L’offre d’emploi a fait le tour du monde virtuel, il y a quinze jours. Mais ce poste de gardien, bien payé, les pieds dans l’eau, sur une île déserte au large de l’Australie, était en fait un gros coup de pub de l’office du tourisme local. Au-delà du côté douteux de la démarche, une autre question se pose : peut-on encore contrôler la propagation à l’infini de nouvelles fausses via internet ?

Impossible de manquer, mi janvier, cette offre d’emploi complaisamment relayée par tous les sites internet (rubrique insolite) et les grandes chaînes de télévision, qui ne veulent pas se laisser déborder par la rapidité du media qui monte dans les audiences et dans le cœur des annonceurs. On a donc vu et revu ces images d’Hamilton Island, située sur la Grande Barrière de corail australienne, en plein Océan Pacifique. Vendue (et reprise sans sourciller) comme la meilleure offre d’emploi du monde. Il faut dire que l’agence de publicité (Tourism Queensland), qui a monté le coup pour le compte de l’Etat de Queensland, avait mis le paquet : 6 mois de CDD, 75000 euros de salaire), rien à faire ou presque à part des photos, et vous pouviez emmener votre ami(e). Résultat, un site saturé, 8000 candidatures en ligne.

Avec le recul, on se prend à espérer qu’une telle leçon de marketing viral va calmer les ardeurs des pubeux, mais aussi celle des journaleux, et accessoirement la naïveté des internautes. Or, à la limite, les plus gênés sont aujourd’hui les responsables de la campagne qui ont esquissé un vague message d’excuses à l’égard des floués. En revanche, on attend encore le mea culpa des medias, qui préfèrent titrer sur le canular, que sur leur propension à reprendre des infos sans les vérifier ou, du moins, exprimer des doutes. Quand aux internautes, à lire les commentaires sur quelques sites, mis à part les malins qui avaient tout deviné depuis le début mais oublié de l’écrire, l’ambiance serait plutôt à remercier l’agence de communication de les avoir fait rêver un peu.

A Citizen-E France, nous n’avions pas eu le temps ni l’envie d’écrire sur un sujet déjà traité par tous les autres sites. Ce qui ne nous donne pas le droit de les juger car nous savons bien que la dictature de l’instantanéité sur internet est mère de bien des vices. Morale de tout cela : puisque la presse, pour survivre, a de plus en plus de mal à prendre son temps pour écrire, prenez au moins, lecteurs-internautes, celui de bien lire…

FJ

Commentaires (69)

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