Configuring commuters' accessibility to multimedia mobile services: the case of Bluetooth "augmented" advertising in the Paris metro

Christian Licoppe 1, 2 C. Levallois-Barth 3, 2
1 SPE - Sociologie Psychologie Ergonomique
I3, une unité mixte de recherche CNRS (UMR 9217) - Institut interdisciplinaire de l’innovation
3 ECOGE - Economie Gestion
I3, une unité mixte de recherche CNRS (UMR 9217) - Institut interdisciplinaire de l’innovation
Abstract :

This article analyses the social and legal construction of an interactive advertising project. The project consisted in the transmission of multimedia content, via Bluetooth, to the mobile phones of users at stations in the Paris underground. In this case the legal qualification of the Bluetooth identifier and the modalities for obtaining users' consent to receive a commercial call are important and contested issues. They reveal the contrasting positions of actors from the technical, legal and commercial worlds, as well as the compromises that were reached as the project advanced, up to its submittal to the CNIL* for assessment with respect to potential privacy threats. This process of configuration, leading to a process of construction, is generally neglected in studies on uses, which all too often consider the environment as "given". The project studied here exemplifies a more general tension between two different conceptions of the accessibility of mobile passers-by in urban public spaces, which also paint different pictures of urbanity and the public sphere: accessibility based on proximity, and accessibility based on connectivity and reachability through mediated communication.

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https://hal.telecom-paristech.fr/hal-02286413
Contributor : Telecomparis Hal <>
Submitted on : Friday, September 13, 2019 - 3:43:13 PM
Last modification on : Saturday, September 14, 2019 - 1:41:26 AM

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  • HAL Id : hal-02286413, version 1

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Christian Licoppe, C. Levallois-Barth. Configuring commuters' accessibility to multimedia mobile services: the case of Bluetooth "augmented" advertising in the Paris metro. Mobilities: New Perspectives on Transport and Society., Ashgate, pp.245-270., 2012. ⟨hal-02286413⟩

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