Image on the Web: analysis of the image life cycle through the Web 2.0 – ImagiWeb

On a daily basis, millions of people post their opinions on Web 2.0 and discuss about various topics such as the news, politics, the latest results of athletics, etc. These kinds of postings contribute to the production and dissemination of the image of different entities, such as that of politicians or companies. The image, as we specify it here, is a structured and dynamic representation which can be seen in at least two ways: the representation that an entity wishes to assign to itself, and the view that a person or a group of persons has of this entity. Thus, Internet seems to be privileged in its role as a contributor to disseminate, strengthen and impose representations and opinions, and as a place where the logic of influence is present.

In this framework, the ImagiWeb project aims precisely at studying the image of entities of various kinds (companies, politicians, etc.) as this is diffused and viewed on the Internet. The study of these representations and their dynamics is considered today to be a real challenge which, if it is resolved (even partially), will not only allow to respond to specific needs, especially in the field of the veille, but it will also answer to important nowadays issues in the field of political sciences and sociology in general.

The project proposes two major novelties.

The first is to address together a set of issues treated so far separately (study of the opinions, taking context into account, the topic evolution, social network analysis, study of the topology of the Web) around a common object that is the image of entities (in the sense of the representation) that populate the Web. Emphasis is given to the fact that one entity can be associated with several different images (sometimes competing), and also to the underlying temporal aspect of the dynamics of the images.

The second novelty concerns the involvement in the project of SHS researchers. This is still quite rare in such computer science projects. Thus, the case study about the EDF company will be carried out with the assistance of a semiologist who will be able to enlighten the automated analysis provided by computer tools produced during the project. In addition, the involvement of the social scientists of CEPEL will allow not only to conduct a relevant study on the image of the politicians, but also to provide answers relative to the issues of representing the data extracted from the Web and characterizing the panels of Internet users.

The project ImagiWeb involves six partners (three academics and three companies, one being a PME). Previous bilateral cooperations between the partners will ensure a very good start for the project.