This article examines the use of artificial intelligence (AI) in three West African audiovisual studios: Studio 6 in Côte d’Ivoire, Club IA in Senegal, and Magic Carpet Studios in Nigeria. Far from a passive adoption, AI reshapes production chains by accelerating timelines and redistributing roles. Yet it also imports cultural and technical biases, embedding aesthetic standards that remain distant from African imaginaries. In response, creators develop tactics of appropriation and culturalization, adjusting, diverting, or reinventing the tools in ways that are simultaneously situated, critical, and politically consequential.
This thesis analyzes the media coverage of the controversies surrounding Les Halles de Paris since 1970. The study explores three key moments: the destruction of the Baltard pavilions in 1971, the alternative proposals for the Forum in 1980, and the construction of the Canopée in 2016, in order to understand how media discourse shapes urban public space.
This article explores the neighborhood newspaper “Le Lien” as a participatory mediation tool within Humanicité, an inclusive socio-urban project. Based on 87 co-written articles, it combines lexicometric and discourse analysis. Findings highlight the importance of community life, collective projects, and spatial appropriation. Five thematic classes emerge, with a central cluster linking projects and socio-spatial dynamics. The study shows that the newspaper contributes to the symbolic co-construction of the territory and the shaping of a collective identity, while revealing participatory biases.
The introduction of generative artificial intelligences (GenAI) into communication professions profoundly transforms both the definition and the value of creativity. Based on 48 semi-structured interviews conducted with communication professionals under different employment statuses (20 freelancers, 12 in-house employees, and 16 agency employees), this article examines how the adoption of GenAI reconfigures creativity within communication agencies. Drawing on the framework of Constitutive Communication of Organizations (CCO), the thematic analysis shows that GenAI operate as ventriloquial actants, recycling dominant corpora and shifting the locus of creativity toward practices of orchestration and differentiation. Creativity emerges as a relational and sociomaterial process, shaped by organizational and communicational tensions. By introducing the notion of creative agency, the article contributes to the emerging literature on GenAI and CCO by demonstrating how these technologies participate in redefining the creative ethos and reconfiguring the balance between human and non-human actors within the agency ecosystem.
This article advances a theoretical framework for analyzing the uses of generative artificial intelligence in organizational contexts, grounded in the articulation between political economy of communication and organizational communication. Building on the concept of the organizational biotope, the framework combines a macro perspective (power relations, innovation cycles, ideologies of rationalization) with a meso perspective (situated appropriations, in situ regulations, and interactional reconfigurations). The empirical study, conducted in the construction sector—historically under-digitized but now a prime target of modernization imperatives—demonstrates the heuristic value of this approach. Its main contribution lies in linking ideological structures with organizational practices, while integrating a socio-semiotic dimension attentive to imaginaries and legitimation processes. Beyond the construction industry, this framework provides a reproducible analytical tool for examining the communicational uses of generative AI and calls for critical vigilance regarding the conditions of legitimation and the systemic effects of algorithmic rationalization on work environments and knowledge transmission dynamics.
This contribution analyses the impact of generative artificial intelligence (GenAI) on design professions in creative communication agencies, examining how it is reshaping traditional mediation practices. The research is based on a qualitative analysis method using around fifty semi-structured interviews conducted with creative communication professionals in France and Tunisia, which were encoded and analysed using NVivo software to identify themes and sub-themes. The results show a reconfiguration of mediation practices towards a triangulation between AI, creatives and clients, with all parties engaged in a collaborative and co-creative dynamic. The creative designer’s role is shifting towards that of a curator, an orchestrator of meaning, ensuring the aesthetic and symbolic relevance of content. A new aesthetic of iteration is emerging with the integration of GenAI into the new creative process, whose abundance of outputs requires ethical vigilance for rational use, transparent creativity and a strengthened bond of trust with the client.
The adoption of generative artificial intelligence (GenAI) in creative communications agencies is profoundly transforming an industry grounded in human creativity. From a strategy-as-practice perspective, this research identifies emerging adoption strategies and uses of GenAI in creative communications agencies in Quebec. Using a mixed sequential approach combining two focus group interviews, a survey of 562 participants and semi-structured interviews, the analysis reveals four salient issues: 1) cautious and concentrated uses; 2) promises of improved creativity and strategic value that are only partially realised; 3) significant persistent resistance, fuelled by perceptions of ethical, legal and professional risks; 4) emerging uses, often resulting from individual initiatives, that need to be guided. The article takes a large-scale empirical look and sheds light on the influence of IAGen on individual praxis and practices seeking institutionalisation, while also blurring the dynamics ‘that make creativity’ and ‘make strategy’ in creative communication.
This poster presents preliminary observations from the initial phase of an ongoing doctoral study on the mediation of fermentation. This study maps diverse discourses on fermentation on Instagram through thematic content analysis of 120 captions to inform further exploration of how communication tools and participatory approaches influence representation and visibility.
2023 was a landmark year for artificial intelligence (AI). Today, it is clear that the term has become part of everyday language. But behind this exponential growth, many professionals still have more questions than answers about its uses. This is particularly true for internal communications (IC) practitioners. In this context, it is important to understand how they are acculturating to generative AI. As the voice of the company, these communicators are seeking their way with AI in their professional context. Artificial though it may be, they already understand that this intelligence will disrupt their ‘framework of experience’ (Goffman 1974) and force them to shift to a new ‘reality as experience’ (Dewey 1906), which is likely to lead to a transformation of their profession. To do this, we looked at the French internal communication association (Afci). Our corpus around AI will therefore consist of exchanges on the internal digital discussion thread, webinars organised by the association, the newly revised professional reference framework, and professional stories that reveal what it means to work in IC. This corpus allowed us to bring out what AI communicators are saying and thinking today. It also highlights how the Afci is organising a discussion on the topic within its community and thus considering the evolution of the function.
This rapid literature review examines how digital influencers contribute to shaping and spreading gender norms among 15- to 25-year-olds on Instagram and TikTok. Based on nine studies published between 2015 and 2025, the analysis identifies five key themes: gendered body ideals, differentiated socialization, health risks, identity-based resistance, and specific representations such as teenage pregnancy. Findings highlight the ambivalent role of social networks, functioning both as agents of normative reproduction and as spaces for potential empowerment.
This article examines the reconfiguration of communication professions in the era of generative artificial intelligence (GenAI), departing from both catastrophist narratives of extinction and naive augmentation rhetoric. Grounded in Information and Communication Sciences (ICS), it articulates three theoretical axes: instrumented reflexivity, the struggle against desubjectivation, and the recognition of incommunication as a resource of the communicational relationship, whose preservation conditions the future of communication professions. Drawing on a mixed empirical inquiry combining a questionnaire administered to digital communication professionals and an observation of online content published on French-speaking specialist platforms, the results reveal a real but conditional adoption of GenAI tools: while gains in speed and efficiency are broadly acknowledged, risks of dependency and standardisation of outputs are clearly identified. The probability of professional replacement is assessed as low to moderate, and the dominant scenario is one of task displacement rather than extinction. Professional value is redistributing toward editorial orchestration, curation, fact-checking and editorial and legal responsibility, as automation takes over repetitive tasks.
Since late 2022, the surge of Generative Artificial Intelligence (GAI) within organizations has profoundly transformed professional writing practices, directly impacting students in Information and Communication Sciences. While text generation has become one of the most widespread uses, this automation raises questions about the professionalism and legitimacy of communicators—areas already under strain (Andonova, 2015 ; Coutant & Domenget, 2015). Against this backdrop, a pedagogical framework implemented between 2023 and 2025 with Bachelor’s and Master’s degree cohorts explored the role of GAI in learning to write professionally. The proposed exercises relied on alternating among various forms of content production, GAI-assisted rewriting, and mandatory reflective feedback to analyze the writing process beyond the final product alone. In this article, we first contextualize the current questions and debates within the communication sector. We then detail the research methodology, characterized by a firm commitment to reflective work on the use of GAI in a classroom setting. We hypothesize that it is this reflexivity that engages and/or reveals authorship (auctoriality) within the new writing framework of GAI. This process, we argue, is a central component of the “professionalism-in-action” of the future practitioners we are training.
This article analyses how French political parties stage presidential nomination endorsements on digital platforms during the 2022 campaign. Drawing on a corpus of 145,765 posts published on X/Twitter, Facebook and Instagram by party accounts and members of parliament, messages dealing with nomination endorsements are automatically identified using the CamemBERT language model, then subjected to quantitative analysis and qualitative discursive analysis. The findings show that governing parties mostly integrate nomination endorsements into a register of republican routine and institutional continuity, whereas challenger parties depict them as an uncertain democratic ordeal that reveals a system perceived as locked. The study also highlights the central role of X/Twitter in the circulation of these messages, as well as the more occasional use of Facebook and Instagram for territorial or experiential narratives featuring elected representatives, activists and local trajectories. Overall, the analysis indicates that nomination endorsements are not only an administrative procedure but also an object of online storytelling, where power relations and unequal positions in the presidential race are continually reasserted.
This article examines the quest for recognition within Spectrum, a French-speaking Discord server self-managed by autistic people. Drawing on an ethnographic approach combined with interviews, the study investigates how digital environments can foster forms of solidarity, support, and identity affirmation, while simultaneously producing mechanisms of rationalization and internal hierarchization. Mobilizing Axel Honneth’s theory of recognition alongside the normative model of the virtual community, the analysis highlights several forms of symbolic recognition – affective, legal, social, and experiential – shaped by a constant tension between emancipation and reification. The findings show that, although Spectrum constitutes a space where some members can legitimize themselves and share marginalized experiences, recognition remains structured by norms, relations of legitimacy, and organizational logics that may transform concern for others into a mechanism of control. The article therefore introduces the notion of sensitive recognition as a way of conceptualizing forms of recognition that attend to vulnerabilities, affects, and the concrete conditions of online interactions.
Integrating skills related to the use of generative artificial intelligence (GenAI) into university education, particularly in communication programs, would require adopting a stance that would at least partly validate the use of these devices in teaching practices. This choice would be influenced by personal and ethical considerations, collective consultation, and/or institutional positioning. In this article, we will focus on proposing and describing the pedagogical processes and reflections that need to be undertaken before considering such an adoption. The aim is to understand that the individuation and monitoring of the professional practices of future communicators require a rethinking not only of the objectives of training programs, but also of teacher continuing education, as well as the establishment of debates, mediation mechanisms, and teaching tools that integrate the concrete needs of different realities and training paths. Our aim is therefore to contribute to the debate on the positioning of information and communication sciences in training programs with regard to GenAI.
The massive integration of generative AI (GAI) into the professional routines of creative industries appears to be driving profound reconfigurations within communication agencies. Is this a mere technological extension, or the emergence of a hybrid form of creativity? Based on a field study, this article examines how GAI reshapes norms, processes, and creative acts in constrained professional contexts. The study highlights the emerging forms of a nascent collaboration between human creativity and artificial imagination—an alliance full of promise but also fraught with challenges: the need for enhanced technical and semantic skills, the redefinition of validation standards, and the emergence of new aesthetics. These are dynamics with which creative professionals must contend in order to chart new creative pathways within increasingly hybrid collectives of humans and non-humans.
Faced with intense competition from new players (fintechs) and the empowerment of over-informed customers, banking organizations are deploying generative artificial intelligence (GAI) tools that regulate the work of customer advisors. This contribution, which is focused on transformations in communication functions, analyses the effects of implementing GAI “solutions”, as employees see their operational skills partially delegated to machines (Cardon, 2015). We present the main results of a field inquiry conducted in the retail banking sector in 2024-2025. This research, which is part of a doctoral research in information and communication sciences, questions the consequences of GAI professional uses as far as communication skills are concerned. It is based on a methodology that combines a corpus analysis of a leading industry journal, a survey of 30 decision-makers and customer advisors and an ethnographic observation within a branch of a major banking group.
This article seeks to re-examine the narratological and semiotic foundations of teaching storytelling in light of the challenges raised by generative AI. Drawing on an experiment conducted with Master’s students, it argues that AI should not be left to operate on its own, but rather guided, corrected, and reworked in order to generate not standardized narratives, but “problematic” stories that provoke uncertainty and critical reflection. The aim is to foster a “sympoietic” use of AI, conceived as a form of narrative counter-learning capable of subverting cultural automatisms and stereotypes that the machine tends to reproduce.
Artificial intelligence is profoundly transforming communication practices by automating key tasks such as monitoring and personalization. This evolution raises fundamental ethical issues related to bias, surveillance, and the opacity of systems. Training tomorrow’s communication professionals to adopt a reflexive stance toward the uses of AI requires a situated approach to organizational practices. From this perspective, interdisciplinary training programs can be developed to build a critical and informed approach, grounded in three core dimensions of AI literacy: technical proficiency, the analysis of bias as a basis for critical engagement, and practical as well as civic competencies.
