{"id":2473,"date":"2018-01-11T18:17:37","date_gmt":"2018-01-11T17:17:37","guid":{"rendered":"https:\/\/madras-editing.com\/?p=2473"},"modified":"2020-06-22T18:13:29","modified_gmt":"2020-06-22T16:13:29","slug":"lecture-entre-lignes-sachez-maitriser-effets","status":"publish","type":"post","link":"https:\/\/madras-editing.com\/web\/2018\/01\/lecture-entre-lignes-sachez-maitriser-effets\/","title":{"rendered":"Lecture entre les lignes :  sachez en ma\u00eetriser les effets"},"content":{"rendered":"<p style=\"text-align: justify;\"><strong>\u00ab\u00a0<em>Ce que tu es parle tellement fort que je n\u2019entends pas ce que tu dis\u00a0<\/em>\u00bb.<\/strong><\/p>\r\n<p style=\"text-align: justify;\">Cette phrase souvent entendue, attribu\u00e9e au po\u00e8te Emerson puis reprise par tant d\u2019autres auteur.e.s (dont le politologue Jean-Luc Parodi pour souligner l\u2019importance symbolique des actes en politique, <em>vs<\/em> la parole) pourrait \u00eatre compl\u00e9t\u00e9e par un autre aphorisme\u00a0: \u00ab\u00a0<em>Ce que tu n\u2019\u00e9cris pas parle tellement fort que je n\u2019entends pas ce que tu \u00e9cris<\/em>\u00a0\u00bb.<\/p>\r\n<p style=\"text-align: justify;\">En tant qu\u2019\u00e9metteur.rice, on n\u2019accorde jamais assez l\u2019importance qu\u2019il faudrait \u00e0 cette \u00ab\u00a0lecture entre les lignes\u00a0\u00bb. Or <strong>en ne disant pas tout, nous sommes vite rep\u00e9r\u00e9s<\/strong>. Les lecteurs et lectrices, ainsi que les internautes auquels on s\u2019adresse ne sont plus dupes aujourd\u2019hui et savent tr\u00e8s bien identifier cette forme de langue de bois, et tout particuli\u00e8rement en communication corporate. Il.elle.s vous soup\u00e7onneront vite de vouloir leur dissimuler certaines v\u00e9rit\u00e9s, voire de les berner.<\/p>\r\n<p style=\"text-align: justify;\"><strong>Des exemples\u00a0?<\/strong><\/p>\r\n<p style=\"text-align: justify;\">Commen\u00e7ons avec ce que nous connaissons tous\u00a0en tant que particuliers : l\u2019annonce immobili\u00e8re. Petit exercice\u00a0: que comprenez-vous entre les lignes de la petite annonce suivante\u00a0:<\/p>\r\n<p style=\"text-align: justify;\"><strong><em>Vends charmant deux pi\u00e8ces, nid douillet au c\u0153ur du Paris historique, fen\u00eatres double vitrage.<\/em><\/strong><\/p>\r\n<p style=\"text-align: justify;\">Alors\u00a0?<\/p>\r\n<p style=\"text-align: justify;\">Facile : on comprend bien s\u00fbr qu\u2019aucune pr\u00e9cision n\u2019est donn\u00e9e sur sa superficie et que s\u2019il est \u00ab\u00a0charmant\u00a0\u00bb, ce deux pi\u00e8ces est aussi tr\u00e8s petit. On saisit aussi qu\u2019au \u00ab\u00a0c\u0153ur du Paris historique\u00a0\u00bb, vous serez envahis de fl\u00e2neurs d\u00e8s que vous sortirez de chez vous, sans v\u00e9ritables commerces de proximit\u00e9. On capte \u00e9galement tr\u00e8s bien que si l\u2019appartement a besoin de fen\u00eatres double vitrage c\u2019est que ses occupant.e.s vivent l\u2019enfer d\u00e8s qu\u2019ils les ouvrent, ayant en \u00e9t\u00e9 le choix corn\u00e9lien entre la touffeur intenable et le vacarme de la circulation\u00a0! Enfin, on suppose que tout ce qui est absent de l\u2019annonce l&rsquo;est aussi de l\u2019appartement\u00a0: cuisine am\u00e9nag\u00e9e ou \u00e9quip\u00e9e, climatisation, cave associ\u00e9e, place parking, etc.<\/p>\r\n<p style=\"text-align: justify;\">En d\u2019autres termes, non seulement la personne lisant cette annonce (si elle est normalement avis\u00e9e) sera peu tent\u00e9e d\u2019acheter mais, pire, elle se forgera une opinion n\u00e9gative du vendeur.<\/p>\r\n<p style=\"text-align: justify;\">De fait,<strong> amener \u00e0 lire entre les lignes c\u2019est au moins commettre trois erreurs<\/strong>\u00a0:<\/p>\r\n\r\n<ul style=\"text-align: justify;\">\r\n \t<li>d\u00e9crire une solution qui a \u00e9t\u00e9 mise en place, en occultant le probl\u00e8me qui l\u2019a suscit\u00e9e (les \u00ab fen\u00eatres \u00e0 double vitrage\u00a0\u00bb)<\/li>\r\n \t<li>taire certains faits, alors qu\u2019ils font l\u2019objet d\u2019attendus forts (cuisine \u00e9quip\u00e9e, ascenseur, etc.)<\/li>\r\n \t<li>pratiquer l\u2019emphase sur certains aspects d\u2019un sujet pour masquer des carences sur d\u2019autres aspects (\u00ab\u00a0nid douillet\u00a0\u00bb).<\/li>\r\n<\/ul>\r\n<p style=\"text-align: justify;\"><strong>En communication d\u2019entreprise la \u00ab\u00a0lecture entre les lignes\u00a0\u00bb est d\u2019autant plus sensible que l\u2019\u00e9criture institutionnelle est particuli\u00e8rement norm\u00e9e.<\/strong> On ne r\u00e9dige pas un document corporate pour faire de la litt\u00e9rature (pas assez\u00a0?) mais pour commenter et expliciter des process pr\u00e9cis\u00a0: l\u2019\u00e9laboration du plan strat\u00e9gique triennal, l\u2019obtention ou non d\u2019une certification qualit\u00e9, les r\u00e9sultats RSE, etc. Un seul mot vous manque et tout est d\u00e9peupl\u00e9. Son absence est particuli\u00e8rement visible.<\/p>\r\n<p style=\"text-align: justify;\">Alors, si nous faisions le m\u00eame exercice, mais en communication d\u2019entreprise cette fois\u00a0? Pr\u00eats\u00a0?<\/p>\r\n<p style=\"text-align: justify;\">Que lisez-vous entre les lignes de ce \u00ab\u00a0Profil\u00a0\u00bb (fictif) de rapport annuel\u00a0:<\/p>\r\n<p style=\"text-align: justify;\"><strong>\u00ab\u00a0<em>Sp\u00e9cialiste de la banque en ligne et filiale d\u2019un grand groupe bancaire, nous proposons une relation bancaire bas\u00e9e sur la transparence et simplicit\u00e9. Nos clients sont connect\u00e9s 24 h\/4, sur le mobile et sur le web et b\u00e9n\u00e9ficient des conseils de nos experts en ligne<\/em>.\u00a0\u00bb<\/strong><\/p>\r\n<p style=\"text-align: justify;\">En appliquant la grille d\u2019analyse pr\u00e9c\u00e9dente, voici ce que nous lisons entre les lignes\u00a0:<\/p>\r\n\r\n<ul style=\"text-align: justify;\">\r\n \t<li>Le simple \u00e9nonc\u00e9 du mot \u00ab\u00a0transparence\u00a0\u00bb jette le soup\u00e7on sur les probl\u00e8mes rencontr\u00e9s en amont et non cit\u00e9s. Ici, c\u2019est une allusion indirecte aux reproches faits dans ce domaine au groupe bancaire auquel cette banque en ligne appartient.<\/li>\r\n \t<li>Aucun accent n\u2019est mis ici sur les tarifs avantageux (le discours fr\u00e9quent des <em>pure players<\/em> de la banque en ligne\u00a0: \u00ab\u00a0on ne paie que ce que l\u2019on souhaite\u00a0\u00bb), ce qui laisse deviner que cette filiale d\u2019un groupe bancaire classique dispose d\u2019un mod\u00e8le de business qui ne l\u2019affranchit pas des co\u00fbts de gestion \u00ab\u00a0groupe\u00a0\u00bb (r\u00e9seau physique).<\/li>\r\n \t<li>La connexion 24h\/24 (or les comptes en ligne de toutes les banques sont \u00e9galement accessibles H24) tente d\u2019occulter le manque de pr\u00e9cision sur les \u00ab\u00a0experts en ligne\u00a0\u00bb. Rien n\u2019\u00e9tant pr\u00e9cis\u00e9 par rapport \u00e0 la nature humaine de ces expert.e.s, tout porte \u00e0 croire qu\u2019il s\u2019agit de <em>chatbot<\/em>.<\/li>\r\n<\/ul>\r\n<p style=\"text-align: justify;\">En conclusion, <strong>on ne peut s\u2019interdire de produire des \u00e9crits dont les sous-entendus interrogent<\/strong>. Il est m\u00eame techniquement difficile de ne pas le faire, la place r\u00e9serv\u00e9e aux contenants n\u2019\u00e9tant pas extensible. Simplement, cela se g\u00e8re. Il faut \u00eatre conscient.e des doutes que peut provoquer une lecture entre les lignes aupr\u00e8s de vos cibles et contr\u00f4ler au maximum ces effets induits. Comment s\u2019y prendre\u00a0?<strong> En \u00e9tant transparent avec ses lecteur.rice.s.<\/strong> L\u2019annonceur donne ainsi le signal qu\u2019il leur propose une relation mature. \u00c0 l\u2019inverse de ces fameuses phrases non \u00e9crites qui \u00ab\u00a0parlent tellement fort \u00bb, il s\u2019adresse \u00e0 leur intelligence. Tout simplement.<\/p>\r\n\r\n<h6 style=\"text-align: justify;\">Photo : Jakob Owens on Unsplash<\/h6>\r\n<p style=\"text-align: justify;\"><\/p>","protected":false},"excerpt":{"rendered":"<p>\u00ab\u00a0Ce que tu es parle tellement fort que je n\u2019entends pas ce que tu dis\u00a0\u00bb. Cette phrase souvent entendue, attribu\u00e9e au po\u00e8te Emerson puis reprise par tant d\u2019autres auteur.e.s (dont le politologue Jean-Luc Parodi pour souligner l\u2019importance symbolique des actes en politique, vs la parole)&#8230;<\/p>\n","protected":false},"author":10,"featured_media":2472,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[27],"tags":[],"class_list":["post-2473","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-la-vie-de-l-agence"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Lecture entre les lignes : sachez en ma\u00eetriser les effets - Madras Editing<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/madras-editing.com\/web\/2018\/01\/lecture-entre-lignes-sachez-maitriser-effets\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lecture entre les lignes : sachez en ma\u00eetriser les effets - Madras Editing\" \/>\n<meta property=\"og:description\" content=\"\u00ab\u00a0Ce que tu es parle tellement fort que je n\u2019entends pas ce que tu dis\u00a0\u00bb. 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