Squeak up! I can’t hear you: pilot whales are shouting to hear themselves over ship noise

Source: The Conversation – Global Perspectives – By Vanessa Pirotta, Postdoctoral Researcher and Wildlife Scientist, Macquarie University

A pod of long-finned pilot whales near a cargo ship. CIRCE

In the Strait of Gibraltar – a famous marine road connecting the Mediterranean and the Atlantic – lives a critically endangered sub-population of a few hundred long-finned pilot whales (Globicephala melas).

Despite their name, these dark and blubbery marine mammals aren’t technically whales – they’re large oceanic dolphins which are believed to have a navigator or lead for each pod. Hence the “pilot” part of their name.

There are two types of pilot whales – short and long-finned. They’re generally found in deep offshore waters but can appear in coastal areas. And like other dolphins, they use high frequency sounds to talk to each other in their pods. These clicks and squeaks travel shorter distances compared with the melodic songs of humpback whales.

And as a new paper led by Milou Hegeman from Aarhus University in Denmark and published in the Journal of Experimental Biology shows, the pilot whales that live in the Strait of Gibraltar are having to shout at the upper limit of their range in order to hear each other over human noises.

What’s making all that noise?

The ocean is full of sounds.

Some of these are natural, such as the sounds from fish, seals and waves. Other sounds are produced by human activities, either deliberately (for example seismic and sonar exploration) or unintentionally (for example, the sound of moving ships or other vessels).

The ocean continues to get noisier because of human-made sound – even in isolated Arctic regions. And because of its strategic location, the Strait of Gibraltar is especially noisy with the drone of cargo ships.

Shipping noise that the pilot whales experience.
CIRCE587 KB (download)

Spying on pilot whales

To investigate the communication and behaviour of the population of pilot whales in the Strait of Gibraltar, scientists used 6-metre poles to attach small tags to the creatures (kind of like an Airtag used to track your suitcase) with sterile suction cups positioned between the dorsal fin and blowhole.

Between 2012 to 2015, the steam attached tags to 23 different long-finned pilot whales who live in the region year-round.

These tags remained on pilot whales for up to 24 hours collecting sounds and tracking individual behaviour. The tags then floated to the surface where scientists could locate them using an antenna and collect the data from their diving activities.

Two black dolphins with orange recorders attached to their back, swimming in the ocean.
Two long-finned pilot whales with recorders.
CIRCE

More than 84 hours of recordings were made, with 1,432 pilot whale calls extracted. The tags also recorded ship noise in the area.

The researchers found there was a scarcity of pilot whale calls during periods of shipping noise. And the volume of the calls they did make were louder by about half the increase in background noise.

This means the animals are adapting to communicate in times when it is noisy – kind of like having a conversation in a crowded place and you having to raise your voice to be heard.

A whale calling out for its group with ship noise in the background.
CIRCE376 KB (download)

Other noises, other impacts

This study focuses on just one location in the ocean. But there’s increasing evidence that human-made noise is also impacting other species in other places.

For example, a 2012 study found that ship noise increases stress in right whales. Another study from 2024 found sea turtles travelling in the Galapagos were more vigilant because of increased ship noise.

But it’s not just ship noise that is impacting the animals that live in the ocean. Sonar disrupts whale diving behaviour and feeding behaviour, sometimes even potentially resulting in strandings.

Thankfully, work is being done to reduce noise pollution in the ocean – from building quieter ships to rerouting ship activity, helping ship operators drive more quietly and dialling down the noise from all human activities.

This new study is just one of many scientific contributions to learning more about our impact on our blue backyard. We can only protect what we know. And as we celebrate the 100th birthday of Sir David Attenborough, it’s worth remembering one of his many pieces of wisdom: “If we save the sea, we save our world”.

Part of this involves being more aware of sound in our sea. Because sometimes, it’s not always the visible impacts such as plastic pollution that need our attention. It might also be the impacts we can only hear.

The Conversation

Vanessa Pirotta does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.

ref. Squeak up! I can’t hear you: pilot whales are shouting to hear themselves over ship noise – https://theconversation.com/squeak-up-i-cant-hear-you-pilot-whales-are-shouting-to-hear-themselves-over-ship-noise-282394

Fenian: the anti-Irish history behind Kneecap’s defiant new album title

Source: The Conversation – Global Perspectives – By Ciara Smart, Staff member, History and Classics, University of Tasmania

Heavenly Recordings/Kneecap

Irish hip-hop group Kneecap recently released their latest album, called “Fenian”.

A proud reclamation of a painful derogatory slur, Fenian is a word that connects Irish people to a history in which they were sometimes seen as less than human.

A title packed with meaning

The word originally comes from “Fianna”, which is linked to an ancient Irish mythology. The Fianna were small groups of male Irish warriors led by the legendary hero, Fionn mac Cumhaill.

Today, however, the term is more commonly known for its association with Irish nationalism.

Since at least the 17th century, Irish people have endured religious and cultural oppression under British rule – which largely targeted the Irish Catholic population.

In the 19th century, various nationalist groups fought for Irish independence, sometimes violently. This included the Irish Republican Brotherhood, whose members were called Fenians.

The word’s meaning eventually expanded to become a derogatory term for supporters of Irish independence.

A screenshot of a webpage showing various meanings and uses of the term 'Fenian'.
A screenshot from Kneecap’s website explaining the different meanings of ‘Fenian’.
Kneecap

Anti-Irish stereotyping

But there’s more to this word than just its political significance. It is also entwined with a history of anti-Irish racism, also known as “hibernophobia”.

In the 19th century, interest in human evolution led to a pseudo-scientific theory called social Darwinism.

This discredited theory claimed all human “types” could be placed along a hierarchy of evolution. White Europeans were at the top, as the most “evolved”. This twisted logic was used to justify the subjugation of people in colonised territories worldwide, including Australia.

Irish Catholic people were given a position in this hierarchy – towards the bottom. Historians argue the designation of Irish Catholic people as a backwards “race” was used to rationalise their oppression. If they were an inherently “savage” people, then they were unfit to run their own government.

Fenians supposedly embodied the worst elements of the Irish character: stupidity, violence and brutishness. From this viewpoint, Fenian violence became seen as an expression of a supposedly inherent Irish character – not as a response to the British rule in Ireland.

Cartoons were published that dehumanised Fenians and drew on centuries of anti-Irish stereotyping. Fenians were drawn as “terrorists” with exaggerated facial features, making them look like chimpanzees.

In one typical example from 1866, a thuggish, simianised Fenian man menaces a beautiful feminised version of “Britannia”. Anti-Irish cartoons were even published in Australia.

A xenophobic 1886 cartoon shows a caricaturised ‘Fenian’ next to a women called ‘Brittania’.
Punch v.49-52 (1865-67)

This history of anti-Irish racism still normalises anti-Irish jokes today.

Who are Kneecap?

Kneecap is a rap and hip-hop trio from Northern Ireland.

The group shot to fame following the release of their 2024 semi-autobiographical film. Their music is gritty, rude and defiantly anti-colonial – belonging to a long line of Irish activists fighting to get “Brits out” of Ireland.

Kneecap want to bring Irish people together, regardless of religion, and reunite Northern Ireland with the Republic of Ireland. The six counties of Northern Ireland were separated from the rest of Ireland in the 1921 Partition. They remain part of the United Kingdom.

Kneecap rap in English and Irish, and have been credited for revitalising the Irish language. Irish only achieved official language status in Northern Ireland in 2022, after being suppressed for much of the 20th century.

The chorus in Kneecap’s latest title song, also called Fenian, features a crowd jubilantly chanting “F-E-N-I-A-N”. The messaging is clear: they accept the label. In fact, they celebrate it.

The track was written as one of the band members, Mo Chara, faced charges of terrorism brought against him by the British government. In November 2024, Mo Chara allegedly committed a terrorist act by waving a Hezbollah flag at a London concert.

Kneecap is outspoken in its support for the Palestinian people, connecting the group to a longer history of Irish nationalists advocating for other colonised peoples.

The charges were dismissed. As Mo Chara observed in a recent interview, he’s not “the first Irish person to be called a terrorist”.

Who can use ‘Fenian’?

Although Kneecap celebrate being called “Fenians”, this word can still be understood as a cultural slur.

Recently, the band claimed it was forced to “censor” its album posters by blanking out the word Fenian. London transport authorities allegedly refused to publish the uncensored version.

Kneecap knows the power and the pain of this label, and they use it with intention. With a sense of tongue in cheek, they explain their use of the term refers to members of “a secret socialist society of sound cunts”. But they also acknowledge it can be weaponised as a derogatory slur. Context is everything.

“Fenian” can’t be untangled from a painful history of anti-Irish racism, which arguably lingers today.

It is appropriate for Kneecap to reclaim the word as a statement of cultural defiance. They use it as an empowering rejection of stigma. But it is problematic for others to use it without thinking of its deeper meaning.

The Conversation

Ciara Smart does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.

ref. Fenian: the anti-Irish history behind Kneecap’s defiant new album title – https://theconversation.com/fenian-the-anti-irish-history-behind-kneecaps-defiant-new-album-title-282271

No more ‘just say no’ — Canadian schools will soon have a roadmap to address student substance use

Source: The Conversation – Canada – By Tonje Mari Molyneux, Research Scientist and Preventive Pedagogy Specialist, University of British Columbia

The message to students used to be simple: “Just say no.”

But in today’s schools, that message is not only outdated, it may be part of the problem.

Across Canada, student substance use is a growing concern. According to the most recent national student survey, 15 per cent of students in Grades 7-12 reported vaping in the past month, and 18 per cent identified using multiple substances at the same time. Many Grade 7 students could not identify the health risks of substances they can easily access.

Schools want to respond more effectively. But many are doing so without a clear roadmap.

New standard based on evidence

A new cross-Canada standard, to be officially launched soon, aims to change that. It sets out what evidence-informed substance use prevention, education and intervention should look like from kindergarten through Grade 12 (K-12).

Rather than prescribing a single program, it provides a shared, evidence-informed framework, outlining the principles, practices and structures that are most likely to make a difference. And it’s designed to complement what provinces, territories and districts are already doing.

But the standard on its own won’t change what happens in schools. Without system-level support, even the best guidance risks sitting on a shelf.

Our national survey of more than 200 K–12 administrators highlights the gap. Nearly 90 per cent reported frequent student substance use challenges in schools, with vaping as the top concern. While almost two-thirds said they were willing to change their approach, far fewer felt they had the evidence, resources or support to do so effectively.

Without clear alternatives, many schools default to familiar responses, particularly zero-tolerance policies that can lead to suspension or expulsion — approaches that can sever the very connections that help buffer young people from substance use harms in the first place.

This isn’t a failing of individual educators. It’s a systems problem.

The new standard responds to the realities young people are navigating today, including the proliferation of vaping, the legalization of cannabis and an increasingly toxic drug supply. Without shared guidance, current approaches vary widely, and many still rely on scare tactics and abstinence-only messaging, which decades of research show don’t have a lasting impact.

The challenge extends beyond the classroom. Our analysis of nearly a decade of Canadian news coverage found that youth substance use is often framed as an individual problem, with young people portrayed as a threat to themselves.

Missing from these narratives are the broader social and structural factors that shape their substance use. This framing makes it harder for schools to adopt approaches that are more supportive, and ultimately, more effective.

How the new standard is different

The new standard was developed through a national partnership between Wellstream: The Canadian Centre for Innovation in Child and Youth Mental Health and Substance Use at the University of British Columbia, the Canadian Centre on Substance Use and Addiction and the Canadian Association of School System Administrators.

Physical Health and Education Canada and the Students Commission of Canada joined to support a robust implementation strategy. Educators, researchers, health professionals and Indigenous interest holders all contributed.

Young people also helped shape this work from the beginning. Youth were part of the technical committee and student voices are embedded as a guiding principle. Research shows that youth-partnered approaches are more relevant, more effective and better aligned with real-world experiences.

Different ages, different strategies

At its core, the standard recognizes a simple but often overlooked reality: What works for a 10-year-old will not work for a 17-year-old.

The new standard is organized around developmental stages and tiers of support. Rather than offering a one-size-fits-all program, it outlines what effective practice looks like in terms of prevention, education and intervention — from building foundational social-emotional skills in early grades to providing targeted supports for older students who are already using substances.

The evidence is clear that effective approaches must evolve with development. Younger children benefit most from building personal competencies. Early adolescents respond to social norms approaches. Older adolescents require strategies focused on social influence and navigating life transitions.

Our own overview of systematic reviews and meta-analysis confirmed that existing programs tend to produce only modest effects, partly because success is often defined too narrowly as abstinence. The new standard broadens this lens, emphasizing outcomes such as well-being, school connectedness and help-seeking.




Read more:
Vaping in schools: Ontario’s $30 million for surveillance and security won’t address student needs


It also calls for a shift away from punitive responses. When a student is found vaping, suspension may remove the behaviour temporarily, but it doesn’t address the underlying issue and can push them further away from help. In fact, long-term research shows that practices such as exclusionary discipline and increased police presence in schools are associated with higher rates of substance use over time.

Instead, the new standard emphasizes restorative approaches and support plans that prioritize health, safety and continued engagement in school.

What schools need to make this work

Even the strongest standard cannot succeed without the right conditions for implementation.

Educators are already stretched thin. Without dedicated time, resources and training, this risks becoming another well-intentioned but underused initiative.




Read more:
Solving teacher shortages depends on coming together around shared aspirations for children


To support implementation, the standard is accompanied by a self-assessment tool that helps schools identify where their existing practices align with the evidence and where there are opportunities to grow. Rather than functioning as an audit, it’s designed to support continuous improvement, allowing schools to set priorities based on their own context.

But meaningful change will require new tools and investment: time for professional learning, dedicated staff roles and stronger partnerships between education and health systems.

Supporting materials are in development to help bridge this gap. They include training resources, informational materials for school boards, families and students, a network of experienced practitioners and briefs showing how the standard connects to existing international, national and provincial frameworks.

The message to students can no longer be reduced to “just say no.”

Supporting young people today requires approaches that reflect the complexity of their lives — grounded in evidence, connection and care. Schools are ready to move beyond outdated responses. Now education systems must support them in doing so.

Reg Klassen, executive director at Canadian Association of School System Administrators and Ryan Fahey, manager, programs and education, at Physical and Health Education Canada co-authored this story.

The Conversation

This initiative was supported by funding from the Canadian Institutes for Health Research and the Canadian Centre on Substance Use and Addiction through its federal funding. The standard was developed under the management of CSA Group.

Emily Jenkins receives funding from the Canadian Institutes of Health Research through their Canada Research Chairs program.

ref. No more ‘just say no’ — Canadian schools will soon have a roadmap to address student substance use – https://theconversation.com/no-more-just-say-no-canadian-schools-will-soon-have-a-roadmap-to-address-student-substance-use-280336

Is an A still an A? The truth behind grade inflation

Source: The Conversation – Canada – By Christopher DeLuca, Associate Dean, School of Graduate Studies & Professor, Faculty of Education, Queen’s University, Ontario

Recently, a spate of news coverage has raised concerns about grade inflation in schools across Canada.

These concerns stem in part from policies stemming from the COVID-19 pandemic, when there was widespread cancellation of large-scale tests, freezing of grades during school closures and “compassionate” grading practices that accounted for students’ personal situations.




Read more:
What will happen to school grades during the coronavirus pandemic?


Together, these changes led to a spike in average student grades and spurred ongoing worries about grade inflation.

But these concerns aren’t new. Grades have been steadily rising in the United States and Canada for decades. Harvard University’s grade point average, for example, has risen almost every year since the 1950s. So just how serious is post-pandemic grade inflation?

What is grade inflation?

Grade inflation refers to the tendency for students to receive higher grades over time, on average.

Put simply, work that might have been awarded an 85 per cent in 1990 might now receive 90 per cent. The implicit assumption is that this rise in grades is unearned and that student performance has not actually improved.

If grades lose their signalling power — that is, if students, families, universities and employers cannot trust grades or no longer know what they mean — then selection, promotion and other important decisions get undermined.

The facts behind grade inflation

Most studies about grade inflation find that students’ average grades have increased steadily over time. Grade increases during the pandemic are also well-documented.

For example, between 2019 and 2021, average grades for Grade 12 students in the Toronto District School Board increased six per cent. Between 2016 and 2021, the percentage of A-level students taking the ACT, a standardized test for U.S. college admissions, rose more than 13 per cent.

Our search for published studies that document grade inflation in Canada since the pandemic did not yield any findings: there has been no concrete data from Canadian elementary or secondary schools on grades being inflated since 2021.

Current conversations about grade inflation often zero in on the role of grades in college and university admissions because most post-secondary programs use students’ grades in the admissions process.

As a CBC investigation of data from the Council of Ontario Universities has shown, entry averages for Grade 12 students have been rising for some time. Data from the council show that across 16 universities, the median entry grade rose from 81.4 per cent in 2006 to 88.2 per cent in 2021.

The Winnipeg Free Press reports that at the University of Manitoba, 40 per cent of high school students admitted in 2024 had a grade of at least 95 per cent.

Post-secondary supply and demand

But a rising admissions average is different than grade inflation in elementary and secondary school. Increases in university admission averages are a function of multiple factors, most directly supply and demand.

Let’s take the Ontario data as an example. Between 2005 and 2022, the number of applications to Ontario’s universities rose 86.5 per cent. That’s 344,000 more applications. At the same time, the number of students who went on to register also rose, but only by 31.2 per cent.

That means that even if average grades had stayed the same, students with lower grades were increasingly less likely to get admitted because they are competing with more applicants. Demand is outpacing supply.

Avoiding difficult courses

The current supply and demand issue has real consequences on students’ pressure to get higher grades in secondary school. Sixty-one per cent of American teenagers say they feel pressured to get good grades. That focus on grades increases student anxiety and makes students more likely to avoid difficult courses.

Teachers and university instructors also report pressure to give good grades, especially when grades and graduation rates are used to evaluate performance.

These pressures are longstanding — there has always been pressure on students to perform and on teachers to award high grades — but the increased competition for seats in post-secondary provides additional fodder for grade inflation.

Providing additional provincial funding to increase spaces at universities and colleges could help address these pressures.

Why have grades increased?

There are multiple reasons grades increase. First, in almost every province, the share of people graduating high school has been increasing for years.

More high school graduates means more passing grades, which typically results in higher average grades.

And we want students to learn and achieve. On average, secondary school graduates live longer, earn more money and are less likely to be incarcerated.

Shifts in assessment policies, teaching

Second, teachers’ use of evidence-based teaching and assessment strategies is supporting better learning. Shifts in school assessment policies over the past 20 years help students better understand what the learning goals are and what success looks like. These also encourage feedback to close the gap between where students are and their learning goal.

Assessment policies have also separated assessing learning skills and habits from assessing curriculum content knowledge.

Manitoba’s assessment policy, for example, tells teachers to base grades on students’ actual achievement, not on things like effort, participation or attitude.

Such policies acknowledge that docked marks or zeroes are sometimes needed for late or missing work, but caution that such practices may misrepresent student achievement. If grades and behaviour aren’t reported separately, it becomes difficult to know what a “B-” grade represents, for example. It may mean proficient achievement, or it may mean “C-level work with A-level effort,” “A-level work that’s late” or something else.

Schools have also made evidence-based teaching advances, such as using differentiated instructional strategies and culturally responsive teaching. One expected result from these changes should be higher grades.

Is an A still an A?

The purpose of grades is to communicate student achievement. While that purpose is less important than the main purpose of assessment — to improve student learning — students, parents and other stakeholders still depend on grades to make decisions.

Importantly, and contrary to many people’s understanding, teachers don’t grade on a bell curve. There is no limit to the number of As and the quality of learning it represents. In fact, having more students achieving higher grades is good, if the grades are warranted and accurately reflect what students know and are able to do.

Should we be concerned?

Even though the pandemic created a spike in grades, the lack of research since means we do not accurately know the current state of grade inflation or how grades may be assigned differently across different groups of students (for example, across family income, race or gender).




Read more:
Are ‘top scholar’ students really so remarkable — or are teachers inflating their grades?


While grades are increasing, they continue to hold their signalling power. Grades can still be trusted alongside other measures to make important decisions.

Even when grades rise, we shouldn’t assume that every rise is unearned or indefensible. The full picture is messier than that.

The Conversation

The authors do not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and have disclosed no relevant affiliations beyond their academic appointment.

ref. Is an A still an A? The truth behind grade inflation – https://theconversation.com/is-an-a-still-an-a-the-truth-behind-grade-inflation-280653

New research highlights how wildfires are harming fish

Source: The Conversation – Canada – By Philip N. Owens, Professor and FRBC Endowed Research Chair in Landscape Ecology, University of Northern British Columbia

As we transition into spring, wildfires are on the minds of many Canadians. In fact, wildfires have already started in some parts of the country.

Over the last decade, the land burned in Canada and many other parts of the world has increased, resulting in more socially and economically disastrous wildfires. Predictions indicate the Canadian situation could worsen over the next few decades as the climate warms and soils and forests get drier.

While the impacts on humans, forests and the animals that live in them are the most observable effects, wildfires also have devastating impacts on aquatic life, especially fish. Many of these occur during and shortly after the fire is out, but others can continue for years, and potentially, decades.

We recently published research conducted in British Columbia into how wildfires are affecting water resources and fish habitat. We used a rainfall simulator to instigate surface runoff and soil erosion at various sites impacted by the 2023 North Lucas Lake wildfire. We showed that erosion is much worse on severely burned and steep slopes.

More water in rivers

One of the immediate impacts on fish after a wildfire comes from the increase in water draining from the burned land and entering rivers. Without thick forest cover to store and use rainfall, more water runs off over the soil towards rivers.

In some situations, soil can become water-repellent, as gases from the burning vegetation enter and condense below the topsoil, forming a barrier and limiting the amount of rainfall that can infiltrate.

Erosion damage and burned trees in a forested area
Runoff and erosion following a wildfire in the Deadman River watershed, B.C.
(Philip Owens/UNBC), CC BY

The lack of vegetation also means that more heat from the sun reaches the snowpack, which causes snowmelt to occur faster and earlier. This adds to the amount of water entering rivers and also changes the annual timing of spring melt.

The increased supply of runoff entering rivers increases the volume and velocity of water, which can be problematic for fish, including young salmon that, in spring, may be emerging from spawning gravels. These shifts in timing can result in less flow in late summer and fall, a time when adult salmon return to spawn in their natal streams.




Read more:
Warming winters are reshaping Canada’s snowpack


More sediment and debris

Roots normally hold the soil together. However, when forests are burned, the soil loses that support system. Our research shows that the lack of vegetation on hill slopes and the increase in runoff also cause more soil erosion.

This eroded sediment gets washed into rivers, increasing the turbidity, or cloudiness, of the water. That can pose serious problems for fish that rely on sight to hunt. Particles in the water column can scratch exposed membranes and tissues, such as gills, eyes and skin, leading to physical damage and impaired function. In extreme cases, it can clog tissues and organs.

Some of the sediment gets deposited on the channel bed. This can smother important food sources, such as insect larvae, snails and worms, and fill in spaces in the gravels where salmon, sturgeon and other species would typically lay their eggs.

The blockage of these spaces in the channel bed prevents water from flowing through the gravels, which should deliver dissolved oxygen and remove harmful carbon dioxide from the gravels. This essentially leads to suffocation.

And there are often debris flows and landslides after wildfires in hilly and mountainous areas, sometimes many years later. This adds further sediment and debris, and in extreme cases can dam rivers, blocking fish stock passage, as happened at the Chilcotin River in British Columbia in 2024.

Another issue is the impact on water temperatures in rivers. Trees provide shade, but when they are gone, sunlight heats the water. Water temperatures are key to the health and survival of many fish and other species, with higher temperatures being a key stressor.




Read more:
Heat-resistant corals could help reefs adapt to climate change


Harmful chemicals

four images of alevin with yolk sacs. One is healthy, the other three exhibit various deformities like a twisted tail and yolk edema.
Comparisons between healthy young Chinook salmon and those with deformities after being exposed to wildfire sediment and higher water temperatures at the Quesnel River Research Centre.
(Smriti Batoye/Quesnel River Research Centre), CC BY-NC-ND

Wildfires can cause chemicals to be flushed into rivers. Nutrients like nitrogen and phosphorus, while not necessarily toxic, can cause changes in aquatic ecology and fish size in high concentrations due to wildfires.

They also contribute to harmful algal blooms in rivers and lakes. Evidence suggests that nutrients contained in wildfire ash is being deposited on lakes.

There are also often spikes in metals and organic contaminants in rivers and lakes after a fire. While these are natural byproducts of a fire, our research shows that they concentrate in soils and sediments following wildfires. We have determined that these chemicals can change fish behaviour, cause deformities or, at extreme levels, be toxic to fish.

Studies have also shown that fire retardants — chemicals used to control and extinguish fires — can be toxic to rainbow trout.

Protecting fish

It’s not a hopeless situation. Communities, organizations and Indigenous Peoples are developing innovative ways to help protect and remediate rivers and lakes following wildfires.

In British Columbia, the BC Salmon Restoration and Innovation Fund has funded projects to support salmon, including the Pacific Salmon Foundation’s Wildfire Playbook. This resource compiles best practices and offers guidance to integrate salmon into wildfire recovery planning.

The Skeetchestn Indian Band is partnering with the Pacific Salmon Foundation and others using collaborative, multidisciplinary monitoring and research to understand how the Deadman River watershed is recovering following a catastrophic wildfire in 2021, and to help guide restoration priorities.

Elsewhere, others have investigated how beavers and artificially constructed beaver dams can protect aquatic ecosystems after wildfire.

Wildfires will continue to be part of our future. Knowing their impact on rivers and lakes will help communities make informed decisions around protecting fish and other aquatic life, and ultimately, sustain resilient watersheds.

Smriti Batoye, a postdoctoral fellow at UNBC’s Quesnel River Research Centre, co-authored this article.

The Conversation

Philip N. Owens receives funding from the BC Salmon Restoration and Innovation Fund, Ecofish Research Ltd, Forest Renewal British Columbia, Natural Sciences and Engineering Research Council of Canada, Nechako Environmental Enhancement Fund and the University of Northern British Columbia.

Ellen Petticrew receives funding from the British Columbia Salmon Restoration and Innovation Fund, Forest Renewal British Columbia, Natural Sciences and Engineering Canada, and the University of Northern British Columbia.

Jason Raine receives funding from the BC Salmon and Restoration Fund, Environment and Climate Change Canada, Forest Renewal BC, Natural Resources Canada: Multi-Partner Research Initiative, NSERC Alliance and the University of Northern British Columbia.

Kristen Kieta receives funding from the BC Salmon Restoration and Innovation Fund.

ref. New research highlights how wildfires are harming fish – https://theconversation.com/new-research-highlights-how-wildfires-are-harming-fish-281127

Gay men have equal parenting rights in Canada — but not equal access to parenthood

Source: The Conversation – Canada – By S. W. Underwood, Lecturer, Sociology, Simon Fraser University

Since the legalization of same-sex marriage in Canada in 2005, and through provincial changes to adoption and parentage laws, gay men have gained formal recognition as parents. But my recent research suggests that access to fatherhood for this cohort remains deeply unequal in practice.

In 2021, six per cent of male same-gender couples in Canada were raising children, compared with 24 per cent of female same-gender couples. While we have no data comparing their desire to parent, the gap points to a deeper reality.

Drawing on interviews with 23 Canadian prospective gay fathers, I found that restrictive pathways to parenthood shape which gay men can become parents. Equal rights, it turns out, have not translated into equal access.

For gay men, becoming parents is a complex, expensive and uncertain project.

Why gay fatherhood is harder to access

Gay men typically build families through highly bureaucratized processes, including traditional and gestational surrogacy, donors, foster care and public and private adoption.

Each comes with its own legal, financial and emotional demands. As a consequence, pursuing parenthood typically requires gay men to spend years planning, researching and co-ordinating across multiple institutions — from fertility clinics and lawyers to social workers and government agencies — and sometimes even across countries and jurisdictions.

Many prospective gay fathers become “project managers” of their own journey to parenthood. They must compare pathways, calculate costs and assess risks with no guarantee of success.

In my research, for example, I came one couple who spent years preparing for an adoption. Although they worried about whether it would become a permanent situation, they bought baby items while waiting for the adoption to be finalized. Unfortunately, the placement fell through. Such uncertainty can fuel an emotionally turbulent cycle of hope, loss and cautious optimism.

Cost is the greatest barrier and varies depending on the pathway.

Public adoption and foster care are affordable but involve long waits and limited control. Private adoption can cost between $15,000 and $30,000. Surrogacy, especially gestational surrogacy — where intended parents reimburse pregnancy-related expenses such as medical costs rather than pay a fee for the pregnancy — can exceed the recommended budget of $100,000.

Yet even lower-cost options come with hidden financial barriers. For example, prospective adoptive parents must pass home studies that assess whether they can afford to raise a child.

Wealthier men are better able to pursue surrogacy, which can offer greater control and a biological connection between parent and child. Men with lower incomes may be more likely to pursue adoption or foster care, which involve fewer choices, longer waits and uncertainty.

Once parents, finances still shape gay fathers’ families, including their access to leave and benefits.

Gay fathers face risk, uncertainty and scrutiny

The journey to gay fatherhood is also emotionally demanding.

Foster placements are temporary. Adoptions can fall through at the last minute. Surrogacy arrangements can fail. Some face repeated setbacks.

Prospective adoptive fathers are subject to background checks, home inspections, interviews and even psychological evaluations. Many of these screening processes exist to protect children and ensure stable placements. But when oversight is excessively burdensome or inconsistently applied, it can also create barriers that some cannot overcome.

In addition, gay men must often educate institutions, correcting parental forms that assume there is a mother or explaining their families to hospitals, schools and insurers.

These men are not just building families. They are working to make their families properly acknowledged within systems that were not designed for them.

What policymakers could do differently

These challenges demand attention as 2SLGBTQI+ families grow and policymakers in B.C. and Ontario, as well as other Canadian jurisdictions, revisit fertility and adoption funding, as well as aspects of child welfare and adoption systems.

Although adoption is only one possible outcome, most youth in care are never adopted. About 2,000 children in child welfare care are adopted each years, while at least 61,104 children and youth were in out-of-home care in Canada in 2022. Reducing barriers to male same-gender parents could help connect more children with stable, supportive homes.

The gap between formal equality and unequal access raises an important question: What does it really take to make gay fatherhood truly accessible? If access depends on income, free time and the ability to navigate complex systems, equality in law is not equality in practice.

There are practical ways to reduce these barriers. Governments could expand tax credits and other financial supports for adoption and surrogacy, standardize fertility coverage across provinces and reduce administrative hurdles.

Insurance companies could cover prospective parents whose costly journey through IVF may produce no viable embryos or pregnancies. Governments and social services can improve information and support so prospective queer parents do not need to research how to navigate these pathways alone. Medical services, insurance companies and law firms can also update policies to better recognize diverse families.




Read more:
7 tips for LGBTQ parents to help schools fight stigma and ignorance


Legal recognition is only the beginning

Since 2005, Canada has made progress in recognizing the rights of 2SLGBTQI+ families. But recognition is not the same as access.

For many gay men, building a two-father family still requires navigating pathways that are complex, uncertain and costly. The significantly lower rates of gay fatherhood, compared with lesbian and heterosexual parenthood, suggest the cumulative effect of these barriers.

If policymakers are serious about supporting 2SLGBTQI+ families, this disparity should be treated as a policy problem. Until these barriers are addressed, Canada cannot claim that parenthood is accessible to all.

The Conversation

S. W. Underwood receives funding from the Social Sciences and Humanities Research Council of Canada.

ref. Gay men have equal parenting rights in Canada — but not equal access to parenthood – https://theconversation.com/gay-men-have-equal-parenting-rights-in-canada-but-not-equal-access-to-parenthood-280554

What the Montreal Canadiens’ hockey playoff run reveals about faith, belonging and the sacred

Source: The Conversation – Canada – By Dr. Matt Hoven, Professor and Kule Chair at St. Joseph’s College, University of Alberta

With the Montreal Canadiens now competing in the second round of the Stanley Cup Playoffs against the Buffalo Sabres, their fans, often described as les fidèles (the faithful), continue to show devotion for their beloved team, les Glorieux, in perhaps surprising ways.

One rabbi posted a prayer for the Canadiens on his Facebook page. A church in St-Jean-sur-Richelieu, Que., hosted watch parties for every playoff game. Some fans in Habs jerseys were even seen crawling up the steps to St. Joseph’s Oratory in the past.

The jerseys are called la sainte flanelle (the holy cloth), while some players wearing them are given otherworldly nicknames. Former NHL goaltenders Patrick Roy and Carey Price are called “St. Patrick” and “Jesus Price.” The late great Guy Lafleur was known as le démon blond.

These acts might look strange to outsiders. But as scholars of religion, we think they reveal something about why hockey matters so much to fans. People often find the religious or spiritual in everyday life, and hockey is no different.

We have written books about connections among sport, spirituality and religion, and told the story of “Hockey Priest” Father David Bauer, who sought higher ideals in the game.

We’re currently drafting a book about what matters most in hockey, centred around three things: beauty, belonging and believing. Together, these explain what is so out-of-the-ordinary and enchanting about hockey, and why it can move people so deeply.

Beauty

Plato, writing in the Phaedrus, described beauty as the thing that “causes the soul to grow wings.” He meant there is something transcendent about beauty, and that our appreciation of beautiful things carries us to higher truths.

Beauty lies at the heart of our attraction to hockey. Skilful displays on the ice — like stickhandling, booming shots and toe-drags — can lift our spirits. Seeing beauty come alive on the ice takes people beyond the humdrum of regular life and toward something transcendent or special.

Players like Lane Hutson stir a sense of wonder. Hutson’s skating and spatial intelligence have been exceptional in the playoffs. In Game 3 of the first round against Tampa Bay, he fielded a pass from Alexandre Texier and scored on a slap shot to win it for the Canadiens in overtime.

Montreal Canadiens’ Lane Hutson delivers a game-winning slap shot in overtime during Game 3 against Tampa Bay.

Beauty is also seen in hockey’s personalities and unforgettable stories. In March 2025, after Brendan Gallagher’s mother died from a battle with Stage 4 brain cancer, a fan reached out to him on social media.

She had won his 2022 Hockey Fights Cancer jersey — the one on which he had written “I Fight For Mom” — at a Canadiens Children’s Foundation auction, and offered to give it back. He accepted, and in April 2025, the two met on the Bell Centre ice for a jersey swap.

It was a beautiful moment of humanity between the two.

Belonging

Belonging is a core spiritual need. When people feel part of a community, they have a greater sense of meaning, self-worth and hope. Hockey, at its best, enhances that sense of belonging.

Even the Canadiens’ nickname, the Habs (or les Habitants), refers to the early French settlers of Québec. The team has always carried a community’s identity, for better or for worse.

This playoff run has provided striking examples of the sport bridging real divides. On May 5, just before Game 1 of the Sabres-Canadiens series, Niagara Falls, on the Canada-U.S. border, glowed in the colours of both teams: the Horseshoe Falls in red and white for the Canadiens, the American Falls in blue and gold for the Sabres. Hockey has the power to unite even amid bitter political division.

The falls were not the only example of this. A week earlier, during Game 5 of the Eastern Conference First Round between the Sabres and the Boston Bruins, the microphone cut out for singer Cami Clune during “O Canada.” Immediately, the crowd at Buffalo’s KeyBank Center stepped in themselves.

As a border city, Buffalo is the only NHL team to play both national anthems before every home game regardless of opponent as a sign of respect and connection.

This mattered more than it might have in another year and in a different political context. Just months earlier, during the 4 Nations Face-Off, fans jeered opposing anthems on both sides of the border. The Buffalo moment was a different kind of answer.

Believing

Researchers have shown that people find the sacred in many different things, including religion, gardening, music and sport. Wherever people find the sacred, they experience a sense of the extraordinary, ineffability and deeper meaning.

Psychologist Kenneth I. Pargament, in fact, defines spirituality as “the search for the sacred.” Philosophers Hubert Dreyfus and Sean Kelly argue that many people have lost the ability to experience the sacred in this secular age, and that sport is one of the few places where people still encounter wonder and beauty.




Read more:
Why sport is a spiritual experience – and failure can help


The thirst for meaning, beauty and wonder doesn’t go away. Hockey is one place where many seem to find a sense of mystery and uplifting hope, passion and awe. Discovering the sacred in hockey helps fans feel a part of something bigger than themselves; something that has meaning beyond the ordinary minutia. Intense moments in sport can bring fans an implicit sense of meaning.

The answer to meaning and happiness may not be a complicated big picture but in these smaller moments of discovering the sacred. But a word of caution: as Paragament and his team have found, when we discover the sacred in something, there are implications for our everyday lives.

Fans organize their schedules around game time. They invest in the team by buying jerseys, tickets and merchandise. They defend their teams fiercely against criticism. And when their team loses, particularly in an elimination game, the grief can be devastating.

That deep sense of loss is intensified for those who experience a sense of the sacred in hockey and their team. This intersection of spirituality with the meaning of hockey can explain why a loss can be more devastating that might seem understandable. For many people, hockey is more than just a game.

Right now, two Montréal teams are competing for championships. The Canadiens and the Sabres are tied after two games. The Victoire — Montréal’s PWHL team — are tied 1-1 with the Minnesota Frost in their semifinal, after captain Marie-Philip Poulin scored a triple-overtime winner on May 6.

Whether either team manages to bring a trophy home, the devotion surrounding both is already extraordinary.

The Conversation

The authors do not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and have disclosed no relevant affiliations beyond their academic appointment.

ref. What the Montreal Canadiens’ hockey playoff run reveals about faith, belonging and the sacred – https://theconversation.com/what-the-montreal-canadiens-hockey-playoff-run-reveals-about-faith-belonging-and-the-sacred-282227

Lycéens professionnels, les grands oubliés de Parcoursup ?

Source: The Conversation – France (in French) – By Alban Mizzi, Chercheur post-doctorant, Université de Bordeaux

Comment appréhende-t-on Parcoursup et l’inscription dans l’enseignement supérieur lorsqu’on a déjà vécu une expérience d’orientation scolaire subie ? Une enquête auprès de lycéens accompagnés par un programme de la Région Nouvelle-Aquitaine offre quelques éclairages. Premiers éléments d’analyse.


Le compte à rebours a commencé. À partir du 20 mai, les élèves de terminale professionnelle passeront les épreuves écrites du baccalauréat. Mais en parallèle du marathon des révisions, ils sont en attente d’un autre verdict, celui des résultats de Parcoursup, et donc du résultat de leurs candidatures dans l’enseignement supérieur.

Comment ces lycéens vivent-ils le processus d’orientation post-bac ? Comment appréhendent-ils la plateforme Parcoursup ?

Le programme ACCES – Accompagner vers l’enseignement supérieur – qui suit des élèves de terminale professionnelle en Nouvelle-Aquitaine pendant la procédure nous apporte quelques éclairages. Il montre que l’épreuve d’orientation commence pour ces élèves bien avant avec l’ouverture de la plateforme, là où se fabrique le rapport de ces élèves à l’institution scolaire.

Avant Parcoursup : des orientations souvent subies

Presque tous les élèves rencontrés partagent un point commun : leur arrivée en filière professionnelle n’a pas relevé d’un choix pleinement assumé. Un niveau scolaire jugé insuffisant pour la seconde générale, une offre locale réduite, un conseil d’orientation expéditif peuvent avoir conduit à cette orientation. La

Si le sujet a été abondamment documenté, cette orientation par l’échec vers la voie professionnelle prend un relief particulier rapporté à ce qui attend ces élèves sur Parcoursup. C’est avec ce passif qu’ils abordent la plateforme : un sentiment diffus d’avoir été triés avant même que la compétition ne commence.

Seuls face à la machine

Parcoursup demande des compétences qui ne sont pas systématiquement enseignées aux élèves : naviguer dans une interface dense, distinguer vœux et sous-vœux, rédiger des lettres de motivation pour des formations qu’ils ne connaissent pas, interpréter des taux d’accès dont la signification reste opaque.

L’hétérogénéité de l’accompagnement entre établissements est frappante. Dans certains lycées, les enseignants d’atelier montrent comment remplir un vœu, conseillent d’ajouter un BUT en complément des BTS, vérifient le lendemain que l’élève n’a pas validé le mauvais choix. D’autres font appel à des interventions extérieures. Enfin, d’autres comptent sur la capacité de résilience des élèves aux agendas déjà saturés.




À lire aussi :
Parcoursup, le mirage d’une égalité face à l’orientation ?


Mohamed, en terminale mécanique, raconte l’inscription elle-même comme un parcours technique. « Au début, c’était compliqué. On avait beaucoup d’infos pour se connecter. On ne comprenait pas les codes. »

Face à ces difficultés, les élèves mobilisent effectivement ce qu’ils ont, mais la frontière entre autonomie et solitude est fine.

Un stress continu

C’est Mohamed qui trouve la formule la plus juste pour décrire le stress généré par Parcoursup. « À chaque fois que j’ai envie de m’amuser ou de faire un truc, que ce ne soit pas scolaire, ce stress revient. Même s’il n’est pas très grand, des fois, il est toujours présent. Quoi que je fasse, il y sera là. Il est en tâche de fond, tout le temps. » La métaphore informatique est parlante : un processus qui tourne en arrière-plan et consomme de l’énergie cognitive sans jamais se fermer.

Ce qui alimente cette anxiété dépasse largement la question de l’affectation dans une formation. Parcoursup demeure un moment où se joue, dans un calendrier compressé, quelque chose qui touche à la valeur de soi. La charge émotionnelle est entièrement privatisée, portée seule.

Mennel parle à plusieurs reprises d’une « boule au ventre ». Chez la plupart de nos enquêtés en terminale professionnelle, le stress reste confiné dans un espace intime invisible aux yeux de leurs proches. Les parents ne comprennent pas le dispositif. Les enseignants sont parfois eux-mêmes « dépassés ». Reste le groupe des pairs, qui traverse la même grande épreuve.

Une solitude structurelle

Les PsyEN sont absents de leurs récits. Les CPE aussi. Le « moment Parcoursup » tel qu’ils le vivent est un moment de solitude structurelle. Structurelle parce qu’elle ne tient pas aux qualités personnelles des individus, mais à l’architecture d’un dispositif qui produit de l’angoisse sans produire les conditions de sa prise en charge.

Et cette solitude s’ajoute à tout le reste : l’orientation subie, le déficit d’information, le sentiment d’illégitimité, et, pour certains, des conditions de vie difficiles qui rendent l’épreuve d’autant plus lourde. Adrienne en tire une formule qui condense tout avec une précision presque sociologique : « On n’a pas trop, trop, trop de chance… on pourrait dire qu’on n’est pas très aimés. »

Tant que le dispositif ne prendra pas au sérieux cette expérience, il restera un impensé pour un quart des bacheliers français.

The Conversation

Alban Mizzi a reçu des financements de la part du PIA3 ACCES – Accompagner vers l’enseignement supérieur.

ref. Lycéens professionnels, les grands oubliés de Parcoursup ? – https://theconversation.com/lyceens-professionnels-les-grands-oublies-de-parcoursup-281072

Bon anniversaire Apple ! Comment la marque à la pomme est devenue membre de ma famille

Source: The Conversation – France (in French) – By Dominique Billon, Professeur de Marketing, Kedge Business School

Pendant trente années, à travers les yeux de trois générations – de mes parents à mes enfants –, j’ai étudié la façon dont Apple a réussi à faire partie de ma famille. L’idée sous-jacente : comprendre comment les consommateurs se réapproprient les récits mythologiques nourris par les équipes marketing et les insèrent dans leur vie personnelle. Qui de mieux que ses proches pour en parler ? Quels enseignements en retenir pour les services marketing des entreprises ?


Impossible d’y échapper. Apple célèbre ces 50 ans dans le monde entier dans des lieux iconiques : concert d’Alicia Keys à l’Apple Store de Grand Central à New York, de Paul Mc Cartney à l’Apple Park de Cupertino (Californie), défilé de mode de Feng Chen Wang à l’Apple Jing’an à Shanghai (Chine).

Symbole de la contre-culture, devenue l’une des trois plus importantes capitalisations boursières mondiales (plus de 4 000 milliards de dollars états-uniens, soit près de 3 400 milliards d’euros), l’entreprise nourrit au fil des années le récit d’une marque située « au croisement des arts et de la technologie », autour de la promesse « Think Different ».

Ce n’est pas une simple stratégie de communication mais un exemple parfait de « branding culturel ». Les marques reconnues comme icônes culturelles ne le doivent pas uniquement à leurs produits, mais à leur capacité à mobiliser les grands mythes de leur époque, puis à les réinterpréter.

Apple ne vend pas seulement des iPhone ou des Mac, mais un récit mythologique, celui de l’individu créatif qui pense autrement dans un monde enfermé dans la standardisation. C’est pourquoi le « branding culturel » peut nous aider à comprendre comment les individus se réapproprient ces récits dans leur vie quotidienne.

Ma thèse a documenté ce phénomène à une échelle inhabituelle pour la recherche en marketing : trente années de relation entre ma propre famille et la marque, analysée selon la perspective de la Consumer Culture Theory. Elle est fondée sur le croisement de plusieurs types de données, comme les récits de vie, des photographies familiales ou des artefacts collectés auprès de trois générations.

Rites de passage

Cette thèse raconte une histoire que les tableaux de bord marketing ne capturent pas. Apple ne s’est pas contentée d’être achetée par la famille, elle s’y est introduite souvent par le vecteur du cadeau :

« À chaque anniversaire, ou à Noël, il faut qu’il y ait un peu d’Apple… C’est une autre façon de se dire qu’on est une famille », souligne Valérie, mon épouse.

Des goodies – T-shirts, pin’s, etc. – aux différentes générations d’iPod, d’iPhone, d’iPad ou de Mac, donner et recevoir des cadeaux Apple est un rituel mis en scène à l’occasion d’événements familiaux ou de rites de passage :

« Matthieu, mon fils ainé, vient d’avoir son bac. Sa grand-mère, ma maman et moi lui offrons un Macbook blanc. L’objet est magnifique… Nous voulons célébrer son succès et marquer son entrée en école de commerce. »

Ces objets circulent entre les membres de la famille, passent des parents aux enfants, et parfois des enfants aux parents. Le « vieux » modèle d’iPhone acheté par les parents est ensuite offert aux grands-parents, puis aux petits-enfants. Chacun de ces échanges est chargé de significations qui dépassent infiniment la valeur marchande du produit :

« Son iPad, ça représente ses petits-enfants, car c’est une manière de dialoguer avec eux », rappelle ma sœur Virginie.

Ces pratiques familiales se transmettent dans le temps long, entre les générations et au gré des phases de recomposition familiale.

Marque de famille

La marque s’est insérée dans nos interactions quotidiennes : appeler en FaceTime le frère aîné afin de motiver les plus jeunes sœurs à manger ou organiser des activités père-filles ludico-éducatives. Pour ce temps « Papa, on joue au maître, comme à l’école ?» avec Carla, ma fille cadette, je mobilisais dictionnaire, papier, crayons et iPad pour découvrir de nouveaux mots ou écrire des histoires, les samedis pluvieux.

Les produits de la marque sont omniprésents : « Il n’y a pas une heure où l’on n’a pas de produit Apple dans les mains sur une journée », souligne Valérie mon épouse.




À lire aussi :
Cinquante ans d’Apple : huit moments clés qui ont changé notre monde


Apple nourrit la mémoire familiale lors des visites systématiques des Apple Stores à l’occasion de nos voyages familiaux :

« Ce que j’aime avec les Apple Stores, c’est que ça crée un véritable point d’ancrage. C’est le seul magasin qui me fait ça. J’ai l’impression d’être à la maison et ça me rappelle systématiquement mon père », relate Matthieu, mon fils aîné.

La marque à la pomme est devenue une « marque de famille ». Non pas une marque que la famille achète, mais une marque qui participe sur le temps long à la construction de l’identité familiale. Elle alimente les membres de la famille en récits, qu’ils jugent convaincants pour leur construction identitaire en tant qu’individu, mais surtout en tant que famille.

« L’ordinateur, c’est un instrument qui permet à l’esprit de prendre son envol, c’est l’ULM de l’esprit », disait le directeur général d’Apple France Jean-Louis Gassée.

Progressivement, la marque en vient à incarner la pérennité du lien familial, à exprimer une forme relative de stabilité familiale, à jouer un rôle d’onguent symbolique qui apaise des tensions ou des incertitudes identitaires au sein d’un groupe familial, évoluant dans une société qualifiée par le sociologue Zygmunt Bauman de « liquide », où rien n’est durable.

En retour, Apple capte le « surplus éthique » que produisent les affects qu’elle suscite auprès des consommateurs, selon le chercheur Adam Arvidson. La fidélité à la marque se nourrit du lien familial qu’elle contribue à tisser.

Moments clés de la vie des gens

Que peuvent retenir les responsables marketing de ces cinquante ans de saga Apple ? Peut-être une invitation à décaler leur regard, à « penser différemment » ?

La plupart des entreprises cherchent à fidéliser leurs clients avec des programmes orientés principalement vers l’intérêt de l’entreprise. Le client est davantage considéré comme un « actif financier » que comme une personne avec des centres d’intérêt, des passions, des compétences et des problèmes. De nombreuses entreprises mesurent la fidélité à travers des indicateurs centrés sur l’entreprise : taux de réachat, taux de churn (ou d’attrition), satisfaction client, Net Promoter Score, etc.

Ces outils mesurent la surface de la relation. Ils ne disent rien de ce qui se passe en profondeur : la place que la marque occupe dans les pratiques, les conversations et les moments clés de la vie des gens.

Cette recherche invite à une vision culturelle de la marque. Au lieu de « combien de clients reviennent ? », posons-nous les questions suivantes : comment les individus insèrent-ils la marque dans leurs usages, pratiques et rituels ? Comment favorise-t-elle les rituels de partage ? Comment nourrit-elle des récits que les consommateurs s’approprient ? Comment s’insère-t-elle dans les moments de transmission de génération ? Quelle signification la marque prend-elle dans le monde personnel, familial et socio-culturel de chacun ?

Cela revient à s’interroger sur la valeur de lien de la marque : comment la marque aide-t-elle à créer des liens avec les autres ?

Apple n’a pas construit cinquante de fidélité avec des programmes de fidélisation ou des promotions. Elle a gagné cette fidélité en proposant et actualisant un mythe suffisamment puissant pour que des millions de personnes, dans des millions de familles, se l’approprient et en fassent un morceau de leur propre histoire.

The Conversation

Dominique Billon ne travaille pas, ne conseille pas, ne possède pas de parts, ne reçoit pas de fonds d’une organisation qui pourrait tirer profit de cet article, et n’a déclaré aucune autre affiliation que son organisme de recherche.

ref. Bon anniversaire Apple ! Comment la marque à la pomme est devenue membre de ma famille – https://theconversation.com/bon-anniversaire-apple-comment-la-marque-a-la-pomme-est-devenue-membre-de-ma-famille-280521

Comment les mèmes sur Chuck Norris ont réinventé la célébrité

Source: The Conversation – France (in French) – By Tom van Laer, Professor of Persuasive Language and Storytelling, SKEMA Business School

Un « Chuck Norris Fact », parmi des milliers d’autres. Capture d’écran/Compte X d’@agylon57.

Les « Chuck Norris Facts », ces blagues absurdes au sujet du comédien, diffusées sur le Net depuis une vingtaine d’années, racontent le moment où le public s’est mis à fabriquer lui-même la célébrité.


« Chuck Norris ne dort pas. Il attend. »

« Chuck Norris peut diviser par zéro. »

Ce qu’on appelle les « Chuck Norris Facts » ont envahi Internet au milieu des années 2000, transformant un acteur de films d’action un peu ringard en une figure mythique. Mais derrière l’humour se cache une mutation plus profonde, car avec ce format viral, la célébrité a changé de nature. Chuck Norris n’a certes pas inventé les mèmes, mais la récupération de son image a contribué à la réinventer la célébrité à l’ère des mèmes.

Pour rappel, le mème est une image, une vidéo ou un texte humoristique diffusé largement sur Internet et faisant l’objet de nombreuses variations. La recherche montre que les mèmes fonctionnent particulièrement bien lorsqu’ils s’appuient sur des figures déjà fortement codées. Avec sa force surhumaine, son invincibilité, son sérieux absolu à l’écran, Norris incarne une exagération prête à l’emploi : il suffisait de pousser ces traits jusqu’à l’absurde pour créer un mème parfait.

Avant Internet, Chuck Norris était une célébrité classique : champion d’arts martiaux, acteur, puis star de la série Walker, Texas Ranger, diffusée en France de 1995 à 2012 et rediffusée à maintes reprises depuis. L’image rigide, virile, et même caricaturale du comédien (qui incarnait, selon un article du Monde paru après la disparition de l’acteur en mars dernier, « le mâle blanc dominateur de l’ère Reagan ») en fait un archétype du star-système hollywoodien. Et c’est précisément cette image qui va le rendre mème-compatible.

La masculinité toxique qu’il véhicule à travers ses prises de position politiques devient l’objet de blagues potaches mais un peu ambivalentes, qui permettent à la fois de célébrer cet archétype tout en l’écornant.




À lire aussi :
Les mèmes sont devenus incontournables en politique. Quels effets ont-ils ?


Les mèmes « Chuck Norris » sont créés par des internautes anonymes, notamment sur des forums, comme Something Awful, autour de 2005. Ils reprennent une structure simple – « Chuck Norris peut… » – et la déclinent à l’infini. Très vite, le personnage échappe à son biotope d’origine et devient un mythe collectif.

Le moteur des « Chuck Norris Facts »

Le succès de ces mèmes repose sur une mécanique simple :

  • une phrase courte,

  • une structure reproductible,

  • une surenchère permanente.

Chaque blague doit aller plus loin que la précédente. Si Chuck Norris peut battre Superman, la suivante dira qu’il lui a appris à voler… puis qu’il n’en a même pas besoin.

Ce fonctionnement correspond à ce que nous, les chercheurs en communication appelons la culture participative. Les fans produisaient déjà des fanzines, des parodies ou des récits dérivés bien avant les plateformes numériques. Alors, cette culture participative n’est pas née avec le Web. L’Internet lui a donné un nouvel élan quand même : il a rendu plus simples, plus rapides et plus visibles des pratiques de reprise, de détournement et de création collective qui existaient déjà dans les cultures fans.

Au sein de ces cultures, les publics ne se contentent plus de consommer, ils produisent, transforment et diffusent des contenus. La force des mèmes vient du fait qu’ils peuvent être repris par tous, sans compétence particulière. Chaque blague procède ainsi d’une dynamique collective, provient d’une série de rebonds-variations, même si elle relève à chaque fois d’un auteur différent – et anonyme.

Quand le public réinvente la célébrité

Ce phénomène marque une rupture. Dans le modèle traditionnel, la célébrité est produite de manière verticale par les médias, à travers campagnes promotionnelles. Le public se contente de recevoir des informations descendantes.

Avec les mèmes, la logique s’inverse. Les publics deviennent coproducteurs, les contenus circulent grâce à leur implication, parce qu’ils sont activement partagés et transformés.

Chuck Norris représente un cas emblématique de cette transformation. Son image et sa célébrité ont échappé aux médias pour devenir participatives, modulables et incontrôlables.

Les « Chuck Norris Facts » apparaissent à un moment précis : celui du Web des forums, des chaînes de mails, des blogs et des premiers sites viraux, juste avant la domination des grands réseaux sociaux. Ils montrent que la viralité ne dépend pas seulement des technologies, mais des formats culturels adaptés au partage. À l’époque, le mème n’a même pas besoin de photo ou de vidéo : une simple phrase suffit : « Chuck Norris ne dort pas. Il attend. »

Cette simplicité explique leur diffusion massive. Le web devient une forme de conversation publique, où chacun peut intervenir. Chuck Norris incarne ainsi une transition, d’une culture médiatique centralisée à une culture distribuée.

Une notoriété qui dépasse la personne

Le cas est d’autant plus intéressant que Chuck Norris est une célébrité « pré-Internet ». Contrairement aux influenceurs ou aux stars actuels, ses apparitions et ses déclarations n’ont pas été conçues pour être virales. Pourtant, il devient une icône numérique. Peu à peu, le personnage fabriqué par les mèmes dépasse la personne réelle. Il devient une figure abstraite, presque indépendante du « vrai » Chuck Norris, comme un double qui n’a plus grand-chose à voir avec sa vie et ses rôles.

Mais ce détachement entre le personnage mémétique et la personne réelle produit aussi un effet d’écran. À force de circuler sous forme de blagues absurdes, Chuck Norris paraît presque inoffensif. Or, cette image ludique tend à faire oublier ses prises de position politiques conservatrices, notamment son opposition au mariage homosexuel. Le paradoxe est là : même lorsqu’ils se moquent de lui, les mèmes contribuent à maintenir sa visibilité et à rendre son image sympathique.

Chuck Norris a d’ailleurs largement profité de cette seconde célébrité. En 2009, il publie The Official Chuck Norris Fact Book, qui rassemble ses « facts » préférés ; en 2010, il fait paraître Black Belt Patriotism: How to Reawaken America (Ceinture noire de patriotisme. Comment réveiller l’Amérique, non traduit en français), essai politique conservateur devenu best-seller.

La célébrité mémétique ne remplace donc pas seulement l’ancienne célébrité : elle peut aussi la réactiver, la rentabiliser et servir un propos idéologique.

Aujourd’hui encore, ces mèmes continuent à circuler. Comme beaucoup de figures devenues mèmes, Chuck Norris existe désormais sous deux formes : une personne réelle et une entité culturelle collective. Dans la culture numérique, les célébrités deviennent des matériaux réutilisables.

Des « Chuck Norris Facts » à Instagram et TikTok

Ce qui s’est joué avec Chuck Norris est désormais omniprésent. Les célébrités contemporaines sont constamment amplifiées, détournées et remixées. Leur image ne leur appartient plus entièrement.

La différence, c’est que, aujourd’hui, cette logique est intégrée : les contenus sont pensés pour être repris. Au milieu des années 2000, ce n’était pas encore le cas. Chuck Norris représente le moment où cette transformation s’est produite spontanément.

Au fond, les « Chuck Norris Facts » racontent un transfert de pouvoir. Le pouvoir de définir la célébrité ne revient plus uniquement aux médias. Il est partagé avec les publics, à une époque où être célèbre ne suffit plus. Il faut désormais être repris, détourné, remixé, digéré par le collectif.

The Conversation

Tom van Laer ne travaille pas, ne conseille pas, ne possède pas de parts, ne reçoit pas de fonds d’une organisation qui pourrait tirer profit de cet article, et n’a déclaré aucune autre affiliation que son organisme de recherche.

ref. Comment les mèmes sur Chuck Norris ont réinventé la célébrité – https://theconversation.com/comment-les-memes-sur-chuck-norris-ont-reinvente-la-celebrite-279783