ingrid-2 winter school – call 25 · 1. identify the words mentioned more often in the posts...

This project has received funding from the European Union's Horizon 2020 Research and Innovation Programmeunder Grant Agreement no 730998

InGRID-2Winter school – Call 25

Winter school: Four dimensions of future of work

A SEMIOTIC ANALYSIS OF AN INDUSTRIAL PLATFORM: INDUSTRILAB OF “HAUTS-DE-FRANCE”

by Fatma Güneri and Brigitte Pezon

Presentation of the paper by Marta Simões 23 January 2020

www.inclusivegrowth.eu 2

Summary of the paperMotivation:

In the era of AI and Industry 4.0 providing new spaces of creativity and innovationhas been considered increasingly important. Analyse the role and the activities ofIndustriLAB as a promotor and mediator of new technologies (VR, IA, big data,from robots to cobots, etc.).

Objectives:Assess whether IndustriLAB is indeed perceived by the outside world as a facilitythat promotes the high-tech and digital industry and suggest ways to improve itscommunication strategy.

Methodology:Semiotic analysis based on the viewing of the pictures posted on Twitter byIndustriLAB over the period January-October 2019.

Main conclusions:Successful in communicating the role as a place of demonstration of newtechnologies and as a promoter of networking and interactions with thesurrounding society; strong institutional image.Less successful in communicating how it makes use of technology for productioninside the lab; how the different partners interact within the lab in the creation orimplementation of new projects.

Implications:Six areas for improvement in communication activities for 2020.

Winter school-CEPS January 2020


Structure of the paperA. BriefB. Research QuestionC. Introduction of IndustriLABD. Methodology

D1. PretestD1.1 Semiotic Interpretation of the Photo of IndustriLAB

D2. Analysis TwitterPart One: Most Frequent Words in Tweets during the period January-October 2019Part Two: Semiotic Method for the Analysis of PhotosPart Three: From Experimental Research to Scientific Approaches

E. DiscussionF. Recommendations



B. Research QuestionWhat is the perception of IndustriLAB from the outside during theperiod January-October 2019 through the images posted on Twitter?

Sub-questions :- What are the most frequently mentioned words in the twitter texts?- What are the pictures representing these texts?- Is there a real perception of the high-tech and digital industry inthe overall picture?- What are the recommendations to suggest in terms ofcommunication with the outside world for the year 2020?



C. Introduction of IndustriLAB• Situated in Méaulte and founded in 2015 by the Regional Council of

Hauts-de-France and European Union (European Funds for RegionalDevelopment-FEDER).

• Provides different services to users: applied/technical classes,coworking spaces, dedicated offices to firms, virtual reality and microfactory (arm robots).

• Caters activities for firms, students and local institutions (collectivities,associations, universities,…), in the following strategic domains:engineering of innovative products; promoting higher industrialperformance; future of the robotics; professional training; industry 4.0.

• Strongly equipped with tools for conception and engineering,computation, simulation and manufacturing, VR, robots.

• Also a place to share knowledge and good practices throughconferences, seminars and visits.

• Network of more than 20 partners.



D. MethodologySemiotic analysis of some images posted on the Lab’s official page on Twitter duringthe period January-October 2019.

1. Identify the words mentioned more often in the posts (Tagcrowd).2. Identify the photos which represent the former words.3. The former photos are analysed and interpreted by an expert in semiotic analysis (Brigitte

Pezon).The semiotic interpretations focus on the salient elements in the photos such as color, architecture,people and interaction, events, technology.

D1. PretestInterpretation by the semiotics expert of a photo of IndustriLAB available in the sitefor the official presentation of the lab.D1.1 Semiotic Interpretation of the Photo of IndustriLAB• Solid appearance creates the image of an institutional place, an official meeting place.• The link to the region is almost absent in the image.• The image is not very warm but also encourages to know more because it conveys an image of

modernity.• The focus is on the place more than on the activities that take place there.



D2. Analysis TwitterPart One: Most Frequent Words in Tweets during the periodJanuary-October 2019

165 possible words: choose the top 2 words - «Industrilabhdf» and«HautsdeFrance».

What images are chosen to post in a social media tool such as Twitterto present IndustriLAB as a place of new technology and industry?• Identify the main characteristics of the IndustriLab conveyed only by

images, based on the analysis by a semiotic expert of the images for whichthe words "Hauts de France" and "Industrilabhdf“ were present at the sametime.

• The expert does not know the Lab, which allows for a moreobjective/unbiased approach since it is her first perception of the place, andthus based only on images.



Part Two: Semiotic Method for the Analysis of Photos


The expert:1. Checked all of the photos selected according to the frequency of the most often

mentioned words.2. Created 5 categories and grouped the photos:

a. Lab’s demonstration and training function for industry of tomorrowb. Lab’s regional functionc. Lab’s communication functiond. Lab’s ecosystem functione. Lab’s knowledge function


Part Three: From Experimental Research to Scientific ApproachesMatching with previousscientific researchon the future of factories(Hermann and all.(2014))

inter school-CEPS January 2020

Detailed description of the semiotic analysis of the pictures corresponding to each of the5 categories identified by the expert.Example: c. Lab’s communication function: A space of communication and professional meeting forthe region and the companies

“A place that brings together and celebrates regional identity and national belonging. A place formeetings and exchanges between the region and industrial companies.” p.10


E. DiscussionStrengths• The images are successful in showing the Lab as a place for

demonstration, social and networking activities based on theuse/experimentation of the technology tools available.

• The images, words and names of the Twitter posts are successful inpresenting the institutional identity of the Lab.

– This strong institutional image might be more appealing for the big companies.

Weaknesses• The technology for production used in the Lab is not presented.

– Images of the daily routine in the micro factory using the arm robots and the co-working spaces are not shared.

• The images of strong collaborations with the partners are limited tonews about specific events.

– The main question should be what kind of new projects the Lab implements ortargets with the partners and what is the best time to share these.



F. Recommendations1- Limited number of photos and texts shared => increasecommunication in 2020.2- Must not limit image communication to posting events orseminars => share information about activities in the minifactory.3- Hire a social media expert in the near future.4- Strengthen links with universities => advertise calls forprojects through social media.5- Extend training to younger children and to senior citizens.6- More information on the lab’s contribution to the aeronauticsindustry.



References1. Ball, P. D., Evans, S., Levers, A., and Ellison, D., “Zero Carbon Manufacturing

Facility-towards Integrating Material, Energy, and Waste Process Flows,” Proc.of the Institution of Mechanical Engineers, Part B: Journal of EngineeringManufacture:, Vol. 223, No. 9, pp. 1085-1096, 2009

2. Despeisse, M., Ball, P. D., Evans, S., and Levers, A., “Industrial Ecology atFactory Level-A Conceptual Model,” Journal of Cleaner Production, Vol. 31, pp.30-39, 2012

3. Hesselbach, J., “Energie- und klimaeffiziente Produktion,” Springer BerlinHeidelberg, pp. 14-15, 2012

4. Herrmann, C., “Ganzheitliches Life Cycle Management,” SpringerVerlag BerlinHeidelberg, p. 30, 2010

5. Herrmann, C., Schmidt, C., Kurle, D., Blume, S. and Thiede, S. « Sustainabilityin Manufacturing and Factories of the Factory, » International Journal ofPrecision Engineering and Manufacturing and Factories of the Future, pp. 283-292, 2014.

6. Hermanns, P., « A.J. Greimas : maître de la fiducie Raccommoder sens et(con)science »Semiosis, 2019

7. Schenk, M., Wirth, S., and Müller, E., “Fabrikplanung und Fabrikbetrieb:Methoden für die wandlungsfähige und vernetzte Fabrik,” Springer-VerlagBerlin Heidelberg, 2nd Ed., pp.137-138, 2014.

8. Westkämper, E., “Einführung in die Organisation der Produktion,” SpringerBerlin Heidelberg, pp. 195-196, 2006.


TÁRKI Social Research Institute Inc. (HU)Amsterdam Institute for Advanced Labour Studies – AIAS, University of Amsterdam (NL)Swedish Institute for Social Research - SOFI, Stockholm University (SE)Economic and Social Statistics Department, Trier University (DE) Centre for Demographic Studies – CED, University Autonoma of Barcelona (ES)Luxembourg Institute of Socio-Economic Research – LISER (LU)Herman Deleeck Centre for Social Policy – CSB, University of Antwerp (BE)Institute for Social and Economic Research - ISER, University of Essex (UK)German Institute for Economic Research – DIW (DE)Centre for Employment and Work Studies – CEET, National Conservatory of Arts and Crafts (FR)Centre for European Policy Studies – CEPS (BE) Department of Economics and Management, University of Pisa (IT)Department of Social Statistics and Demography – SOTON, University of Southampton (UK)Luxembourg Income Study – LIS, asbl (LU)School of Social Sciences, University of Manchester (UK)Central European Labour Studies Institute – CELSI (SK)Panteion University of Social and Political Sciences (GR)Central Institute for Labour Protection – CIOP, National Research Institute (PL)

Partners

Co-ordinator

Integrating Research Infrastructure for European expertise on Inclusive Growth from

data to policy Contract N° 730998

For further information about the InGRID-2 project, please contact

[email protected]

p/a HIVA – Research Institute for Work and Society

Parkstraat 47 box 53003000 Leuven

Belgium

Guy Van Gyes

InGRID-2

THANK YOU!

ingrid-2 winter school – call 25 · 1. identify the words mentioned more often in the posts...

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