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Chaire DOS : mieux comprendre l’impact des technologies numériques sur nos vies

Chaire DOS : mieux comprendre l’impact des technologies numériques sur nos vies
Published on
13 January 2020

Que changent les technologies numériques pour l’individu, les organisations et la société dans son ensemble ? Une quinzaine d’enseignants-chercheurs se penchent sur le sujet dans le cadre de la chaire Digital, Organization and Society (DOS), soutenue par la Fondation GEM.

Précisons-le d’entrée : il existe déjà en France de nombreuses chaires de recherche consacrées au numérique. Mais elles abordent le sujet sous un angle technique (intelligence artificielle, blockchain…), ou pour étudier la transformation numérique dans les entreprises. « À l’inverse, la chaire DOS ne se limite ni à une technologie, ni au périmètre professionnel, signale Fanny Rabouille, l’une de ses deux responsables. Nous voulons comprendre comment le numérique impacte nos vies, qu’il s’agisse des individus, des organisations ou de la société tout entière. »

Au programme : réseaux sociaux, 5G, résistance au numérique…

Une quinzaine d’enseignants-chercheurs de GEM travaillent déjà sur ces questions, à travers le prisme de leur discipline : droit, économie, marketing, gestion, sociologie… Autant de façons de croiser les approches et d’enrichir la vision du sujet.

Des exemples : comment les familles adoptent-elles les technologies efficientes en énergie ? Quelle influence pour les réseaux sociaux dans le marketing numérique ? Quels business models pour la 5G ? Comment les manifestants utilisent-ils les vidéos qu’ils tournent ? Pourquoi et comment résistons-nous à la technologie ?

Produire des connaissances scientifiques, les diffuser largement

GEM comptait déjà une chaire dédiée au numérique, Talents de la transformation digitale. La chaire DOS prend sa suite et continue son partenariat avec ses deux mécènes, Orange et Tessi. Elle va toutefois élargir le cercle à d’autres entreprises, issues ou non du numérique.

« Nous demandons à ces partenaires de soutenir nos travaux, d’apporter leur propre vision et leurs suggestions de sujets » précise Pierre Dal Zotto, l’autre responsable de la chaire DOS.

Les mécènes seront également associés à la diffusion des connaissances scientifiques produites par les chercheurs : livres blancs, conférences, événements, interventions auprès des étudiants de GEM, propositions de cas fil rouge dans certains cursus, etc. « La participation à la chaire peut ainsi devenir un moyen d’approcher des profils rares ou de faire évoluer sa marque employeur. »

Une chaire qui intéresse tous les secteurs d’activité

À bien y regarder, ce programme peut intéresser des entreprises de tous secteurs. « L’individu que nous étudions peut-être le client ou le collaborateur, relève Fanny Rabouille. La recherche sur ‘numérique et société’ peut inspirer l’évolution d’une offre, d’une image ou d’une démarche de responsabilité sociale. Enfin, nos travaux sur les organisations concernent directement nos partenaires. »

La chaire DOS se penche déjà sur deux sujets. Le premier porte sur la « cognition incarnée » : comment restituer sur le site web d’une marque l’ambiance et les odeurs propres à ses points de vente ? Second sujet : quel aspect donner au visuel qui personnifie un « chatbot » pour qu’il inspire confiance aux utilisateurs ?

Pour soutenir ce projet ou un autre projet de la Fondation, faites un don à GEM

 

 

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