La presse écrite sur le web et ses lecteurs comme limites aux techniques de personnalisation de l'information

Personalized information is a growing trend on the web. It relies on representations of the readers and/or their reading habits based on their clicks which computers can perceive and interpret : behavioural, contextual (what the person clicked) and declarative (?) data (who clicked?). This paper; on the basis of data collected as part of a research project, offers to question what is at stake in personalized information, especially for the media on the internet and, above all, what are its limits as far as habits and economic strategies are concerned. MOTS-CLÉS : personnalisation, rationalisation, taylorisation, marchandisation, industrialisation, presse écrite, usage, approche sémiotique