

Keywords: Smartphone, Mobility, Hybridization, Television, Audiovisual Content, Aggregation, Social Uses, Business Models Les usages sociaux et les logiques économiques de l’audiovisuel sur smartphone L’audiovisuel sur smartphone est un phénomène complexe et en construction. But, these new aggregations often come with adverse economic implications.
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Therefore, Television Networks try to conquer the attention of smartphone users by providing enhanced applications, by spreading in Social Networking Sites and by developing interactive systems between the smartphone and the TV set. With the dimension of hybridization, this thesis explains that the uses are expanding through the interlacing of communication, connection and audiovisual uses. It also analyzes how the techno-economic environment, generated by the mobile platforms (Apple and Google), constrains the deployment of French TV networks’ business models on this new screen. Therefore, this research highlights that the mobility contributes to the appropriation of the smartphone as an audiovisual screen, essentially through the dimensions of context, as well as technological, commercial and social constraints. An original reading of the audiovisual field evolution with the prism of technological, economical and use disruptions is then presented, and the construction of our scientific position is described, by explaining the interdisciplinary approach. This new audiovisual field is put into perspective by drawing up its offers overview and the first observed uses. Through several qualitative surveys based on interviews with users and professionals and a long term observation of the TV offers on this new screen, this research analyzes how the users on one hand and the broadcasting industry (TV networks) on the other hand, seize this new screen. Both dimensions of mobility and hybridization characterize this new media territory and this thesis explains how their contribution leads to the construction of the social uses and the economic logics.

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