Restricted accessResearch articleFirst published online 2025-10
Saisir la complexité de la consommation audiovisuelle par la catégorisation descendante de ses plateformes : évidences expérimentales pour un agenda scientifique,marketing et politique
La consommation audiovisuelle (AV) se déploie depuis des plateformes toujours plus nombreuses et complexes à catégoriser. L’analyse détaillée de cette catégorisation est au cœur de cet article. Plusieurs approches théoriques de la catégorisation cognitive sont mobilisées puis appréciées selon leur capacité à capturer la complexité du champ AV. Apparaissant comme la plus appropriée sur ce critère, l’approche descendante, intégrant le principe des catégories dérivées de buts, sert au déploiement d’une expérimentation (N=163). Celle-ci examine l’influence de buts personnels (s’informer, se divertir) et situationnels (mobilité, sédentarité) sur la catégorisation de plateformes AV. Les résultats révèlent que, sous l’effet principal et combiné de ces buts, des plateformes dissemblables gagnent en similarité aux yeux des consommateurs. La portée de ces résultats est discutée : i) pour les offreurs et les régulateurs dans la conduite de leurs politiques (marketing et publiques) ; et ii) pour le futur des recherches sur la consommation AV.
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