Controversies on Twitter about new approaches to recruitment practices and ethical issues of gamifying activities

Our article aims to understand the reasons for an unusual resonance in the traditional media and on the Twitter social network of an article published specifically following the integration of the TV show concept "The Voice" into the recruitment practices. Introducing a game into a work environment is a gamification process, i.e. associating game mechanics with contexts that do not originally have them. The Voice is a TV entertainment to recruit future singers. Some job search agencies have organized events inspired by the TV show. Our study is based on a semantic analysis of the conversation on twitter about these events. By focusing on the increased use of Twitter we show that this wave of media and twitter messages may reveal ethical issues related to this form of gamification. Specifically the non-respect of the magic circle could be revealed by the controversies via and on Twitter. Potential applications of this research include the use of gamification in the field of professional insertion and the professional ethics to be followed by designers of training through serious games.