Vous avez déjà vu, vous aussi, le gouvernement s’exprimer à travers les médias ?
En effet, depuis des années, on peut voir le gouvernement utiliser différents médias afin de communiquer, et ceci à travers :
- La presse écrite
- La télévision
- La radio etc.
Avec la démocratisation d’internet, ils ont su également prendre le tournant et ils se sont adaptés aux nouveaux canaux de communication. Ils ont su communiquer à travers le site internet du gouvernement mais également les différents réseaux sociaux qui sont apparus comme Facebook, Twitter etc. On a pu assister à une multiplication des messages sur les réseaux sociaux que ce soit ceux du gouvernement directement mais également ceux des élus de celui-ci (Président de la République, Premier ministre…).
Depuis quelque temps, le marketing d’influence a pris une place de plus en plus importante dans le domaine de la communication. Les marques en ont bien compris l’enjeu et se sont emparées de ce levier.
Et si on vous disait que le gouvernement était un adepte de ce concept ?
En effet, ce dernier a compris depuis quelque temps l’enjeu des influenceurs. Il voit en ces personnalités une façon de communiquer auprès d’un public plus ciblé qui correspond à la communauté de l’influenceur choisi. Ainsi, il choisit des influenceurs qui vont correspondre directement à la cible qu’il recherche à atteindre. Et depuis quelque temps, il multiplie les actions de communication à travers des influenceurs pour sensibiliser un public plutôt jeune.
Vous avez envie de voir des exemples où le gouvernement utilise les influenceurs pour communiquer ? Vous avez de la chance, ça se passe juste en-dessous !
- Quelques exemples
Service National Universel (SNU)
Le Service National Universel, ça vous dit quelque chose ? Pas de panique si ça ne vous dit rien, on va vous le présenter juste ici !
Il s’agit d’un programme qui été déployé par le gouvernement Philippe II dès 2019. L’objectif de ce service est de se substituer de manière indirecte au service militaire. Le SNU s’adresse à tous les jeunes (que ce soit filles ou garçons) qui ont entre 15 et 17 ans. Il est rythmé par trois moments clés :
-
- Le séjour de cohésion qui est une étape obligatoire.
- Les missions d’intérêt général qui sont également obligatoires.
- Et enfin, l’engagement qui va relever de la volonté des jeunes.
Le service national universel remplit différents objectifs afin de permettre aux jeunes d’être acteurs de leur citoyenneté :
-
- Tout d’abord, ce service permet de transmettre un socle républicain
- Ensuite, il va renforcer la cohésion nationale
- Il va également permettre de développer une certaine culture de l’engagement notamment pour ceux qui vont au terme des 3 étapes
- Enfin, il va accompagner les jeunes à l’insertion sociale et professionnelle.
Face à un lancement critiqué de la part des français, le gouvernement a vu, dans les influenceurs, une bonne option afin de communiquer auprès des citoyens. Cette opération a pour objectif de faire accepter ce nouveau programme à travers des personnes auxquelles tous les citoyens ont la possibilité de s’identifier.
Il a donc choisi plusieurs influenceurs et youtubeurs célèbres dont TiboInshape, Sundy Jules ou encore Enzo, Tais-toi !
Il a eu recours à ces trois influenceurs pour plusieurs raisons mais l’une d’entre elles qui a été le plus source de décision est liée à la communauté des influenceurs. En effet, comme on l’a évoqué auparavant, le service national universel souhaite s’adresser à des jeunes qui ont entre 15 et 17 ans, d’où le choix de tels influenceurs. Ces influenceurs disposent tous trois d’une large communauté qui est essentiellement composée de jeunes.
On a donc pu constater que chacun a adopté un mode de communication propre à lui :
- Tout d’abord, TiboInShape, très présent à travers sa chaîne Youtube, a souhaité s’exprimer grâce à une vidéo tournée sous forme de vlog. Il a en effet pu intégrer le SNU pendant une journée (ou plus !) en Guyane. Grâce à sa vidéo, il montre aux jeunes de sa communauté le déroulement des journées au cœur du SNU. Côté étonnant de la vidéo, on peut voir le jeune influenceur TiboInShape interviewer le secrétaire d’Etat de l’Education Nationale, Gabriel Attal, en le tutoyant.
- Ensuite, les deux autres influenceurs choisis, Sundy Jules et Enzo Tais-toi, s’expriment quant à eux sur le média sur lequel on les retrouve le plus souvent : Instagram. En effet, ces deux-là ont décidé de s’exprimer sur le sujet du SNU à travers des stories Instagram afin d’informer leur communauté.
Par conséquent, le recours à ces influenceurs dans le cadre du SNU permet de promouvoir ce service développé il y peu par le gouvernement, et également d’encourager les jeunes à s’engager dans ce service.
Cependant, cette méthode de communication du gouvernement a reçu de nombreuses critiques :
-
- Le fait qu’il s’agisse d’une opération commerciale, où les influenceurs ont été (très certainement) rémunérés pour parler d’un service national, a été vivement critiquée par les internautes.
- De plus, l’impression que donnent les influenceurs sur le fait qu’ils ne connaissent pas réellement le programme n’a pas été appréciée par les internautes.
Prévention face au coronavirus
Je suppose qu’on a plus besoin de vous présenter l’épidémie du Coronavirus, n’est-ce-pas ? Ne vous inquiétez pas, vous qui lisez, je ne vais ni vous parler de virus, ni de chiffres ou quoi que ce soit.
Je vais plutôt vous parler de la nouvelle manière de communiquer qu’a décidé d’adopter le gouvernement. En effet, celui-ci a décidé d’intégrer une stratégie de marketing d’influence au sein de leur communication, comme l’a exprimé le Président de la République, Emmanuel Macron, sur son compte Twitter où il invite les influenceurs à se mobiliser.
A travers cette stratégie, le gouvernement entend s’adresser aux jeunes. En effet, il a été dit et lu que celui-ci avait du mal à s’adresser et se faire comprendre auprès des jeunes, en ce qui concerne le virus. C’est donc pour cela qu’interviennent les influenceurs afin de répondre aux questions que se posent les jeunes mais également faire de la prévention auprès de ceux-là dans le but qu’ils adoptent les bons gestes.
Pour cela, le gouvernement, et plus précisément Gabriel Attal, a fait appel à différents influenceurs dont Marie Lopez plus connue sous le nom d’EnjoyPhoenix, Paola Locatelli ou encore Just Riadh, qui vont se réunir lors de réunions mensuelles de discussions autour de sujets d’actualité.
Ainsi, lors de ces réunions, les influenceurs vont pouvoir poser des questions qui leur ont été posées par leur jeune communauté au préalable. Et cela va de soi, l’objectif de ce type de réunion est de faire prendre conscience de l’importance du virus aux influenceurs directement afin qu’ils fassent de la prévention auprès de leur jeune communauté par la suite.
Cependant, cette stratégie peut présenter certaines limites. En effet, parfois, les influenceurs choisis peuvent recevoir certaines critiques car ils peuvent être perçus, par l’audience ciblée, comme pas les mieux à même pour parler de ce sujet. Il s’agit notamment d’EnjoyPhoenix qui a été critiqué d’avoir été sélectionné pour parler de ce sujet. Les internautes ont vu une forme de fausseté de sa part puisqu’elle a multiplié les déplacements entre la France et la Belgique, pour des raisons dites professionnelles.
Pour conclure, le gouvernement a, depuis des années, utilisé les différents médias afin de s’exprimer sur divers sujets. Cependant, comme toute marque, il a dû faire face à une évolution des médias et donc s’adapter aux innovations auxquelles on fait face. Depuis le jaillissement du marketing d’influence, le gouvernement a su faire preuve d’une certaine capacité d’adaptation et a, par conséquent, recruté de nombreux influenceurs pour communiquer auprès d’une cible précise sur des sujets dits d’actualité.
Et vous, avez-vous déjà vu des influenceurs faire la promotion de services/sujets promus par le gouvernement ?
Envie d’en apprendre plus sur le domaine de l’influence ? On vous donne rendez-vous juste ici pour découvrir pleins d’articles sur ce thème !
Anicia Auriol
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