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L’usage des codes-barres 2D comme self-marketing : travail du consommateur, ou curiosité en jeu ? 

By Franck Cochoy and Aurélie Lachèze


This article proposes to study the introduction of a technical device aimed at assisting consumers and based on the use of a datamatrix. This latter artifact is a two-dimensional barcode bar that the consumer has to activate herself if she wishes to get additional information, offers or services on the product where this code is affixed. The logic at work seems that of an extension of “self-service” –a form of sale often considered as the emblem of putting the consumer at work–into “self-marketing”: from now on, the consumer must not only supply herself in products, but she must also engage personal effort to acquire commercial information. With the help of an experiment on the possible introduction of this device near the public, the authors show, in particular, that it is paradoxically the share of work implied by the implementation of the device which draws up obstacles on the road of its possible adoption. They draw on the lessons of this case to examine in which conditions and within which framework the idea of the “consumer at work” may open fruitful avenues for the sociological analysis of markets

Topics: datamatrix, barcodes, curiosity, labor, market, self-service, Social Sciences, H, Social sciences (General), H1-99
Publisher: Presses Universitaires du Mirail
Year: 2011
DOI identifier: 10.4000/sds.2038
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