{"id":22537,"date":"2023-12-15T10:44:00","date_gmt":"2023-12-15T09:44:00","guid":{"rendered":"https:\/\/tchak.be\/?p=22537"},"modified":"2025-04-25T10:50:56","modified_gmt":"2025-04-25T08:50:56","slug":"chips-de-lucien-les-kings-du-storytelling","status":"publish","type":"post","link":"https:\/\/tchak.be\/index.php\/2023\/12\/15\/chips-de-lucien-les-kings-du-storytelling\/","title":{"rendered":"Chips de Lucien : les kings du storytelling"},"content":{"rendered":"\n

En \u00e9pluchant les nombreux articles consacr\u00e9s aux Chips de Lucien, une chose m\u2019a saut\u00e9 aux yeux\u00a0: qu\u2019importe la source, ils racontent tous la m\u00eame histoire. <\/p>\n\n\n\n

Commentaire | Sang-Sang Wu, journaliste<\/strong><\/p>\n\n\n\n

Cette histoire, c’est celle de trois entrepreneurs-agriculteurs \u00e0 l\u2019ascension irr\u00e9sistible, ayant des \u00ab\u00a0valeurs\u00a0\u00bb (sans toutefois les d\u00e9finir concr\u00e8tement) et un projet familial \u00e9mouvant puisque le nom de la marque fait r\u00e9f\u00e9rence \u00e0 un grand-p\u00e8re agriculteur aujourd\u2019hui d\u00e9c\u00e9d\u00e9. \u00ab\u00a0Il ne s\u2019agit pas d\u2019un produit marketing, mais d\u2019une production \u00e0 la fois \u00e9quitable et responsable<\/em>\u00a0\u00bb, ai-je lu [1]<\/sup>. Bref, une \u00ab\u00a0success story\u00a0inspirante<\/em>\u00a0\u00bb.<\/p>\n\n\n\n

+++ Enqu\u00eate | Les chips de Lucien, un mod\u00e8le qui nourrit les fantasmes<\/a><\/strong><\/p>\n\n\n\n


<\/strong>Et cette observation m\u2019a fait penser au dernier ouvrage d\u2019Anthony Galluzzo,\u00a0Le mythe de l\u2019entrepreneur. D\u00e9faire l\u2019imaginaire de la Silicon Valley <\/em>[2]<\/sup>. Le chercheur fran\u00e7ais s\u2019attache \u00e0 d\u00e9construire le discours l\u00e9nifiant autour des c\u00e9l\u00e9brit\u00e9s entrepreneuriales comme Jeff Bezos, le fondateur d\u2019Amazon, Steve Jobs, celui d\u2019Apple, et d\u2019autres. M\u00eame s\u2019il faut se garder de comparer des choses incomparables, j\u2019y ai vu des parall\u00e8les avec nos aventuriers de la chips.\u00a0

Ici aussi, la figure de l\u2019entrepreneur est centrale dans le r\u00e9cit n\u00e9olib\u00e9ral o\u00f9 l\u2019initiative individuelle est \u00e9rig\u00e9e en culte. L\u2019innovation, le travail, le courage des agriculteurs n\u2019ont de cesse d\u2019\u00eatre mis en avant. J\u2019ai lu quantit\u00e9 de r\u00e9cits entrepreneuriaux qui vidaient leurs parcours de tout ancrage socio-\u00e9conomique et historique. Comme s\u2019ils n\u2019\u00e9taient pas, comme nous toutes et tous, le fruit de leur classe sociale et de leur environnement. Comme s\u2019il n\u2019y avait pas eu, sur le chemin, des conditions d\u2019\u00e9mergence de leur r\u00e9ussite.\u00a0

Ici aussi, les h\u00e9ros se mettent en sc\u00e8ne et se pr\u00eatent au jeu du marketing \u00e9motionnel. Et tant pis s\u2019il faut remodeler un peu l\u2019histoire pour la faire entrer dans la case \u00ab\u00a0conte de f\u00e9es\u00a0\u00bb. Qui s\u2019est r\u00e9ellement int\u00e9ress\u00e9 \u00e0 l\u2019histoire de Lucien\u00a0? On aurait alors d\u00e9couvert que cet agriculteur n\u2019a jamais plant\u00e9 de pommes de terre, que ses petits-fils ne sont pas exactement unis par les liens du sang puisque l\u2019un d\u2019eux est un cousin par alliance, que Lucien est d\u00e9c\u00e9d\u00e9 lorsque deux des trois cousins n\u2019\u00e9taient m\u00eame pas encore n\u00e9s. Des d\u00e9tails, peut-\u00eatre. En attendant, leur hagiographie est reprise sans peine par des r\u00e9dacteurs qui se contentent d\u2019une version de l\u2019histoire.

Dans une interview [3]<\/sup>, Anthony Galluzzo\u00a0 parle de rapport symbiotique entre l\u2019\u00e9cosyst\u00e8me journalistique et l\u2019entrepreneur\u00a0: \u00ab\u00a0Les journalistes ont besoin des histoires d\u2019entrepreneurs dans la mesure o\u00f9 ce sont des personnages souvent pittoresques qui int\u00e9ressent le lectorat. Et en m\u00eame temps, pour b\u00e2tir leur l\u00e9gende, les entrepreneurs ont eux-m\u00eames besoin des journalistes\u00a0<\/em>\u00bb.

L\u2019auteur explique par ailleurs que le mot \u00ab\u00a0entrepreneur\u00a0\u00bb a remplac\u00e9 les termes \u00ab\u00a0patron\u00a0\u00bb ou \u00ab\u00a0homme d\u2019affaires\u00a0\u00bb, plut\u00f4t connot\u00e9s n\u00e9gativement. L\u2019entrepreneur, lui, aurait une vision d\u00e9sint\u00e9ress\u00e9e et ne serait pas pr\u00e9occup\u00e9 par l\u2019argent ou le profit. Tiens, c\u2019est vrai\u00a0: en creusant le sujet des chips de Lucien, je n\u2019ai pas lu les termes patron ou homme d\u2019affaires, comme s\u2019ils avaient disparu du vocabulaire ambiant. Peut-\u00eatre parce que la lutte des classes et la question sociale ne sont plus aussi visibilis\u00e9es. Ce qui occupe toute la place, c\u2019est bien l\u2019image sympathique et l\u2019argument marketing du petit producteur local.\u00a0

Construire un imaginaire entrepreneurial dans l\u2019espace social est tout sauf anodin. Parce qu\u2019il instille dans les esprits, gentiment mais durablement, une certaine conception du monde. Comme l\u2019\u00e9crit Anthony Galluzzo\u00a0: \u00ab\u00a0Dans la modernit\u00e9 capitaliste, le mythe de l\u2019entrepreneur permet de simplifier la vie \u00e9conomique en la th\u00e9\u00e2tralisant et de rassurer les individus quant \u00e0 leurs capacit\u00e9s \u00e0 agir et \u00e0 \u00eatre ma\u00eetres de leur destin.\u00a0<\/em>\u00bb<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n


[1]<\/sup><\/a>\u00a0M.V., \u00ab\u00a0Les chips de Lucien ou l\u2019innovation sauce namuroise\u00a0\u00bb,\u00a0La Derni\u00e8re Heure<\/em>, 2020.\u00a0
[2]<\/sup><\/a>\u00a0A.\u00a0Galluzzo,\u00a0Le mythe de l\u2019entrepreneur. D\u00e9faire l\u2019imaginaire de la Silicon Valley<\/em>, Paris, Zones, 2023, 240\u00a0p.\u00a0
[3]<\/sup><\/a>\u00a0S. Lacroix,\u00a0\u00ab\u00a0“Le mythe de l\u2019entrepreneur nourrit une repr\u00e9sentation fauss\u00e9e du travail”\u00a0\u00bb,\u00a0Philonomist<\/em>, 2023.<\/p>\n","protected":false},"excerpt":{"rendered":"

En \u00e9pluchant les nombreux articles consacr\u00e9s aux Chips de Lucien, une chose m\u2019a saut\u00e9 aux yeux\u00a0: qu\u2019importe la source, ils racontent tous la m\u00eame histoire. Commentaire | Sang-Sang Wu, journaliste Cette histoire, c’est celle de trois entrepreneurs-agriculteurs \u00e0 l\u2019ascension irr\u00e9sistible, ayant des \u00ab\u00a0valeurs\u00a0\u00bb (sans toutefois les d\u00e9finir concr\u00e8tement) et un projet familial \u00e9mouvant puisque le […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[115],"tags":[],"class_list":["post-22537","post","type-post","status-publish","format-standard","hentry","category-blog-tchak-enquete-decryptage-reportages-debats-opinions"],"featured_image_urls_v2":{"full":"","thumbnail":"","medium":"","medium_large":"","large":"","1536x1536":"","2048x2048":"","gridlove-thumbnail":""},"post_excerpt_stackable_v2":"

En \u00e9pluchant les nombreux articles consacr\u00e9s aux Chips de Lucien, une chose m\u2019a saut\u00e9 aux yeux\u00a0: qu\u2019importe la source, ils racontent tous la m\u00eame histoire. Commentaire | Sang-Sang Wu, journaliste Cette histoire, c’est celle de trois entrepreneurs-agriculteurs \u00e0 l\u2019ascension irr\u00e9sistible, ayant des \u00ab\u00a0valeurs\u00a0\u00bb (sans toutefois les d\u00e9finir concr\u00e8tement) et un projet familial \u00e9mouvant puisque le nom de la marque fait r\u00e9f\u00e9rence \u00e0 un grand-p\u00e8re agriculteur aujourd\u2019hui d\u00e9c\u00e9d\u00e9. \u00ab\u00a0Il ne s\u2019agit pas d\u2019un produit marketing, mais d\u2019une production \u00e0 la fois \u00e9quitable et responsable\u00a0\u00bb, ai-je lu [1]. Bref, une \u00ab\u00a0success story\u00a0inspirante\u00a0\u00bb. +++ Enqu\u00eate | Les chips de Lucien, un mod\u00e8le qui\u2026<\/p>\n","category_list_v2":"Aper\u00e7u<\/a>","author_info_v2":{"name":"Yves Raisiere","url":"https:\/\/tchak.be\/index.php\/author\/yves\/"},"comments_num_v2":"0 commentaire","yoast_head":"\nChips de Lucien : les kings du storytelling – Tchak<\/title>\n<meta name=\"description\" content=\"Qu\u2019importe la source, les nombreux articles consacr\u00e9s aux Chips de Lucien racontent tous la m\u00eame histoire. 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