{"id":1344,"date":"2021-08-09T16:56:41","date_gmt":"2021-08-09T14:56:41","guid":{"rendered":"https:\/\/leherpeurparis.com\/?p=1344"},"modified":"2021-11-22T11:43:32","modified_gmt":"2021-11-22T10:43:32","slug":"cloud-generation-ou-gen-z-le-temps-dun-entretien-avec-blaze-magazine","status":"publish","type":"post","link":"https:\/\/leherpeurparis.com\/en\/creation-concept-lieu\/cloud-generation-ou-gen-z-le-temps-dun-entretien-avec-blaze-magazine\/","title":{"rendered":"Cloud G\u00e9n\u00e9ration ou Gen Z : Le temps d\u2019un entretien avec Blaz\u00e9 magazine"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"754\" height=\"418\" src=\"https:\/\/leherpeurparis.com\/wp-content\/uploads\/2021\/08\/image-32.png\" alt=\"\" class=\"wp-image-1346\" srcset=\"https:\/\/leherpeurparis.com\/wp-content\/uploads\/2021\/08\/image-32.png 754w, https:\/\/leherpeurparis.com\/wp-content\/uploads\/2021\/08\/image-32-300x166.png 300w\" sizes=\"auto, (max-width: 754px) 100vw, 754px\" \/><figcaption>L\u2019\u00e9quipe de Blaz\u00e9 Magazine 2021<\/figcaption><\/figure>\n\n\n\n<p>Pour comprendre la&nbsp;<em>Cloud Generation et construire la prise de parole qui en a d\u00e9coul\u00e9<\/em>, nous nous sommes associ\u00e9s aux \u00e9tudiants de l\u2019universit\u00e9 de la mode Lyon 2, en charge de la r\u00e9daction du magazine Blaz\u00e9 cette ann\u00e9e.&nbsp;<\/p>\n\n\n\n<p>Blaz\u00e9, au-del\u00e0 d\u2019\u00eatre un magazine, c\u2019est un projet professionnel \u00e0 travers lequel chaque ann\u00e9e des nouveaux \u00e9tudiants de Master 1 expriment leurs comp\u00e9tences. Sous l\u2019\u00e9gide du collectif, ils y brodent \u00e0 leur guise toute la direction artistique, du ton aux expressions photographiques. Ainsi avec leurs mots, ils nous racontent le regard qu\u2019ils portent sur leur g\u00e9n\u00e9ration. Une g\u00e9n\u00e9ration qu\u2019ils caract\u00e9risent d\u2019engag\u00e9e, de \u2018woke\u2019 (eveill\u00e9e), d\u2019adaptative, de romantique, d\u2019audacieuse, d\u2019in\u00e9puisable et, paradoxalement au titre de la revue, compl\u00e9tement \u00ab&nbsp;D\u00e9-blaz\u00e9&nbsp;\u00bb. Par ailleurs,&nbsp;l\u2019appellation \u00ab&nbsp;Blaz\u00e9&nbsp;\u00bb, est plut\u00f4t un clin d\u2019\u0153il au mot anglais \u00ab&nbsp;The Blaze&nbsp;\u00bb (la flamme), honorant davantage la vigueur de cette g\u00e9n\u00e9ration, qu\u2019\u00e0 l\u2019adjectif p\u00e9joratif fran\u00e7ais.<\/p>\n\n\n\n<p>Choix libre dans le th\u00e8me, cette ann\u00e9e Astrid, Pauline, Ga\u00ebtan, Margaux, Prune, Claire, Emilie et Rebeka ont choisi de s\u2019atteler \u00e0 la notion de sensorialit\u00e9 (auditive, visuelle, olfactive, tactile, et gustative). Le temps d\u2019un entretien, nous avons tenu \u00e0 approfondir avec eux ces questions de sens, d\u2019\u00e9motion, mais aussi de virtualit\u00e9, qui repr\u00e9sentent aujourd\u2019hui des enjeux majeurs et strat\u00e9giques.&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>La th\u00e9matique des sens \u00e0 l\u2019heure des confinements et du digital<\/strong><\/p>\n\n\n\n<p>Le magazine exploite ainsi le th\u00e8me des sens qui, dans un contexte d\u2019\u00e9pid\u00e9mie mondiale, prend une dimension nouvelle. Il t\u00e9moigne de la volont\u00e9, voire du besoin, de se reconnecter avec nos sens au travers de stimuli divers (voyages, restaurants, \u00e9v\u00e9nements culturels, etc.)&nbsp;:&nbsp;<em>\u00ab&nbsp;Ressentir, c\u2019est mettre nos sens en \u00e9veil&nbsp;\u00bb<\/em>. Ce th\u00e8me rel\u00e8ve l\u2019importance, aujourd\u2019hui, d\u2019\u00eatre \u00e0 l\u2019\u00e9coute, \u00e0 la fois des autres, mais aussi et surtout de soi, afin de comprendre qui l\u2019on est et ce que l\u2019on veut vraiment&nbsp;:&nbsp;<em>\u00ab&nbsp;Nous ne nous contentons pas seulement d\u2019\u00eatre ce qui est connu et commun&nbsp;\u00bb.<\/em>&nbsp;C\u2019est naturellement que les r\u00e9seaux sociaux, notamment Instagram et Tik Tok, participent activement \u00e0 ce ph\u00e9nom\u00e8ne, en leur offrant un espace d\u2019expression public, pluriel et sans limite. La g\u00e9n\u00e9ration Z cultive ainsi son ouverture d\u2019esprit et un rapport aux \u00e9motions plus d\u00e9complex\u00e9 gr\u00e2ce \u00e0 la diffusion de contenus sensibilisant \u00e0 la diff\u00e9rence et pr\u00f4nant la diversit\u00e9 sous toutes ses formes.&nbsp;<\/p>\n\n\n\n<p>&nbsp;<strong>Gen Z vs Marques&nbsp;: quels rapports&nbsp;? Quelles attentes&nbsp;?&nbsp;<\/strong><\/p>\n\n\n\n<p>Ce regard, frais et sensible sur le monde, entra\u00eene un rapport aux marques plus exigeant et cortiqu\u00e9. Le collectif Blaz\u00e9 le confirme. De par son hyper-connectivit\u00e9, la g\u00e9n\u00e9ration Z s\u2019int\u00e9resse aux fondements et aux valeurs des marques, ne manquant pas l\u2019occasion de r\u00e9agir, voire de boycotter, au premier manquement. Pour une marque aujourd\u2019hui, la cl\u00e9 strat\u00e9gique pour toucher cette g\u00e9n\u00e9ration n\u2019est autre qu\u2019un storytelling authentique, et si possible original. D\u2019apr\u00e8s le collectif Blaz\u00e9, il est d\u2019ailleurs plus facile de s\u2019identifier \u00e0 une personne qu\u2019\u00e0 une enseigne, cette derni\u00e8re repr\u00e9sentant davantage du marketing qu\u2019une r\u00e9elle d\u00e9marche cr\u00e9ative empreinte d\u2019une personnalit\u00e9 forte. Les marques de mode doivent alors aller au-del\u00e0 de la mode, en construisant autour d\u2019elles un univers innovant et inspirationnel.&nbsp;<\/p>\n\n\n\n<p><strong>Quel futur pour la mode virtuelle&nbsp;?<\/strong><\/p>\n\n\n\n<p>Le magazine Blaz\u00e9 questionne \u00e9galement la virtualit\u00e9 comme futur indispensable, notion qui se r\u00e9percute dans son rapport au v\u00eatement. Nous avons alors profit\u00e9 de l\u2019entretien pour creuser leur vision de la mode digitale qui bouleverse et questionne les codes de l\u2019industrie de l\u2019habillement. En termes d\u2019\u00e9motions et de sensations, la mode digitale n\u2019\u00e9quivaut pas les v\u00eatements physiques. Selon le collectif, la mode est \u00ab&nbsp;touchable&nbsp;\u00bb. Il y a un r\u00e9el besoin de toucher le tissu, de sentir les mati\u00e8res. La mode digitale reste \u00e0 leurs yeux, assez abstraite et loin de leur univers, malgr\u00e9 son caract\u00e8re novateur et personnalis\u00e9 qu\u2019appr\u00e9cie la jeune g\u00e9n\u00e9ration. Par ailleurs, il pose la probl\u00e9matique de l\u2019impact environnemental de ce domaine en pleine expansion :&nbsp;<em>\u00ab&nbsp;A ce stade, la mode digitale reste moins polluante. Mais si elle \u00e9tait \u00e0 l\u2019\u00e9chelle de la mode r\u00e9elle, elle le serait s\u00fbrement beaucoup plus&nbsp;\u00bb<\/em>.&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>Le digital, ou l\u2019illusion d\u2019une safe place&nbsp;?<\/strong><\/p>\n\n\n\n<p>Blaz\u00e9 questionne la virtualit\u00e9 et le digital sous un angle plus global, notamment le paradoxe d\u2019une uniformisation de nos identit\u00e9s face au ph\u00e9nom\u00e8ne du body positivisme, des nouvelles beaut\u00e9s, etc. En effet, les r\u00e9seaux sociaux contribueraient \u00e0 une sorte d\u2019uniformisation des apparences et des silhouettes via l\u2019utilisation massive, voire excessive, des filtres, mais \u00e9galement de la domination de tendances fortes qui tendent \u00e0 \u00e9touffer les diff\u00e9rences. De m\u00eame, le collectif Blaz\u00e9 s\u2019interroge sur nos avatars digitaux, particuli\u00e8rement au sein des jeux vid\u00e9o, qui font l\u2019objet de beaucoup de projections, et entra\u00eeneraient une d\u00e9connexion avec la r\u00e9alit\u00e9 d\u00fb \u00e0 une trop forte id\u00e9alisation de notre personne. Qu\u2019en est-il alors de l\u2019espace safe, loin des injonctions de la soci\u00e9t\u00e9, que repr\u00e9senterait le digital&nbsp;? D\u2019apr\u00e8s le collectif, le digital fait l\u2019objet de diff\u00e9rents sons de cloche. D\u2019une part, les r\u00e9seaux sociaux permettraient \u00e0 de nombreux individus de s\u2019\u00e9panouir et de s\u2019y exprimer librement&nbsp;:&nbsp;<em>\u00ab&nbsp;Pour certaines personnes transgenres, le digital est un moyen d\u2019exprimer leur transidentit\u00e9. Ils n\u2019ont pas les m\u00eames craintes qu\u2019ils ont dans la r\u00e9alit\u00e9 \u00bb.<\/em>&nbsp;<br>Ce ph\u00e9nom\u00e8ne semble accru sur Tik Tok, malgr\u00e9 une certaine culture de l\u2019entre-soi,&nbsp;<em>\u00ab&nbsp;les individus y sont plus vuln\u00e9rables, plus authentiques. Ils racontent leurs vies, des moments de leur intimit\u00e9, leurs pires hontes. Sur Tik Tok, on partage ses secrets, le tout dans une bonne ambiance, avec un ton l\u00e9ger et humoristique&nbsp;\u00bb<\/em>. D\u2019autre part et plus n\u00e9gativement, le collectif Blaz\u00e9 \u00e9voque la cancel culture pr\u00e9sente sur les r\u00e9seaux sociaux, culture qui a le pouvoir de d\u00e9truire une vie au moindre faux pas. Cette nouvelle justice virtuelle, pas toujours morale, est davantage permise par l\u2019illusion de se sentir prot\u00e9g\u00e9 par nos avatars digitaux, derri\u00e8res lesquels certaines personnes se cachent pour d\u00e9verser librement leur haine sans craindre les cons\u00e9quences.&nbsp;<br><br>retrouvez le magazine Blaz\u00e9&nbsp;<a href=\"https:\/\/www.instagram.com\/magazine.blaze\/\">ici<\/a><img decoding=\"async\" srcset=\"https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/Capture-d%E2%80%99%C3%A9cran-2021-07-26-%C3%A0-19.11.00.png 872w, https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/Capture-d%E2%80%99%C3%A9cran-2021-07-26-%C3%A0-19.11.00-287x300.png 287w, https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/Capture-d%E2%80%99%C3%A9cran-2021-07-26-%C3%A0-19.11.00-768x803.png 768w, https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/Capture-d%E2%80%99%C3%A9cran-2021-07-26-%C3%A0-19.11.00-765x800.png 765w, https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/Capture-d%E2%80%99%C3%A9cran-2021-07-26-%C3%A0-19.11.00-320x335.png 320w, https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/Capture-d%E2%80%99%C3%A9cran-2021-07-26-%C3%A0-19.11.00-57x60.png 57w, https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/Capture-d%E2%80%99%C3%A9cran-2021-07-26-%C3%A0-19.11.00-478x500.png 478w\" src=\"https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/Capture-d%E2%80%99%C3%A9cran-2021-07-26-%C3%A0-19.11.00.png\" alt=\"\"><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pour comprendre la&nbsp;Cloud Generation et construire la prise de parole qui en a d\u00e9coul\u00e9, nous nous sommes associ\u00e9s aux \u00e9tudiants de l\u2019universit\u00e9 de la mode Lyon 2, en charge de [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":1346,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[169,151,148,139,155],"tags":[],"class_list":["post-1344","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conversation","category-digital","category-knowyourpeople","category-creation-concept-lieu","category-prospective"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Cloud G\u00e9n\u00e9ration ou Gen Z : Le temps d\u2019un entretien avec Blaz\u00e9 magazine | LeherpeurParis<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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