Digital socializationin a Territorial Intelligence

case:The Fontaine d'Ouche area in

Dijon

(Burgundy, France)

Authors : Cyril Masselot, Olivier GalibertInformation and Communication Sciences

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INTI Conference

Huelva 2013

21st-22nd

November

Social Innovation and new ways of

governance for the

socio-ecological transition

213/04/23

The Research program: VeT (Transition Towns)

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How to mobilize citizens around eco-responsible

conducts?

Research object construction

• Research problem: In the socio-ecological 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)

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Rob Hopkins, The Transition Handbook, 2009

Contextuality of our research territory

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6Galibert_Masselot/ VeT MOVIDA - Dijon 2012

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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 21

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

Could Facebook be an eco-consumption

promoting tool ?

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

Create a community• No grassroot activities around eco-

consumptions in the neighborhood.

• Create a community in which « the whole district » (common interest) is most important than the theme « eco-consumptions » (not yet common interest) itself

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?

Create a community

• 1- Post about a cookbook written by locals and the association DFO Media 21 (local media)

• 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

1 2 3

Some contents

Increase the Facebook Page audience

• Facilitating recognition– Graphics standards. Use of green and blue

colors, reminding the Movida Program

F(e)T’s logo

F(e)T’s bannerStudy, exchange, accompany, around eco-responsible and eco-citizens practices

Slogan :Any ideas for sustainables consumptions?

Share them!

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 Infos-Dijon.fr

– Radio show

Flyers and posters’ spreading (public places, stores…)

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)

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

Now• Strategies will be implemented to

facilitate the enrollment

• Page launched in the beginning of april. Number of members increase since october.

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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