{"id":11682,"date":"2025-11-13T17:01:58","date_gmt":"2025-11-13T21:01:58","guid":{"rendered":"https:\/\/fad-fep.ca\/reporterPlus\/?p=11682"},"modified":"2025-11-13T17:10:36","modified_gmt":"2025-11-13T21:10:36","slug":"futur-journalisme-ere-numerique","status":"publish","type":"post","link":"https:\/\/fad-fep.ca\/reporterPlus\/2025\/11\/13\/futur-journalisme-ere-numerique\/","title":{"rendered":"Le journalisme, toujours aussi tendance \u00e0 l’\u00e8re num\u00e9rique?"},"content":{"rendered":"\n

A l\u2019\u00e8re num\u00e9rique, alors que les m\u00e9dias traditionnels essaient de se r\u00e9inventer et que les m\u00e9tiers de journaliste et d\u2019influenceur peuvent se confondre, une question se pose\u00a0: quel est le futur du journalisme\u00a0? Marine Trouillez, Digital Brand Manager chez L\u2019Or\u00e9al Canada, a r\u00e9pondu \u00e0 mes questions sur le rapprochement entre journalisme et marketing afin de comprendre les nouveaux codes de communication dans un monde connect\u00e9.<\/strong><\/p>\n\n\n\n

Transformation et red\u00e9finition du journalisme <\/strong><\/h2>\n\n\n\n

Le journalisme vit une transformation sans pr\u00e9c\u00e9dent. Face \u00e0 l\u2019essor des plateformes num\u00e9riques, des r\u00e9seaux sociaux et du streaming, ainsi que l\u2019\u00e9mergence des cr\u00e9ateurs de contenu, les fronti\u00e8res entre information, communication et marketing, deviennent de plus en plus floues. Ce changement n\u2019annonce pas pour autant la fin du journalisme, mais une red\u00e9finition de son r\u00f4le et de son format. <\/p>\n\n\n\n

Aujourd\u2019hui les marques deviennent elles aussi des m\u00e9dias. Leur objectif reste de vendre un produit, mais aussi de partager un contenu \u00e9ducatif ayant pour but d\u2019informer, de sensibiliser et d\u2019\u00e9laborer un storytelling. Pour se d\u00e9marquer dans un march\u00e9 satur\u00e9, notamment celui de la cosm\u00e9tique et de la skin care, les marques doivent se construire une identit\u00e9 forte et adopter des codes pr\u00e9cis pour fid\u00e9liser leur client\u00e8le. <\/p>\n\n\n\n

\"Image
Cr\u00e9dit photo – Unsplash<\/figcaption><\/figure>\n\n\n\n

\u00ab\u00a0L’information est devenue un produit\u00a0\u00bb<\/em><\/h2>\n\n\n\n

Pour comprendre cette \u00e9volution, Marine Trouillez<\/a>, Digital Brand Manager chez L\u2019Or\u00e9al Canada, pr\u00e9sente plusieurs points qui rentrent en jeux pour qu\u2019un influencer incite un consommateur \u00e0 se diriger vers un produit plut\u00f4t qu\u2019un autre.  <\/p>\n\n\n\n

\"Photo<\/figure>
\n
\n

D’apr\u00e8s elle, \u00ab l\u2019information est devenue un produit<\/em>, et le journaliste a autant besoin qu\u2019une marque de toucher un public gr\u00e2ce \u00e0 des techniques marketing, afin que son contenu soit lu<\/em> \u00bb. <\/p>\n<\/blockquote>\n<\/div><\/div>\n\n\n\n

Selon le public cible, les plateformes utilis\u00e9es diff\u00e8rent, d\u2019o\u00f9 la relation \u00e9tablie entre grandes marques (ici L\u2019Or\u00e9al) et agences marketing. Ces derni\u00e8res \u00e9tablissent des strat\u00e9gies adapt\u00e9es au budget et aux objectifs fix\u00e9s. Elles exploitent les nouveaux modes de communications \u00e0 travers des plateformes de streaming comme Amazon Prime ou Netflix (pour les abonnements avec publicit\u00e9). Des publicit\u00e9s interactives ou encore l’utilisation de l’IA permettent de cibler et d’optimiser le type d’audience vers lequel se tourner pour que le produit soit un maximum rentabilis\u00e9. Dans les deux cas, marketing ou journalisme, Marine exprime la volont\u00e9 que \u00ab le contenu soit consomm\u00e9<\/em> \u00bb.<\/p>\n\n\n\n

Journalisme et marketing: entre comp\u00e9tition et inspiration<\/h2>\n\n\n\n
\"Image
Cr\u00e9dit photo – Unsplash<\/figcaption><\/figure>\n\n\n\n

La fronti\u00e8re est d\u2019autant plus absente car les plateformes digitales ont ajout\u00e9 un besoin de r\u00e9activit\u00e9. Que ce soit dans le cas du journaliste qui doit relayer une information le plus rapidement possible, tout en v\u00e9rifiant ses sources. Les marques doivent aussi constamment \u00ab s\u2019adapter aux tendances, surtout \u00e0 une \u00e9chelle locale, car sinon le process de d\u00e9veloppement d\u2019un produit peut prendre jusqu\u2019\u00e0 deux ans<\/em> \u00bb, analyse Marine. Le march\u00e9 de l\u2019information et celui de la beaut\u00e9 partagent donc des similitudes et sont aussi tous les deux tr\u00e8s comp\u00e9titifs. De plus en plus de m\u00e9dias \u00e9mergent et le m\u00e9tier de journaliste s\u2019\u00e9largit dans sa d\u00e9finition. Quant \u00e0 celui de la beaut\u00e9, beaucoup de c\u00e9l\u00e9brit\u00e9s jouent sur la tendance et d\u00e9veloppent leurs propres marques. Cela am\u00e8ne de la \u00ab comp\u00e9titivit\u00e9, mais aussi un certain dynamisme<\/em> \u00bb parfois dangereux, mais d\u2019un autre c\u00f4t\u00e9 cette \u00e9volution brise le monopole pass\u00e9 des acteurs traditionnels. <\/p>\n\n\n\n

L\u2019avenir du journalisme se jouera probablement dans cette zone de rencontre entre m\u00e9dias et marques. Les plateformes num\u00e9riques incitent les journalistes \u00e0 s\u2019adapter aux nouveaux formats de communication et espaces de diffusion. Le progr\u00e8s de l’intelligence artificielle am\u00e8nera d’autant plus de possibilit\u00e9 vis-\u00e0-vis des algorithmes et r\u00e9coltes des donn\u00e9es, permettant une personnalisation maximale pour chaque utilisateur.<\/p>\n","protected":false},"excerpt":{"rendered":"

\u00c0 l\u2019\u00e8re num\u00e9rique, les fronti\u00e8res entre journalisme, influence et marketing deviennent de plus en plus floues. Marine Trouillez, Digital Brand Manager chez L\u2019Or\u00e9al Canada, explique comment les marques adoptent d\u00e9sormais certains codes journalistiques pour informer, s\u00e9duire et fid\u00e9liser leurs publics.<\/p>\n","protected":false},"author":15,"featured_media":11683,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21],"tags":[175,122,82,331,117],"class_list":["post-11682","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-journalisme","tag-journalisme","tag-marketing-dinfluence","tag-numerique","tag-plateformes-numeriques","tag-reseaux-sociaux"],"yoast_head":"\nLe journalisme, toujours aussi tendance \u00e0 l'\u00e8re num\u00e9rique? - Reporter<\/title>\n<meta name=\"description\" content=\"Journalistes, influenceurs, marques : les r\u00f4les se m\u00e9langent. 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