{"id":26085,"date":"2019-12-10T09:11:21","date_gmt":"2019-12-10T09:11:21","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=26085"},"modified":"2019-12-10T09:18:21","modified_gmt":"2019-12-10T09:18:21","slug":"gutenberg-et-lebook","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/gutenberg-et-lebook\/","title":{"rendered":"Gutenberg et l\u2019ebook"},"content":{"rendered":"\n<p><em>\u00ab\u00a0Bient\u00f4t, \u00e0 l\u2019\u00e9cole il n\u2019y aura plus de livres &#8211; et on s\u2019\u00e9tonne de la \u00ab\u00a0baisse du niveau\u00a0\u00bb\u00a0\u00bb<\/em>, se lamentait r\u00e9cemment le chroniqueur Thomas Clerc dans <a href=\"https:\/\/www.lib\u00e9ration\">Lib\u00e9ration<\/a>\u00a0: certainement aurait-il enseign\u00e9 \u00e0 l\u2019\u00e9poque de Gutenberg, se serait-il plaint de la disparition des manuscrits enlumin\u00e9s\u00a0\u2026<\/p>\n\n\n\n<p>Le monde \u00e9volue trop vite pour\nd\u2019aucuns qui se laissent pi\u00e9ger dans des \u00e9poques r\u00e9volues&nbsp;: ce n\u2019est pas\nparce que le livre fut longtemps synonyme de savoir, que son statut doit\ndemeurer intangible \u2013 \u00e9ternellement fig\u00e9 comme le garant ultime de la\nconnaissance.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft is-resized\"><img data-attachment-id=\"26086\" data-permalink=\"https:\/\/consumerinsight.eu\/marketingisdead\/gutenberg-et-lebook\/p1540571\/\" data-orig-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/12\/P1540571.jpg?fit=837%2C768&amp;ssl=1\" data-orig-size=\"837,768\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;3&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;DMC-FZ1000&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;1570308277&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;11.6&quot;,&quot;iso&quot;:&quot;2000&quot;,&quot;shutter_speed&quot;:&quot;0.008&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;1&quot;}\" data-image-title=\"P1540571\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/12\/P1540571.jpg?fit=300%2C275&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/12\/P1540571.jpg?fit=837%2C768&amp;ssl=1\" loading=\"lazy\" src=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/12\/P1540571.jpg?resize=317%2C291\" alt=\"\" class=\"wp-image-26086\" width=\"317\" height=\"291\" srcset=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/12\/P1540571.jpg?w=837&amp;ssl=1 837w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/12\/P1540571.jpg?resize=300%2C275&amp;ssl=1 300w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/12\/P1540571.jpg?resize=768%2C705&amp;ssl=1 768w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/12\/P1540571.jpg?resize=700%2C642&amp;ssl=1 700w\" sizes=\"(max-width: 317px) 100vw, 317px\" data-recalc-dims=\"1\" \/><\/figure><\/div>\n\n\n\n<p>Quand le susnomm\u00e9 Thomas Clerc \u00e9tait\nsur les bancs de l\u2019Universit\u00e9 avant que d\u2019y enseigner, on se plongeait avec\nd\u00e9lectation dans les encyclop\u00e9dies papier pour grossir ses connaissances&nbsp;;\naujourd\u2019hui, on surfe sur Wikip\u00e9dia et gr\u00e2ce au jeu des liens hypertextes, on\nrebondit d\u2019articles en articles. <\/p>\n\n\n\n<p>Et comme l\u2019a d\u00e9montr\u00e9 la revue\nscientifique <a href=\"https:\/\/www.nature.com\/\">Nature<\/a>, dans leur version\nanglaise, les contenus de l\u2019encyclop\u00e9die libre se situent \u00e0 un niveau de\npr\u00e9cision proche de celui de l&rsquo;<em>Encyclop\u00e6dia\nBritannica<\/em> \u2026 qui comme toutes les encyclop\u00e9dies \u00ab&nbsp;classiques&nbsp;\u00bb\nn\u2019est pas exempte d\u2019erreurs&nbsp;!<\/p>\n\n\n\n<p>La culture digitale n\u2019est pas la\nculture livresque, tout comme la culture livresque n\u2019est pas LA culture \u2026 qui\nn\u2019existe pas vraiment&nbsp;: il n\u2019est que DES cultures, et rien ne prouve que\nla nostalgique de Thomas Clerc soit meilleure qu\u2019une autre.<\/p>\n\n\n\n<p>Toute nouvelle culture n\u00e9cessite\npour les habitu\u00e9s \u00e0 l\u2019ancienne un double effort d\u2019apprentissage et d\u2019adaptation&nbsp;:\nil faut accepter de perdre ses rep\u00e8res \u2013 ou du moins d\u2019en envisager d\u2019autres \u2013\net reconsid\u00e9rer un syst\u00e8me de valeurs dont on se satisfaisait parfaitement\njusque-l\u00e0&nbsp;: plus simple de rejeter en bloc la nouveaut\u00e9, nettement moins\nfatiguant&nbsp;!<\/p>\n\n\n\n<p>Une nouvelle culture, c\u2019est aussi un\nmod\u00e8le \u00e9conomique nouveau&nbsp;: le monde de la musique a \u00e9t\u00e9 pr\u00e9curseur en la\nmati\u00e8re, certainement parce que ce sont les adolescents qui ont acc\u00e9l\u00e9r\u00e9 le\nmouvement d\u00e8s le d\u00e9but des ann\u00e9es 2000 avec le recours massif au mp3 et aux\nplateformes de t\u00e9l\u00e9chargement.<\/p>\n\n\n\n<p>Aujourd\u2019hui le disque a plus que du\nplomb dans l\u2019aile \u2013 bizarrement le CD souffre presque plus que le vinyle qui\nrevient en gr\u00e2ce \u2026 \u00e0 doses malgr\u00e9 tout hom\u00e9opathiques \u2013 et les majors tanguent&nbsp;;\nmais la musique, elle, se porte bien avec non seulement le streaming mais\n\u00e9galement l\u2019explosion du \u00ab&nbsp;live&nbsp;\u00bb&nbsp;: bref, on est pass\u00e9 de la\nmusique en boite \u00e0 la musique vivante.<\/p>\n\n\n\n<p>Pour revenir au livre, les \u00e9diteurs\nont eux-m\u00eames sci\u00e9 la branche en proposant \u00e0 la vente les premiers livres\n\u00e9lectroniques plus chers que les \u00e9ditions de poche&nbsp;: comme fossoyeurs, on\nne trouve pas mieux&nbsp;; mais sans doute sont-ils adeptes non seulement d\u2019un\nculture mais aussi d\u2019une \u00e9conomie d\u00e9j\u00e0 bien d\u00e9pass\u00e9s&nbsp;!<\/p>\n\n\n\n<p>Quant \u00e0 l\u2019enseignement, son futur ne\nse situe certainement pas dans la nostalgie d\u2019outils appartenant au pass\u00e9, mais\ndans son adaptation \u00e0 un nouveau monde \u2013 toutefois la disparition de pesants cartables\nne signifie la mort du roman&nbsp;; pas plus qu\u2019il ne se trouve non plus dans le\nmod\u00e8le \u00e9conomique des business schools \u00e9litistes.\n<\/p>\n\n\n\n<p>Plut\u00f4t que de d\u00e9fendre bec et ongles\nLEUR culture, les enseignants devraient adopter l\u2019attitude des anthropologues\net s\u2019ouvrir aux autres cultures \u2026 m\u00eame si ces derni\u00e8res peuvent signifier \u00e0\nterme la mort de la leur.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00ab\u00a0Bient\u00f4t, \u00e0 l\u2019\u00e9cole il n\u2019y aura plus de livres &#8211; et on s\u2019\u00e9tonne de la \u00ab\u00a0baisse du niveau\u00a0\u00bb\u00a0\u00bb, se lamentait r\u00e9cemment le chroniqueur Thomas Clerc dans Lib\u00e9ration\u00a0: certainement aurait-il enseign\u00e9 \u00e0 l\u2019\u00e9poque de Gutenberg, se serait-il plaint de la disparition des manuscrits enlumin\u00e9s\u00a0\u2026 Le monde&#8230;<\/p>\n","protected":false},"author":2,"featured_media":26086,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[144],"tags":[391,392,166],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Gutenberg et l\u2019ebook - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/consumerinsight.eu\/marketingisdead\/gutenberg-et-lebook\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Gutenberg et l\u2019ebook - Marketing is Dead\" \/>\n<meta property=\"og:description\" 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MarketingIsDead : Pourquoi faire un livre sur la communication ? 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MarketingIsDead\u00a0: Pourquoi un tel livre alors qu'on parle d\u00e9j\u00e0 de d\u00e9confinement ? Herv\u00e9 Kabla\u00a0: D\u00e9confinement, vraiment ? je ne suis pas si optimiste. Quand le gouvernement parle du 11 mai, quand on\u2026","rel":"","context":"Dans &quot;Interviews&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2020\/04\/hkl-adetem.jpg?fit=548%2C480&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26811,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/le-marketing-digital-de-a-z-rencontre-avec-yann-gourvennec\/","url_meta":{"origin":26085,"position":4},"title":"Le Marketing digital de @ \u00e0 Z, rencontre avec Yann Gourvennec","date":"27 mars 2024","format":"gallery","excerpt":"MarketingIsDead\u00a0: Avec ton complice Hubert Kratiroff, tu viens de publier la nouvelle Bible du marketing digital, mais n\u2019est-ce pas aujourd\u2019hui un truisme\u00a0? Peut-on faire du marketing non digital\u00a0? Yann Gourvennec\u00a0: Commen\u00e7ons par pr\u00e9ciser que ce terme de \u00ab\u00a0nouvelle Bible du marketing digital\u00a0\u00bb n\u2019est pas de notre fait. C\u2019est la phrase\u2026","rel":"","context":"Dans &quot;Interviews&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2024\/03\/Yann.jpeg?fit=400%2C400&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":24761,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/le-livre-blanc-du-bulletin-board-2\/","url_meta":{"origin":26085,"position":5},"title":"Le livre blanc du Bulletin Board","date":"7 mai 2013","format":false,"excerpt":"Vient de para\u00eetre Le livre blanc du Bulletin Board, cosign\u00e9 par Guillaume Rhoden et S\u00e9bastien Gradeler, d\u2019ED Institut\u00a0; Philippe Studer, directeur de l\u2019institut et par ailleurs copr\u00e9sident avec Serge Gutnick du Club Adetem Alsace, m\u2019ayant demand\u00e9 de pr\u00e9facer l\u2019ouvrage, je vous la livre ici\u00a0; pour t\u00e9l\u00e9charger le livre dans son\u2026","rel":"","context":"Dans &quot;Etudes Marketing&quot;","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26085"}],"collection":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/comments?post=26085"}],"version-history":[{"count":2,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26085\/revisions"}],"predecessor-version":[{"id":26088,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26085\/revisions\/26088"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media\/26086"}],"wp:attachment":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=26085"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=26085"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=26085"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}