Artisanal Cooperatives between Traditional and Digital
Exploring Social Attitudes and Representations
Artisanal Cooperatives between Traditional and Digital
Exploring Social Attitudes and Representations
Friday, 11 July 2025: 10:15
Location: ASJE020 (Annex of the Faculty of Legal, Economic, and Social Sciences)
Oral Presentation
In the current context, where digital technology is booming, Morocco, like many developing countries, is demonstrating, through the New Development Model for Morocco and the “Maroc Digital 2030” strategy, its determination to make digital technology a tool for inclusive development. The aim is to make digital a means of social and economic transformation. This calls for sociological reflection on the relationship between the social representations of players in craft cooperatives and their attitudes towards digital.
Our research focuses on craft cooperatives in the Fès-Meknès region, known for its rich cultural heritage and its importance in the craft sector. The aim is to understand, through a qualitative study based on semi-directive interviews with 20 cooperatives, these craftsmen's perceptions of digital, including their attitudes, beliefs and opinions.
Our problem statement is as follows: How do social representations influence the attitudes of artisan cooperatives, and to what extent can these cooperatives integrate digital while preserving their traditional practices?
To answer this research question, we aim to show that craft cooperatives see digital as an opportunity to develop their activities and improve their socio-economic situation. However, the lack of digital skills is a major obstacle, highlighting an urgent need for training and support for these artisans. Furthermore, craftspeople express reluctance about the impact of digital technology on their traditional practices, stressing the need to preserve the authenticity of their know-how and cultural identity.
Our research focuses on craft cooperatives in the Fès-Meknès region, known for its rich cultural heritage and its importance in the craft sector. The aim is to understand, through a qualitative study based on semi-directive interviews with 20 cooperatives, these craftsmen's perceptions of digital, including their attitudes, beliefs and opinions.
Our problem statement is as follows: How do social representations influence the attitudes of artisan cooperatives, and to what extent can these cooperatives integrate digital while preserving their traditional practices?
To answer this research question, we aim to show that craft cooperatives see digital as an opportunity to develop their activities and improve their socio-economic situation. However, the lack of digital skills is a major obstacle, highlighting an urgent need for training and support for these artisans. Furthermore, craftspeople express reluctance about the impact of digital technology on their traditional practices, stressing the need to preserve the authenticity of their know-how and cultural identity.