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Le référencement à tout prix ? Injonctions managériales et pratiques de « gestion des impressions » sur les plateformes numériques

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  • Sophia Galiere

    (GREDEG - Groupe de Recherche en Droit, Economie et Gestion - UNS - Université Nice Sophia Antipolis (1965 - 2019) - CNRS - Centre National de la Recherche Scientifique - UniCA - Université Côte d'Azur, UniCA - Université Côte d'Azur)

Abstract

How do workers increase their visibility on digital platforms to attract potential clients ? Through the study of Superprof platform, we renew Goffman's (1973) dramaturgical approach by defining ‘marketplace' platforms as virtual exhibition curators (Hogan, 2010), which not only select exhibited artefacts to satisfy the expectations of the ‘audience', but also guide ‘artists' in their visibility strategies by providing algorithmic literacy and disseminating new injunctions of self-production. We identify ‘alignment' as a new strategy for impression management aimed at conforming to the quality criteria encoded in the referencing algorithm to limit economic precariousness. However, workers remain vulnerable to unilateral and arbitrary changes in exhibition criteria by virtual curators.

Suggested Citation

  • Sophia Galiere, 2024. "Le référencement à tout prix ? Injonctions managériales et pratiques de « gestion des impressions » sur les plateformes numériques," Post-Print hal-04762663, HAL.
    • Handle: RePEc:hal:journl:hal-04762663
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