CAIRN-INT.INFO : International Edition

How does it feel to spend your days in front of a screen with the mission of making connected audiences smile? And, if there are feelings, can we observe specific practices to manage them better, or even make them a performance lever? This article questions the potential emotional work of digital communication professionals, in particular community managers. Through the analysis of a corpus of 22 interviews, and data from Facebook pages and Twitter accounts of French-speaking organizations, we propose to consider this work as a set of practices and tactics aiming at disaffecting the situations and interactions that affect them, but also their audiences as well as the digital spaces of the organizations they represent. Emotional work thus becomes a work of documentation, technical and epistemic mediation.

  • digital communication
  • community management
  • emotional labor
  • affective mediation
Camille Alloing
Julien Pierre
This is the latest publication of the author on cairn.
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