La tesi è uno studio sociologico dell'origine del marketing tra il 1890 e il 1930 negli Stati Uniti. Seguendo il metodo genealogico che Weber derivò da Nietzsche, presentò nel saggio sull'oggettività e utilizzò nella ricerca sull'etica protestante, ho considerato l'odierna centralità del marketing nel capitalismo di consumo, generalmente data per scontata come un fatto naturale, come il problema della ricerca e ho studiato le condizioni di possibilità del suo emergere. La ricerca mostra come gli strumenti di marketing dapprima si svilupparono autonomamente e, infine, s'integrarono formando la logica del marketing che risponde alle richieste sociali e, al contempo, stimola il desiderio. L'inquadramento teorico weberiano relativo alla dinamica di razionalizzazione e disincantamento spiega perché questa logica emerse come vittoriosa. Vi era un'affinità elettiva tra i fini del consumatore come il tipo d'uomo emergente e la logica del marketing. L'incessante desiderio - effetto del disincantamento del mondo - di esperienze e di sperimentazione sull'identità, attraverso gli stili di vita, del consumatore stava in un rapporto di causazione reciproca con la promozione, da parte del marketing, del consumo come strumento adeguato ad appagare tale desiderio in continuo cambiamento. Sin dall'origine, il marketing produce forme di reincantamento estetico-emozionale per mezzo della razionalizzazione. / The thesis is a sociological study of the birth of marketing between 1890 and 1930 in the United States. Following the Nietzsche-inspired genealogical method Weber presented in the 'Objectivity' essay and used in his work on the Protestant ethic, I considered the present-day relevance of marketing within consumer capitalism, usually taken for granted as an obvious fact, as the research problem and I delved into a study of its conditions of emergence. The analysis shows how marketing tools at first developed separately and were eventually joined in building the specific logic of marketing that both answers to social needs and stirs and spurs desire. The Weberian theoretical framework of rationalization and disenchantment explains why this logic could become victorious. There was an elective affinity between the aim of the consumer as the emerging type of man and the logic of marketing. The consumer's ongoing longing for experiences and for the play of the Self through lifestyles, resulting from the disenchantment of the world, was in a relation of reciprocity with the marketing promotion of consumption as the adequate means to satisfy the everchanging desire. Since its birth, marketing has been producing forms of aesthetic-affective re-enchantment by means of rationalization.

J.R.R. Tolkien was not only an author of fantasy but also a philologist who theorized about myth. Theorists have employed various methods of analyzing myth, and this thesis integrates several analyses, including Tolkien’s. I address the roles of doctrine, ritual, cross-cultural patterns, mythic expressions in literature, the literary effect of myth, evolution of language and consciousness, and individual invention over inheritance and diffusion. Beyond Tolkien’s English and Catholic background, I argue for eclectic influence on Tolkien, including resonance with Buddhism. Tolkien views mythopoeia, literary mythmaking, in terms of sub-creation, human invention in the image of God as creator. Key mythopoetic tools include eucatastrophe, the happy ending’s sudden turn to poignant joy, and enchantment, the realization of imagined wonder, which is epitomized by the character of Tom Bombadil and contrasted with modernist techno-magic seeking to alter and dominate the world. I conclude by interpreting Tolkien’s mythmaking as a form of mysticism.

Cette thèse est consacrée au phénomène du renouveau de la marche en milieu urbain. Depuis une dizaine d’années, un grand nombre de villes en Europe et ailleurs ont entamé une réflexion en profondeur sur la promotion de la marche sur leur territoire. Cette démarche est accompagnée d’opérations de valorisation urbanistique, à différentes échelles, dans une optique de développement intégré de la ville dite multimodale. La marche est ici considérée non pas uniquement pour elle-même, mais en tant que pivot de la multimodalité. Ce thème porteur de nouvelles dynamiques d’aménagement qui transforment le fait urbain est analysé à partir d’un cadre théorique transversal à la croisée de l’urbanisme, la géographie, la sociologie et l’anthropologie urbaines. La méthode employée est fondée sur l’observation participante multi-terrains, prenant comme cas d’étude principaux Lausanne, Genève et Bilbao. A partir des expériences menées par ces villes pour promouvoir la marche à différentes échelles, la thèse construit son plaidoyer autour de l’échelle de l’agglomération, envisagée comme la seule à même de pouvoir véritablement assurer le renouveau de la marche dans le contexte de la ville du XXIe siècle. Ce plaidoyer récapitule les raisons qui font de cette nouvelle échelle de réflexion, a priori inattendue, une étape nécessaire pour garantir l’intégration de la marche au sein de stratégies multimodales complexes au sein de bassins de vie toujours plus étendus. La thèse passe ainsi en revue diverses actions pour redonner à la marche ses lettres de noblesse et lui assurer la place qui lui revient au sein du système de mobilité complexe qui fonde aujourd’hui le monde urbain. / This thesis deals with the renewal of walking in the urban realm since the last decade. A great number of cities in Europe and abroad have been promoting walking since the year 2000 with renewed energy. This trend accompanies operations of urban renewal through different scales within the integrated framework of new urbanism, transit-oriented development, to match the desire of these urban authorities to make their territory a more walkable place in order to become sustainable and liveable cities. These changes are analysed through the intricated prisma of several urban disciplines, namely geography, sociology and anthropology. A multi-site participant observation methodology has been applied to the case studies of Lausanne, Geneva and Bilbao to extract from their experiences the utmost in walking promotion tools and positive visions for a walkable future. The hypothesis of this work is based on the bold assumption that the scale of the agglomeration is the best scale today to think and plan for walking in our urban scattered environments. Walking is therefore to be considered beyond proximity alone. It is better taken when synergies may evolve from intertwining its nearness dynamics with the potential offered by the scale and speed of other modes of transport, namely public transport and shared modes. Within this framework of thought, the thesis reviews facts and figures as well as best practices in order to give walking the place it deserves within our multimodal world.

Dans cette enquête ethno-sociologique sur la solidarité internationale au Maroc auprès de 24 ONG (de nationalités française, espagnole, italienne, canadienne et marocaine), nous avons pris le parti de focaliser notre recherche sur les expatriés et le personnel national (de 9 nationalités différentes) en tenant compte du sens que donnent les acteurs à cet engagement et ces pratiques de solidarité internationale tout en restituant les parcours et les conditions sociales de l’entrée dans la solidarité internationale.La première partie sera consacrée à la description du cadre d’intervention des ONG internationales au Maroc et les catégories objectives du personnel humanitaire : volontaire, stagiaire, bénévole et salarié. Puis, nous présenterons les processus de recrutement et les activités menées dans les ONG internationales tels qu’ils sont décrits par les acteurs. En définitive, nous questionnerons la tension entre travail et engagement, l’enchantement et le désenchantement.Dans un deuxième temps, nous nous attacherons à décrire les caractéristiques sociologiques des 68 acteurs humanitaires rencontrés en mettant en exergue les déterminants objectifs et subjectifs de l’engagement et du travail dans ce domaine d’activité. Nous finirons par établir une typologie des pratiques de la solidarité internationale donnant à voir un éthos commun d’une communauté partageant des affinités et des expériences culturelles d’autre part nous envisagerons les acteurs de la solidarité internationale comme un groupe professionnel.Enfin, la troisième section sera consacrée à questionner d’une part la pratique migratoire que constitue la mission de solidarité internationale et d’autre part les capitaux et pré-dispositions nécessaires pour la concrétiser. Nous montrerons que l’analyse du travail et de l’engagement via le cosmopolitisme permet de comprendre le sens à la fois objectif et subjectif que revêt ce type d’activité expatriée. Finalement, le travail en ONG est un moyen pour se réaliser et s’émanciper entre filiation et désaffiliation. Alors que cette action transnationale, orientée en valeurs et vers les autres, suppose une rencontre cosmopolite réussie, nous examinerons, à l’aune de la vie quotidienne, les décalages entre la rencontre attendue et la rencontre réalisée. / This dissertation contributes to the work of international solidarity NGOs in Morocco through examining the motivations and commitments of their personals. The research focuses on expatriates and national staff, by analysing their career paths and social background, as well as taking into account the sense given to their personal commitments and professional practices while involving in the international solidarity work. The first part devoted to describe the intervention framework of international NGOs in Morocco and the objective of different categories of their humanitarian personals: trainee, volunteer and employee. It examines the processes of recruitment and activities / projects implemented by these international NGOs. Hence, it sought to understand the tensions between job requirements and personal commitments that produced both enchantment and disenchantment among the international solidarity staff. The second part intended to study the sociological characteristics of 68 humanitarian personals that are interviewed from French, Canadian, Spanish, Italian and Moroccan organizations. It highlights the objective and subjective factors that determine their personal commitments and professional performance in this field of work. Therefore, a typology of practices for international solidarity work was set to identify the common ethos within a shared community of different affinities and cultural backgrounds. In addition, it considered the international solidarity actors as professional group. The third part was questioning the migratory practice of the international solidarity mission on the one hand and the financial and pre-arrangements necessary to realize it on the other hand. Furthermore, cosmopolitanism analysis of job requirements and personal commitments was conducted in order to understand the meaning of both objective and subjective in this type of work for the expatriates. Finally, working with international solidarity NGOs becomes a way of achieving and emancipating between affiliation and disaffiliation. While this transnational action is based on values toward others and supposed to develop a successful cosmopolitan encounter, findings from this study reveal the gaps between the expectations and the achievements. / En esta investigación etno-sociológica sobre la solidaridad en Marruecos (24 ONG de nacionalidad francesa, española, italiana, marroquí, canadiense), hemos centrado el estudio sobre los empleados expatriados y locales (de 9 nacionalidades diferentes) considerando a la vez el significado que los actores dan a este compromiso y a las prácticas de solidaridad restituyendo las carreras y las condiciones sociales de la entrada en la ONG. La primera parte está dedicada a la descripción del marco de intervención de las ONG internacionales en Marruecos y las categorías objetivas de los empleados humanitarios: voluntarios, asalariados, voluntarios no retribuidos y pasantes. Después, expondremos los procedimientos de selección y las actividades cumplidas. Finalmente, preguntaremos la tensión entre el trabajo y el compromiso, el encanto y el desencanto que produce el trabajo humanitario. Luego en la segunda parte, realizaremos la descripción de las características sociales de los 68 empleados destacando los determinantes objetivos y subjetivos del compromiso y del trabajo en este sector profesional. Acabaremos estableciendo una tipología de las prácticas de la solidaridad internacional dando a ver un ethos común de una comunidad compartiendo experiencias culturales considerándola como un grupo profesional. Por fin, la tercera parte será centrada por una vez preguntando la práctica migratoria que constituye la misión de solidaridad internacional y por otra vez las predisposiciones necesarias para su realización. Vamos a demostrar que el análisis del compromiso y del trabajo humanitario vía el cosmopolitismo permite entender el sentido objetivo y subjetivo que lleva este tipo de actividad. Finalmente, el trabajo humanitario es un medio para realizarse y emanciparse entre filiación y desafiliación. Mientras esta actividad internacional de valor y dirigida hacia los otros, supone un encuentro cosmopolita exitoso, examinaremos la vida cotidiana de los actores para destacar las disparidades entre un encuentro tan esperado y el encuentro cumplido. / In questa inchiesta etnico-sociologica sulla solidarietà internazionale in Marocco – che prende in esame 24 ONG (di nazionalità francese, spagnola, italiana, canadese e marocchina) – abbiamo scelto di focalizzare la nostra ricerca sugli espatriati e sul personale nazionale (di 9 nazionalità diverse) tenendo conto del senso che gli agenti hanno dato a questo impegno e a queste pratiche di solidarietà internazionale e ricostruendo i percorsi e le condizioni sociali dalla loro entrata nella solidarietà internazionale. La prima parte sarà dedicata alla descrizione dell’intervento delle ONG internazionali in Marocco e alle categorie oggettive del personale umanitario: volontari, stagisti, impiegati. Successivamente, presenteremo in cosa consiste il processo di selezione e assunzione del personale e parleremo delle attività svolte nelle ONG internazionali, esattamente come vengono descritte dagli agenti stessi. In ultima analisi, ci interrogheremo sulla tensione tra lavoro e impegno, ciò a cui aspiriamo e ciò che effettivamente realizziamo. In un secondo momento, descriveremo le caratteristiche sociologiche dei 68 agenti umanitari che abbiamo incontrato, valorizzando le caratteristiche oggettive e soggettive dell’impegno e del lavoro in questo campo di attività. Finiremo per stabilire l’esistenza di un modello di pratica di solidarietà internazionale, mostrando che esiste un ethos comune in una comunità che condivide delle affinità e delle esperienze culturali simili, e dall’altra parte prenderemo in considerazione gli agenti della solidarietà internazionale come gruppo professionale. Infine, la terza sezione sarà dedicata ad approfondire da una parte la pratica migratoria che la missione di solidarietà internazionale costituisce e dall’altra parte i capitali e le predisposizioni necessari per concretizzarla. Mostreremo, poi, che l’analisi del lavoro e dell’impegno permette di comprendere, attraverso il cosmopolitismo, il senso alla volta oggettivo e soggettivo che questo tipo di attività riveste. In ultimo possiamo dire che il lavoro in un’ONG è un mezzo per realizzarsi ed emanciparsi al di là dell’affiliazione e della disaffiliazione alle società. Poiché questa azione trans-nazionale, orientata ne dare valore agli altri, presuppone un incontro cosmopolita funzionante, esamineremo nella vita quotidiana, la differenza tra l’incontro atteso e quello che effettivamente abbiamo realizzato. / تعالج هذه الأطروحة القضايا المتصلة بالتضامن الدولي في المغ رب، وقد تم التركيز فيه على المغتربين والموظفينالوطنيين أخذا بعين الاعتبار المعنى الذي يعطوه هؤلاء الفاعلون لهذا الالتزام ولممارسات التضامن الدولي، مع استحضارالمسارات والشروط الاجتماعية التي أدت إلى دخولهم هذا العالم.وقد خصص الجزء الأول من هذه الأطروحة ل وصف إطار عمل المنظمات غير الحكومية الدولية في المغرب وأنواع أهدافهذه الفئة من الموظفين المشتغلين في المجال الإنساني: المتطوع وذا العالمن والمتدربون والموظفون. وكذا وصف مسلسلات انتقاءالمتعاقد معهم في كل واحدة من هذه الفئات والأنشطة التي تنظمها المنظمات غير الحكومية الدولية كما جاء وصفها علىلسان الفاعلين أنفسهم. حيث درسنا التوترات القائمة بين العمل المهني والالتزام الجمعوي، بين الرغبة الجامحة والإحباط.وقمنا في مرحلة ثانية بوصف الخاصيات والسمات الاجتماعية للفاعلين 68 الذين تم اللقاء بهم بمناسبة إعداد الأطر وحة،وكذا إماطة اللثام عن المحددات الموضوعية والذاتية للالتزام والعمل في هذا المجال. حيث انتهى بنا المطاف بتحديد نوعيةممارسات التضامن الدولي، القائمة على فكر مشترك تتقاسمه مجموعة لها قواسم وتجارب ثقافية مشتركة، على اعتبار العاملينفي هذا المجال مجموعة مهنية قائمة الذات.وعالج الجزء الثالث من الأطروحة ممارسة الهجرة المرتبطة بمهام التضامن الدولي وكذا الرساميل والمؤهلات المستبقة الضروريةلتجسيدها. وسنظهر أن تحليل هذه الجهود وهذا الالتزام عبر منظور الكونية كفيل بتوضيح الصورة وفهم المعاني الموضوعيةوالذاتية المتصلة بهذا النشاط. هذا ويعتبر العمل داخل المنظمات غير الحكومية أخيرا وسيلة لتحقيق الذات والتحرر ما بينالارتباط وفك الارتباط. حيث يقتضي هذا العمل العابر للحدود الوطنية، الموجه من حيث القيم والمستهدف للآخرين،نجاح اللقاء الكوني، وهو ما قمنا بفحصه انطلاقا من الحياة اليومية والتفاوت بين اللقاء المنتظر واللقاء الحقيقي.

This research provides an analytical reading of four contemporary novels, in a transcultural study of magical realism and dreams. Two of the novels, Ben Okri's The Famished Road and its sequel Songs of Enchantment, examine dreams through magical realism in postcolonial African literature. The third novel, Toni Morrison's Beloved, is used to depict the use of memory within an African-American magical realist novel. And the fourth narrative is Irvine Welsh's Marabou Stork Nightmares, which focuses on the use of hallucination within what can be seen as a magical realist mode. The analysis of these novels examines certain aspects of magical realism, including the use of the subconscious, focusing primarily on dream, memory and hallucination. In examining this topic, I aim to suggest that the use of the subconscious, within this literature, allows the writer to comment on a particular society. As can be seen in previous studies of magical realism, the writer is able to express his or her dissatisfaction with society by destabilising conventionally accepted truths. A writer can therefore convey a sense that the surface of a particular culture or society is a facade, disguising certain hidden truths, which require a more in depth examination, in order to more fully understand the workings behind that society. The subconscious works to reveal these hidden realities, and is therefore a mode of resistance in that it allows the writers an avenue through which to express their dissatisfaction with their particular society. This is achieved through the exploring and deconstruction of certain boundaries within the novels which, along with several other factors, essentially concords the magical realism inherent in these texts. It is additionally enhanced through the use of the device of the subconscious, which allows the writers to transgress borders, and further explore their particular cultures. Through the use of novels from various contemporary societies, I hope to establish the fact that the subconscious, and therefore magical realism, is a transcultural technique, in that it traverses a multitude of cultures, without being specific to any one in particular. While the use of dreams requires a culture specific interpretation, the use of the subconscious in this literature can be seen as a global technique of expressing dissatisfaction within these societies. / Thesis (M.A.)-University of KwaZulu-Natal, Pietermaritzburg, 2005.

Le travail présenté dans cette thèse s’inscrit dans le champ de la géographie culturelle et veut participer à prouver qu’il existe un tournant spatial tel qu’il a été défini par Edward Soja en 1996, qui permet de porter un regard autre sur les sociétés en les analysant à partir des objets culturels qu’elles produisent. Les albums pour enfants, ces livres conçus pour le jeune public qui combinent images, supports et très souvent textes dans un rapport d’interdépendance, constituent les objets de ce travail de recherches. Envisagés comme des produits culturels géographiques, ils interrogent, disent, représentent et mettent en scène espaces et spatialités. S’intéressant à un corpus d’albums iconotextuels narratifs édités en France entre 1919 et 2012, ce travail s’emploie à démontrer qu’il existe une interdépendance entre trois instances narratives (textuelle, iconique et plastique) et que cette interdépendance génère et imagine non seulement de l’espace pour le lecteur mais également une intentionnalité spatiale, une transmission d’un habiter tel qu’il est pensé par l’auteur-illustrateur. La dernière partie de ce travail, plus exploratoire, propose de voir dans l’album pour enfants un lieu de communication dans lequel l’intentionnalité spatiale aiderait le lecteur-enfant à agir sur de l’espace. La réception, l’expérience esthétique, la lecture performative de l’album permettraient à l’enfant de se construire un capital culturel spatial dans lequel il pourrait puiser pour « faire avec » l’espace qu’il habite ou qu’il aura à habiter. / The work presented in this dissertation fits in the field of cultural geography and hopes to prove that there exists a spatial turning point as defined by Edward Soja in 1996, which will allow a further look into societies, analyzing them by means of the cultural objects that they produce.Children’s picture books, these books conceived for the young public which combine images, props, and very often text in a relationship of interdependence, constitute the objects of this research work. Considered as geographic cultural products, they question, state, represent, and stage spaces and spatialities.Drawing from a body of narrative, iconotextual picture books published in France between 1919 and 2012, this work intends to demonstrate that there exists an interdependence among three narrative instances (textual, iconic, and plastic) and that this interdependence generates and imagines not only space for the reader but also a spatial intentionality, a transmission of living such as envisioned by the author-illustrator.The last part of this work, more exploratory, proposes seeing in children’s books a place of communication in which the spatial intentionality would help the child-reader to act on the space. The reception, the esthetic experience, the performative reading of the picture book would allow the child to construct for himself a spatial cultural capital in which he could delve to “play with” the space in which he lives or that he will have to live.

Eglise et Etat, ont en commun le même domaine d’action : le cadre de la société nationale et internationale. Ils ont pour mission la promotion du bien commun intégral de l’homme, de donner sens à la vie et de créer les conditions de l’épanouissement de la sécurité humaine. Pourtant, les politiques ont toujours tendance à s’affranchir du regard du religieux, à se couper de la source transcendante dont les religions sont les dépositaires. Dans les faits, cette séparation du religieux et du politique crée des situations complexes et conflictuelles. Le ré-enchantement de la religion dans les démocraties laïques, est la signature des rapports complexes, mais nécessaires entre le religieux et le politique. Ainsi donc, la frontière entre le temporel et le spirituel reste difficilement définissable; les alliances et les mésalliances du religieux et du politique influencent énormément les problématiques de sécurité et de paix. Alors quelles contributions la religion, en occurrence l’Eglise catholique, peut-elle apporter à la problématique de la sécurité et de la paix? Le pontificat de Jean-Paul II a initié pour la défense des droits de la personne humaine et de sa dignité un projet d’action à l’échelle de la planète. Ces multiples voyages où les dimensions religieuse et politique se répondent et s’imbriquent, ses nombreuses lettres encycliques, ses homélies, ses allocutions devant les représentants des instances internationales et ses prises de positions osées et audacieuses sont caractéristiques de l’exception Jean-Paul II dans un monde en quête de paix et de sécurité. Avec lui, la catholicité de l’Eglise s’est exprimée au quotidien et a dévoilé le caractère spécifique de sa mission de service de l’humanité et du salut en Jésus-Christ. En revendiquant les droits de l’homme pour tous, le pape met l’accent sur une catégorie de droits à la fois la plus universelle et la plus vilipendée dans les systèmes politiques en occurrence dans le marxisme. Jean-Paul II est crédité de politique d’intervention tous azimuts et de présence extrêmement diversifiée. Loin de conclure à un éparpillement désordonné, sa pensée est unifiée et axée sur l’homme comme valeur centrale et primordiale et comme point de focalisation de toutes ses attentions. / Church and State have the same field of action in common: the national and international setting. Their mission is to promote the common wellbeing of mankind, to give meaning to life and to create the proper environment for the fulfillment of human safety. However, politicians have always had the tendency to relieve themselves from the religious point of view, and to turn their back on the transcendental source which the religions safe keep. In fact, this separation of the religious and of the political creates complex and conflicting situations. The re enchantment of religion in secular democracies is the signature of complex but necessary relationships between the religious and the political. Thus, the boundary between worldly and spiritual matters remains hard to define; alliances and misalliances of the religious and the political greatly influence the security and peace problematic. So what contributions can the religion, in this instance the catholic Church, bring to the security and peace problematic?John Paul II pontificate initiated a world scale project in favor of the defense of human rights and dignity. His several trips during which the religious and political dimensions echo each others, his numerous encyclical letters, his homilies, his allocutions in front of representatives of international instances and his bold and daring opinions are characteristic of John Paul II exception in a world longing for peace and security. With him, the catholicity of the Church expressed itself daily and unveiled the specific character of its mission to serve humanity as well as of salvation through Jesus-Christ. By claiming human rights for all, the pope stresses a category of rights altogether the most universal and the most vilified in political systems, in this case Marxism. John-Paul II is credited of all-out interventionist political actions and of extremely diverse presence. Far from inferring a disorganized scattering, his mind is unified and centered around man as the central and foremost value and as the focal point of all his attentions.