{"id":6087,"date":"2024-11-12T10:39:18","date_gmt":"2024-11-12T09:39:18","guid":{"rendered":"http:\/\/observatoire-asap.org\/?p=6087"},"modified":"2024-11-12T10:39:19","modified_gmt":"2024-11-12T09:39:19","slug":"vers-une-clarification-du-principe-dhomophilie-dans-la-litterature-sur-les-comportements-numeriques","status":"publish","type":"post","link":"https:\/\/observatoire-asap.org\/index.php\/2024\/11\/12\/vers-une-clarification-du-principe-dhomophilie-dans-la-litterature-sur-les-comportements-numeriques\/","title":{"rendered":"Vers une clarification du principe d\u2019homophilie dans la litt\u00e9rature sur les comportements num\u00e9riques"},"content":{"rendered":"

Depuis les ann\u00e9es 2000, les r\u00e9seaux sociaux sont devenus un univers \u00e0 part enti\u00e8re de la sph\u00e8re digitale, au sein duquel marques comme individus interagissent via une multitude de modalit\u00e9s, justifi\u00e9es autant par des possibilit\u00e9s techniques que par des m\u00e9caniques comportementales, l\u2019une comme l\u2019autre, en perp\u00e9tuelle \u00e9volution.<\/p>\n

Parmi ces m\u00e9caniques, le d\u00e9voilement de soi des individus, d\u00e9fini comme leur propension \u00e0 divulguer des informations personnelles (Jourard and Lasakow, 1958), apparait comme un \u00e9l\u00e9ment essentiel des strat\u00e9gies des marques et des plateformes qui les h\u00e9bergent dans la mesure ou les informations d\u00e9voil\u00e9es sont indispensables pour am\u00e9liorer les possibilit\u00e9s de ciblage comportementaux et publicitaires des entreprises (Acquisti, 2010), et la capacit\u00e9 des plateformes \u00e0 p\u00e9renniser et \u00e0 d\u00e9velopper la coh\u00e9sion au sein des communaut\u00e9s virtuelles, et notamment des groupes de discussion que rejoignent leurs membres (Yang et al., 2019).<\/p>\n

De nombreux facteurs impactant le d\u00e9voilement de soi des individus ont d\u00e9j\u00e0 \u00e9t\u00e9 \u00e9tudi\u00e9s par la communaut\u00e9 acad\u00e9mique. Parmi ces facteurs, l\u2019Homophilie, d\u00e9finie comme la volont\u00e9 des individus \u00e0 se rapprocher de ceux qui leurs sont semblables (Lazarsfeld and Merton, 1954), a d\u00e9j\u00e0 fait l\u2019objet de nombreux travaux qui l\u2019explicitent comme un mod\u00e9rateur positif voulant que plus les individus identifient leurs similarit\u00e9s, plus leur propension \u00e0 se d\u00e9voiler s\u2019en trouve positivement impact\u00e9e (Peng et al., 2018).<\/p>\n

Si l\u2019homophilie a d\u00e9j\u00e0 \u00e9t\u00e9 \u00e9tudi\u00e9e \u00e0 travers deux cat\u00e9gories, consensuellement reconnues par les chercheurs, \u00e0 savoir une homophilie induite, ou de statuts, reposant sur les crit\u00e8res sociod\u00e9mographiques des individus, et une homophilie de choix, ou de valeurs, formalis\u00e9e par les convictions et les int\u00e9r\u00eats communs autour desquels les membres se retrouvent (McPherson et al., 2001), le sociologue Pierre Rosanvallon sugg\u00e8re dans son ouvrage \u00ab\u00a0les \u00e9preuves de la vie\u00a0\u00bb que c\u2019est parfois au travers de certaines \u00e9preuves, constituant un passif commun, que des individus peuvent se retrouver et concevoir un sentiment de proximit\u00e9 (Rosanvallon, 2021), posant ainsi les bases d\u2019une nouvelle forme d\u2019homophilie, ne reposant ni sur des similitudes sociod\u00e9mographiques ni sur ces convictions partag\u00e9es.<\/p>\n

Dans ce contexte, certaines communaut\u00e9s virtuelles, r\u00e9unissant des victimes de drames ou des personnes souffrant de maladies chroniques pas n\u00e9cessairement graves, mais suffisamment sp\u00e9cifiques pour les distinguer des autres individus, peuvent \u00eatre consid\u00e9r\u00e9es comme entrant dans ce nouveau type d\u2019homophilie comme nous d\u00e9signons comme une homophilie d\u2019\u00e9preuve (Levy, 2021). Or, si ces communaut\u00e9s ont d\u00e9j\u00e0 \u00e9t\u00e9 \u00e9tudi\u00e9es dans de pr\u00e9c\u00e9dents travaux portant sur l\u2019homophilie et le d\u00e9voilement de soi de leurs membres, elles ne l\u2019ont jamais \u00e9t\u00e9 en tant que communaut\u00e9 reposant sur une homophilie d\u2019\u00e9preuve.<\/p>\n

Ce constat am\u00e8ne \u00e0 repenser l\u2019approche visant \u00e0 cat\u00e9goriser l\u2019homophilie, en r\u00e9 interrogeant le concept et en en comparant les diff\u00e9rents types afin de d\u00e9terminer si certains types d\u2019homophilie pr\u00e9sentent des particularit\u00e9s \u00e9valuables, d\u00e8s lors que nous nous int\u00e9ressons au d\u00e9voilement de soi des membres, mais \u00e9galement \u00e0 la m\u00e9thodologie la plus adapt\u00e9e et la plus \u00e9thique d\u2019analyser l\u2019impact du type d\u2019homophilie sur les comportements des membres de r\u00e9seaux sociaux.<\/p>\n

L\u2019enrichissement, ainsi attendu, n\u2019est pas que m\u00e9thodologique mais aussi manag\u00e9rial (Macinnis, 2011), dans la mesure o\u00f9 une vision plus exhaustive du concept d\u2019homophilie et de ses diff\u00e9rentes modalit\u00e9s doit \u00e9galement permettre aux entreprises de mieux comprendre la nature des communaut\u00e9s au sein desquelles elles font le choix d\u2019interagir avec leurs diff\u00e9rents publics.<\/p>\n

\n

Yann Levy<\/a><\/p>\n

Bibliograhie<\/strong><\/p>\n

\n

Acquisti, A., 2010. The Economics of Personal Data and the Economics of Privacy.<\/p>\n

Jourard, S.M., Lasakow, P., 1958. Some factors in self-disclosure. The Journal of Abnormal and Social Psychology 56, 91\u201398. https:\/\/doi.org\/10.1037\/h0043357<\/p>\n

Lazarsfeld, P., Merton, R., 1954. Friendship as a social process: a substantive and method-ological analysis. | BibSonomy [WWW Document]. URL https:\/\/www.bibsonomy.org\/bibtex\/299bc2f770fe54c340c868fba5cb7c192\/l.sz. (accessed 8.30.23).<\/p>\n

Levy, Y., 2021. R\u00e9seaux sociaux\u202f: quel impact des leviers de constitution des groupes de discussion sur le d\u00e9voilement de soi et l\u2019engagement vis-\u00e0-vis du groupe (phdthesis). Universit\u00e9 Panth\u00e9on-Sorbonne – Paris I.<\/p>\n

Macinnis, D., 2011. A Framework for Conceptual Contributions in Marketing. Journal of Marketing 75. https:\/\/doi.org\/10.2139\/ssrn.1845968<\/p>\n

McPherson, M., Smith-Lovin, L., Cook, J.M., 2001. Birds of a Feather: Homophily in Social Networks. Annu. Rev. Sociol. 27, 415\u2013444. https:\/\/doi.org\/10.1146\/annurev.soc.27.1.415<\/p>\n

Peng, J., Agarwal, A., Hosanagar, K., Iyengar, R., 2018. Network Overlap and Content Sharing on Social Media Platforms. Journal of Marketing Research 55, 571\u2013585. https:\/\/doi.org\/10.1509\/jmr.14.0643<\/p>\n

Rosanvallon, P., 2021. Les Epreuves de la vie: Comprendre autrement les Fran\u00e7ais. Editions du Seuil.<\/p>\n

Yang, D., Yao, Z., Seering, J., Kraut, R., 2019. The Channel Matters: Self-disclosure, Reciprocity and Social Support in Online Cancer Support Groups, in: Proceedings of the 2019 CHI Conference on Human Factors in Computing Systems, CHI \u201919. Association for Computing Machinery, New York, NY, USA, pp. 1\u201315. https:\/\/doi.org\/10.1145\/3290605.3300261<\/p>\n

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