Advertising is a commercial activity that generates billions. In Cameroon, its contribution to the country economy is facing challenges among which is the administrative tolerance. However, advertising is regulated by the 2006’s Law that defines the nature, roles and interactions between the various players including egulators, advertisers, advertising agencies, and consulting agencies. Therefore, there was a need to understand the mechanisms that contribute to the survival of administrative tolerance that does not serve the development of country’s advertising. Furthermore, the discourse of advertising players concerning administrative tolerance, which is an important characteristic of advertising was analysed using different theoretical perspectives. This epistemic eclecticism used to understand field information related to administrative tolerance placed the research work within a communicational analysis and the theory of ethnomethodology to justify the choice made in descending on the various fields to exchange with the actors involved in the advertising phenomenon observed. Results showed that there are many types of administrative tolerance. It involves many concepts, definitions, and is due to different reasons. The concepts used and which enabled attempting an interpretation of administrative tolerance in the Cameroon advertising environment were the strategies of actors in the sense of Crozier and Foucault's panopticon as well. The thematic content analysis of primary and secondary information revealed negative opinion of stakeholders on the law (73% of the respondents), panoptic (53 % of the respondents) and search for personal interests (53 % of the respondents) as practices leading to the administrative tolerance. In fact, advertising regulators are excusing certain advertising misconducts. At first glance, this may seem like a spontaneous outburst of compassion and understanding (20% of the respondents). However, the concepts of panopticism and strategy have enabled us to understand that it was a calculated logic, fuelled by carefully considered interests.
| Published in | Frontiers (Volume 3, Issue 2) |
| DOI | 10.11648/j.frontiers.20230302.11 |
| Page(s) | 12-17 |
| Creative Commons |
This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited. |
| Copyright |
Copyright © The Author(s), 2024. Published by Science Publishing Group |
Advertising Regulation, Administrative Tolerance, Ethnomethodology, Actors' Strategies, Foucauldian Panopticon, Calculated Tolerance
| [1] | Atenga, T. and Madiba, G., (2014). 4eme de couverture de l'ouvrage la publicité au Cameroun: les marché, les discours, les tendances, [advertising in Cameroon markets, discourses, trends], PAF. |
| [2] | Becker, D., Groninger, K. and Luzar, C. (S. D), Analyse psychosociale des conflits [Psychosocial conflicts analysis], Action de Carême. |
| [3] | Becker, H. (2002). Les ficelles du métier. Comment conduire sa recherche en sciences sociales, [The tricks of the trade]. How to conduct social science research Paris, La Découverte. |
| [4] | Crozier, M. and Friedberg, E. (1977). L'acteur et le système, [Theactor and the system] Paris, Seuil. |
| [5] | Enanguè, A. (2010). La réglementation de la publicité au Cameroun: cas des régies publicitaires, [Advertising regulation in Cameroon: the case of advertising agencies], Master’s thesis, Douala, University of Douala. |
| [6] | Enanguè, A. (2020). La régulation de la publicité: contribution à l’analyse communicationnelle de la tolérance administrative en contexte camerounais. [The regulation of adversiting: contribution to the communication alanalysis of administrative tolerance in the camerounian context]. PhD/thesis University of Douala. |
| [7] | Foucault, M. (1975). Surveiller et punir [Supervision and punishment] Paris, Gallimard. |
| [8] | Garfinkel, H. (2001). L'ethnométhodologie - une étude radicale, [Ethnomethodology - a radical study] Paris, La découverte. |
| [9] | Grabias, F. (2013). Contribution à une définition de la notion de tolérance administrative [Contribution to the definition of the notion of administrative tolerance], in Bioy, X. Lavergne, B. and Sztulman, M. Tolérance et Droit, Toulouse, Presses Universitaires de Toulouse. Pp. 25-43. |
| [10] | Goffman, E. ﴾1987). Façon de parler, [A way of speaking] Paris, Minuit. |
| [11] | Mourgeon, J. (1989). Tolérance et règle de droit [Tolerance and the rule of law]. Les cahiers du droit, 30 (4), 979 - 986. Https // doi.org / 10.7202/ 042989 ar. |
| [12] | Rea, A. (2003). Politique d'immigration criminalisation ou tolérance? [Immigration Policy criminalisation or tolerance?] Actes Sud, la pensée de midi, 10, 111-125. |
APA Style
Agnes Enanguè. (2023). Hermeneutics of Administrative Tolerance in Advertising in Cameroon. Frontiers, 3(2), 12-17. https://doi.org/10.11648/j.frontiers.20230302.11
ACS Style
Agnes Enanguè. Hermeneutics of Administrative Tolerance in Advertising in Cameroon. Frontiers. 2023, 3(2), 12-17. doi: 10.11648/j.frontiers.20230302.11
AMA Style
Agnes Enanguè. Hermeneutics of Administrative Tolerance in Advertising in Cameroon. Frontiers. 2023;3(2):12-17. doi: 10.11648/j.frontiers.20230302.11
Share This Article
Twitter
Linked In
Facebook
Copy
Download@article{10.11648/j.frontiers.20230302.11,
author = {Agnes Enanguè},
title = {Hermeneutics of Administrative Tolerance in Advertising in Cameroon},
journal = {Frontiers},
volume = {3},
number = {2},
pages = {12-17},
doi = {10.11648/j.frontiers.20230302.11},
url = {https://doi.org/10.11648/j.frontiers.20230302.11},
eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.frontiers.20230302.11},
abstract = {Advertising is a commercial activity that generates billions. In Cameroon, its contribution to the country economy is facing challenges among which is the administrative tolerance. However, advertising is regulated by the 2006’s Law that defines the nature, roles and interactions between the various players including egulators, advertisers, advertising agencies, and consulting agencies. Therefore, there was a need to understand the mechanisms that contribute to the survival of administrative tolerance that does not serve the development of country’s advertising. Furthermore, the discourse of advertising players concerning administrative tolerance, which is an important characteristic of advertising was analysed using different theoretical perspectives. This epistemic eclecticism used to understand field information related to administrative tolerance placed the research work within a communicational analysis and the theory of ethnomethodology to justify the choice made in descending on the various fields to exchange with the actors involved in the advertising phenomenon observed. Results showed that there are many types of administrative tolerance. It involves many concepts, definitions, and is due to different reasons. The concepts used and which enabled attempting an interpretation of administrative tolerance in the Cameroon advertising environment were the strategies of actors in the sense of Crozier and Foucault's panopticon as well. The thematic content analysis of primary and secondary information revealed negative opinion of stakeholders on the law (73% of the respondents), panoptic (53 % of the respondents) and search for personal interests (53 % of the respondents) as practices leading to the administrative tolerance. In fact, advertising regulators are excusing certain advertising misconducts. At first glance, this may seem like a spontaneous outburst of compassion and understanding (20% of the respondents). However, the concepts of panopticism and strategy have enabled us to understand that it was a calculated logic, fuelled by carefully considered interests.},
year = {2023}
}
TY - JOUR T1 - Hermeneutics of Administrative Tolerance in Advertising in Cameroon AU - Agnes Enanguè Y1 - 2023/08/31 PY - 2023 N1 - https://doi.org/10.11648/j.frontiers.20230302.11 DO - 10.11648/j.frontiers.20230302.11 T2 - Frontiers JF - Frontiers JO - Frontiers SP - 12 EP - 17 PB - Science Publishing Group SN - 2994-7197 UR - https://doi.org/10.11648/j.frontiers.20230302.11 AB - Advertising is a commercial activity that generates billions. In Cameroon, its contribution to the country economy is facing challenges among which is the administrative tolerance. However, advertising is regulated by the 2006’s Law that defines the nature, roles and interactions between the various players including egulators, advertisers, advertising agencies, and consulting agencies. Therefore, there was a need to understand the mechanisms that contribute to the survival of administrative tolerance that does not serve the development of country’s advertising. Furthermore, the discourse of advertising players concerning administrative tolerance, which is an important characteristic of advertising was analysed using different theoretical perspectives. This epistemic eclecticism used to understand field information related to administrative tolerance placed the research work within a communicational analysis and the theory of ethnomethodology to justify the choice made in descending on the various fields to exchange with the actors involved in the advertising phenomenon observed. Results showed that there are many types of administrative tolerance. It involves many concepts, definitions, and is due to different reasons. The concepts used and which enabled attempting an interpretation of administrative tolerance in the Cameroon advertising environment were the strategies of actors in the sense of Crozier and Foucault's panopticon as well. The thematic content analysis of primary and secondary information revealed negative opinion of stakeholders on the law (73% of the respondents), panoptic (53 % of the respondents) and search for personal interests (53 % of the respondents) as practices leading to the administrative tolerance. In fact, advertising regulators are excusing certain advertising misconducts. At first glance, this may seem like a spontaneous outburst of compassion and understanding (20% of the respondents). However, the concepts of panopticism and strategy have enabled us to understand that it was a calculated logic, fuelled by carefully considered interests. VL - 3 IS - 2 ER -
Information
Email: