The document discusses the importance and management of brands. It notes that consumer purchasing decisions are influenced by the name and image of a product, which they retain and reference. A brand represents a product through its image, which can be visual, tactile, sound, olfactory or gustative. An image has both material and mental functions, and signifies the meaning and value associated with a product beyond its tangible qualities. Properly managing brands is thus important for companies to influence consumer choice.

1. 1[Date]
COMMUNICATION PUBLIQUE ET SOCIALE (PC)
PLAN OF THE COURSE
I - Definition and functions of public communication
II - Forms of public communication
III - Modalities of implementation
IV - Public Communication in Cameroon
History shows that public communication was born as a result of the willingness to
consider the public as citizens and not as consumers. Due to the saturation of commercial
communication aimed at special interests, public communication go beyond these
particular interests to target public interest
It is a reaction communication which is positioned against commercial communication.
Presentations
1 - Public sector
The public sector has three components
-Administrations: they take on activities of general interest. The State will intervene in this
sector of unprofitable lines such as transport
-Public enterprises
-Establishments
The public sector supports non-market activities.
2 - The para-public sector
(a) The administrative public institutions; example universities, hospitals, museums
(b) Public capital companies
(c) Joint companies; example CNPS, CAMPOST

2. 2[Date]
Introduction
Although we can locate communication as far as the 1970s, public communication
can today be linked to the democratic society. It is characterized from the point of view of
the communication by the rise to power of engaging public, explosion of communication
techniques, demand for transparency and increased importance of governance. It appeared
to the public authorities the need to communicate well, to better communicate, and to better
explain. In a context of various speeches, it had to make audible and intelligible the public
authorities discourse. A speech whose purpose is support the citizen in its fulfillment within
the society. This requirement is what we call today the right to information.
In addition, the public communication will contribute to a large extent to simplify
public organizations in the eyes of private companies who continue to impose their value
systems and th eir modalities of communication. Ridding the public organizations to
consolidate the rolein society. The public communication will thereforeplay the regulatory
role, contribute to social cohesion and the construction of national identities.
Public communication constitutes the vital link between the State and citizens. It is
a social cohesion tool as it facilitates a greater consistency between individual behaviors.
I DEFINITION AND FUNCTIONS
A-DEFINITION
According to Pierre Zemor. Public communication is formal communication
tending towards the exchange and sharing of public utility information as well as
maintaining social ties, and whose responsibility is vested on public institutions or
organizations s vested with missions of collective interest.
From this definition, we can apply the paradigm of Laswell (who said what, when, or how
and why)
1. Who: the State has that responsibility. Which means a commitment, an obligation of
exclusivity. Only the State has the right and duty to take on this mission. But it can delegate
this power to organizations.
2. What? Public utility information
3 - Why? Double purpose: Exchange and sharing of information, maintaining social bonds.
4 - How? Formal - It is a structured, and formally organized approach. It is a form of
communication within the public domain which is assumed by public institutions. It is
legitimatized by the general interest, public utility, the collective interest, maintaining the

3. 3[Date]
social link. It is a civic and pedagogic communication. There is no public Communication
that is not formal
N.B:
The general interest refers to the nature of the missions that are met by the State for the
satisfaction of citizens
Public Utility involves the legal recognition by the State of activities conducted by an
entity, an association or organization that confers a set benefits of any kind. The State
recognizes that these structures carry out activities of public utility
Collective interest refers to a general category interest, apply to a specific environment in
this case to communities territorial interventions.
In all, PC is revealed as a set of communication activities produced by the institutions and
public organizations aiming at transmitting and exchanging information in order to present
and explain decisions of public actions, promote their legitimacy, to defend values socially
admissible as necessary to general harmony.
B- THE FUNCTIONS OF PUBLIC COMMUNICATION.
1- Principal functions
There exist three principal functions
i) To contribute to the development of the sense of general interest and the spirit of public
service. Public communication needs to promote morality, the spirit of public service. This
is done through the information, the formation and the accompaniment of decisions taken.
A person working in the public sector does not have the same approach as the one in the
private sector because he is working towards general interest.
ii) To contribute to the development of the spirit of social reliance and the feeling of
collective achievement. I.e. participating toward the construction of a national identity,
development the feeling of belonging to the same entity and the same environment. We
have to think like one sole group. We have primary groups like our towns and villages and
in this case, it involves going beyond these groups or primary identities. This passes
through the formation towards citizenship responsibility (voting rights etc.) This will lead
to the defense and promotion of responsible behaviors and values (peace, solidarity, unity
etc.)
iii) Contribute to the structuring of public space. Public space is a place for public
expression, hence PC will contribute to organize citizen debates which will ameliorate
governance and promote creativity.

4. 4[Date]
2- Complimentary functions
i) Contribute to the amelioration of relationships between public authorities and citizens
through active listening. Hence it facilitates the listening to the citizen’s plights and
problems through the quality of reception.
ii) To contribute to the promotion of public organizations.
II- FORMS OF PUBLIC OMMUNICATION
There are 4 main forms
 Social communication
 Governmental communication
 Public territorial communication
 Promotional communication of services and functions
1- Social communication
This is the most know and practiced form of PC. It is the symbol of non-commercial
communication. Social com helps to achieve actions related to;
 Public utility; Which entails citizen formation on all aspects of general interest
 The modification of behaviors; heard here as the adoption of new and positive
behaviors or the abandonment of negative ones
 The promotion of citizenship values related to the quality of public life
 The information of citizens on legislative and regulatory dispositions
 The promotion of functions, values, services and public organizations
Social communication is sub divided into 3 forms
 Informative communication
 Societal communication
 Behavioral communication
a) Informative communication
The object of this communication is the presentation and explanation of the laws
and new elements or aspects on the rights and duties of citizens. This form of com is or
should be carried out by institutions like the national assembly and the senate.
b) Societal communication

5. 5[Date]
It is based on the promotion of great causes, citizenship values, public interest
causes. The sectors involved here include humanitarian causes like environmental
protection(deforestation), protection (minority rights, cultural values, national languages),
universal causes like peace, unity, solidarity etc.
c) Behavioral communication
This is based on the amelioration of individual and collective habits in order to better
both personal and national wellbeing (society at large) It is focused on the following
sectors; Health (fight against epidemics and pandemics, promotion of vaccination, fight
against drug abuse, promotion of physical education etc.), Security (domestic security
campaigns, road safety campaigns etc.), Economic domain (fiscal civilization i.e. payment
of taxes, consumer protection, fight against waste etc.). The objective of this
communication is measured in quality terms.
II- Governmental Communication
Governmental communication stems from public communication because it aims at
informing on public action and explaining it. Usually considered as part of political
communication, the information aspect of it makes it to rather fall under public
communication.
The actors of governmental communication include
 The spokesperson of the government (MINCOM)
 The members of government (ministers)
 Communication services (CELCOM)

6. 6[Date]
PRODUCTION AUDIOVISUELLE (AP)
It is a process of manufacturing of an audiovisual product which could be put on two main
supports; Video supports (CD, DVD, USB keys, also known as immaterial supports), and
cinema supports (film or pellicule in french).
AP as a process is made up of 3 stages
1- Preproduction
It is the preparatory phase in which the story is written, technical break down is done, cost
evaluated and searched, technical teams constituted, the casting chosen etc. It involves all
the preliminary work towards the actual shooting of the film.
2- Production
This is the phase inwhich all the visual and sound elements are registered (actual shooting).
Generally, the dialogues are not registered during the shooting but are added in the studio.
3- Post production
It is the phase of film editing (montage), the film is mounted up, sound and graphic effects
included to give the final product. After the production, all the images are transported from
the immaterial supports (hard drive) to a server. Then we do the derushage (watching of
the raw images from the shoot) and finally the editing is carried out.
Assignment: The different audiovisual jobs (I believe u did it)
There are two major types of production; light (legere) and heavy (lourde)
production.
 Light production as the name implies involves a minimum requirements for
production (1camera, 1 sound recorderetc.). This was mostly used in the past where
cameras were separated from the recorders.
 Heavy production is more complex as it necessitatesmore equipment and materials.
At least 2 cameras, 2 microphones etc. hence it is more costly.
TYPES OF VIDEO PRODUCTION
In a company, we could be called upon to realize the following types of video productions:
1- Event film: This is the immortalizing or video taping of an event organized by the
company.
2- Reportage: A mixture of a corporate film and interview, it entails giving a maximum
amount of information on the company stressingon expertise and pedagogy. It presents the
company through the testimony of clients.

7. 7[Date]
3- Film publicitaire: It is a classical advert but usually longer than a spot. The advertising
film is a form of communication that has the function to promote a product, activity, a
company, an event or personality by realizing a video which take account target public in
other to convey an information, generate it interest.
4- Sales ofproduct video: Using a comedian or commentator to present products orservices
5-Product video: Filming a product under different angles to present the different forms or
usage. It is usually accompanied by a commentary.
6- Interview: Filming an individual who passes a message on the company, her products
or services with an experts touch.
7- Corporate film: Presents the company in its entirety with her missions, vision, values,
products etc. It could be based only on one of these aspects.
Afilm could be
 1 minute
 3 minutes
 13 minutes
 26 minutes
 40 minutes
 52 minutes
 90 minutes
STRUCTURE OF THE DEVELOPMENT OF A FILM
There are 2 situations possible
1- Where it is a fictionin which there is a game of actors (dialogues). The path will be thus;
 Idea: Writing down of the film
 Development (sequencing)
 Dialogue
 Scenario (actions and behaviors of actors)
 Decoupage technique (plans, camera mouvements)
2- It does not concern fiction ex. A corporate film, so no dialogues
 Idea
 Development
 Decoupage technique

8. 8[Date]
THE INTENTION NOTICE
It is the motivation letter of your film. It helps to defend the scenario, its
originality, meaning in the society etc. It is this document that is given to the producer to
defend the project. Minimum 1 page, maximum 2, the tone should reflect the tone of the
film.
1- State in 3 or 4 lines, the starting point of your film, respecting the central theme.
2- State why your film should be produced in about 10 lines. What is it all about? True
story?
3- Why is the theme federating? In about 10 lines, say the interest of the film to the
person watching
4- Interest the reader to your central theme.
5- Present your main actors in about 20 lines. State their peculiarity.
6- Talk about your pleasure and engagement to write in 10 lines. What is your
inspiration? Make sure you don’t devalue the works of others in your motivation which
pushed you to do the film.
6- Talk about your casting in 5 lines.
7- Take leave of your reader. You could use a quotation, a pitch (a phrase that
summarizes the story of your film.) etc.
PLANS IN PRODUCTION
There are two broad types of plans, those to film actors and characters and another for
décor
1 Plans for actors and characters
 TGP (Tres gros plan): Used to show very small details and emotions
 GP (Gros plan): Equally used for details but not as precised an the TGP
 PP/PRP (Premier plan or Plan Rapproche Poitrine): Used to film a character closer
to see his emotions.
 PRT (Plan rapproche taille): Usually involves filming people above the waist.

9. 9[Date]
 PA (Plan Americain): Involves filming just above the knee. Typical of American
Cow boy films.
 PM (Plan Moyen): Used to take an individual in full to identify him.
1- Plans for Décor and landscape
 PM (Plam moyen or demi- ensemble) : Used to film a person or group of persons
in a given area and they can be clearly identified.
 PE (Plan densemble): Used to present a place. You cannot identify the individual
because it stresses more on décor.
 PL (Plan large): Used to present a zone.. Here u can see trees, animals, cars,
buildings etc.
 PG (Plan general): Presents a quarter or a town. Usually taken for the sky or in
plonger. It stresses more on décor and you cannot identify people.
CAMERA MOUVEMENTS
There are 2 main types of camera mouvements;n Travelling and panoramic
1- Travelling
It is a physical displacement of the camera. Travelling can either be vertical or horizontal
there are 2 categories, lateral or zoom (TOA and TOR)
o Lateral can be from left to right or right to left
o Forward and backward travelling (TA-TR)
Travelling Optique Avant (Zoom in) is used to bring the target closer and broaden the
frame. Travelling Optique Retour (Zoom out) distance the target or reduce the frame. The
camera is fixed but it is the lens that makes the movement at the level of the objective.
2- Panoramic
It is tha rotative mouvent of the camera round a fix axis.
o Horizontal panoramic is the rotation of the camera round a vertical axis
o Vertical panoramic is the rotation of the camera round a horizontal axis.
Panoramic of accompaniment helps to accompany the target while panoramic of
approach helps to follow it.

10. 10[Date]
DECOUPPEMENT TECHNIQUE: SAMPLE
Sequence 1 Place: CO3 Atmospere: Exterior day
Plan
No
Timing
(chr)
Plan
value
Mise en scene/
didascalie
Subject Text
1 4 secs PE Main building of
ASMAC, where cars
are packed and students
walking
OFF
Voice
Male
The
Advanced…..created
in…
2 2 secs GP Sign board of ASMAC V off H Majeste
Seq 2 Place: Amphitheatre Herve Bourge Interior day
3 4 secs PM A group of students
seated
V off H
4 3 secs PR Moderator of the
conference
V off H The conference of… is
NB:
- An image cannot be used twice in a film
- There are four types of atmosphere (ambiance) ie Interior day, interior night, exterior
day and exterior night.
- The plan number is form 1 to N no matter the sequence
-The number of secs of a plan depend on the text to be said.

11. 11[Date]
GESTION DES MARQUES
INTRODUCTION
For several years, the value of a company was measured according to his tangible
goods. The up rise of completion made the managers of companies to understand that its
value does not reside in material goods. Another value seemed important as well which
was not found in the equipment but in the goods produced, the quality of these product and
its components.
Interest was later shifted to the purchase decision of consumers because what
pushed them to buy a product once the quality was recognized was the name of the product
they retained, memorized and stored in their sub conscious.
Going from the principle that a consumer cannot carry with him the thousands of
pds proposed, they needed to find something that the will carry alongside with him as a
reference each time he displaces himself. This reference was found in the name of the
product, because the name of a product represents the product and this representation is
done through the image.
An image can be a visual, tactile, sound, olfactory and gustative representation. It
has both a material and mental function. Due to this representation, it has a sense and if it
has a sense, it therefore has a significance. The significance is a semantic dimension of the
sense. In short, the sense stands for the conceptual content of an expression. The
significance is the result of a sign.
There are 3 categories of signs, the icon, the mark (indice) and the symbol. The icon
a relationship of analogy with what it represents ex a drawing, a photography. The mark
has a relationship of physical contiguity with what it represents ex smoke and fire. The
symbol has a conventional relationship with what it represents ex road signals.
The image is also something that speaks, a language and that language is a message
that marks. It impregnates in and stays in the memory during our communications.

12. 12[Date]
Marketing technicians thus found what they were looking for, help consumers to displace
themselves transporting products in their memories. From the name of the product, we
arrived at the product brand.
The brand marks!!!She can decline itself under different possibilities from the concept of
image. The brand sends back to the image thus. Its force comes from the fact that the image
has:
〤 7 sensations
〤 6 emotions
〤 3 information
〤 3 resonances
On the financial plan, the notion of product has evolved to that of the brand due to the
search of financial gain. In fact, the trend went thus;
〤 1950= name – packaging – design – claim
〤 1960= name – packaging – design – etiquette – claim
〤 1970= name – packaging – design – etiquette – publicity – after sales services -
brand
〤 1980= brand – product – name - etiquette – packaging - design –– publicity – after
sales services – client relationship management.
The capital of a company is from there henceforth its brand and its aim is to build it,
launch it, promote, reinforce, perpetuate it and manage it around a strong and positive
image.
Q: How will a company impose its products on those of competitors/
A: By giving it a name which should be legally protected, which becomes a brand and is
the link between the company and its customers. This brand needs to be managed, hence:
Brand management. This leads to new jobs like brand managers who need brand strategies
to establish customer loyalty.
THE NOTION OF BRAND
DEFINITION
1-The dictionary Quillet defines the brand like a particular sign put on an object to
distinguish it from others. It is also a sign that is printed on an object indicating its place of
manufacturing, the manufacturer’s name, attesting that the rights to which it was submitted
have been perceived.

13. 13[Date]
2-Commercial definition
Considered as brand are fabrics, commerce, all services, patron names, geographical
names, arbitrary or fantasy denominations, the characteristic form of the product or its
conditioning, etiquettes, envelops, emblems, vignette, stamps, posters, loin edges,
combinations and dispositions of colors, forms, drawings, reliefs, letters, numbers, mottos
etc. In general all material signs that help to distiguish products, objects or services of any
enterprise. From the French Civic Code, article 1 of law no 64/34 of 31st December 1964
3- Marketing def.
The brand is a sign of product recognition composed of a verbal name or a set of visual
elemets aimed at personifying the product inorder to distinguish, identify and locate it.
From Ghannam Zaim Ouaffa- Le Marketing au Maroc; Concept et Realite.
3- Philip Kotler considers that a brand is a name, a sign, a symbol, a drawing or the
combination of all of this which helps to identify the goods and services of a seller or a
group of sellersand to differentiate them from competitors. – Glossary of Marketing Terms
4- The National Institute of Industrial Property (INPI in France) defines the brand as a
distictif sign which helps a physical or moral person to distinguish its products from those
of third parties.
NB: For a name to become a brand, it has to be legally registered. Add to Kotlers def.
THE IDENTITY OF A BRAND
It is the promise made by to the consumer which possesses aset of real and objective xtics,
very essential and including;
1- A set of attributes which evoke the xtics which are directly attached to it. Ex Mercedez
brand has xtics such as durable, expensive, comfortable, luxurious etc.
2- It is a set of functional and emotional advantages which it communicates to the clients.
Ex the durability of the brand means I can use it for many years. Solidity means in case of
accidents, I am safe.
3-The brand is a set of enterprise values which express a certain enterprise culture. Ex
Mercedez translates a performing, modern and prestigious company
4- It is also a set of cultural values which express the origine of the cultural affiliation of a
country.
5-The brand is a set of elements grouped round a certain personality. Mercedez translates
the lifestyle of Germans which is dominance, exigence etc.

14. 14[Date]
6- It translate the profile of users.
The brand is thus a signature, a name given to a product or a company, legally
registered. It is one of the elements of marketing strategies which helps to identify a product
and to personify it in order to concretize its difference. The attributes given to it are
elements that will define its positioning and its perception by the consumer.
3- THE FUCTIONS AND ROLES OF A BRAND
A- To the Consumer
 It facilitates the management of rapid information on the product
 Adds and reinforces the clients confidence during purchase decisions
 Contributes to the satisfaction of the usage of the product.
A product possesses 3 types of values, Values of usage, esteem and fantasy.
B- To the Producer
 Helps to easily identify the product from those of competitors, linked to notoriety
studies or being compared during purchase- Identification tool.
 Helps to distinguish new product ranges for production- positioning tool.
 Helps to engage in the competition struggle for reputation. Competition tool.
From the above, we see that a brand needs to be strong to be effective because, a strong
brand is:
- A sure advantage in terms of marketing efficiency, customer loyalty, possibility of of
increasing benefits, extension of the brand and geographical regions etc.
- A strong brand is a tool of negotiation in distribution networks.
4- PRINCIPAL QUALITIES OF A BRAND
A brand needs to have the following qualities:
1) Evoke the products universe and its positioning.
2) Should be easy to understand to the ear (good to hear)
3) It should be comprehensible and acceptable in all languages.

15. 15[Date]
4) Easy to memorize, graphically usable to brand products or exploited during advertising
campaigns in media.
5) Should be evolving with time to permit brand extension.
5- TYPES OF BRANDS
There are 2 main types
A- PROBUCER BRANDS
These are brands created by the produces themselves
i) Caution brands
Consists in giving to each product different brand names but having a (family tie) which
evokes their common origin and gives a common reassurance to the entire brand. Also
called marque a declinaison. Ex Danone products have Danette, Danino, Dany, Danao etc.
ii) Double brand
It consists of giving 2 brand names to a product, the 1st being common to all products, the
2nd being the surname helps in the construction of a specific image and different from other
ones. Hence, it is a mother and daughter brand. Ex Toyota
iii) Range brand
Formula used for all the products belonging to the same universe without being
complementary. They thus benefit from the same image. Ex Moulinex
iv) Line brand
Considers a product line as a complementary element. Ex the line Capture of Christian
Dior
v) La Marque Ombrelle
A same brand is used to commercialisedifferent products. Ex Peugeot commercializes both
cars, bicycles, etc.
vi) Product brand
Associates a product to a brand or positioning. Ex Procter and Gamble has brands like
Ariel, Ajax, Dash etc.
B- DISTRIBUTOR BRANDS

16. 16[Date]
These are brands created and possessedby distributors themselves. A distributor is a moral
person who possesses a label (enseigne) and whose objective is to put at the disposal of
consumers the products they need. The shop can be a brand Ex CASINO.
Distributor brands evolve with the modernization of distribution. Among these, we have;
i) Captive brand
Consists in using the labels brand to propose products. Ex Casino, Leader price, Wal Mart.
They are also called Flag brands.
ii) Label brand
Helps to elevate the quality level of products. It is inspired by competition between labels.
iii) La marque proper
Born from the desire to extend the offer which pushes distributors to sell their products
under different brands. Ex Gourmet, Bio, Bien etre all all Mono prix brands.
iv) First price brands
Formula used by discounters ex Leader price, Lanmark, U etc.
V) Specific brands
Consists of using a brand different from that of the label (enseigne). Similar to the marque
proper.
COLLECTIVE BRANDS (LABELS)
These are brands that testify of an advantage brought to consumers. Labels usually result
from the amalgamation of independent organisms or non-producers. The brands are not
necessarily of quality. Ex le Poivre de Penja. There are 3 types of labels.
i) Expérientiel labels : Labels that bring information on quality of experience of the
consumers. Ex the UGC label
ii) Technical labels: They give assurance on the technical characteristics of production. Ex
NF- Norme francaise, AB- in France for bio agricultural products.
iii) Technical and experiential labels: Associates the 2 other dimensions of a label. Ex label
Rouge in France.
A GRIFFE (Stamp)

17. 17[Date]
A griffe is a name, set of initials (sigle) which belongs to a manufacturer or an artist
(creator). It is an inspired and instinctive mark of a creator. It is a sort of creation that sends
back to unpredictability. The model of reference is handicraft.
6-BRAND POLICY
In the policy of creation of a product, the last component is the choice of the brand. This is
known as the brand policy. Producers and disstributors usually have 2 choices;
Produce under one or many different brands belonging to them or produce without a brand.
In the 2 cases, they are faced with several advantages and disadvantages.
POLICY EXAMPLE ADVANTAGE DISADVANTAGE
1 Brand name for
all products
Moulinex
Casino
Nestle
The entire range
benefits from the
prestige of a product
1 product can destroy the
image of the whole brand
A brand per
product line
Christian
Dior
Helps to limit casualties
if there is a problem
with one product
Limites the positive fall
backs of a product only to
the product line
A generic brand
with a
compliment per
product
Lesieur The fall backs enjoyed
by all products
1 product can destroy the
image of the whole brand
Brand used as
caution followed
by a surname
Renault
Safrane
The fall backs enjoyed
by all products
1 product can destroy the
image of the whole brand
Brand per
product
Procter and
Gamble
Hyper segmentation.
The products are
destined to a particular
segment
Multiplies advertising
investments
Can cause product
cannibalism
SIGNALETIQUE DES MARQUES
To a brand, this stands for its characteristics, ie the set of verbal or visual signs which help
to recognize a brand. It function is to attract the consumer to the product, ease
identification, signify and justify the promise made to the product. It could be:
1- A Verbal sign: Which could be written or pronounced. This include;

18. 18[Date]
 A patronymic name. ex Bic, Bolore, Fokou
 A pseudonym. Ex Bic, Lu
 Geograhical name. Tahiti, Mont Blanc
 Arbitrary name ex, Apple, Opal, Omo
 Name resulting from the combination of words ex Lyon Dior
 Name turned from its meaning ex Tresore
 Generic name which takes the appellation of its product category ex Microsoft.
OBJET PUBLICITAIRE AFRICAIN ET EVENEMENTIEL
By definition, Publicity object is every object, element, every being in the world which can
be used for publicity ends.
Advertising
Etymologically, advertising is the art of rendering public. The 1st aim of publicity is to
inform because no one can buy something that he does not know.
In 1996, a Cameroonian university professor published a book titled Un Regard Africain
Sur La Communication. This book was based on the existence and essence of African
communication. The existence of such a communication was greatly questioned because
they don’t talk of American or European communication. This book inaugurates the
literature on communication in Africa because studies on the subject started lately in 1970
by people like Franck Ugboadja, Ferdinand Fiofini and others, notably in West Africa.
Beyond presenting the practice and means of communication in Africa, the book tries to
give a model in Africa
The PALO ALTO
SCHOOL
M
E R
FB
FAME NDONGO
MODEL
CO
MS
S
MD
R

19. 19[Date]
E= This is the source of the message. According to Laswell, it is either a moral or physical
person. In the African context, it can be a physical or metaphysical person ie a spirit, a
totem, dead person etc.
S= Support. It replaces the media in Laswells scheme. It is a set of objects varying
according to different cultures which can be used to transmit a message.
MS= Message transmitted
CO= Code: 2 types of codes; Symbolic codes which include signs and symbols and
syntagmatic codes which deals with speech.
MD= Modality: It is synonym to objective. According to Fame Ndongo, it has 2 aspects ie
qualification and disqualification. Qualification involves all the acts or actions that are
beneficial to man ex marriage, blessing etc.
R= Receiver: Could be a person from the physical or metaphysical world like the sender.
AN EVENT
It is a buildup which mobilizes actors and elements around an idea. In the African context,
an event is a buildup which can be considered in the form of a ritual.
CASE STUDY THE RITUAL OF SO
Pierre Stoll believes that this rite aims at transforming an adolescent into a complete man.
Pr Dominique Mvogo in his thesis criticizes Stoll’s idea that the SO is the totemic animal
of the beti (antelope) because the beti people do not carry its name. The SO is a very
powerful and intelligent animal, very agile and fast. As such by giving the name of the
ritual SO (antelope), the beti people wanted to produce the image that becoming a young
man is to be strong, fast and rapid and capable of defending his tribe.
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To other researchers, the SO ritual is a place of violence which develops in the youths the
qualities necessary for the military. This point of view is contested by Charles Atangana,
Supreme chief of the Ewondos who developed a view point different from all those
mentioned above. According to him, the rite is sorely meant for penitence and purification.
This is equally the stand of Fr. Pierre Mvienna.
This ritual was only organized when a member of the community had violated the rules of
the community. Soter Azombo listed the number of faults that could lead to the rite
including
 Incest between parent and chidren
 Muder of a parent
 Violation of the place of initiation by a non-initiated
 Theft
 Insults to the alms collector in view of the rite
 Revelation of the mystery of SO
The choice of the candidate of the rite was usually between the descendants of the guilty
or closed family in case he did not have any descendants.
Choice of the place of SO
After examining the aptitude of the candidates chose, those retained were to sojourn in the
forest with the initiation masters. Distance from the village symbolized the brutal rupture
with family affection and adolescence. During the initiation, candidates were allowed to
throw insults at their mothers with vulgar language even insulting their genitals to show
total rupture from mother care.
CREATION DES SITES WEBS
A website is a set of HTML documents linked to each other by hypertext links, stored on
a web server and accessible through the internet.
I- INTEREST OF A WEBSITE
The conception of a website can be motivated by many reasons:
1- Need for visibility: A website which is accompanied by a good promotional campaign
can be a means by an organization to increase its visibility.

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2- Ameliorationof notoriety: Thanks to a website, institutional or event organization can
develop its popularity towards its publics.
3- Information Vector: Through a website, an organization can communicate or inform
the population on diverse subjects.
4- Online sales: Reluctant in the hay days of internet, internet users quickly understood its
usefulness for the purchase of goods online. A web site can thus represent for a company
an opportunity in terms of commercialization.
5- Data Collection: The internet represents a good opportunity for companies to collect
information on their clients as well as contact new prospects.
6- The put inplace of a user’ssupport: Nowadays, companies more oftenuse the internet
as privileged supports for before and after sales services.
A WEB MASTER
A web master who is in charge of a web site ie generally the person who conceives,
administers and updates the website.
The life of a website has 2 main stages, each broken down into various steps.
1- THE CREATION
It corresponds to the concretization of an idea into a web site online, referencedand edited.
2- EXPLOITATION
Corresponds to the daily management of the site, its evolution and update.
The putting in place of a web site is thus a multidisciplinary activity, requiring various
expertise. Depending on the organization, the function of a web master could go from that
of a Project chief to that of a chief orchestrain charge of all the activities, from conception
to referencing.
The term, web mastering, defines the set of activities or tasks necessary for the exploitation
of a web site.
1- Creation stages
 Preliminary study
 Planning
 Validation

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 Conception
 Skeleton (Maquette)
 Realization
 hebergement