Dans la mesure où la marque facilite le choix des consommateurs dans le spectre des variétés et qualités des produits, elle s'avère indispensable pour l'allocation efficace des ressources dans le processus productif, devenant ainsi un actif important des entreprises, au point qu'il existe désormais un « marché » sur lequel se rencontrent une offre et une demande de marques. En ce sens, le travail de recherche s'articule sur l'analyse économique de l'offre par les entreprises et les contrefacteurs et la demande de marques par les consommateurs. D'abord, il s'agit de démontrer que l'offre de marque est assimilable à un moyen de différenciation de l'entreprise sur un marché concurrentiel. La marque apparaît comme un vecteur important de l'activité entrepreneuriale, source de croissance. Ensuite, une autre partie de la recherche est consacrée à l'analyse de la marque du côté de la demande, et notamment à un aspect particulier de la demande de marque qui réside dans la demande de contrefaçon de marques. Nous proposons un modèle théorique d'achat de contrefaçons de marque avec un mécanisme de théorie des jeux sur la formation d'une norme sociale. Enfin, la présente étude tente de démontrer que les comportements de consommation de contrefaçon restent largement influencés par le cadre légal qui régit la contrefaçon de marque, et que l'efficacité des politiques de lutte contre ce phénomène est affectée par un élargissement du marché de la contrefaçon, lequel résulte de l'expansion croissante des nouvelles technologies et du développement de la consommation en réseau. / To the extent that brandname facilitates consumer choice in the spectrum of varieties and qualities of products, it is a determining factor of the efficient allocation of resources in the production process, thus becoming an important corporate asset, up to the point that there is now a "market" of brands where meet supply and demand for brands. Thus, this research is based on an economic analysis of the supply of brands by firms and counterfeiters and the demand for brands by consumers. First, it is to show that supplying a brand is comparable to a means of differentiating the firm in a competitive market, and the mark appears as an important driver of entrepreneurial activity and a source growth. Then, another part of the research is devoted to the analysis of the mark on the demand side of the market, including a particular aspect of the demand for trademark which is the demand for trademark infringement. We build a theoretical model of purchasing counterfeited brands with a mechanism of game theory on the formation of a social norm. Finally, we attempt to show that counterfeit consumption behavior remains largely influenced by the legal framework governing trademark infringement, and that the effectiveness of policies to fight against this phenomenon is affected by an expansion of the market counterfeiting, which results from the increasing expansion of new technologies and the growth of consumption in the network.

No description available.

En Gaule méridionale la pratique des têtes coupées, décrite par la littérature antique, est attestée par les vestiges lapidaires et les restes humains mis au jour depuis plus d’un siècle. Des données inédites sur cette coutume ont été acquises suite à la découverte au Cailar (Gard, France), à partir de 2003, d’un ensemble de crânes humains fragmentés, d’armement manipulé et de plusieurs dizaines de monnaies, dispersés dans les phases de remblaiement d’une place publique entre la fin du IVe et la fin du IIIe s av. n. è. Cette dernière appartient à une agglomération fortifiée fondée dès le VIe s. av. n. è. Les fragments de crânes trouvés sur ce site constituent le sujet de cette étude. Ces os forment un corpus assez différent des restes généralement associés aux têtes coupées : ils sont nombreux, très fragmentés et largement mélangés et dispersés dans les couches. Pour comprendre les évènements qui ont conduit à la création d’un tel assemblage, il a été nécessaire de mettre en place des outils adaptés à leur étude. Après une remise en contexte archéologique régionale et locale, ce travail se propose de présenter les méthodes de l’archéothanatologie adaptées à l’étude de ce type d’ossements (quantification, modification osseuses). Dans un deuxième temps, sont détaillés l’outil d’enregistrement créé pour optimiser l’étude (base de données/géodatabase, SIG), et les méthodes d’analyses spatiales retenues pour étudier non seulement les traces et les fractures des pièces osseuses, mais aussi leur répartition sur le terrain. Les résultats obtenus sont multiples : données quantitatives et taphonomiques précises sur l’assemblage, proposition d’une méthode inédite pour l’analyse de la découpe et de la fragmentation sur des crânes humains fragmentés, analyse poussée de la répartition spatiale dans les trois dimensions. Tous ces éléments permettent de proposer des hypothèses solides quant à la chaîne opératoire qui concerne les têtes coupées : mode de récupération, traitement, rejet, mise en place du dépôt. Ce travail permet également de suggérer des pistes à approfondir ou à abandonner dans les méthodes usuelles d’analyses des grands ensembles fragmentés et dispersés. / Once only known from Classical accounts, the practice of collecting and curating human heads by certain Iron Age groups in southern France has, for more than a century now, been evinced by materials including stone carvings and human remains. In particular, new evidence has been brought to light at the site of Le Cailar (Gard), a fortified site occupied from the end of the 6th century BCE. Specially, excavations carried out since 2003 have revealed an extensive deposit accumulated from the end of the 4th until the end of the 3rd century BCE, comprising fragmented human crania, purposefully deformed armaments, and many dozens of coins scattered across a public plaza, beneath a thick layer of rubble. The human cranial fragments discovered on this plaza are the subject of this study. These bones form a corpus quite different from the remains generally associated with severed heads: they are numerous, very fragmented, and largely mixed and dispersed in the levels. In order to understand the events that led to the creation of the assemblage, it has been necessary to adapt tools to this study. After putting the site into its local and regional context, this work proposes to present bioarchaeological methods adapted to the study of these types of bone (especially, quantification and modification of the bone). In a second time, the recording tool created to optimize the study is presented (database / geodatabase, GIS), then the spatial analysis methods used to study, not only the traces and the fractures of the parts bones, but also their distribution on the field. There are a lot of results: precise quantitative and taphonomic data about the assemblage, proposition of new method to study cut marks and fracturing, a hitherto unparalleled understanding of the process of how crania were distributed across the site (this last measured in three dimensions). All these elements permit to propose solid hypotheses regarding the process by which these heads were produced: the means of recuperation, treatment, disposal, and deposition. This work also suggests which avenues of research will or won't be useful to pursue in future projects of a similar nature.

Ce travail doctoral a eu pour but de comprendre les relations des consommateurs aux marques, et plus particulièrement, la relation identitaire. Nous avons pris ancrage sur différentes théories : la théorie de l'Identité Sociale et la théorie de l'Interactionnisme Symbolique. Elles permettent d'expliquer les relations aux marques et le sens qui leur est attribué. La littérature a mis en exergue plusieurs manques. Ainsi, cette recherche s'organise autour de trois questions principales : l'impact des types d'images de marques (fonctionnelle, affective et symbolique) sur les variables relationnelles et comportementales ; les conséquences relationnelles et comportementales de l'identification à la marque, et enfin, les antécédents des communications de bouche à oreille. Notre étude empirique se compose ainsi, d'un échantillon de 403 individus. Chaque répondant évaluait la marque (alimentaire, soin dentaire ou habillement), qu'il achète le plus fréquemment. Les variables intégrées dans la recherche sont : identification à la marque, identification aux consommateurs de la marque, attachement, engagement (normatif et calculé), fidélité (par inertie, affective et sociale) et bouche à oreille. Les tests des hypothèses sont réalisés à partir d'équations structurelles, par la méthode du maximum de vraisemblance. Les résultats soulignent qu'une marque évaluée comme symbolique favorise le développement de relations consommateurs-marques fortes. Ces relations sont principalement, de type identitaire : identification à la marque et identification aux consommateurs. De plus, l'identification à la marque a une place centrale dans les relations des consommateurs aux marques / This doctoral dissertation was aimed to understand the consumer brand relationship, and more particularly, the relationship of identity. We took anchor on different theories: the Social Identity Theory and the Symbolic Interactionism Theory. They help explain the brand relationship and the brand meaning. The literature has highlighted several shortcomings. Thus, this research is organized around three main issues: the impact of brand images types (functional, emotional and symbolic) on relational and behavioral variables; the relational and behavioral consequences of brand identification and finally, the determinants of word-of-mouth communication. Our empirical study thus consists of a sample of 403 individuals. Each respondent evaluated the brand (food, clothing or dental care), they buy most frequently. The variables included in the research are: brand identification, consumer brand identification, brand attachment, brand commitment (normative and calculated), loyalty (inertia, emotional and social) and word of mouth. Testing hypotheses are made from structural equations by the method of maximum likelihood. The results highlight symbolic brand image promotes the development of strong consumer brand relationship. These relationships are mainly identity: brand identification and consumer brand identification. In addition, brand identification has a central place in brand relationship. More a consumer incorporates the brand in its self-concept, more the brand relationship is strong. Finally, brand identity relationship supports word-of-mouth communications. This link is accentuated when the brand is perceived as symbolic

Submitted by Edisangela Bastos (edisangela@ufpa.br) on 2014-01-06T19:02:44Z No. of bitstreams: 2 license_rdf: 22974 bytes, checksum: 99c771d9f0b9c46790009b9874d49253 (MD5) Dissertacao_PageNaturalismoInacabado.pdf: 1048494 bytes, checksum: d363528a670169f824eafdb83b69d78c (MD5) / Approved for entry into archive by Ana Rosa Silva(arosa@ufpa.br) on 2014-01-14T12:32:16Z (GMT) No. of bitstreams: 2 license_rdf: 22974 bytes, checksum: 99c771d9f0b9c46790009b9874d49253 (MD5) Dissertacao_PageNaturalismoInacabado.pdf: 1048494 bytes, checksum: d363528a670169f824eafdb83b69d78c (MD5) / Made available in DSpace on 2014-01-14T12:32:16Z (GMT). No. of bitstreams: 2 license_rdf: 22974 bytes, checksum: 99c771d9f0b9c46790009b9874d49253 (MD5) Dissertacao_PageNaturalismoInacabado.pdf: 1048494 bytes, checksum: d363528a670169f824eafdb83b69d78c (MD5) Previous issue date: 2011 / CAPES - Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Analisaremos nesta pesquisa as linhas do naturalismo proposto por Marques de Carvalho no romance O Pagé, que veio à público como folhetim pelo periódico A República em janeiro de 1887, tendo por subtítulo a expressão “romance naturalista.” Que naturalismo era esse? Quem era Marques de Carvalho antes da publicação de seu mais conhecido romance Hortência? Com esses questionamentos, seguiremos a trilha do intelectual por trás dos periódicos onde atuou como redator, assim como, os debates e conflitos em que se envolveu. Adentraremos o campo literário paraense do final do Oitocentos, para, a partir das disputas em seu interior, enxergarmos as forças de legitimação de um modo de pensar. Nesse caso, a visão de mundo de Marques de Carvalho. / Analyzed in this study of naturalism lines proposed by Marques de Carvalho in the novel Pagé, who came to the public as serialized in the journal The Republic in January 1887, subtitled with the word "naturalistic novel." That naturalism was that? Marques de Carvalho who was before the publication of his best known novel Hortência? With this questions, we follow the trail of the intellectual behind the journals where he served as editor, as well as the debates and conflicts that involved. We entered the literary field the end of the nineteenth century in Pará, for, from the disputes inside, we see the forces of legitimation of a way of thinking. In this case, the worldview of Marques de Carvalho.

Submitted by Edisangela Bastos (edisangela@ufpa.br) on 2015-02-03T19:03:46Z No. of bitstreams: 2 license_rdf: 22974 bytes, checksum: 99c771d9f0b9c46790009b9874d49253 (MD5) Dissertacao_MarquesCarvalhoImprensa.pdf: 2981869 bytes, checksum: 1f4df9262066c21abbca0020e5e561e0 (MD5) / Approved for entry into archive by Ana Rosa Silva (arosa@ufpa.br) on 2015-02-04T13:05:45Z (GMT) No. of bitstreams: 2 license_rdf: 22974 bytes, checksum: 99c771d9f0b9c46790009b9874d49253 (MD5) Dissertacao_MarquesCarvalhoImprensa.pdf: 2981869 bytes, checksum: 1f4df9262066c21abbca0020e5e561e0 (MD5) / Made available in DSpace on 2015-02-04T13:05:45Z (GMT). No. of bitstreams: 2 license_rdf: 22974 bytes, checksum: 99c771d9f0b9c46790009b9874d49253 (MD5) Dissertacao_MarquesCarvalhoImprensa.pdf: 2981869 bytes, checksum: 1f4df9262066c21abbca0020e5e561e0 (MD5) Previous issue date: 2014 / CNPq - Conselho Nacional de Desenvolvimento Científico e Tecnológico / O escritor, político, jornalista e diplomata paraense João Marques de Carvalho nasceu em Belém, capital do estado do Pará, no dia 6 de novembro de 1866, e faleceu em Nice, no sul da França, no dia 11 de abril de 1910, aos 43 anos. Além de parte de sua prosa de ficção publicada em livro, alguns de seus textos, entre contos, romances, lendas e ensaios críticos, encontram-se dispersos em páginas de determinadas folhas periódicas que circularam por Belém nas duas últimas décadas do século XIX (1880-1900), como o Diário de Belém, A Província do Pará, A República e A Arena. Considerando, portanto, esse universo de escritos divulgados em jornais locais, objetiva-se, com este trabalho, avaliar não apenas como Marques de Carvalho compreendeu a doutrina naturalista, a função da crítica e a produção literária no estado do Pará, como também analisar a representação do espaço ficcional lusitano e amazônico em seus contos e romances publicados na imprensa periódica belenense oitocentista. / The writer, politician, journalist and diplomat João Marques de Carvalho was born in Belém, capital of Pará state, on November 6, 1866, and died in Nice, southern France, on April 11, 1910, with 43 years. Besides his prose fiction was published in book form, some of his texts between short stories, novels, legends and critical essays, are spread on pages of certain periodic sheets that circulated by Belém the last two decades of the nineteenth century (1880-1900), as Diário de Belém (Belém’s Daily), A Província do Pará (The Province of Pará), A República (The Republic) and A Arena (The Arena). Therefore, considering the universe of his writings published in local newspapers, the objective is, with this work, to evaluate not only as Marques de Carvalho understood the naturalist doctrine, the function of criticism and literary production in the state of Pará, as well as analyze the representation of the Lusitanian and Amazonian fictional space in his stories and novels published in Belém’s periodical press of the nineteenth-century.

A preservação de remanescentes de pequenos vertebrados é um evento bastante raro porque é necessário que fatores químicos, físicos, geológicos e biológicos atuem para que frágeis ossos e dentes não sejam destruídos pela decomposição, intempéries e processos geológicos. Apesar de raros, os testemunhos deste tipo de fauna são encontrados em escavações em abrigos sob rocha do nordeste (NE) do Rio Grande do Sul (RS). Muitas espécies de micromamíferos são excelentes bioindicadores porque possuem diferentes exigências ambientais e muitas ocupam nichos bastante específicos. Os estudos destes testemunhos contribuem para o entendimento da evolução morfológica e da história biogeográfica dos grupos preservados. Noutra via, o reconhecimento de comunidades pretéritas possibilita a reunião de informações que auxiliam no entendimento da história ambiental e climática de uma região. Portanto, a disponibilidade de coleções de fósseis e semi-fósseis de comunidades de pequenos mamíferos representa uma oportunidade única para compreendermos a história do estabelecimento de atuais padrões biológicos, ecológicos, ambientais e climáticos. Com base nas amostras de comunidades pretéritas de pequenos roedores (<1Kg) do NE do RS, meus objetivos são: descrever a história holocênica do clima e paisagem que resultaram na heterogeneidade de ambientes vista hoje na região de estudo (Capítulo 1) bem como também apresentar como àquelas mudanças afetaram as comunidades de roedores ao longo dos últimos 6.200 anos (Capítulo 2); utilizar dados novos de variações ao longo do tempo de três fontes (isótopos, fauna e pólen) associando-as as hipóteses disponíveis de trabalhos em palinologia principalmente, para contar a história dos processos naturais que resultaram nas riquezas de pequenos roedores e de ambientes hoje vistas na transição leste ente Pampa e Mata Atlantica (Capítulo 3) e; investigar na morfologia de Pseudoryzomys do passado buscando encontrar sinais de adaptação frente as mudanças de ambiente e discutir se tais diferenças são suficientes para reconhecer nas populações extintas do sul uma nova espécie (Capítulo 4). Para caracterizar os hábitats atuais e pretéritos, emprego dados de literatura, amostragem em campo de dados fisionômicos e florísticos e amostras de solo (para avaliação isotópicas), para inferir que, nas terras baixas da bacia do Sinos, até 8.600 anos AP o clima devia ser ameno e relativamente úmido possibilitando um ambiente de mistura entre plantas C3 e C4; entre 8.600 e 6.900 anos AP altas temperaturas e, provavelmente intensa pluviometria levam a um rápido domínio de campos de vegetação C4; de 6.900 a 5.600 as temperaturas se tornam mais amenas e o clima se mantêm úmido fomentando os primeiros avanços de formações florestais pioneiras associadas a Mata Atlantica; após 5.600, sobretudo após 4.000 anos AP., as florestas do bioma Atlântico avançam sobre as áreas abertas e úmidas formando a paisagem em mosaico característica atual. Para descrever a diversidade pretérita, analisei 13.617 ossos (inteiros e fragmentados) de pós-crânio e 1.716 partes cranianas e dentes de pequenos roedores, cujas idades inferidas vão desde 6.200 antes do presente até o recente e identifiquei 30 táxons. Para a descrição da diversidade atual, amostrei sete sítios nos quais coletei cerca de 5 Kg pelotas de corujas (provavelmente o mesmo agente formador das amostras pretéritas), que resultaram em 1.595 fragmentos, que permitiram a identificação de 18 táxons distintos. Reunindo as amostras pretéritas e atuais, pude organizar um catálogo desta fauna, que reúne 33 táxons dentre os quais destaco cinco extintos localmente, Kunsia sp., Clyomys sp., Pseudoryzomys simplex, Necromys cf. obscurus e cf. Thalpomys e, uma totalmente extintas, Dicolpomys fossor. A fim de estabelecer cenários paleoclimáticos e descrever as alterações nestas comunidades ao longo do Holoceno (Cap. 3), eu integrei as informações sobre a diversidade de hábitats e de espécies no passado e no presente, a dados palinológicos e isotópicos, e pude estabelecer que, no geral, há razoável coerência entre os cenários de mudança paleoambientais estabelecidos em trabalhos polínicos com as interpretações que pude fazer a respeito daquelas mudanças a partir de analises de mudanças de comunidade de roedores e de oscilações isotópicas no solo. Como principal ressalva as hipóteses de mudanças Holocênicas na paisagem, argumento que toda a região de várzea entre os rios Taquari, Jacui, Caí, Sinos e Gravataí deve ter sido dominada por amplas áreas alagadas num cenário muito próximo ao Pantanal devido a presença entre os semifosseis de táxons de roedores que hoje prosperam nesse bioma e pela presença de Blastocerus dichotomus, o qual era predado por índios no RS e hoje possui uma população relictual na APA do Banhado Grande, RS. No Cap. 4 realizo uma abordagem relativamente inédita para Sigmodontinae onde verifico através de morfometria geométrica que o efeito de desgaste dentário é bastante diferente entre populações antigas e atuais de Pseudoryzomys e, associando analises morfológica lineares discuto que o conjunto de variações dever ter estreita relação com a \"tentativa\" da população a se manter ante a mudança de cenário e, consequentemente, de dieta. / Small vertebrate\'s remnants preservation is rather rare event because is needed that specific factors occur together (chemical, physical, geological and biological) to not destroy fragiles bones and teeth by decomposition, weather and geological processes. Nonetheless, the evidences of this type of fauna are quite frequently found at rock shelters excavations at Rio Grande do Sul (RS). Many micro mammals species have different environmental requirements and occupy specific niches therefore are considered excellent bioindicators. Studies of these testimonies contribute to understanding the morphological evolution and of biogeographic history of these preserved groups. In another way, knowing past communities allows gathering a lot of information that helps understanding environmental and climatic history of a place. Therefore, the availability of fossil and semifossil collections from past small mammals communities is a odd opportunity to improve the current biological understanding of ecological, environmental and climatic patterns established along of the history. This study intends to contribute knowledge about northeast RS and about your Holocene rodent fauna. Based on past samples from small rodent communities (<1kg). The objectives of this thesis are: describe the climate and landscape Holocene history which resulted in current heterogeneity of northeast of RS (Chapter 1) as well as show how climatic and environmental changes affected rodent communities over past 6,200 years (Chapter 2); Use new data of three sources variation over time (isotopes, fauna and pollen) associating mainly with available palynology studies in order to interpret the natural processes history which resulted in small rodent richness and present environments at Atlantic Forest and Pampa transitions (Chapter 3) and; investigate past Pseudoryzomys morphology in order to find adaptation signs in face of environment changes and discuss whether these differences are enough to distinguish a new species in the South´s extinct populations (Chapter 4). To characterize current and past habitats (Chapter 1) literature, fisionomic and floristic field sampling and soil samples (for isotopic evaluation) data are used to infer that in Sinos´s basin lowlands up to 8600 years BP the climate would be moderate and relatively wet allowing a mixing environment of C3 and C4 plants; between 8,600 and 6,900 years high temperatures and probably intense rainfall lead to a domain of C4 vegetation filds. From 6,900 to 5,600 years the temperature become milder and the climat remains humid enabling the first advances of pioneer forest formations associated with Atlantic Forest. After 5,600 years especially after 4,000 years BP Atlantic biomes forests advance on open and humid areas forming the current characteristic mosaic landscape. To describe past diversity (chapter 2), 13,617 post-cranial skeleton\'s bones and 1,716 cranial parts and rodent teeth were analyzed. These samples have a inferred ages range from 6,200 years to present and 30 taxa were identified. To current diversity description were sample seven sites and was collected about 5 kg of owl\'s pellets (probably same forming agent of past samples) which 1,595 fragments were found and 18 taxa were identified. Combining present and past samples, a fauna catalog could be organized which includes 33 taxa among there are five locally extinct species (Kunsia sp., Clyomys sp., . Pseudoryzomys simplex, Necromys cf. obscurus e cf. Thalpomys) and one totally extinct (Dicolpomys fossor). In order to establish paleoclimatic scenarios and describe the changes of these communities throughout the Holocene, information on habitat diversity, past and present species diversity, palynological and isotopic data has been integrated (Chapter 3) and it has been found that there are generally reasonable coherence between paleoenvironmental change scenarios established in previous pollen studies with the interpretations suggested by the new analysis results in rodent, pollinic and isotopic communities presented in this work. The main exception to hypotheses for Holocene changes in landscape are that floodplain region among Taquari, Jacui, Caí, Sinos and Gravataí rivers must have been dominated by wide flooded areas very similar with Pantanal due to nowadays semi fossils rodent taxa presence and Blastocerus dichotomus presence (which was predated by indigenous in RS and today has a relictual population in APA do Banhado Grande, RS). In Chapter 4 was made a relatively new approach, using geometric morphometry to study Sigmodontinae. The results present that the effect of dental wear is quite diferente between past and presente populations of Pseudoryzomys. Associating linear morphological analyzes the set of variations should have close relation with the population´s \"attempt\" of keep up with scenery change and, consequently, of diet changes.

Au sein de la société occidentale, la lecture s'est imposée comme la pratique culturelle et intellectuelle de référence, notamment sous sa forme savante, qui s'accompagne de l'utilisation d'instruments (e.g. feutres surligneurs, notes Post-it) L'apparition de dispositifs de lecture numérique au cours du XXème siècle a marqué une étape importante dans l'évolution des pratiques de lecture. Attisant de nombreux débats, ces derniers ne sont pas perçus comme une évolution allant de soi de l'acte de lire. Ces dispositifs ont induit un changement important dans l'environnement du lecteur avec leur force de calcul et de programmation, qui donne la possibilité de développer des outils inédits, en particulier à destination du lecteur savant. En vue de proposer une nouvelle forme d'instrumentation, il est nécessaire de comprendre les pratiques actuelles des lecteurs savants et leurs besoins. Ce travail de recherche présente une série d'entretiens compréhensifs, réalisée auprès d'une population d'enseignants-chercheurs, pour identifier les qualités attendues d'un instrument sur écran. Par ailleurs, le développement des technologies numériques est lié à la collecte et à la gestion de données. A ce titre, les technologies du Web sémantique incarnent un moyen d'établir l’interopérabilité et la réutilisation de ces données. Ainsi,dans un deuxième.temps, l'objectif de cette recherche est de concevoir un modèle formel sous la forme d'une ontologie donnant lieu à la standardisation d'un gisement précis de données, issues des traces et des marques de lecture, développées avec le langage OWL. / In the Western soociety, reading is considered as the intellectual practice par excellence, especially in an expert from which is çommonly açcompanied by the use of tools (e.g- highlighter, Post-it note). The arrival of digital reading devices during the 20th century has been a milestone in the development of reading practices. Leading to many debates, these devices are not perceived as a self-évident évolution of reading. Digital devines have induced important changes within the reader's environment with their calculation and programming power, enabling new tools developmentfor the expert reader. In order to design a new tool, it is necessary to understand the actual practices of expert readers and their needs. This study présents a set of comprehensive interviews, çonduçted with scholars, aiming to identify qualities expected at the idea of a digital reading tool. Otherwise, digital technology development alllows to collect and manage more and more data. In this capacity, semantic Web technologies appear as means to make data interoperable and reusable. Thus, soeondly, this research project aims to design a formai modes as an OWL ontology, leading to the standardisation of a specific data set, coming from annotations practices.

Les interactions entre marques et consommateurs font l’objet de nombreuses recherches, notamment depuis l’avènement des médias sociaux. Cette recherche porte sur un mode d’interaction peu étudié, la conversation de marque, définie comme une suite de messages échangés en ligne et en public entre plusieurs individus dont un au moins représente une marque. Pour étudier ce phénomène, nous réalisons deux études qualitatives et trois études quantitatives. En faisant appel à la théorie du face-work, nous montrons que la marque parait plus humaine quand elle respecte les règles de la communication interpersonnelle. Cependant, ces règles sont altérées quand la conversation porte sur les produits et quand les consommateurs sont attachés à la marque. Cette recherche contribue à la littérature sur les interactions marques-consommateurs et à la littérature sur l’anthropomorphisme en montrant l’impact des pratiques conversationnelles des marques sur l’attitude des consommateurs. / Brand-consumers interaction is an emerging topic in marketing research especially since the advent of social media. This research focuses on a little-studied type of interaction, brand conversation. Brand conversation is defined as a series of messages exchanged online and in public between several individuals, at least one of them being a brand representative. To study this phenomenon, we carry out two qualitative studies and three quantitative studies. Using face-work theory, we show that brands seem to be more human by following interpersonal communication rules. However, these rules are slightly altered in a marketing context, especially when the conversation is about products and when consumers are attached to the brand. This research contributes to the literature on brand-consumer interaction and to the literature on brand anthropomorphism by showing the impact of brand conversational practices on consumer attitudes.

Le sanctuaire laténien de Ribemont-sur-Ancre (Somme) est interprété comme un lieu dévolu au culte après des évènements guerriers survenus durant le IIIe siècle avant J. C. Des pièces métalliques (lances, épées, éléments de harnachement), céramiques, restes de faune et des os humains, appartenant à plus de 500 individus, dont les têtes sont absentes, ont été découverts sur ce site. Nous avons identifiés de nombreuses traces de violence à la surface de ces os humains : guerre, décapitation, décarnisation, amputations. Les analyses ostéométriques mettent en lumière les caractéristiques physiques de ces Gaulois. L’examen des nombreuses traces permet de formuler des hypothèses sur les procédés de la guerre et sur le traitement réservé aux corps. Cette approche et le large corpus de Ribemont-sur-Ancre offrent l’opportunité d’avancer de nouvelles interprétations sur l’organisation du sanctuaire et d’ébaucher une anthropologie de la guerre et du guerrier chez les Gaulois. / The Iron Age sanctuary at Ribemont-sur-Ancre (Somme) is interpreted as a place devoted to cult establish after warlike events which took place during 3rd B. C. century. Metallic pieces (weapons, swords, harness fitting), ceramics, faunal remains, and humans bones, remains of the body of more 500 individuals, with an absence of skulls, have been recovered. We identified lot of violence marks on the surface bones: warfare, beheading, defleshing, amputation. The ostéometric analysis highlighted features in physical characteristic of gauls individuals. Examinations of numerous traces allow to put forward hypothesis on the process of war and body remains treatments. The approach and the large corpus at Ribemont-sur-Ancre, allow to put forward new interpretation on the sanctuary organization and about anthropology of war and gaul warriors.