On Thursday, March 3, 2011 from 8.30 am to 10.00 am, the Ecole Supérieure des Affaires, the Société Générale de Banque au Liban (SGBL) and the Agence Universitaire de la Francophonie (AUF) organized the ninth management breakfast entitled "Francophonie, cultural diversity and cultural industries", moderated by the current Research Director at the Centre National de la Recherche Scientifique (CNRS) Mr. Dominique WOLTON (PhD. in sociology, Bachelor of Laws, Graduate of the Institut d’Études Politiques of Paris).

The Agence Universitaire de la Francophonie (AUF) joined the event this month to celebrate its 50th anniversary.


Globalization gave birth to a double technological and cultural illusion. Fascinated by the extraordinary increase in speed and connectivity in new communication technologies, many consider these means to be an end in itself. They are even convinced that new technologies, and consequently the United States where they have developed, are providing a dominant cultural model.
Read “Mainstream, enquête sur cette culture qui plaît à tout le monde" Frédéric MARTEL (Flammarion 2010). Opposing Microsoft, Google and Facebook is no longer useful. Such an opposition would be tantamount to misunderstanding the nature of new technologies, i.e. mistaking these means of communication for the entire communication process. Such an opposition misjudges the intelligence or the strength of users, who do not necessarily support the dominant ideology. In other words, far from Americanizing world culture, new technologies have actually helped resist American hegemony, though initially dominated by the United States. For this reason, the Francophonie has a major role to play in the future. As it opposes the ideology of technical and American hegemony and champions the expression of linguistic and cultural diversity, the Francophonie is a powerful means of resistance and promotion of cultural diversity.

For more information, please contact the ESA on 00 961 1 373 373, visit the website or write to


ESA management breakfasts aim at gathering ESA graduates once a month, serving as a platform for professional meetings between graduates, but also with international businessmen and the media. High-level professionals from multinational companies and Grandes Ecoles of management in Europe (ESA academic partners) such as ESCP Europe (to which ESA is associated) and HEC Paris, are usually invited as guest speakers at the event. The latest in finance, marketing, economics and management is discussed during these breakfasts. Once the speaker has presented the topic and shared his/her experience, the audience is asked to provide input, encouraging an open debate between the speaker and the public, but also among participants themselves.


The Société Générale de Banque au Liban (SGBL) and the Ecole Superieure des Affaires (ESA) have been partners for years, cooperating for the recruitment of graduates and providing several training programs offered to the bank’s employees. This collaboration allowed for several cultural and manpower exchanges and the transfer of know-how between the world of business and the world of education and training.


Holder of a Law degree and a PhD. in sociology, Dominique WOLTON graduated from the Institut d'Etudes Politiques of Paris and is currently the Director of Research at the CNRS.
He serves as a member of the Scientific Council of the CNRS, the Board of Directors of the Groupe France Télévisions, the French Commission at the UNESCO, the Council of Directors of the Agence Universitaire de la Francophonie, the Academy of Technology and the Academy of Sciences for Overseas French Territories and as Chairman of the Council for Advertising Ethics.
He was a member of the Francophonie Higher Council (2004-2006), the Science Ethics Committee at the CNRS (Comets) (1993-2005), a member of the National Consultative Committee for Life Sciences and Health Ethics (NSCC) (1997-2005) and Director of the Communication Program (1985-1997) and Science, Technology, Society Programme at the CNRS (1980-1985).
He was awarded the medal of Knight of the Legion of Honour and the medals of Officer of the Orders of Merit, Order of Academic Palms and Arts and Letters. In 2000, he received the Georges-Pompidou award and the Book Award of France Télévision.