Créateurs de contenus et institutions culturelles : Formes et enjeux de collaboration

Existing on social networks has become an absolute necessity for cultural institutions over the last decade. There are, however, multiple modes of existence in digital spaces: if institutional accounts constitute a starting point for many, digital strategy also involves thinking about articulations with the spontaneous and multiple expression emblematic of the web, whether that of visitors, competitors, or prescribers. Among these voices, we focus on those of a new form of prescription and mediation by content creators, sometimes called art influencers. Neither speaker guides, nor journalists, heirs of communication agencies and audiovisual production companies, these new actors, generally individual, have heterogeneous motivations and objectives, witnesses of an ecosystem in the process of being reconfigured. Their positioning and their relationships with traditional players in the field are therefore under construction and it is these reconstructions that this text proposes to follow.