{"id":3277,"date":"2019-12-06T16:43:12","date_gmt":"2019-12-06T15:43:12","guid":{"rendered":"http:\/\/www.ecoloj.be\/goforclimatejustice\/jump\/?p=3277"},"modified":"2022-07-28T21:21:47","modified_gmt":"2022-07-28T20:21:47","slug":"violences-publicite-consommation-violence-symbolique","status":"publish","type":"post","link":"https:\/\/www.ecoloj.be\/goforclimatejustice\/jump\/violences-publicite-consommation-violence-symbolique\/","title":{"rendered":"Publicit\u00e9, consommation et violence symbolique"},"content":{"rendered":"

A l\u2019approche des f\u00eates de fin d\u2019ann\u00e9e<\/strong>, la publicit\u00e9 est partout : \u00e0 la t\u00e9l\u00e9vision, \u00e0 la radio, sur Internet et dans l\u2019espace public.<\/p>\n

<\/p>\n

Loin d\u2019\u00eatre anodine, l\u2019omnipr\u00e9sence de la publicit\u00e9, bras arm\u00e9 de la consommation de masse, en dit long sur nos soci\u00e9t\u00e9s contemporaines.<\/p>\n

Les investissements publicitaires en Belgique<\/span><\/h3>\n

En 2017, les investissements publicitaires ont repr\u00e9sent\u00e9 en Belgique plus de 4 milliards d\u2019euros, un chiffre en constante augmentation.
\nLes investissements publicitaires correspondent aux d\u00e9penses en publicit\u00e9 des annonceurs, tout m\u00e9dia confondu \u2013 la publicit\u00e9, la t\u00e9l\u00e9vision, \u00e0 la radio, en ligne\u2026 Ce montant repr\u00e9sente 360 euros par ann\u00e9e par Belge, soit pr\u00e8s d\u2019un euro par jour par personne. Ces sommes cons\u00e9quentes ont pour objectif d\u2019augmenter toujours plus les ventes de ces annonceurs. D\u2019un point de vue syst\u00e9mique, la publicit\u00e9 est un instrument visant \u00e0 accro\u00eetre de mani\u00e8re lin\u00e9aire la consommation des m\u00e9nages dans une logique de croissance \u00e9conomique infinie.<\/p>\n

L\u2019omnipr\u00e9sence de la publicit\u00e9, bras arm\u00e9 de la consommation de masse<\/span><\/h3>\n

La publicit\u00e9, quand elle participe \u00e0 la diffusion de l\u2019id\u00e9ologie dominante, est une forme de violence. Plus qu\u2019un besoin l\u00e9gitime d\u2019information, la publicit\u00e9 fa\u00e7onne l\u2019imaginaire collectif en v\u00e9hiculant une vision du monde particuli\u00e8re. Elle fait raisonner en chacun\u00b7e de nous notre identit\u00e9 r\u00e9elle ou per\u00e7ue \u2013 nos valeurs, notre culture, notre place dans la soci\u00e9t\u00e9 \u2013 pour cr\u00e9er un d\u00e9sir de consommer. Cette identit\u00e9 se refl\u00e8te ensuite dans nos habitudes de consommation et agit comme un marqueur social, t\u00e9moignant aux autres notre identit\u00e9, r\u00e9elle ou per\u00e7ue. La publicit\u00e9 va jusqu\u2019\u00e0 flatter nos d\u00e9sirs narcissiques de consommation instantan\u00e9e et illimit\u00e9e. Ainsi, Proximus proclame que Tu n\u2019es pas oblig\u00e9 d\u2019\u00eatre \u00ab epic \u00bb mais si tu veux, tu peux ou Base qui propose un max de data \u00e0 \u00ab Atypique \u00bb (comprenez, vous) parce que \u00ab Atypique \u00bb est libre. \u00ab Atypique \u00bb se d\u00e9brouille mieux et ose plus que tout le monde. Bref \u00ab Atypique\u00bb ne fait pas comme tout le monde.<\/p>\n

Alors, pourquoi vous – qui \u00eates tellement diff\u00e9rent\u00b7e\u00b7s des autres – ne consommeriez-vous pas la m\u00eame chose que les autres ? La publicit\u00e9 flatte la plus grande crainte de l\u2019\u00eatre moderne : \u00eatre accept\u00e9\u00b7e par les autres tout en ayant l\u2019impression d\u2019\u00eatre atypique, \u00e9pique, au-dessus de cette masse homog\u00e9n\u00e9is\u00e9e.<\/p>\n

Mais loin de l\u2019individu rationnel faisant un choix libre et conscient, notre consommation participe \u00e0 la construction de notre identit\u00e9 et t\u00e9moigne de notre place dans la soci\u00e9t\u00e9.<\/p>\n

La consommation, une violence symbolique<\/span><\/h3>\n

Le portrait de ce couple de gilets jaunes dans le journal Le Monde est r\u00e9v\u00e9lateur des rapports de classe entretenus par la publicit\u00e9 et la consommation. Ce couple faisait part aux journalistes du Monde de leur difficult\u00e9 \u00e0 boucler leurs fins de mois, ce qui n\u2019a pas manqu\u00e9 de soulever de vives critiques chez une partie des lecteurs\u00b7rice\u00b7s de ce m\u00eame journal. Ces dernier\u00b7e\u00b7s, issu\u00b7e\u00b7s principalement des classes ais\u00e9es, ne comprenaient pas la difficult\u00e9 de ce couple \u00e0 joindre les deux bouts. Plus encore, iels s\u2019indignaient des d\u00e9penses du couple et de leur incapacit\u00e9 \u00e0 g\u00e9rer correctement leur budget.<\/p>\n

Ces r\u00e9actions t\u00e9moignent d\u2019une v\u00e9ritable violence symbolique, c\u2019est-\u00e0-dire le processus qui fait passer pour naturel et donc l\u00e9gitime le rapport de domination entre classes sociales. Si les pauvres sont pauvres, c\u2019est simplement de leur faute, de leur incapacit\u00e9 \u00e0 g\u00e9rer correctement un budget. Si les pauvres restent pauvres, c\u2019est parce qu\u2019ils d\u00e9pensent trop, qu\u2019ils consomment mal.<\/p>\n

\u00e0 l\u2019inverse, les classes populaires acceptent inconsciemment leur domination et int\u00e9riorisent la vision du monde des classes sup\u00e9rieures. Les classes populaires veulent ressembler aux classes moyennes, les classes moyennes aux classes ais\u00e9es. Ce ph\u00e9nom\u00e8ne est rendu possible par la consommation de masse, entretenu par l\u2019omnipr\u00e9sence de la publicit\u00e9.<\/p>\n

Plus que r\u00e9pondre \u00e0 nos besoins, la publicit\u00e9 cr\u00e9e des envies qui maintiennent des rapports de domination entre classes sociales. En faisant miroiter le d\u00e9sir de s\u2019\u00e9lever socialement, la consommation de masse participe \u00e0 la domination des classes populaires, par la violence symbolique. En cette fin d\u2019ann\u00e9e, l\u2019omnipr\u00e9sence de la publicit\u00e9, bras arm\u00e9 de la consommation de masse, doit \u00eatre consid\u00e9r\u00e9e pour ce qu\u2019elle est : un instrument au service des dominant\u2027e\u2027s.<\/p>\n

___<\/p>\n

Lionel Legrand
\n<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

A l\u2019approche des f\u00eates de fin d\u2019ann\u00e9e, la publicit\u00e9 est partout : \u00e0 la t\u00e9l\u00e9vision, \u00e0 la radio, sur Internet et dans l\u2019espace public.<\/p>\n","protected":false},"author":86,"featured_media":4200,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"image","meta":[],"categories":[115],"tags":[103],"acf":[],"yoast_head":"\nPublicit\u00e9, consommation et violence symbolique - Jump<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ecoloj.be\/goforclimatejustice\/jump\/violences-publicite-consommation-violence-symbolique\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Publicit\u00e9, consommation et violence symbolique - Jump\" \/>\n<meta property=\"og:description\" content=\"A l\u2019approche des f\u00eates de fin d\u2019ann\u00e9e, la publicit\u00e9 est partout : \u00e0 la t\u00e9l\u00e9vision, \u00e0 la radio, sur Internet et dans l\u2019espace public.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ecoloj.be\/goforclimatejustice\/jump\/violences-publicite-consommation-violence-symbolique\/\" \/>\n<meta property=\"og:site_name\" content=\"Jump\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ecolojfederal\" \/>\n<meta property=\"article:published_time\" content=\"2019-12-06T15:43:12+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-07-28T20:21:47+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.ecoloj.be\/goforclimatejustice\/jump\/wp-content\/uploads\/sites\/3\/2019\/12\/images-jump-articles-7.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"627\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Lionel Legrand\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ecoloj\" \/>\n<meta name=\"twitter:site\" content=\"@ecoloj\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Lionel Legrand\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.ecoloj.be\/goforclimatejustice\/jump\/violences-publicite-consommation-violence-symbolique\/\",\"url\":\"https:\/\/www.ecoloj.be\/goforclimatejustice\/jump\/violences-publicite-consommation-violence-symbolique\/\",\"name\":\"Publicit\u00e9, consommation et violence symbolique - 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