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Le Ice Bucket Challenge : Analyse Et Compréhension De La Diffusion D'un Phénomène Viral À Travers Internet

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Le Ice Bucket Challenge : Analyse Et Compréhension De La Diffusion D'un Phénomène Viral À Travers Internet UNIVERSITÉ DU QUÉBEC À MONTRÉAL LE ICE BUCKET CHALLENGE : ANALYSE ET COMPRÉHENSION DE LA DIFFUSION D'UN PHÉNOMÈNE VIRAL À TRAVERS INTERNET MÉMOIRE PRÉSENTÉ COMME EXIGENCE PARTIELLE DE LA MAÎTRISE EN COMMUNICA TJON PAR SAMUEL-PHILIPPE DUGRÉ MARS 2016 UNIVERSITÉ DU QUÉBEC À MONTRÉAL Service des bibliothèques Avertissement La diffusion de ce mémoire se fait dans le respect des droits de son auteur, qui a signé le formulaire Autorisation de reproduire et de diffuser un travail de recherche de cycles supérieurs (SDU-522 - Rév.O? -2011) . Cette autorisation stipule que «conformément à l'article 11 du Règlement no 8 des études de cycles supérieurs, [l 'auteur] concède à l'Université du Québec à Montréal une licence non exclusive d'utilisation et de publication de la totalité ou d'une partie importante de [son] travail de recherche pour des fins pédagogiques et non commerciales. Plus précisément, [l 'auteur] autorise l'Université du Québec à Montréal à reproduire, diffuser, prêter, distribuer ou vendre des copies de [son] travail de recherche à des fins non commerciales sur quelque support que ce soit, y compris l'Internet. Cette licence et cette autorisation n'entraînent pas une renonciation de [la] part [de l'auteur] à [ses] droits moraux ni à [ses] droits de propriété intellectuelle. Sauf entente contraire, [l 'auteur] conserve la liberté de diffuser et de commercialiser ou non ce travail dont [il] possède un exemplaire." Il REMERC lEMENTS Pour son soutien, ses conseil s, sa gentillesse, sa ri gueur et pour m' avoir guidé durant plus de deux ans, je ti ens à remercier en premi er li eu ma directrice de recherche, Maude Bonenfa nt. Maude a cru en mon suj et, d'autant plus qu' il s'agissait du premier mémoire de I' UQAM à trai ter des phénomènes viraux sous l'angle communicati onnel. Ses connaissances et son approche pédagogique m'ont permis de développer ma pensée critique et de touj ours all er au-delà de l'év id ence. Je souhaite également remercier messieurs André Mondoux et Pierre Bérubé d ' avoir accepté d'être membres de mon jury. Mes plus sincères remerciements et pensées vont à mes parents. À ma mère, Normande Chali foux, sans qui c ~ mémoire ne se serait j amais écrit. Merci pour tous les sacrifices que tu as fait pour moi, tes encouragements quotidiens, ton aide, mais surtout pour ton amour incondi tionne l. À mon père, Michel G. Dugré, qui a quitté ce bas monde de façon beaucoup trop précipi tée. Où que tu sois, sache que tu m'as inculqué des valeurs et enseigné des vérités qui me sui vront et me guideront à jamais. Tu m 'as appris à touj ours persévérer, à être dro it et honnête, à fa ire ce qu e j 'aime, à fo ncer et n' avoir peur de ri en. Un merci infini à ma sœur Isabell e Dugré et à mon frère Jean-Michel Dugré qui m' ont touj ours supporté dans mes décisions et aidé dans tous les moments. À vous cinq : ma vie n'aurait de sens sans vous et j e ne serais pas celui que je sui s aujourd' hui . Un merci spécial à mon beau-frè re, Yani c Métras et à Julie Fauteux qui m'ont tout autant supporté. À F lorence, Rosali e et Béatrice Dugré. À Amé li e, Noémie et Hugo-Olivier Métras; mes ni èces et mon neveu de qui j 'apprends constamment et dont j e sui s fier. Ill Je ne peux passer sous sil ence l'apport indéni abl e et nécessaire de mes proches ami s. À Sébastien Langevin (Christian Langevin et Marguerite Champagne), Samantha Jacobsen, Guillaume Houde, Tommy Pe ll eti er (Marie-Pier Clavel), Étienne De Koninck (Soph ie Péru sse), Robby Fournier (Candide Fleury), Éric Descheneaux (I sabell e Yaliquette), Jean-François Bélu se (Mari e-Pier Tellier), Maxime Pilon (Amélie _Oue ll ette), Si mon Whalen (Jenny-Ann Q uennevill e), Pascal M ill ette (Isabell e Bergeron), Johan Maj ercak, Mathieu Doucet, Yannick Pell eti er (Cathy Campbell ), Dave Pell etier (Stéphanie Bayard), Yvon Pe ll etier, Jacinthe Duchesne, Yannick St-J ean (Juli e Di onne), Roxann e Gri sé, Lise Roy ainsi que Michel et Émilie Chartrand . Merci d'avoir touj ours été présents pour moi, d 'avoir co mpris mes choix et d'être mes ami s depuis plus de vin gt ans. Je sui s honoré et chanceux de to us vous connaître et heureux de voir qui nous sommes tous devenus. À Dominique Trudel et Étienne Martel, deux ami s de longue date de l' université avec qui j e partage d ' im portantes affini tés inte ll ectuell es et dont les conversations sont, immanquablement, motivantes et stimulantes. À tous mes coll ègues des communicati ons à Développement Économique Canada pour les régions du Québec qui se sont touj ours intéressés à l' avancement de mon mémo ire et n'ont cessé de m 'encourager. Votre support a été déterminant dans mon cheminement. Jamais j e n'aurais pu rêver d' une tell e équipe. Travaill er chaque jour avec vous est un réel pl aisir. Il y a beaucoup de vous tous dans ce mémoire. I V Ce qui est affirmé sans preuve peut être nié sans preuve. Euclide TABLE DES MA T IÈRES LISTE DES TABLEAUX ........... ...... ....................................................................... VIII RÉSUMÉ ..................................... ............................ ............ ........... .... ... ..................... IX INTROD UCTION ................................... ................................................................. .... 1 CHAPITRE 1 PROBLÉMATIQUE .. ...................... .. ... ... .. ............. ................. ..................................... 5 1.1 Les fo ndements de la vira li té ........................... ..................... .... .. .. ....................... 5 1.1.1 Les principes relatifs à la virali té .. .. ................................................ .......... 7 1.1 .2 Attention portée par les sciences ............................ ... ... .... ......................... 9 1.1. 3 Millionna.ires et milliardaires du visionnement ........................................ 11 1.1.4 Les déclinaisons possibles des phénomènes viraux ............. .... ................ 13 1.1.5 Les vid éos comme source de contenus accessibles ................................ .. 14 1.1.6 Le rôle des usagers dans le processus de la virali té .............. .......... ......... 15 1.2 Phénomènes viraux locaux qui deviennent mondiaux ... .. ... ........... .......... .......... 16 1. 3 Question générale de recherche ............ .. ..................................... ...................... 17 1.3. 1 Sous-questions de recherche ............. .................................... ......... .......... 17 1.4 Intérêt de recherche ..... ......... .. ............................................. ......... ... ..... .............. 18 1.5 Perti nence sociale ... ... .. ........ .............................................................. ................ 19 CHAPITRE II CADRE THÉORIQUE ........................................................................... .................. .. 22 2. 1 La viralité ..... .... .. ... ......................... ......................... .... ...... ................ ................. 22 2. 1. 1 L'émotion : un facteur non négli geabl e de la viralité .......... .... .......... ...... 24 2. 1.2 L'audience ................................................. ................ .. ............................. 26 2 .1 .3 L'effet d 'entraînement du bouche-à-oreill e .......................... ...... .. ... ... ..... 29 2. 1.4 Internet comme tremplin des médias socionuméri ques .... .. .... .. .. ............. 30 2.2 La di ffusion et les di spositifs ............................................................. ..... .... ....... 34 VI 2.2.1 La théorie des réseaux pour mieux comprendre les li ens entre usagers ... 37 2.3 La mémétique et le mème ....... .. .... .... .............. ..... .. .. .. .................. ... .. .. ..... .. .. ...... 39 CHAPITRE Ill MÉTHODE DE RECHERCHE ............... ........... .... .. ... .... ............... ....... ... .. ... ..... ........ 44 3. 1 Méthode de recherche : 1' étude de cas de type intrinsèque ... ....... ..................... 46 3.1.1 Sélection du cas ............. .......... .. .............. ........ .. .. ... .................................. 47 3.1.2 Description du cas sélectionné .... .. ... ... .... .... .......... .................. ... ..... ......... 49 3.2 Cadre de l'étude ............................ .. .............. .. .................................. ................. 53 3.3 Cuei ll ette d' information relative à la diffusion du phénomène ............... .......... 54 3.4 L'analyse des données ....................................................................................... 56 3.5 Les limites relatives à la recherche ........... .... .... ... ........................... .. ... .. ... ....... .. 57 CHAPITRE IV PRÉS ENTATION DES RÉSULTATS ......... .......... .. .. ... ................... ........ .. ............. .. 59 4.1 Le lee Bucket Challenge : les prémisses d' un succès .. .. .. .................................. 59 4.2 Les plateformes de diffusion et les médias traditionnels pour Denis Coderre .. 62 4.3 Des déclinaisons de l' idée originale .................. .. ... ....... .. .. .......................... .... .. 67 4.4 La contrepartie de la viralité ........... ......... .......... ... ........... .. ................................ 75 CHAPITRE V ANALYSE DES RÉSULTATS .................................. ................................................ 79 5.1 Les facteurs qui ont contribué à la viralité du lee Bucket Challenge ................ 81 5. 1.1 La diffusion de la viralité ......... ............................................... ............ .. ... 87 5.
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