Objectivation et ancrage du message iconique. Propositions théoriques et pistes de recherche

Abstract

This article presents a mapping of the concepts of denotation and connotation proposed by Roland Barthes in his "Rhetoric of image" and objectification and anchoring processes proposed by Serge Moscovici in his theory of social representations. This parallelism allows to consider different methods of construction of an iconic message, that is to say a message essentially supported by an iconography. It also allows to suggest two dimensions of analysis of this type of messages. Finally to suggest several path of research on the originality and accessibility of iconic messages, the role played by the different ways of objectification and anchoring in message creativity perceived and the interactions between message style, content and receivers.