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Digital marketing
arnaque, buzz ou vraie révolution ?
Emmanuel Briard

Janvier 14
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management
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digital marketing.2014
management
Who’s who ?
Don’t just sit there!
We know sitting too much is bad, and most of us intuitively feel a little guilty after a long TV binge. But what exactly goes wrong in our bodies when we park
ourselves for nearly eight hours per day, the average for a U.S. adult? Many things, say four experts, who detailed a chain of problems from head to toe.
Reporting by Bonnie Berkowitz; Graphic by Patterson Clark

ORGAN DAMAGE

TROUBLE AT THE TOP

Heart disease

Foggy brain

Muscles burn less fat and blood flows more sluggishly during a long sit, allowing fatty
acids to more easily clog the heart. Prolonged sitting has been linked to high blood
pressure and elevated cholesterol, and people with the most sedentary time are
more than twice as likely to have cardiovascular disease than those with the least.

Brain

Moving muscles pump fresh blood and oxygen
through the brain and trigger the release of all
sorts of brain- and mood-enhancing chemicals.
When we are sedentary for a long time,
everything slows, including brain function.

Overproductive pancreas
The pancreas produces insulin, a hormone that carries glucose to cells for energy.
But cells in idle muscles don’t respond as readily to insulin, so the pancreas
produces more and more, which can lead to diabetes and other diseases. A 2011
study found a decline in insulin response after just one day of prolonged sitting.

Trapezius
Cervical
vertebrae

Colon cancer
Studies have linked sitting to a greater risk for colon, breast and endometrial
cancers. The reason is unclear, but one theory is that excess insulin encourages
cell growth. Another is that regular movement boosts natural antioxidants that
kill cell-damaging — and potentially cancer-causing — free radicals.

Strained neck
If most of your sitting occurs at a desk
at work, craning your neck forward
toward a keyboard or tilting your
head to cradle a phone while
typing can strain the cervical
vertebrae and lead to
permanent imbalances.

Proper alignment
of cervical vertebrae

Sore shoulders and back
The neck doesn’t slouch alone. Slumping forward
overextends the shoulder and back muscles as well,
particularly the trapezius, which connects the neck
and shoulders.

Heart

BAD BACK

Inflexible spine

Pancreas
Colon

MUSCLE DEGENERATION

Abdominal
muscles

Mushy abs

Disk

When you stand, move or even sit up straight, abdominal muscles
keep you upright. But when you slump in a chair, they go unused.
Tight back muscles and wimpy abs form a posture-wrecking
alliance that can exaggerate the spine’s natural arch,
a condition called hyperlordosis, or swayback.

Lumbar
vertebrae

Spines that don’t move become inflexible and
susceptible to damage in mundane activities, such as
when you reach for a coffee cup or bend to tie a shoe.
When we move around, soft disks between vertebrae
expand and contract like sponges, soaking up fresh
blood and nutrients. When we sit for a long time, disks
are squashed unevenly and lose sponginess. Collagen
hardens around supporting tendons and ligaments.

Disk damage
Psoas
Hip flexor

Tight hips
Flexible hips help keep you balanced, but
chronic sitters so rarely extend the hip flexor
muscles in front that they become short and
tight, limiting range of motion and stride
length. Studies have found that decreased
hip mobility is a main reason elderly
people tend to fall.

Glutes

Ischeal tuberosity

Limp glutes

Lumbar region bowed
by shortened psoas

Sitting requires your glutes to do absolutely
nothing, and they get used to it. Soft glutes
hurt your stability, your ability to push off and
your ability to maintain a powerful stride.

People who sit more are at
greater risk for herniated
lumbar disks. A muscle
called the psoas travels
through the abdominal
cavity and, when it tightens,
pulls the upper lumbar spine
forward. Upper-body weight
rests entirely on the ischeal
tuberosity (sitting bones)
instead of being distributed
along the arch of the spine.

Varicose
veins

THE RIGHT WAY TO SIT
LEG DISORDERS

If you have to sit often, try to do
it correctly. As Mom always said,
“Sit up straight.”

Poor circulation in legs
Sitting for long periods of time slows blood circulation,
which causes fluid to pool in the legs. Problems range
from swollen ankles and varicose veins to dangerous
blood clots called deep vein thrombosis (DVT).

Soft bones
Weight-bearing
activities such as
walking and running
stimulate hip and
lower-body bones to
grow thicker, denser
and stronger. Scientists
partially attribute the
recent surge in cases
of osteoporosis to lack
of activity.

Mortality of sitting
People who watched the
most TV in an 8.5-year
study had a 61 percent
greater risk of dying
than those who
31%
watched less
than one hour
per day.
14%

Not leaning
forward
Elbows bent
90 degrees
61%

Feet flat
on floor

3-4
5-6
7+
Hours of TV per day

So what can we do? The experts recommend . . .
Sitting on something wobbly such
as an exercise ball or even a backless
stool to force your core muscles to
work. Sit up straight
and keep your feet
flat on the floor in
front of you so they
support about a
quarter of your
weight.

Arms
close to
sides
Lower
back
may be
supported

4%
1-2

Shoulders
relaxed

Stretching the hip
flexors for three
minutes per side
once a day, like this:

Walking during
commercials
when you’re
watching TV.
Even a snail-like
pace of 1 mph
would burn
twice the
calories of
sitting, and
more vigorous
exercise would
be even better.

The experts
Alternating between sitting
and standing at your work
station. If you can’t do that, stand
up every half hour or so and walk.

Trying yoga
poses — the cow
pose and the cat
— to improve
extension and
flexion in your
back.

Cow
Cat

Scientists interviewed for this report:
James A. Levine, inventor of the treadmill
desk and director of Obesity Solutions at
Mayo Clinic and Arizona State University.
Charles E. Matthews, National Cancer
Institute investigator and author of several
studies on sedentary behavior.
Jay Dicharry, director of the REP
Biomechanics Lab in Bend, Ore., and
author of “Anatomy for Runners.”
Tal Amasay, biomechanist at Barry
University’s Department of Sport and
Exercise Sciences.
Additional sources: “Amount of time spent in
sedentary behaviors and cause-specific mortality
in U.S. adults,” by Charles E. Matthews, et al, of the
National Cancer Institute; “Sedentary behavior and
cardiovascular disease: A review of prospective
studies,” by Earl S. Ford and Carl J. Casperson of
the Centers for Disease Control and Prevention;
Mayo Clinic.
unpasplusloin.com

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  • 37. Don’t just sit there! We know sitting too much is bad, and most of us intuitively feel a little guilty after a long TV binge. But what exactly goes wrong in our bodies when we park ourselves for nearly eight hours per day, the average for a U.S. adult? Many things, say four experts, who detailed a chain of problems from head to toe. Reporting by Bonnie Berkowitz; Graphic by Patterson Clark ORGAN DAMAGE TROUBLE AT THE TOP Heart disease Foggy brain Muscles burn less fat and blood flows more sluggishly during a long sit, allowing fatty acids to more easily clog the heart. Prolonged sitting has been linked to high blood pressure and elevated cholesterol, and people with the most sedentary time are more than twice as likely to have cardiovascular disease than those with the least. Brain Moving muscles pump fresh blood and oxygen through the brain and trigger the release of all sorts of brain- and mood-enhancing chemicals. When we are sedentary for a long time, everything slows, including brain function. Overproductive pancreas The pancreas produces insulin, a hormone that carries glucose to cells for energy. But cells in idle muscles don’t respond as readily to insulin, so the pancreas produces more and more, which can lead to diabetes and other diseases. A 2011 study found a decline in insulin response after just one day of prolonged sitting. Trapezius Cervical vertebrae Colon cancer Studies have linked sitting to a greater risk for colon, breast and endometrial cancers. The reason is unclear, but one theory is that excess insulin encourages cell growth. Another is that regular movement boosts natural antioxidants that kill cell-damaging — and potentially cancer-causing — free radicals. Strained neck If most of your sitting occurs at a desk at work, craning your neck forward toward a keyboard or tilting your head to cradle a phone while typing can strain the cervical vertebrae and lead to permanent imbalances. Proper alignment of cervical vertebrae Sore shoulders and back The neck doesn’t slouch alone. Slumping forward overextends the shoulder and back muscles as well, particularly the trapezius, which connects the neck and shoulders. Heart BAD BACK Inflexible spine Pancreas Colon MUSCLE DEGENERATION Abdominal muscles Mushy abs Disk When you stand, move or even sit up straight, abdominal muscles keep you upright. But when you slump in a chair, they go unused. Tight back muscles and wimpy abs form a posture-wrecking alliance that can exaggerate the spine’s natural arch, a condition called hyperlordosis, or swayback. Lumbar vertebrae Spines that don’t move become inflexible and susceptible to damage in mundane activities, such as when you reach for a coffee cup or bend to tie a shoe. When we move around, soft disks between vertebrae expand and contract like sponges, soaking up fresh blood and nutrients. When we sit for a long time, disks are squashed unevenly and lose sponginess. Collagen hardens around supporting tendons and ligaments. Disk damage Psoas Hip flexor Tight hips Flexible hips help keep you balanced, but chronic sitters so rarely extend the hip flexor muscles in front that they become short and tight, limiting range of motion and stride length. Studies have found that decreased hip mobility is a main reason elderly people tend to fall. Glutes Ischeal tuberosity Limp glutes Lumbar region bowed by shortened psoas Sitting requires your glutes to do absolutely nothing, and they get used to it. Soft glutes hurt your stability, your ability to push off and your ability to maintain a powerful stride. People who sit more are at greater risk for herniated lumbar disks. A muscle called the psoas travels through the abdominal cavity and, when it tightens, pulls the upper lumbar spine forward. Upper-body weight rests entirely on the ischeal tuberosity (sitting bones) instead of being distributed along the arch of the spine. Varicose veins THE RIGHT WAY TO SIT LEG DISORDERS If you have to sit often, try to do it correctly. As Mom always said, “Sit up straight.” Poor circulation in legs Sitting for long periods of time slows blood circulation, which causes fluid to pool in the legs. Problems range from swollen ankles and varicose veins to dangerous blood clots called deep vein thrombosis (DVT). Soft bones Weight-bearing activities such as walking and running stimulate hip and lower-body bones to grow thicker, denser and stronger. Scientists partially attribute the recent surge in cases of osteoporosis to lack of activity. Mortality of sitting People who watched the most TV in an 8.5-year study had a 61 percent greater risk of dying than those who 31% watched less than one hour per day. 14% Not leaning forward Elbows bent 90 degrees 61% Feet flat on floor 3-4 5-6 7+ Hours of TV per day So what can we do? The experts recommend . . . Sitting on something wobbly such as an exercise ball or even a backless stool to force your core muscles to work. Sit up straight and keep your feet flat on the floor in front of you so they support about a quarter of your weight. Arms close to sides Lower back may be supported 4% 1-2 Shoulders relaxed Stretching the hip flexors for three minutes per side once a day, like this: Walking during commercials when you’re watching TV. Even a snail-like pace of 1 mph would burn twice the calories of sitting, and more vigorous exercise would be even better. The experts Alternating between sitting and standing at your work station. If you can’t do that, stand up every half hour or so and walk. Trying yoga poses — the cow pose and the cat — to improve extension and flexion in your back. Cow Cat Scientists interviewed for this report: James A. Levine, inventor of the treadmill desk and director of Obesity Solutions at Mayo Clinic and Arizona State University. Charles E. Matthews, National Cancer Institute investigator and author of several studies on sedentary behavior. Jay Dicharry, director of the REP Biomechanics Lab in Bend, Ore., and author of “Anatomy for Runners.” Tal Amasay, biomechanist at Barry University’s Department of Sport and Exercise Sciences. Additional sources: “Amount of time spent in sedentary behaviors and cause-specific mortality in U.S. adults,” by Charles E. Matthews, et al, of the National Cancer Institute; “Sedentary behavior and cardiovascular disease: A review of prospective studies,” by Earl S. Ford and Carl J. Casperson of the Centers for Disease Control and Prevention; Mayo Clinic.