1.
INTI
Conference
Huelva 2013
21st-22nd
November
Social
Innovation
and new
ways of
governance
for the socioecological
transition
Digital socialization
in a Territorial Intelligence case:
The Fontaine d'Ouche area in Dijon
(Burgundy, France)
Authors : Cyril Masselot, Olivier Galibert
Information and Communication Sciences
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21/11/13
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The Research program: VeT (Transition Towns)
How to mobilize citizens
around eco-responsible
conducts?
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Research object construction
• Research problem: In the socioecological transition contexte, to
observe and analyse resilience
within consumption’s
phenomema and issues
• Choice of the research fields:
Inhabitants Resilience in popular
areas in the city, observation of
« unusual area »
• A controversal hypothesis: In the
cities, the popular neighborhood
are better prepared to resilience
than the others (for exemple the
« éco-quartiers », eco-districts)
Rob Hopkins, The Transition Handbook,
2009
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Contextuality of our research territory
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Galibert_Masselot/ VeT
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But green spaces…
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The digital socialisation as an issue?
• Generalisation of ICT use and the
« 2.0 services » (+ Y generation)
• What are the norms of social links in digital
communities?
– Gift theory (Mauss, M.; Caillet, A; Godebout, J.)
– Public sphere theory (Habermas, J; Miege, B.)
– Communication Strategies to exploit digital social
links
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The local digital public sphere for transition : a
critical approach needed to deconstruct the…
• … participative injunction in order to respect the
communication’s sustainable development process and
norm
• … participative injunction in order to respect the
dialogical decision making process (ex : city and local
policies)
• … participative injunction in order to respect digital
ideology of the Internet as a public sphere (Habermas,
1997)
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Methodology-1
• State of art of the ICT devices analysis for
environmental, territorial and participating
democraty
• An Inter-disciplinary and quantitative inquiry
to evaluate the digital practices, skills and
culture of the inhabitants
With the Catalyse method and tools
[http://www.territorial-intelligence.eu/catalyse/]
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Survey, Axis 4
(extract)
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First results
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Methodology-2
• A benchmark of the public spaces availables in the area of
Fontaine d’Ouche
• A qualitative study of practices and representations of citizens
and « web activists and experts » in the area :
– web designers,
– bloggers,
– Facebook groups managers,
– Community builders and managers
– « hardcore users »
• To design, build and test a digital and dialogical device in
order to co-produce a Virtual community to help and provoque
the socio-ecological transition in Fontaine d’Ouche
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Facebook Page’s aims
• Help the local residents of Fontaine d’Ouche to
adopt eco-responsible consumer habits
• Allow the local residents and the associations
to exchange information, knowledge, best
practice around the sustainables consumptions
• Facebook Page’s management will be given to
the residents
• Experimental prospect

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Could Facebook be an
eco-consumption
promoting tool ?

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Create a community
• « You don’t start communities. Communities
already exist. They’re already doing what they
want to do. The question you should ask is how
you can help them to do that better? »
M. Zuckerberg
• Bundle people around a topic which is a part of
their preoccupations

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Create a community
• No
grassroot
activities
around
consumptions in the neighborhood.
eco-
• Create a community in which « the whole
district » (common interest) is most important
than the theme « eco-consumptions » (not yet
common interest) itself

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Create a community
• First step = establish an online space that
reflects the district and its local residents.
– Pictures of the neighborhood
– Highlight differents actions and events that take
place there through articles and videos
– Broadcast various actions taking place in the district
= becoming a reference for the residents?

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Create a community
Some contents
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3
•
1- Post about a cookbook written by locals and the association DFO
Media 21 (local media)
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2- A video about the young peoples who are part of the
“Médiaterre”, an association that helps people to adopt ecological
friendly practices in their daily lives
•
3- A video in which residents talk about their relationship with the
eco-actions

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Increase the Facebook Page audience
• Facilitating recognition
– Graphics standards. Use of green and blue colors,
reminding the Movida Program
F(e)T’s logo
Slogan :
Any ideas for sustainables consumptions?
Share them!
F(e)T’s banner
Study, exchange, accompany, around ecoresponsible and eco-citizens practices

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Increase the Facebook Page audience
• Communicate
– Make known the project
thanks to the press and the
media (sending of a press
release)
– An article published in InfosDijon.fr
– Radio show

Flyers and posters’ spreading
(public places, stores…)

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QR-Code
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Increase the Facebook Page audience
• Partnership development
– DFO Media 21 (local media)
– J.P Rameau High School: organizing an online photo
contest about ecological friendly practices (current)
– Combined actions with the association Unis
Cité/Mediaterre (current)

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Community Management policy
• Type of content
– News from others Facebook Pages and websites about
Fontaine d’Ouche or sustainable development
– Videos (interviews released by our team)
– Pictures: events, landscapes from Fontaine d’Ouche,
people, communication tools…
– Tips and tricks to consume more responsibly
– Every week end, involved songs about ecology and
environmental conservation

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Now
• Strategies will be implemented to facilitate
the enrollment
• Page launched in the beginning of april.
Number of members increase since october.

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Further coming actions
• Monitor the impact of the page on the people,
by the comments, post, expression of actors
• Gradually Involve local media and local
stakeholders in the content production and in
animation
• Being on local events with partners, to inform
the population
• Open the animation to 2 citizens, then 4, and
so…, who signed the editorial guidelines for
example
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Thank you for your attention
Cyril Masselot : cyril.masselot@u-bourgogne.fr
Olivier Galibert : olivier.galibert@u-bourgogne.fr
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