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PLAINTES NUMÉRIQUES ET STRATÉGIES DISCURSIVES : LE CAS DES CONSOMMATEURS CAMEROUNAIS SUR FACEBOOK
Abstract
Avec l’essor des Nouvelles Technologies de l’Information et de la Communication, les client(e)s disposent désormais de la possibilité d’utiliser les réseaux sociaux pour exprimer leur satisfaction ou leur insatisfaction à l’égard des services ou produits proposés par les entreprises. Dans le cadre de cette étude, nous nous appuyons sur un corpus de 304 plaintes publiées par des clients de la compagnie camerounaise d’électricité, ENEO-Cameroon, sur Facebook. L’objectif est d’examiner la thématique de ces plaintes ainsi que les stratégies discursives mobilisées par les énonciateurs et énonciatrices pour manifester leur mécontentement face aux multiples dysfonctionnements des services auxquels ils estiment avoir droit. L’analyse s’inscrit dans la pragmatique du discours numérique écrit et s’appuie sur les théories des actes de langage, de la gestion des faces et de la politesse linguistique. Les résultats mettent en évidence l’usage et la combinaison de diverses stratégies pragmatiques et linguistiques visant à exprimer le ras-le-bol des clients et à construire une image négative de l’entreprise prestataire.
With the rapid development of Information and Communication Technologies, customers now can use social media to express their satisfaction or dissatisfaction with the services or products offered by companies. In this study, we draw on a corpus of 304 complaints posted by customers of the Cameroonian electricity company, ENEO-Cameroon, on Facebook. The objective is to examine the complaint topics as well as the discursive strategies used by the complainants to express their dissatisfaction with the numerous service malfunctions they believe they should not have to endure. The analysis is situated within the pragmatics of digital written discourse and relies on speech act theory, facework, and linguistic politeness. The results highlight the use and combination of various pragmatic and linguistic strategies aimed at expressing customers’ exasperation and constructing a negative image of the service-providing company.
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DOI: http://dx.doi.org/10.46827/ejlll.v10i1.682
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