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AbstractCrowdfunding, as a social media, benefits from an audience of different types of publics which can be categorized according to relational proximity and degree of expertise. Different publics interact in the field of crowdfunding. From the perspective of strategic management, "direct expert" must be mobilized in the short term when "indirect expert" should continue to be mobilized in the long term. From a theoretical point of view, this new typology raises the question of the relevance of segmentation criteria.

Financial institutions, be they cooperatives and operating through crowdfunding, have to pay attention to the identity they create and disseminate through their communication.

Within an interdisciplinary perspective, this paper aims at examining a communication space (restricted to a wine label), by the simultaneous use of an experimental method and of a socio-semiotic approach. The purpose is to isolate and to measure, in an objective way, subjective variables from the symbolic and figurative area of the wine label. The innovative interdisciplinary design will help understanding the contribution of each measured parameter (for instance codes, attitudes, beliefs and their associated valorization) to the global individual interpretation.

Nous présentons la mise en place d'une expérience lors d'un événement grand public national, de manière simultanée dans onze villes françaises, en septembre 2015. L'expérience a impliqué plus de 2 700 participants et a duré quatre heures ininterrompues. L'objectif de cet article est à la fois de fournir une feuille de route pour une éventuelle réplication et de penser à la manière dont la discipline peut être utilisée dans des terrains nouveaux (vulgarisation, pédagogie populaire, communication grand public).