Résumé
Digitalisation has become prominent in French agricultural policy and innovation narratives, as new expectations arise for more sustainable production models. Professional agricultural media play a critical role in shaping how farmers perceive both these transitions, acting simultaneously as intermediaries of innovation diffusion and mirrors of sectoral identities. Yet their influence on the representation of digital tools in relation to agroecology remains understudied. This communication addresses the theme “Impacts of digital technology on agriculture” by examining how professional agricultural media construct and mediate the effects attributed to digital tools in connection with agroecology practices. The initial focus on the vegetable sector offers a particularly relevant entry point. Due to its high exposure to environmental challenges, its labour- intensive nature, its frequent under-equipment, and strong expectations for healthy and sustainable food, vegetable production has become a showcase for both agroecological ambitions and digital experimentation. Across a diversified sample of national outlets, we examine which visions of agroecology and digitalisation are deemed legitimate, which actors are granted authority, and which promises and risks are framed as central. The research builds upon initial insights obtained in a master's study focused on a single major outlet, which highlighted a strong valorization of efficiency-driven arguments and the increasing integration of environmental concerns within narratives on digital farming. Expanding to the broader national media landscape allows for a more comprehensive comparison of editorial and discursive framings. Methodologically, the work combines lexical statistics and qualitative discourse analysis. To build the corpus, we employ a structured keyword-based search strategy articulated around three conceptual groups capturing discourses at the intersection of agricultural digitalisation, ecological transition and sector-specific issues:(1) terms referring to digital technologies;(2) terms relating to agroecology and ecological transition, acknowledging ongoing definitional tensions between institutional eco-efficiency framings and diversification-based approaches;(3) production-related descriptors enabling adequate coverage of the market gardening subsector. This keyword structure ensures both inclusion of relevant articles and consistency across outlets. The corpus will cover approximately fifteen years of publications to detect the emergence and evolution of discursive patterns. The corpus will be analyzed using quantitative text-mining (lexical statistics, co-occurrence networks, temporal trends) combined with qualitative examination of framing devices, actor representation and normative orientations. Attention will also be given to the role of media as innovation brokers, in line with current research recognizing professional journalism's strategic involvement in both mediating and shaping the digital futures of French agriculture.