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‪Marketing has made extensive use of social positions and trends, collected by surveys, which made it possible to produce equivalents of territories, tastes, or preferences, for example. From now on, thanks to methods for collecting digital traces based on big data and machine learning techniques, platforms dictate not the boundaries, but the rhythms of our attention, thus following the culture of finance that prevails at all levels. The article proposes a systematic chart of the three agencies that constitute three periods of the mobilization of minds in twentieth‪‪common notion of territory sometimes used by brands is challenged to show the interest of thinking of the agency produced by brands as a chronological agency, which is the only one to allow a high frequency capture of consumer attention.‪

  • marketing
  • territory
  • brand
  • traces
  • agency
  • memes
  • platforms
  • attention
  • rythms
Dominique Boullier
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