par Arifon, Olivier ;Vanderbiest, Nicolas
Référence Social Media and the Transformation of Public Space conference (June 18-20, 2014: University of Amsterdam and Royal Netherlands Academy of Science)
Publication Non publié, 2014
Communication à un colloque
Résumé : On December 10, 2013 the European Parliament voted against a ban on bottom deep sea trawling. What appears to be a victory for the fishing industry, and in particular for Intermarché group through Scapêche, the fishing division, almost turned into a defeat after a social media campaign launched by the NGO Bloom.Everything begins on Nov. 4, 2013, when the NGO Bloom learns that the vote on the deep-sea fishing is scheduled on December 9 at the European parliament. The NGO distributed flyers at the European Parliament in Strasbourg and purchased billboards in a Paris’s station.Intermarché focuses its action on politics by elaborating newsletters through the lobbying firm « G Plus Europe ».On Nov. 18, 2013, a French illustrator, Pénélope Bagieu, published a comic explaining the deep sea trawling technique on her blog and point directly the finger at Intermarché.This campaign quickly becomes viral and transforms the Intermarché lobbying campaign into an image one.The company had secured the politicians support, according to opinions expressed such as the French Minister of Fisheries, Frederic Cuvilier, who said at a conference: "We are not in a comic book, but in an economic reality with jobs involved." Bloom has successfully managed to mobilize people to such an extent that the decision of Parliament will lead more comments on social networks than the cartoon.The petition launched with the comic, gathered 827,000 signatures and forces Intermarché to reach out to NGOs since the company decided to stop deep-sea bottom trawling below 800 meters by early 2015This case raises question of how NGO Bloom came to this result considering the fact that Intermarché has so far, through its lobbying, a favorable situation.

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