and give them meaning.By conducting a textual data analysis on a corpus of 512 press articles (1994-2022) thatinclude the word "sobriety" from 5 French media, this article aims to understand how and todesignate what this word is used in the press. The results show that the word "sobriety" is notlinked to new approaches of consumption or to the ecological transition before 2010s. This1 word was used more in association with the themes of culture (literature, architecture) orreligion. From 2010 to 2015 the concept of "sobriety" starts to appear in the press, especiallythrough the theme of energy consumption. Thus, the results show that the word "sobriety" isused within two different ways: to describe something (a piece of art for example) or to besomething (the concept of energy sobriety for example). Even if, from 2010s and, inparticular, after Paris Agreement (2015), the use of the word "sobriety" as being something ismore and more common, it is still not its primary use in the press. These results show that theconcept of "sobriety" is not fully conceptualized, which could explain the fact thatindividuals' representations of sobriety are often blurred.

Keywords: frugality; consumption; press; sobriety (search for similar items in EconPapers)
Date: 2023-01
Note: View the original document on HAL open archive server: https://hal.science/hal-05495835v1
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Published in 22nd IMTC 2023 Conference (International Marketing Trends Conference), Jan 2023, Paris, France

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