The digital comments generated on Twitter by television programmes have been the subject of several studies since 2006 (Segado et al., 2015). Miss France is one of the most commented French television programmes on this digital social network. TF1 and the production company Banijay have developed a well-oiled communication strategy around this programme. Thanks to the Web archives made available to researchers by the Institut National de l’Audiovisuel, this article offers a diachronic and semio-pragmatic analysis of the phenomenon, based on a corpus of programmes broadcast between 2015 and 2019, as well as the related tweets. The analysis of these contents confirms that the practices that have developed around social television are becoming institutionalized (Jeanne-Perrier, 2010), and that the different “circles” of commentators and their discourses are crystallizing around recurrent and ritual postures.