{"id":13509,"date":"2020-05-07T20:00:43","date_gmt":"2020-05-08T00:00:43","guid":{"rendered":"https:\/\/antilla-martinique.com\/?p=13509"},"modified":"2020-05-07T20:07:22","modified_gmt":"2020-05-08T00:07:22","slug":"survivalisme-une-consommation-alternative-portee-par-le-marketing-de-lapocalypse","status":"publish","type":"post","link":"https:\/\/antilla-martinique.com\/en\/survivalisme-une-consommation-alternative-portee-par-le-marketing-de-lapocalypse\/","title":{"rendered":"Survivalisme : une consommation alternative port\u00e9e par le marketing de l\u2019apocalypse."},"content":{"rendered":"<div class=\"wrapper\">\n<div class=\"content-header grid-sixteen\">\n<header class=\"content-header-container grid-twelve large-grid-eleven\">\n<div>\n<div class=\"content-header-block\">\n<h3 class=\"legacy entry-title instapaper_title\"><strong>Survivalisme\u00a0: une\u00a0consommation alternative port\u00e9e par\u00a0le\u00a0marketing de\u00a0l\u2019apocalypse<\/strong><\/h3>\n<\/div>\n<\/div>\n<p>May 6, 2020 2.45pm EDT<\/p>\n<\/header>\n<\/div>\n<\/div>\n<div class=\"wrapper\">\n<div class=\"content-sidebar grid-four large-grid-four grid-last\">\n<section class=\"content-authors\">\n<div class=\"content-authors-group\">\n<h3 class=\"border\">Author<\/h3>\n<ol>\n<li id=\"author-326378\" class=\"vcard\"><a href=\"https:\/\/theconversation.com\/profiles\/maria-mercanti-guerin-910272\" rel=\"author noopener\" target=\"_blank\"><img decoding=\"async\" class=\" lazyloaded\" src=\"https:\/\/cdn.theconversation.com\/avatars\/910272\/width170\/0.jpg\" alt=\"\" data-src=\"https:\/\/cdn.theconversation.com\/avatars\/910272\/width170\/0.jpg\" \/><span class=\"fn author-name\">Maria Mercanti-Gu\u00e9rin<\/span><\/a>\n<p class=\"role\">Ma\u00eetre de conf\u00e9rences en marketing digital, IAE Paris \u2013 Sorbonne Business School<\/p>\n<\/li>\n<\/ol>\n<\/div>\n<\/section>\n<section class=\"content-disclosure-statement\">\n<h3 class=\"border\">Disclosure statement<\/h3>\n<p>Maria Mercanti-Gu\u00e9rin does not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.<\/p>\n<\/section>\n<section class=\"content-partners\">\n<h3 class=\"border\">Partners<\/h3>\n<p class=\"disclosure-logo clearfix\"><a class=\"logo\" href=\"https:\/\/theconversation.com\/institutions\/iae-paris-sorbonne-business-school-3833\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/images.theconversation.com\/institutions\/3833\/logos\/logo-1546950997.jpg?ixlib=rb-1.1.0&amp;q=45&amp;auto=format&amp;w=170&amp;h=170\" alt=\"IAE Paris \u2013 Sorbonne Business School\" \/><\/a><\/p>\n<p class=\"disclosure-logo clearfix\"><a class=\"logo\" href=\"https:\/\/theconversation.com\/institutions\/universite-paris-1-pantheon-sorbonne-2193\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/images.theconversation.com\/partners\/1089\/logos\/logo-1525693213.png?ixlib=rb-1.1.0&amp;q=45&amp;auto=format&amp;w=170&amp;h=170\" alt=\"Universit\u00e9 Paris 1 Panth\u00e9on-Sorbonne\" \/><\/a><\/p>\n<p class=\"funding-statement\"><a href=\"https:\/\/theconversation.com\/institutions\/iae-paris-sorbonne-business-school-3833\" target=\"_blank\" rel=\"noopener\">IAE Paris \u2013 Sorbonne Business School<\/a> and <a href=\"https:\/\/theconversation.com\/institutions\/universite-paris-1-pantheon-sorbonne-2193\" target=\"_blank\" rel=\"noopener\">Universit\u00e9 Paris 1 Panth\u00e9on-Sorbonne<\/a> provide funding as members of The Conversation FR.<\/p>\n<p><a href=\"https:\/\/theconversation.com\/us\/partners\" target=\"_blank\" rel=\"noopener\">View all partners<\/a><\/p>\n<\/section>\n<section class=\"slot\" data-id=\"16\">\n<div class=\"promo\">\n<div class=\"republishPanel-3UFTR\">\n<div class=\"MuiBox-root-2 jss3 jss1\">\n<h5 class=\"MuiTypography-root-18 jss4 MuiTypography-h5-27 jss9 MuiTypography-colorInherit-40\"><img decoding=\"async\" src=\"https:\/\/cdn.theconversation.com\/static\/tc\/javascripts\/components\/RepublishPanel\/cc.logo-daf1fc0e8847c0bbcb9b786c82e9d981.svg\" alt=\"CC BY ND\" \/><\/h5>\n<div>We believe in the free flow of information<\/div>\n<h6 class=\"MuiTypography-root-18 jss48 MuiTypography-subtitle1-29 jss16 MuiTypography-colorInherit-40\">Republish our articles for free, online or in print, under a Creative Commons license.<\/h6>\n<p><button class=\"MuiButtonBase-root-69 MuiButton-root-52 jss50 jss49 MuiButton-contained-60 MuiButton-containedPrimary-61 MuiButton-sizeSmall-66 MuiButton-fullWidth-68\" type=\"button\"><span class=\"MuiButton-label-53\">Republish this article<\/span><\/button><\/p>\n<p><button class=\"MuiButtonBase-root-69 MuiButton-root-52 jss50 jss49 MuiButton-contained-60 MuiButton-containedPrimary-61 MuiButton-sizeSmall-66 MuiButton-fullWidth-68\" type=\"button\"><span class=\"MuiButton-label-53\"><br \/>\n<\/span><\/button>Les survivalistes semblent b\u00e9n\u00e9ficier d\u2019un regain d\u2019int\u00e9r\u00eat d\u00fb au Covid-19. Cette tendance se mesure notamment par l\u2019accroissement des fans des comptes d\u00e9di\u00e9s \u00e0 la pr\u00e9paration aux catastrophes sur YouTube, Twitter ou Facebook. De la <a href=\"https:\/\/www.youtube.com\/user\/vivresansargent\" target=\"_blank\" rel=\"noopener\">\u00ab\u00a0Ferme Autonome\u00a0\u00bb<\/a> \u00e0 <a href=\"https:\/\/www.youtube.com\/user\/vicsurvivaliste\" target=\"_blank\" rel=\"noopener\">\u00ab\u00a0Vic le survivaliste\u00a0\u00bb<\/a>, le survivalisme fran\u00e7ais commence \u00e0 \u00e9merger comme v\u00e9ritable courant alternatif de consommation.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<\/div>\n<div class=\"grid-twelve large-grid-eleven\">\n<div class=\"grid-ten large-grid-nine grid-last content-body content entry-content instapaper_body\">\n<p>Selon Google, en France, la <a href=\"https:\/\/trends.google.fr\/trends\/explore?date=today%203-m&amp;geo=FR&amp;q=survivalisme\" target=\"_blank\" rel=\"noopener\">requ\u00eate<\/a> \u00ab\u00a0survivalisme\u00a0\u00bb conna\u00eet une progression constante avec des pics significatifs entre le 9 et le 21\u00a0mars 2020, c\u2019est-\u00e0-dire autour de l\u2019annonce du confinement.<\/p>\n<h2>Masculin, autonome et m\u00e9fiant<\/h2>\n<p>Le survivalisme repose sur des modes de consommation \u00e0 contre-courant de ce que les professionnels du marketing pr\u00f4nent. <a href=\"https:\/\/monmba.blogspot.com\/2017\/12\/au-dela-du-marche-quand-le-lien-importe.html\" target=\"_blank\" rel=\"noopener\">\u00ab\u00a0Le lien vaut plus que le bien\u00a0\u00bb<\/a>, nouveau paradigme du marketing \u00e9tabli par le professeur Bernard Cova, est par exemple furieusement combattu par la soci\u00e9t\u00e9 survivaliste, qui entretient davantage une vision fond\u00e9e sur la <a href=\"https:\/\/www.franceculture.fr\/emissions\/lsd-la-serie-documentaire\/la-fin-du-monde-et-nous-tous-survivalistes-34-le-credo-survivaliste\" target=\"_blank\" rel=\"noopener\">m\u00e9fiance<\/a> (pour ne pas dire de parano\u00efa).<\/p>\n<p>De m\u00eame, le survivalisme ne vous pousse pas \u00e0 fr\u00e9quenter de petits commerces locaux et \u00e0 acheter du frais. Il vous incite \u00e0 aller faire un tour chez Costco, la cha\u00eene de magasins am\u00e9ricaine fonctionnant sous le syst\u00e8me de club-entrep\u00f4t pour stocker le maximum en un minimum de temps et surtout \u00e0 choisir des produits peu p\u00e9rissables (bo\u00eetes de conserve, riz, p\u00e2tes, etc.).<\/p>\n<div data-react-class=\"Tweet\" data-react-props=\"{&quot;tweetId&quot;:&quot;1256954163629420546&quot;}\">\n<div>\n<div class=\"SandboxRoot env-ios is-touch env-bp-350\" data-twitter-event-id=\"0\">\n<div id=\"twitter-widget-0\" class=\"EmbeddedTweet EmbeddedTweet--cta js-clickToOpenTarget\" lang=\"en\" data-click-to-open-target=\"https:\/\/twitter.com\/survie_urbaine\/status\/1256954163629420546\" data-iframe-title=\"Twitter Tweet\" data-scribe=\"page:tweet\" data-twitter-event-id=\"1\">\n<div class=\"EmbeddedTweet-tweetContainer\">\n<div class=\"EmbeddedTweet-tweet\">\n<blockquote class=\"Tweet h-entry js-tweetIdInfo subject expanded\" cite=\"https:\/\/twitter.com\/survie_urbaine\/status\/1256954163629420546\" data-tweet-id=\"1256954163629420546\" data-scribe=\"section:subject\">\n<div class=\"Tweet-header\">\n<p><a class=\"TweetAuthor-avatar Identity-avatar u-linkBlend\" href=\"https:\/\/twitter.com\/survie_urbaine\" data-scribe=\"element:user_link\" aria-label=\"Survivalisme Urbain (screen name: survie_urbaine)\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"Avatar\" src=\"https:\/\/pbs.twimg.com\/profile_images\/1248911029557493763\/xNxfdX85_bigger.jpg\" alt=\"\" data-scribe=\"element:avatar\" \/><\/a><\/p>\n<div class=\"TweetAuthor js-inViewportScribingTarget\" data-scribe=\"component:author\">\n<div class=\"TweetAuthor-nameScreenNameContainer\"><span class=\"TweetAuthor-decoratedName\"><span class=\"TweetAuthor-name Identity-name customisable-highlight\" title=\"Survivalisme Urbain\" data-scribe=\"element:name\">Survivalisme Urbain<\/span><\/span><span class=\"TweetAuthor-screenName Identity-screenName\" dir=\"ltr\" title=\"@survie_urbaine\" data-scribe=\"element:screen_name\">@survie_urbaine<\/span><\/div>\n<\/div>\n<div class=\"Tweet-brand\">\n<div class=\"Icon Icon--twitter \" title=\"View on Twitter\" role=\"presentation\" aria-label=\"View on Twitter\"><\/div>\n<\/div>\n<\/div>\n<div class=\"Tweet-body e-entry-content\" data-scribe=\"component:tweet\">\n<div class=\"Tweet-target js-inViewportScribingTarget\"><\/div>\n<p class=\"Tweet-text e-entry-title\" dir=\"ltr\" lang=\"fr\">Vous avez d\u00e9j\u00e0 commenc\u00e9 \u00e0 faire votre stock alimentaire ? Voici notre top 10 des aliments d&rsquo;urgence pas chers, \u00e0 stocker en cas de probl\u00e8me.<a class=\"link customisable\" title=\"https:\/\/survivalisme-urbain.fr\/3061-top-10-aliments-urgence-pas-chers\/\" href=\"https:\/\/t.co\/YDV3T2drgI\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" data-expanded-url=\"https:\/\/survivalisme-urbain.fr\/3061-top-10-aliments-urgence-pas-chers\/\" data-scribe=\"element:url\"><span class=\"u-hiddenVisually\">https:\/\/<\/span>survivalisme-urbain.fr\/3061-top-10-al<span class=\"u-hiddenVisually\">iments-urgence-pas-chers\/\u00a0<\/span>\u2026<\/a><\/p>\n<div class=\"Tweet-card\">\n<div class=\"PrerenderedCard is-loaded is-constrainedByMaxWidth\" data-card-name=\"summary_large_image\" data-css=\"https:\/\/ton.twimg.com\/tfw\/css\/syndication_bundle_v1_73385286cca9d2256f6bf3993470820d4827b058.css\" data-scribe=\"component:card\">\n<div class=\"TwitterCardsGrid TwitterCard\">\n<div class=\"TwitterCardsGrid-col--12 TwitterCardsGrid-col--spacerBottom CardContent\">\n<div class=\"SummaryCard-image TwitterCardsGrid-col--12\">\n<div class=\"tcu-imageContainer tcu-imageAspect--2to1\">\n<div class=\"tcu-imageWrapper tcu-image-1256954163629420546 js-cspForcedStyle\" data-style=\"background-image: url(https:\/\/pbs.twimg.com\/card_img\/1258044511953002496\/0oWwzbcv?format=jpg&amp;name=600x314); background-size: cover;\"><img decoding=\"async\" class=\"u-block\" src=\"https:\/\/pbs.twimg.com\/card_img\/1258044511953002496\/0oWwzbcv?format=jpg&amp;name=600x314\" alt=\"\" \/><\/div>\n<\/div>\n<\/div>\n<div class=\"SummaryCard-contentContainer TwitterCardsGrid-col--12\">\n<div class=\"SummaryCard-content TwitterCardsGrid-ltr\">\n<h2 class=\"TwitterCard-title js-cardClick tcu-textEllipse--multiline\">Top 10 des aliments d&rsquo;urgence pas chers<\/h2>\n<p class=\"tcu-resetMargin u-block TwitterCardsGrid-col--spacerTop tcu-textEllipse--multiline\" dir=\"ltr\">En ces temps de confinement, nous vous proposons aujourd&rsquo;hui ce Top 10 des aliments d&rsquo;urgence pas chers que vous pouvez stocker chez vous. La constitution d&rsquo;un<\/p>\n<p><span class=\"u-block TwitterCardsGrid-col--spacerTop SummaryCard-destination\" dir=\"ltr\">survivalisme-urbain.fr<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"TweetInfo\">\n<div class=\"TweetInfo-like\">\n<div data-scribe=\"element:heart\">\n<div class=\"Icon Icon--heart \" title=\"Like\" role=\"img\" aria-label=\"Like\"><\/div>\n<\/div>\n<p><a class=\"TweetInfo-heart\" title=\"Like\" href=\"https:\/\/twitter.com\/intent\/like?tweet_id=1256954163629420546\" data-scribe=\"component:actions\" target=\"_blank\" rel=\"noopener\"><span class=\"TweetInfo-heartStat\" data-scribe=\"element:heart_count\">2<\/span><\/a><\/p>\n<\/div>\n<div class=\"TweetInfo-timeGeo\"><a class=\"u-linkBlend u-url customisable-highlight long-permalink\" href=\"https:\/\/twitter.com\/survie_urbaine\/status\/1256954163629420546\" data-datetime=\"2020-05-03T14:30:00+0000\" data-scribe=\"element:full_timestamp\" target=\"_blank\" rel=\"noopener\">10:30 AM &#8211; May 3, 2020<\/a><\/div>\n<div class=\"tweet-InformationCircle\" data-scribe=\"element:notice\"><a class=\"Icon Icon--informationCircleWhite js-inViewportScribingTarget\" title=\"Twitter Ads info and privacy\" href=\"https:\/\/support.twitter.com\/articles\/20175256\" target=\"_blank\" rel=\"noopener\"><span class=\"u-hiddenVisually\">Twitter Ads info and privacy<\/span><\/a><\/div>\n<\/div>\n<\/div>\n<\/blockquote>\n<\/div>\n<div class=\"CallToAction-icon\" data-scribe=\"element:profile_icon\">\n<div class=\"Icon Icon--profileCTA \" title=\"View profile on Twitter\" role=\"img\" aria-label=\"View profile on Twitter\"><\/div>\n<\/div>\n<div class=\"CallToAction-text\" data-scribe=\"element:profile_text\">See Survivalisme Urbain&rsquo;s other Tweets<\/div>\n<div class=\"CallToAction-chevron\" data-scribe=\"element:cta_chevron\">\n<div class=\"Icon Icon--chevronRightCTA \" title=\"View on Twitter\" role=\"img\" aria-label=\"View on Twitter\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"resize-sensor\">\n<div class=\"resize-sensor-expand\">\n<div><\/div>\n<\/div>\n<div class=\"resize-sensor-shrink\">\n<div><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>Le survivalisme vous conseille d\u2019acqu\u00e9rir un Hummer plut\u00f4t qu\u2019une Clio pour pouvoir transporter de quoi s\u2019alimenter. Il peut \u00e9galement vous pousser \u00e0 transporter votre kit de survie dans des sacs pr\u00e9vus \u00e0 cet effet. Pour un survivaliste, une voiture est un EDV (<em>everyday vehicle<\/em>) charg\u00e9 d\u2019eau, de nourriture voire d\u2019armes. Votre sac \u00e0 main est un BoB (<em>bug-out bag<\/em>), un kit de survie qui vous permet de tenir 72\u00a0heures, ou un EDC (<em>everyday carry<\/em>) qui peut comporter pansements et couteau.<\/p>\n<p>Le survivalisme glorifie d\u2019ailleurs les valeurs masculines (force, capacit\u00e9s de d\u00e9fense) au d\u00e9triment du f\u00e9minin. Il fustige la consommation de produits futiles sans lien avec la stricte survie. Les <em>preppers<\/em>, les survivalistes am\u00e9ricains qui se pr\u00e9parent au pire, partagent ainsi leur exp\u00e9rience de construction de BAD (base autonome et durable) et pr\u00f4nent le <em>bushcraft<\/em> (l\u2019art de vivre dans les bois).<\/p>\n<p>Enfin, leur rapport au web est \u00e0 mille lieues des pratiques marketing actuelles. Les comp\u00e9tences techniques restent plus importantes que les comp\u00e9tences technologiques. L\u2019utilisation des r\u00e9seaux sociaux reste accessoire, sauf pour convaincre de <a href=\"https:\/\/www.facebook.com\/groups\/survivaliste.monteregie\/\" target=\"_blank\" rel=\"noopener\">nouveaux adeptes<\/a>.<\/p>\n<p>En revanche, les formations li\u00e9es \u00e0 la ma\u00eetrise du solaire ou de l\u2019eau font recette. Un survivaliste n\u2019est pas un homme des bois qui compte sur son arc et ses fl\u00e8ches pour survivre. C\u2019est un touche-\u00e0-tout technique.<\/p>\n<h2>Une seule obsession\u00a0: l\u2019autosuffisance<\/h2>\n<p>D\u00e9crites dans un <a href=\"https:\/\/www.tandfonline.com\/doi\/full\/10.1080\/0267257X.2019.1631875\" target=\"_blank\" rel=\"noopener\">article de r\u00e9f\u00e9rence<\/a>, les valeurs du survivalisme appliqu\u00e9es \u00e0 la consommation ne peuvent se comprendre que par l\u2019obsession des survivalistes pour le \u00ab\u00a0lTEOTWAWKI\u00a0\u00bb (<em>The End Of The World As We Know It<\/em>, que l\u2019on peut traduire par \u00ab\u00a0La fin du monde tel qu\u2019on le conna\u00eet\u00a0\u00bb). Consommer n\u2019est envisag\u00e9 que dans le but ultime de se pr\u00e9parer \u00e0 l\u2019effondrement.<\/p>\n<p>L\u2019interd\u00e9pendance des cha\u00eenes de production est vue comme une fragilisation du march\u00e9. Ainsi, le survivalisme ne propose pas une consommation alternative. Il souhaite r\u00e9cup\u00e9rer les miettes du syst\u00e8me (d\u2019o\u00f9 son besoin incessant de stockage), voire se lancer dans la fabrication d\u2019\u00e9l\u00e9ments essentiels \u00e0 la survie (d\u2019o\u00f9 sa forte proximit\u00e9 avec le courant des <em>makers<\/em> capables avec leur imprimante 3D de r\u00e9inventer des productions courtes).<\/p>\n<p>Les survivalistes croient au troc et leur rapport \u00e0 la nature appara\u00eet plus utilitaire qu\u2019\u00e9cologiste. En t\u00e9moigne par exemple l\u2019attrait pour la chasse chez certains (canadiens notamment). Les survivalistes urbains vont faire des sacs poubelle et du plastique la mati\u00e8re noble par excellence car permettant quantit\u00e9 d\u2019usages.<\/p>\n<figure>\n<div class=\"fluidvids\">[youtube https:\/\/www.youtube.com\/watch?v=kZZQRAYRUxI?wmode=transparent&amp;start=0]<\/div><figcaption><span class=\"caption\">Vid\u00e9o de la cha\u00eene YouTube lesurvivaliste vantant les m\u00e9rites du sac poubelle.<\/span><\/figcaption><\/figure>\n<p>\u00catre hors syst\u00e8me, c\u2019est soigner sa d\u00e9pendance \u00e0 celui-ci. L\u2019autosuffisance doit \u00eatre alimentaire mais aussi financi\u00e8re. Le survivaliste ne croit pas aux produits d\u2019\u00e9pargne, ni au cr\u00e9dit. Il ach\u00e8te comptant ou se procure des lingots d\u2019or. Ce crit\u00e8re d\u2019ind\u00e9pendance constitue ainsi la grille de lecture de la soci\u00e9t\u00e9 survivaliste.<\/p>\n<p>La technologie est \u00e9valu\u00e9e via sa capacit\u00e9 \u00e0 rendre plus autonome. L\u2019intelligence artificielle est rejet\u00e9e car introduisant de la d\u00e9pendance tandis que les tuiles photovolta\u00efques, panneaux solaires et hydroliennes portatives sont pl\u00e9biscit\u00e9es.<\/p>\n<h2>Priorit\u00e9 aux besoins primaires<\/h2>\n<p>Le marketing de l\u2019apocalypse se recentre sur les <a href=\"https:\/\/www.definitions-marketing.com\/definition\/Pyramide-de-Maslow\/\" target=\"_blank\" rel=\"noopener\">besoins primaires<\/a> alors que les pratiques visent g\u00e9n\u00e9ralement \u00e0 stimuler les besoins secondaires\u00a0: marketing de soi pour les besoins d\u2019accomplissement, consommation de marques prestigieuses pour les besoins d\u2019estime, amour pour des marques dites communautaires pour les besoins d\u2019appartenance.<\/p>\n<p>Le survivalisme repose sur la r\u00e9ponse aux besoins de s\u00e9curit\u00e9 et physiologiques (faim, soif). Les marques pr\u00e9sentes au <a href=\"https:\/\/survival-expo.com\/\" target=\"_blank\" rel=\"noopener\">Salon annuel du survivalisme<\/a> sont centr\u00e9es sur l\u2019aquaponie (synergie entre culture des plantes et poissons), la permaculture (mani\u00e8re d\u2019appr\u00e9hender un \u00e9cosyst\u00e8me dans sa globalit\u00e9, d\u2019observer les interactions de ses composants, et de chercher \u00e0 y int\u00e9grer les activit\u00e9s humaines dans le respect des processus naturels), l\u2019entomophagie (consommation d\u2019insectes), la nourriture lyophilis\u00e9e, le pi\u00e9geage, la filtration de l\u2019eau, etc.<\/p>\n<figure class=\"align-center \"><img decoding=\"async\" src=\"https:\/\/images.theconversation.com\/files\/332262\/original\/file-20200504-83764-rytkj7.jpg?ixlib=rb-1.1.0&amp;q=45&amp;auto=format&amp;w=754&amp;fit=clip\" alt=\"\" \/><figcaption><span class=\"caption\">Stand du salon du survivalisme (Survival Expo) en mars 2018.<\/span> <span class=\"attribution\"><a class=\"source\" href=\"http:\/\/www.afpforum.com\/AFPForum\/Search\/Results.aspx?pn=1&amp;smd=8&amp;mui=1&amp;q=16081831421715361356_0&amp;fst=survivalist&amp;fto=1&amp;t=2.5\" target=\"_blank\" rel=\"noopener\">Patrick Kovarik\/AFP<\/a><\/span><\/figcaption><\/figure>\n<p>Les marques survivalistes vont des v\u00eatements thermor\u00e9gulateurs, de la coutellerie, de l\u2019\u00e9clairage, des chaussures high-tech, des toilettes en compost \u00e0 la mesure de la radioactivit\u00e9. Une grande place est accord\u00e9e aux stages de survie et \u00e0 la d\u00e9tection des menaces (<em>Imminent Threat Solution<\/em>). Des villages survivalistes voient en outre le jour.<\/p>\n<p>Malgr\u00e9 les diff\u00e9rences, le marketing survivaliste s\u2019inspire n\u00e9anmoins de certaines recettes \u00ab\u00a0classiques\u00a0\u00bb pour prosp\u00e9rer. \u00c0 l\u2019heure du Covid-19, les bonnes pratiques en mati\u00e8re digital sont notamment appliqu\u00e9es. Nous citerons sa capacit\u00e9 \u00e0 produire du \u00ab\u00a0storytelling\u00a0\u00bb (technique qui consiste \u00e0 promouvoir une id\u00e9e, un produit ou une marque \u00e0 travers le r\u00e9cit qu\u2019on en fait) et du \u00ab\u00a0brand content\u00a0\u00bb (contenus comme des vid\u00e9os, des tutoriels, ou des articles pratiques produits directement par les marques).<\/p>\n<h2>Imaginaires survivalistes<\/h2>\n<p>Ainsi, la marque Paracord raconte l\u2019histoire des parachutistes am\u00e9ricains qui, pendant la Seconde Guerre mondiale, coupaient la corde de leur parachute apr\u00e8s l\u2019atterrissage. Les v\u00e9t\u00e9rans s\u2019en servaient comme bracelets de reconnaissance. Remonter aux origines militaires de la marque lui permet de s\u2019inscrire dans une tradition de distinction et de qualit\u00e9.<\/p>\n<p>Au Vieux Campeur, enseigne d\u2019activit\u00e9s outdoor cr\u00e9\u00e9e en 1941, s\u2019est elle aussi mise au survivalisme. Son stand au Salon du Survivalisme en 2018\u00a0\u00e9tait con\u00e7u comme un d\u00e9dale de grottes assez peu engageantes avec d\u00e9monstration de gourdes de filtrage devant un point d\u2019eau croupi.<\/p>\n<figure>\n<div class=\"fluidvids\">[youtube https:\/\/www.youtube.com\/watch?v=Lf8zBIaf5Yw?wmode=transparent&amp;start=0]<\/div><figcaption><span class=\"caption\">Salon du survivalisme 2018\u00a0dans le stand Au Vieux Campeur (Au Vieux Campeur, 2018).<\/span><\/figcaption><\/figure>\n<p>Toutes ces initiatives marketing se d\u00e9ploient dans un contexte de popularisation du survivalisme dans la culture. Ces derni\u00e8res ann\u00e9es, les succ\u00e8s de la s\u00e9rie <em>The Walking Dead<\/em>, du film <em>La Route<\/em>, ou encore de l\u2019\u00e9mission de t\u00e9l\u00e9r\u00e9alit\u00e9 <em>Doomsday Castle<\/em> ont ainsi contribu\u00e9 \u00e0 promouvoir ses valeurs. Les marques n\u2019ont pas rat\u00e9 le coche, \u00e0 l\u2019image du briquet Zippo, l\u2019un des produits embl\u00e9matiques des survivalistes qui a lanc\u00e9 plusieurs \u00e9ditions <em>Walking Dead<\/em>. Ces marques, comme les influenceurs survivalistes, s\u2019ins\u00e9rent ainsi dans ce que le sociologue Bertrand Vidal nomme une <a href=\"https:\/\/www.arkhe-editions.com\/livre\/survivalisme\/\" target=\"_blank\" rel=\"noopener\">\u00ab\u00a0sociologie des imaginaires\u00a0\u00bb<\/a> et contribuent \u00e0 leur tour au succ\u00e8s des modes de vie survivalistes. Un succ\u00e8s qui n\u2019appara\u00eet ni bond en avant, ni comme retour aux sources\u2026 mais juste autre chose.<\/p>\n<hr \/>\n<p><em>Cet article a \u00e9t\u00e9 r\u00e9dig\u00e9 \u00e0 la suite d\u2019un appel \u00e0 contributions flash de la Revue fran\u00e7aise de gestion dans le contexte de la crise sanitaire engendr\u00e9 par le virus responsable de l\u2019\u00e9pid\u00e9mie de Covid-19<\/em><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Survivalisme\u00a0: une\u00a0consommation alternative port\u00e9e par\u00a0le\u00a0marketing de\u00a0l\u2019apocalypse May 6, 2020 2.45pm EDT Author Maria Mercanti-Gu\u00e9rin Ma\u00eetre de conf\u00e9rences en marketing digital, IAE Paris \u2013 Sorbonne Business School Disclosure statement Maria Mercanti-Gu\u00e9rin does not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and has disclosed<\/p>","protected":false},"author":33,"featured_media":13595,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":"","rank_math_focus_keyword":"","rank_math_title":"","rank_math_description":"","rank_math_canonical_url":"","rank_math_robots":null,"rank_math_facebook_title":"","rank_math_facebook_description":"","rank_math_twitter_title":"","rank_math_twitter_description":""},"categories":[200],"tags":[],"class_list":["post-13509","post","type-post","status-publish","format-standard","has-post-thumbnail","category-ecologie"],"acf":[],"_links":{"self":[{"href":"https:\/\/antilla-martinique.com\/en\/wp-json\/wp\/v2\/posts\/13509","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/antilla-martinique.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/antilla-martinique.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/antilla-martinique.com\/en\/wp-json\/wp\/v2\/users\/33"}],"replies":[{"embeddable":true,"href":"https:\/\/antilla-martinique.com\/en\/wp-json\/wp\/v2\/comments?post=13509"}],"version-history":[{"count":0,"href":"https:\/\/antilla-martinique.com\/en\/wp-json\/wp\/v2\/posts\/13509\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/antilla-martinique.com\/en\/wp-json\/wp\/v2\/media\/13595"}],"wp:attachment":[{"href":"https:\/\/antilla-martinique.com\/en\/wp-json\/wp\/v2\/media?parent=13509"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/antilla-martinique.com\/en\/wp-json\/wp\/v2\/categories?post=13509"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/antilla-martinique.com\/en\/wp-json\/wp\/v2\/tags?post=13509"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}