<p>Nowadays, in France a debate on the implementation of ethnic statistics in order to appreciate the structure of the French population has been recently impulsed by the president, Nicolas Sarkozy. Indeed, for having a reliable tool which can be used to identify and count the different “visible communities” in its country, the French government is intending to modify the current legislation about collects of personal data. It initiates these legal procedures to be able to measure and judge racial discriminations that occur in several areas (employment, scholarship…). However, even if these steps are as goal a fall in ethnic discriminations, they keep highly controversial. Its opponents claim the French constitutional principles that want Republic to be indivisible. </p><p>This debate overall underlines the lack of an “ethno-racial” national referential. Nevertheless, individuals’ origins were progressively introduced into statistics.</p><p>- 1851: the first census including questions about nationality was realized (native French, naturalized French and foreign). (Courrier des statistiques n° 117-119, 2006, p 34)</p><p>- 1962: This census was completed by asking the origin nationality of the naturalized French.</p><p>- 1993: The Great Integration Council developed surveys about the ethnic structure of the French population for specifics purpose.</p><p>Now, only one major law – Information and freedom law of the sixth August 2004 – breaks the access to ethnic data. It stipulates that personal data which precise, directly or indirectly, racial or ethnic origins, political views, philosophical and religious ones are prohibited. (www.juriscom.net) </p><p>But some surveys highlighting ethnic origins can be conducted, on one condition; they must respect an individual agreement.</p><p> </p><p> Both French debates on ethnic statistics and racial discriminations raise the issue of how important the minorities’ demographical and economical weight is. Indeed, more and more firms and marketing agencies have started to target ethnic market for few years. </p><p>According to the INSEE – the French National Institute for Statistics and Economic Studies – and the INED – a French research institute specialized in demography and population studies –, ethnic minorities and immigrants in France are the same. Their number is around 4.3 millions people, that is to say 6.7% of the 2002’s French population (see Annexe 3).</p><p>But the ethnic minority notion is wider: as it was said before, the real statistics about such a sensitive issue are not clearly defined and collected by any French official institute. Indeed, Jean-Paul Tréguer and Jean-Marc Segati (Les nouveaux marketings, Dunod 2003) estimate ethnic communities’ population between roughly 12 and 14 millions people, more than 20% of the French population.</p><p>Moreover, SOPI – a marketing agency focused on ethnic marketing – conducted a consumer survey in 2004 that included ethnic data under control of several national and independent associations. (http://www.sopi.fr)</p><p>It concludes distinguishing six ethnic groups:</p><p>- Caribbean from France (Martinique, Guadeloupe, French Guiana, Reunion Island…)</p><p>- Black Africans (Senegal, Mali, Cameroon…)</p><p>- Maghreb-Arabians (Morocco, Algeria, Tunisia…)</p><p>- Indopakistanis (Sri Lanka, India, Pakistan…)</p><p>- East-Asians (China, Vietnam, Cambodia…)</p><p>- And other minorities (Anglo-Saxon, Latin American, Italian, Spanish…)</p><p>The weight of the visible minorities in the French population is enough important to arouse firms and marketing agencies' interests. Indeed, this part of the French population can be considered as a niche with its own and specific needs. Problems of discrimination and under representativeness highlighted ethnic communities can be perceived as a potential and profitable outlet. Taking progressively these markets into consideration, marketers have implemented a new kind of segmentation based on ethnic origins. Targeting depends on the ethnic background of every community. Each ethnic group, with its own values, beliefs and needs, forms an aggregated market.</p><p>French ethnic marketing is so in direct connection with the current French debate about the consideration of ethnic data in official statistics. Actually, with exact figures, ethnic groups would be quantifiable and identifiable. Clearer statistics are, easier target group are satisfied. Ethnic data would allow marketers to better understand and meet the needs and wants of these populations.</p><p>To sum up, ethnic marketing in France is dependent on ethnic statistics; so it is necessary to get round, without going against, the French principle which wants a Republic to be indivisible.</p>

Nowadays, in France a debate on the implementation of ethnic statistics in order to appreciate the structure of the French population has been recently impulsed by the president, Nicolas Sarkozy. Indeed, for having a reliable tool which can be used to identify and count the different “visible communities” in its country, the French government is intending to modify the current legislation about collects of personal data. It initiates these legal procedures to be able to measure and judge racial discriminations that occur in several areas (employment, scholarship…). However, even if these steps are as goal a fall in ethnic discriminations, they keep highly controversial. Its opponents claim the French constitutional principles that want Republic to be indivisible. This debate overall underlines the lack of an “ethno-racial” national referential. Nevertheless, individuals’ origins were progressively introduced into statistics. -1851: the first census including questions about nationality was realized (native French, naturalized French and foreign). (Courrier des statistiques n° 117-119, 2006, p 34) -1962: This census was completed by asking the origin nationality of the naturalized French. -1993: The Great Integration Council developed surveys about the ethnic structure of the French population for specifics purpose. Now, only one major law – Information and freedom law of the sixth August 2004 – breaks the access to ethnic data. It stipulates that personal data which precise, directly or indirectly, racial or ethnic origins, political views, philosophical and religious ones are prohibited. (www.juriscom.net) But some surveys highlighting ethnic origins can be conducted, on one condition; they must respect an individual agreement. Both French debates on ethnic statistics and racial discriminations raise the issue of how important the minorities’ demographical and economical weight is. Indeed, more and more firms and marketing agencies have started to target ethnic market for few years. According to the INSEE – the French National Institute for Statistics and Economic Studies – and the INED – a French research institute specialized in demography and population studies –, ethnic minorities and immigrants in France are the same. Their number is around 4.3 millions people, that is to say 6.7% of the 2002’s French population (see Annexe 3). But the ethnic minority notion is wider: as it was said before, the real statistics about such a sensitive issue are not clearly defined and collected by any French official institute. Indeed, Jean-Paul Tréguer and Jean-Marc Segati (Les nouveaux marketings, Dunod 2003) estimate ethnic communities’ population between roughly 12 and 14 millions people, more than 20% of the French population. Moreover, SOPI – a marketing agency focused on ethnic marketing – conducted a consumer survey in 2004 that included ethnic data under control of several national and independent associations. (http://www.sopi.fr) It concludes distinguishing six ethnic groups: -Caribbean from France (Martinique, Guadeloupe, French Guiana, Reunion Island…) -Black Africans (Senegal, Mali, Cameroon…) -Maghreb-Arabians (Morocco, Algeria, Tunisia…) -Indopakistanis (Sri Lanka, India, Pakistan…) -East-Asians (China, Vietnam, Cambodia…) -And other minorities (Anglo-Saxon, Latin American, Italian, Spanish…) The weight of the visible minorities in the French population is enough important to arouse firms and marketing agencies' interests. Indeed, this part of the French population can be considered as a niche with its own and specific needs. Problems of discrimination and under representativeness highlighted ethnic communities can be perceived as a potential and profitable outlet. Taking progressively these markets into consideration, marketers have implemented a new kind of segmentation based on ethnic origins. Targeting depends on the ethnic background of every community. Each ethnic group, with its own values, beliefs and needs, forms an aggregated market. French ethnic marketing is so in direct connection with the current French debate about the consideration of ethnic data in official statistics. Actually, with exact figures, ethnic groups would be quantifiable and identifiable. Clearer statistics are, easier target group are satisfied. Ethnic data would allow marketers to better understand and meet the needs and wants of these populations. To sum up, ethnic marketing in France is dependent on ethnic statistics; so it is necessary to get round, without going against, the French principle which wants a Republic to be indivisible.

La téléphonie ethnique (mobile) est un secteur d'activité qui facilite la communication et la consolidation des liens interpersonnels entre les membres d'une famille ou d'une communauté dispersés géographiquement. Malgré son importance dans le quotidien des personnes en mobilité géographique, il existe peu de travaux sur la consommation des services téléphoniques mobiles par les populations d'origine étrangère vivant en France. Dans notre recherche, nous nous sommes donnés pour but d'étudier les antécédents liés à l'usage et à la représentation associés à la consommation des services téléphoniques par les personnes d'origine immigrée ou étrangère vivant en France - pour dans un second temps en évaluer les implications marketing.Pour atteindre cet objectif, nous avons mobilisé certaines théories relatives aux systèmes d'information et des théories relatives aux phénomènes migratoires (ethnicité, identité, culture...) afin d'arriver à un modèle de recherche tenant compte de la réalité du phénomène étudié. Ce modèle met en perspective le concept de la "consommation ethnotélécom". Une collecte de données a été réalisée par internet auprès d'un échantillon de 477 répondants. Les résultats issus du traitement des données montrent à quel point la consommation peut varier en fonction de l'offre. / Ethnic mobile telephony is a business that facilitates communication and strengthens interpersonal ties between members of a family or a community with dispersed geography. In spite of its importance to people in geographic mobility, there are few studies on utilization

Si la consommation revêt des facettes utilitaires et symboliques, cette thèse confirme l’importance de sa dimension complémentaire culturelle en cherchant à comprendre en profondeur ce que les consommatrices françaises de parents maghrébins vivent à travers leurs expériences de consommation ethnique. Cette recherche met en évidence le concept d’inhibition interculturelle qui se manifeste chez ces jeunes femmes, et la manière dont il influence leur consommation. A cette fin, la thèse mobilise une littérature pluridisciplinaire, principalement issue des sciences de la médecine, de la psychologie, de la sociologie et du marketing. Une typologie des consommatrices immigrées maghrébines de la deuxième génération est réalisée au spectre des trois grandes modifications sociales et individuelles engendrées par l’avènement de la consommation ethnique : l’inhibition, les stratégies identitaires et les nouvelles formes de sociabilité. La recherche est interprétative, et mobilise plusieurs méthodes dont, en particulier, les récits de vie (ainsi que la netnographie et les collages projectifs). Les données font d’abord l’objet d’une analyse structurale puis d’une analyse comparative. Enfin, des recommandations sont formulées pour les chercheurs et les praticiens. / Consumption is not only utilitarian but symbolical indeed cultural, this dissertation explains in depth what French young women from Maghreb feels in their ethnic consumer experiences. This research highlights and defines the concept of intercultural inhibition arising at these young women and how it influences their consumption. This research proposes a typology of the inhibited immigrants consumer from the second generation based on a great social and personal changes brought by the advent of ethnic consumption: the question of inhibition, the identity strategies and new forms of sociability. The research is interpretative and involves different methods including life stories, netnography and projective collages. They are analysed by a structural analysis and comparative analysis. In addition, the dissertation engages multidisciplinary literature, mainly based on medicine, psychologies, sociology and marketing. Finally, recommendations are made for researchers and managers.