{"id":6392,"date":"2026-07-02T09:35:02","date_gmt":"2026-07-02T07:35:02","guid":{"rendered":"https:\/\/observatoire-asap.org\/?p=6392"},"modified":"2026-07-02T09:35:02","modified_gmt":"2026-07-02T07:35:02","slug":"reciprocite-sur-les-reseaux-sociaux-vers-un-paradoxe-du-devoilement-de-soi","status":"publish","type":"post","link":"https:\/\/observatoire-asap.org\/index.php\/2026\/07\/02\/reciprocite-sur-les-reseaux-sociaux-vers-un-paradoxe-du-devoilement-de-soi\/","title":{"rendered":"R\u00e9ciprocit\u00e9 sur les r\u00e9seaux sociaux\u00a0: Vers un paradoxe du d\u00e9voilement de soi\u00a0?"},"content":{"rendered":"

Le d\u00e9voilement de soi et l\u2019engagement sont deux concepts cl\u00e9s du fonctionnement des r\u00e9seaux sociaux et des communaut\u00e9s virtuelles (Ashley & Tuten, 2014). Le premier car il favorise la confiance entre les membres et les possibilit\u00e9s de ciblage des soci\u00e9t\u00e9s (Acquisti, 2010), le second parce qu\u2019il permet \u00e0 la communaut\u00e9 de se d\u00e9velopper et de r\u00e9aliser ses objectifs (Cothrel, 2000). Si les deux concepts sont assez proches et peuvent faire l\u2019objet de m\u00e9caniques communes et de manifestations identiques, la nature de la relation qui pourrait les unir reste un sujet, jusqu\u2019ici, peu abord\u00e9 par la recherche en sciences de gestion (Levy, 2021). Ainsi, lorsqu\u2019en 2018, le groupe Meta annonce lutter contre la baisse de l\u2019engagement de ses membres en renfor\u00e7ant la confidentialit\u00e9 des \u00e9changes et la protection de la vie priv\u00e9e, deux probl\u00e9matiques limitant le d\u00e9voilement de soi, le r\u00e9seau social semble \u00e9tablir \u00e0 l\u2019\u00e9chelle manag\u00e9riale une relation entre les deux concepts qui n\u2019est, alors, pas \u00e9tudi\u00e9e par la communaut\u00e9 acad\u00e9mique. Nous avons par la suite, pu d\u00e9terminer que les actes de d\u00e9voilement de soi des membres de communaut\u00e9s virtuelles g\u00e9n\u00e8rent de la part des autres membres des r\u00e9actions traduisant, non seulement, des comportements de d\u00e9voilement de soi mais \u00e9galement des actes d\u2019engagement consid\u00e9r\u00e9s comme importants, identifiant ainsi une r\u00e9ciprocit\u00e9 forte entre le d\u00e9voilement de soi des individus et l\u2019engagement de leurs interlocuteurs (Imlawi & Gregg, 2012). Pour autant, si la m\u00e9canique de corr\u00e9lation entre les deux concepts s\u2019en est trouv\u00e9e \u00e9tablie, R\u00e9interroger ce concept, qui demeure \u00e9volutif parce que techno d\u00e9pendant, semble \u00e9galement un enjeu.<\/p>\n

Dans ces conditions, et en nous confrontant \u00e0 une actualit\u00e9 excessivement riche, nous constatons un d\u00e9calage significatif entre une corr\u00e9lation \u00e9tablie sur le plan acad\u00e9mique mais de plus en contredite \u00e0 l\u2019\u00e9chelle manag\u00e9riale.<\/p>\n

Dans la pratique, Les chercheurs se sont attach\u00e9s \u00e0 mettre en lumi\u00e8re un rapport de r\u00e9ciprocit\u00e9 d\u2019apr\u00e8s lequel Les individus membres de communaut\u00e9s se d\u00e9voilent et s\u2019engagent plus facilement avec des personnes qui leur ont pr\u00e9alablement confi\u00e9 des informations personnelles, r\u00e9alisant dans l\u2019exercice une forme de \u00ab\u00a0premier pas\u00a0\u00bb, consid\u00e9r\u00e9 comme un facteur d\u00e9terminant dans les logiques d\u2019interactions au sein d\u2019une communaut\u00e9 (Barack & Gluck-Ofri, 2007). Pour autant, Avec les ann\u00e9es 2020 et l\u2019\u00e9mergence des nouveaux formats, comme les shorts, les r\u00e9els, les messages audio, et la possibilit\u00e9 de les rendre \u00e9ph\u00e9m\u00e8res, les individus semblent, au contraire limiter les interactions qui correspondraient \u00e0 des actes de d\u00e9voilement, mettant ainsi \u00e0 mal les effets li\u00e9s rapport de r\u00e9ciprocit\u00e9 jusqu\u2019ici observ\u00e9 au sein des communaut\u00e9s virtuelles (Moradi et al., 2026).<\/p>\n

Un regard de praticien nous impose de consid\u00e9rer l\u2019\u00e9mergence de d\u00e9rives, telles que le cyberharc\u00e8lement, l\u2019ostracisation, ou d\u2019autres manifestations de ce qu\u2019il convient d\u2019appeler la haine en ligne, ont amen\u00e9 les individus \u00e0 consid\u00e9rer davantage les cons\u00e9quences d\u2019un d\u00e9voilement de soi excessif, ou manquant de maitrise (Aizenkot, 2020). Paradoxalement, la sensibilisation et le d\u00e9veloppement des mesures juridiques ne semblent pas limiter le nombre de d\u00e9rives, dans la mesure ou le nombre de signalement et de plaintes n\u2019a cess\u00e9 d\u2019augmenter depuis le d\u00e9but des ann\u00e9es 2010 (Solove, 2012). En r\u00e9sum\u00e9, nous nous interrogeons sur les raisons pour lesquelles le principe de r\u00e9ciprocit\u00e9 ne s\u2019applique plus aux m\u00e9caniques de d\u00e9voilement de soi telles qu\u2019elles ont \u00e9t\u00e9 explicit\u00e9es par la communaut\u00e9 acad\u00e9mique.<\/p>\n

Cette probl\u00e9matique semble s\u2019articuler autour de trois questions que nous nous emploierons \u00e0 traiter dans un prochain papier.<\/p>\n

La premi\u00e8re est de d\u00e9terminer si c\u2019est \u00e0 travers la d\u00e9pendance au r\u00e9seaux sociaux et aux interactions qui s\u2019y observent que ce paradoxe peut s\u2019expliquer (Notara et al., 2021).<\/p>\n

La deuxi\u00e8me trouve son explication dans la mobilisation de la th\u00e9orie de la gratification, qui voudrait que les individus soient pr\u00eats \u00e0 courir les risques de la violence en ligne si, par la m\u00eame, ils g\u00e9n\u00e8rent des r\u00e9actions \u00e0 leurs contenus (Dolan, 2016).<\/p>\n

Enfin, la troisi\u00e8me, voudrait que la reconnaissance du risque soit \u00e0 int\u00e9grer dans une certaine forme d\u2019acceptation de la part des membres de communaut\u00e9\u00a0? Une acceptation d\u2019autant plus renforc\u00e9e que les risques sont reconnues mais lointains alors que les gratifications attendues sont, elles, plus imm\u00e9diates (Acquisti et al., 2016).<\/p>\n

Ces trois questions articulent la m\u00e9canique de ce qui nous semble \u00eatre aujourd\u2019hui de ce qui pourrait \u00eatre un paradoxe du d\u00e9voilement de soi, au m\u00eame titre que la litt\u00e9rature a d\u00e9j\u00e0 identifi\u00e9 un paradoxe de la confidentialit\u00e9 et un paradoxe de la data. En soi, reconnaitre et comprendre cette m\u00e9canique revient \u00e0 am\u00e9liorer la connaissance des comportements sur les r\u00e9seaux sociaux et des mani\u00e8res de les prot\u00e9ger (Akaka et al., 2023).<\/p>\n

\n

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

Bibliographie.<\/strong><\/p>\n

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

Acquisti, A., Taylor, C. R., & Wagman, L. (2016). The Economics of Privacy<\/em> (SSRN Scholarly Paper ID 2580411). Social Science Research Network. https:\/\/papers.ssrn.com\/abstract=2580411<\/p>\n

Aizenkot, D. (2020). Social networking and online self-disclosure as predictors of cyberbullying victimization among children and youth. Children and Youth Services Review<\/em>, 119<\/em>, 105695. https:\/\/doi.org\/10.1016\/j.childyouth.2020.105695<\/p>\n

Akaka, M. A., Vargo, S. L., Nariswari, A., & O\u2019Brien, M. (2023). Microfoundations for Macromarketing\u202f: A Metatheoretical Lens for Bridging the Micro-Macro Divide. Journal of Macromarketing<\/em>, 43<\/em>(1), 61\u201175. https:\/\/doi.org\/10.1177\/02761467211054349<\/p>\n

Ashley, C., & Tuten, T. (2014). Creative Strategies in Social Media Marketing\u202f: An Exploratory Study of Branded Social Content and Consumer Engagement\u2014Ashley\u20142015\u2014Psychology &amp; Marketing\u2014Wiley Online Library<\/em>. https:\/\/onlinelibrary.wiley.com\/doi\/abs\/10.1002\/mar.20761<\/p>\n

Barack, A., & Gluck-Ofri, O. (2007). Degree and Reciprocity of Self-Disclosure in Online Forums | CyberPsychology & Behavior<\/em>. https:\/\/www.liebertpub.com\/doi\/abs\/10.1089\/cpb.2006.9938<\/p>\n

Cothrel, J. P. (2000). Measuring the success of an online community. Strategy & Leadership<\/em>, 28<\/em>(2), 17\u201121. https:\/\/doi.org\/10.1108\/10878570010341609<\/p>\n

Dolan, R. (2016). Social media engagement behaviour\u202f: A uses and gratifications perspective<\/em>. https:\/\/doi.org\/10.4225\/55\/5A20BFFCEA4E3<\/p>\n

Imlawi, J., & Gregg, D. (2012). Engagement in Online Communities\u202f: The Impact of Self-Disclosure and Humor. AMCIS 2012 Proceedings<\/em>. https:\/\/aisel.aisnet.org\/amcis2012\/proceedings\/EndUserIS\/7<\/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<\/em> [Phdthesis, Universit\u00e9 Panth\u00e9on-Sorbonne – Paris I]. https:\/\/tel.archives-ouvertes.fr\/tel-03686689<\/p>\n

Moradi, P., Levy, K., & Chiarello, E. (2026). Goffmanian \u201cCooling\u201d in Technology-Mediated Frontline Enforcement Work. Social Science Computer Review<\/em>, 44<\/em>(1), 51\u201158. https:\/\/doi.org\/10.1177\/08944393251361938<\/p>\n

Notara, V., Vagka, E., Gnardellis, C., & Lagiou, A. (2021). The Emerging Phenomenon of Nomophobia in Young Adults\u202f: A Systematic Review Study. Addiction & Health<\/em>, 13<\/em>(2), 120\u2011136. https:\/\/doi.org\/10.22122\/ahj.v13i2.309<\/p>\n

Solove, D. J. (2012). Privacy Self-Management and the Consent Dilemma<\/em> (SSRN Scholarly Paper ID 2171018). Social Science Research Network. https:\/\/papers.ssrn.com\/abstract=2171018<\/p>\n

\n

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Le d\u00e9voilement de soi et l\u2019engagement sont deux concepts cl\u00e9s du fonctionnement des r\u00e9seaux sociaux et des communaut\u00e9s virtuelles (Ashley & Tuten, 2014). 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