L'artisanat d'un métier d'art: l'expérience de l'authenticité et sa réalisation dans les lieux de rencontre entre artisan et amateur éclairé

Abstract

Cette recherche a été conduite à la demande d'une ville de France qui souhaite engager des actions de promotion des artisans d'un métier d'art afin d'attirer les amateurs éclairés. Une recherche naturelle a permis de réaliser des interviews en profondeur auprès d'artisans et d'amateurs éclairés. Deux analyses de contenu ont été réalisées. La première, d'inspiration structuraliste, a permis de définir l'«expérience de l'authenticité» que partagent les artisans et leurs clients. La seconde, d'inspiration phéno-ménologique, a permis de comprendre comment cette expérience était - ou n'était pas - mise en exergue dans les deux lieux traditionnels de rencontre que sont l'atelier et les expositions publiques. Nous concluons l'article par une mise en perspective de notre définition d'expérience de l'authenticité à la lumière, d'une part des propositions fondamentales de Peirce et, d'autre part des principales propositions actuelles en marketing.

Developing an authenticity model of traditional food specialties

“…Bergadaà's (2008) findings confirm the strong relationship between consumer identification with a product and the personal 1693 Authenticity model of traditional food specialties involvement with that product. Her phenomenological study on (highly valued) artisanal art artifacts suggests that individuals looking for art-related handcraft do not consume these objects according to an economic logic but because the objects reflect their actual or desired personality (Bergadaà, 2008). The huge literature on brands has even gone a step further by shifting the focus from the consumer personality to the product personality.…”

“…In their paper on attitudes toward global and local products, Steenkamp and de Jong (2010) demonstrate that consumption is an act that goes beyond the mere desire to possess an object since it encapsulates a process of projecting a consumers' own personality in an attempt to find themselves or who they would like to be (Bergadaà, 2008). Adopting the concept of the extended self first coined by Belk (1988), consumers with a positive attitude toward globalism pursue specific ideals by means of consumption such as global citizenship (Steenkamp and de Jong, 2010), shared consciousness and values (Holton, 2000) and the desire to participate in the "global village" (Strizhakova et al, 2008).…”

“…Adopting the concept of the extended self first coined by Belk (1988), consumers with a positive attitude toward globalism pursue specific ideals by means of consumption such as global citizenship (Steenkamp and de Jong, 2010), shared consciousness and values (Holton, 2000) and the desire to participate in the "global village" (Strizhakova et al, 2008). On the other hand, localism-oriented consumers will attach a meaning of resilience to deterritorialized products (Kneafsey, 2010), a celebration of product uniqueness regarding both production and taste (Sidali et al, 2013) and an intimate and conniving relationship with their producers (Bergadaà, 2008;Holloway et al, 2007) to local products. Bergadaà's (2008) findings confirm the strong relationship between consumer identification with a product and the personal 1693 Authenticity model of traditional food specialties involvement with that product.…”

“…On the other hand, localism-oriented consumers will attach a meaning of resilience to deterritorialized products (Kneafsey, 2010), a celebration of product uniqueness regarding both production and taste (Sidali et al, 2013) and an intimate and conniving relationship with their producers (Bergadaà, 2008;Holloway et al, 2007) to local products. Bergadaà's (2008) findings confirm the strong relationship between consumer identification with a product and the personal 1693 Authenticity model of traditional food specialties involvement with that product. Her phenomenological study on (highly valued) artisanal art artifacts suggests that individuals looking for art-related handcraft do not consume these objects according to an economic logic but because the objects reflect their actual or desired personality (Bergadaà, 2008).…”

Singularisation et marchandisation : les fonctions des connaisseurs dans l’offre de produits traditionnels

“…Lorsque le marché est attaché à la qualité que confère la tradition, celle-ci peut venir en soutien à une véritable stratégie marketing (Bergadaà, 2008 ;Pantin-Sohier, Lancelot Miltgen et Camus, 2015) qui passe par la valorisation de l'authenticité perçue par le consommateur (Camus, 2004).…”