Les communications sur la cause environnementale se structurent massivement autour de la contrainte ou de la peur face à une catastrophe en devenir. Or si l'urgence est manifeste et doit occasionner des changements radicaux, cette façon de communiquer bloque paradoxalement toute mobilisation. Cet article propose la nécessaire réhabilitation de la notion de plaisir en matière écologique pour encourager l'engagement de toutes et tous.
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