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            <title xml:lang="fr">La communication numérique en terrain sensible</title>
            <title xml:lang="fr" type="sub">Le cas des vins Cotnari et Murfatlar</title>
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                <forename type="first">Cristina</forename>
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            <idno type="stamp" n="UNIV-ROCHELLE">Université de La Rochelle</idno>
            <idno type="stamp" n="CEREGE-LAB">CEntre de REcherche en GEstion</idno>
            <idno type="stamp" n="UB-VIN">Projet uB Vigne et vin</idno>
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                <title xml:lang="fr">La communication numérique en terrain sensible</title>
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                <title level="j">Questions de communication</title>
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                <term xml:lang="en">digital communication</term>
                <term xml:lang="en">alternative marketing</term>
                <term xml:lang="en">wine</term>
                <term xml:lang="en">polysensoriality</term>
                <term xml:lang="en">sensitive communication</term>
                <term xml:lang="fr">vin</term>
                <term xml:lang="fr">marketing alternatif</term>
                <term xml:lang="fr">communication numérique</term>
                <term xml:lang="fr">polysensorialité</term>
                <term xml:lang="fr">communication du sensible</term>
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              <p>Analysing “sensitive communication” through immanentism is a well-spread method but defining the conditions of access to “sensitive communication” and the potentials of digital media are two intricate objectives. However, these two objectives are essential in order to study the web communication strategies specific to “sensitive objects”. In this article, we analyse the enunciative strategies developed by the imaginary world of wine through a semiotic, marketing and communication approach. We also explain in what way the internet, as a medium and thanks to the action potentials it offers, contributes to the construction of a communication space that promotes the notion of “sensitive communication”. The analysis of the web design of wine brands (Cotnari and Mulfatlar) will allow us to study these strategies through three different angles : interdiegetic (focused on the sphere of reference of wine), infradiegetic (the narration specific to the “sensitive object”) and intradiegetic (focused on virtual and immersive devices).</p>
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              <p>Si l’analyse du sensible par le prisme de la sémiotique immanentiste est bien connue (voir Roland Barthes), définir les conditions d’accès au sensible et les potentialités des médias numériques sont deux objectifs complexes et pourtant primordiaux pour l’étude des stratégies de communication web propres aux objets sensibles. Dans une approche sémiotique, marketing et communicationnelle, cet article propose d’analyser les stratégies énonciatives développées par l’univers imaginaire du vin et d’expliquer en quoi le média internet, par les potentialités actionnelles offertes, participe à la construction d’un espace de communication ouvert à la notion de sensible. L’analyse du webdesign des marques de vin Cotnari et Murfatlar permettra d’étudier ces stratégies selon un modèle triadique : interdiégétique (centré sur l’univers de référence du vin), infradiégétique (la typicité narrative de l’objet sensible) et intradiégétique (centré sur les dispositifs virtuels immersifs).</p>
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