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INTI
Conference
Huelva 2013
21st-22nd
November

Social
Innovation
and new
ways of
governance
for the socioecological
transition

Digital socialization
in a Territorial Intelligence case:
The Fontaine d'Ouche area in Dijon
(Burgundy, France)

Authors : Cyril Masselot, Olivier Galibert
Information and Communication Sciences

1
21/11/13

2
The Research program: VeT (Transition Towns)

How to mobilize citizens
around eco-responsible
conducts?

3
Research object construction
• Research problem: In the socioecological 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)

Rob Hopkins, The Transition Handbook,
2009

4
Contextuality of our research territory

5
Galibert_Masselot/ VeT

6
7
8
But green spaces…

9
10
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

11
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)
12
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/]

13
Survey, Axis 4

(extract)

14
15
16
First results

17
18
19
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
Movida inti-huelva13-masselot-galibert
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
consumptions in the neighborhood.

eco-

• 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
Some contents
2

1

3

•

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
Increase the Facebook Page audience
• Facilitating recognition
– Graphics standards. Use of green and blue colors,
reminding the Movida Program

F(e)T’s logo
Slogan :
Any ideas for sustainables consumptions?
Share them!

F(e)T’s banner
Study, exchange, accompany, around ecoresponsible and eco-citizens practices
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 InfosDijon.fr
– Radio show



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

31
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
35
Thank you for your attention
Cyril Masselot : cyril.masselot@u-bourgogne.fr
Olivier Galibert : olivier.galibert@u-bourgogne.fr

36

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Movida inti-huelva13-masselot-galibert

  • 1. INTI Conference Huelva 2013 21st-22nd November Social Innovation and new ways of governance for the socioecological transition Digital socialization in a Territorial Intelligence case: The Fontaine d'Ouche area in Dijon (Burgundy, France) Authors : Cyril Masselot, Olivier Galibert Information and Communication Sciences 1
  • 3. The Research program: VeT (Transition Towns) How to mobilize citizens around eco-responsible conducts? 3
  • 4. Research object construction • Research problem: In the socioecological 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) Rob Hopkins, The Transition Handbook, 2009 4
  • 5. Contextuality of our research territory 5
  • 7. 7
  • 8. 8
  • 10. 10
  • 11. 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 11
  • 12. 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) 12
  • 13. 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/] 13
  • 15. 15
  • 16. 16
  • 18. 18
  • 19. 19
  • 20. 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
  • 22. 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
  • 23. Could Facebook be an eco-consumption promoting tool ?
  • 24. 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
  • 25. Create a community • No grassroot activities around consumptions in the neighborhood. eco- • Create a community in which « the whole district » (common interest) is most important than the theme « eco-consumptions » (not yet common interest) itself
  • 26. 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?
  • 27. Create a community Some contents 2 1 3 • 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
  • 28. Increase the Facebook Page audience • Facilitating recognition – Graphics standards. Use of green and blue colors, reminding the Movida Program F(e)T’s logo Slogan : Any ideas for sustainables consumptions? Share them! F(e)T’s banner Study, exchange, accompany, around ecoresponsible and eco-citizens practices
  • 29. 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 InfosDijon.fr – Radio show  Flyers and posters’ spreading (public places, stores…)
  • 31. 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)
  • 32. 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
  • 33. Now • Strategies will be implemented to facilitate the enrollment • Page launched in the beginning of april. Number of members increase since october.
  • 34. 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 35
  • 35. Thank you for your attention Cyril Masselot : cyril.masselot@u-bourgogne.fr Olivier Galibert : olivier.galibert@u-bourgogne.fr 36

Editor's Notes

  1. This investigation is in the framework of the Transition Towns project called Movida about consumption and sustainable lifestyle.
  2. AND OUR CUESTION IS: How to mobilize citizens around eco-responsible Conducts? 4 laboratories, 10 scientifics, 2 research engeneers, 11 students, for an interdisciplinary approach develops in 4 research axis : 1) Mobility 2) Sports, Hobbies & Social Link 3) Consumption 4) Digital Public Sphere
  3. ! Politique
  4. Some images and maps to illustrate the context of the area of Fontaine d’Ouche in Dijon, Burgundy, France (http://sig.ville.gouv.fr/zone/2621001)
  5. the area is located at the west of downtown… nine thousand two hundred. Dijon = 217 095 = two hundred and twenty thousand people soietn 4% de la population
  6. … , near an artificial lake and a leisure area
  7. poor district buildings at low prices. twenty% of the population is unemployed, twenty% of the population has low income, eighty% of the population has a low qualification 72% en location, 52% en HLM = seventy two% lease, fifty two% in social (low-income) housing
  8. In the same area, there are a lot of green spaces… but local poor people don’t use it, or just a little
  9. This is an area that has a high dynamic micro-local with more than 60 associations for nine thousand two hundred people
  10. 2 weeks, 15 Intervievers on site (bachelors students), 405 full filled enqueries And we have now the first results…
  11. A lot of old people, very low level of diploma
  12. Low acces in public space (various answer posible of course) Big part for social network and email, like in others studies of this kind, idem for websites In France, in 2010, low classes are 75% connected: less connected than other (-10%) Retired : 37%
  13. With 9000 NINE THOUSAND inhabitants we can find more than 60 SIXTY associations in this area. 19% NINETEEN percent of this people are member of an association. 27% participation on public meetings, 26% online !! But the “geeks” are not so much… (10 max) /// COMPARER DONNEES EU ET AUTRES //
  14. The first AFC include only the axes 3 and 4. We need to complet it by the others axes. Coming soon ;) SO I don’t explain it!
  15. 27% accepted to be ask a second time. TO CONCLUDE : A local traditionnal media structure in the area No transition ICT support available in the area Aged stakeholders, particulary in associations Several stakeholders (association under the 1901 law status, bloggers) with websites.
  16. Facebook Page « Fontaine d’Ouche in Transition » experience
  17. Do it like a local inhabitant, and in fact like someone with large interest in this area, concerned by the futur of this area
  18. l'organisation d'un concours de photos en ligne sur les pratiques respectueuses de l'écologie
  19. - Suivre l’impact de la page sur les habitants, par les commentaires, les post, l’expression des acteurs Impliquer progressivement les médias locaux et acteurs locaux dans la production de contenus et l'animation - Etre présent sur les événements locaux et ciblés, avec des partenaires, pour faire connaître la démarche - Ouvrir l'animation à 2 puis 4 (????) citoyens habitants locaux, ayant signé la charte éditoriale par exemple