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L'importance de la norme dans le champ organisationnel : l'exemple du marché des médias

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  • Maria Mercanti-Guérin

    (UEVE - Université d'Évry-Val-d'Essonne)

Abstract

Le paysage audiovisuel français est en pleine mutation. A l'heure où une polémique se développe autour du financement par la publicité des chaînes publiques, il apparaît que le concept de mesure d'audience et ses incidences économiques méritent un certain nombre de clarifications. En effet, la mesure d'audience est un élément essentiel de la structuration stratégique du marché de la publicité. Elle s'articule autour de grands indicateurs dont le GRP (gross rating point ou point de pénétration brute) est la norme reconnue. Nous montrerons à travers une analyse longitudinale des pratiques et outils de média-planning comment le chiffre d'instrument de mesure au départ, devient progressivement un outil de légitimation et de pouvoir de la télévision, et que cette prise de pouvoir est en train d'être remise en cause par de nouvelles évolutions et de nouveaux médias. Mots clés GRP, mesure d'audience, théorie de la structuration, imitation, théorie néo-institutionnelle 1 L'importance de la norme dans le champ organisationnel : l'exemple du marché des médias

Suggested Citation

  • Maria Mercanti-Guérin, 2009. "L'importance de la norme dans le champ organisationnel : l'exemple du marché des médias," Post-Print hal-02056945, HAL.
    • Handle: RePEc:hal:journl:hal-02056945
    Note: View the original document on HAL open archive server: https://hal.science/hal-02056945
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    References listed on IDEAS

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    1. A. Desreumaux, 2005. "Théorie des organisations," Post-Print hal-00185060, HAL.
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      Keywords

      GRP; Mesures d'audience;

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