Si en sciences humaines et sociales, l’expression réseau social désigne un agencement de liens entre des individus ou des organisations, constituant un groupement qui a un sens : la famille, les collègues, un groupe d’amis, une communauté, l’avènement de Whatsapp, Facebook, Twitter, Instagram, Snapchat et autres, a bien évidemment changé la donne.
De plus en plus, les humains sont plus accrochés aux réseaux sociaux pour exprimer leur ressentis, leur quotidien, leur faits et gestes. Ce qui fait des différentes applications, particulières les unes aux autres. C’est le cas de Snapchat, qui a un logo bien surprenant, qui suscite des interrogations.
L’image que nous voyons pour la première fois en entrant dans l’App Store ou le Google Play Store lorsque nous téléchargeons l’application nous tape de suite dans l’œil. Un fantôme? Parce que? Quelle raison y a-t-il de ne pas utiliser un appareil photo comme Instagram ou tout autre élément qui dénote une connexion avec les autres, une communauté, une conversation, un contenu, etc ?
La première chose à dire est que l’icône de Snapchat est un fantôme car Evan Spiegel a eu l’idée d’en dessiner une sur une feuille de papier et de la laisser telle quelle, elle est donc devenue une partie de l’image de marque du réseau social. D’où sa simplicité, sans détails ni ornements qui pourraient interférer avec l’idée principale de nous faire voir que cette forme a à voir avec un fantôme.
En tout cas, malgré la simplicité qui se dégage de ce dessin du fantôme, il semble qu’il ait été inspiré par l’apparition (comme le PDG de Snapchat lui-même l’a avoué dans une interview sur Business Insider) du rappeur Ghostface Killah qui, à l’époque, était un membre renommé du gang Wu-Tang Clan. Mais il y a un détail important dans cette histoire et c’est que ce fantôme, au départ, n’était pas destiné à faire partie de l’image de marque de Snapchat.
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