Les relations de la pratique communicationnelle à la recherche

Entre apports croisés, ambiguïtés et apories

Abstract

In this paper, we analyze the relationships between communicational practices and research. First, we examine theoretical resources, by exploring the case of semiotics in advertising, beginning in the 1960s. Next, we illustrate these rich and complex links by looking at professional marketing and communication magazines. These are precious vantage points for an overview of the profession’s history, evolutions, movements and trajectories, actors and personalities, discussions and issues. More precisely, the study focuses on three contemporary professional quarterly French reviews, specialized in trends. The particularity they present is that of a hybrid format; between professional publication and cultural and societal periodical. This has an impact on their relationship to research. Our analysis reveals to what extent research works as an inspiration and training medium, a tool for legitimacy and for different kinds of instrumentalization or a source of potential tensions.