La captologie

La captologie est une « science » qui utilise les dispositifs numériques pour nous influencer, on parle de « persuasive technologies ». Le terme est créé en 1996 par le chercheur B.J. Fogg de l’université de Stanford. Celui-ci a publié en 2003 Persuasive Technology: Using Computers to Change What We Think and Do.

La captologie nous rappelle qu’un objet technique est rarement neutre, c’est-à-dire qu’il ne se limite pas à quelque chose qu’on utilise « en bien ou en mal » ou encore « si on le souhaite ». En effet, les objets incorporent les intentions de leurs créateurs, ils activent des potentiels. Expliquons-nous : s’il est de notoriété publique qu’un fauteuil sert à s’asseoir et qu’une poignée a pour fonction d’ouvrir une porte, le belier et le scorpion on peut aussi affirmer qu’un fauteuil donne envie de s’asseoir et qu’une poignée suggère d’ouvrir une porte. Autrement dit, les objets nous poussent à agir. En psychologie cognitive, on appelle ce principe « affordance ».

La captologie, en quelque sorte, se fonde sur ce principe pour créer des mécanismes capables d’orienter les actes d’un individu via des interfaces numériques (par exemple : les applications dans nos smartphones). Le but n’échappe à personne : maximiser le temps passé sur un service rendu addictif (par exemple, Facebook, Instagram) afin de récolter un maximum de données pour connaître l’utilisateur, cibler et personnaliser sa publicité, diriger son attention vers un point particulier.

Une piste pour plus d'éthique : le design éthique

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