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This article aims to understand the emblematic theatrical institution that is the Comédie-Française as a media, producing cultural content with an informative aim which at the same time relates to institutional self-promotion. Based on a semio-discursive analysis of a corpus of Monthly newsletters produced between March 2021 and March 2022, we demonstrate both the tension between historical mission and contemporary relevance, as well as the hybridity between informative content and institutional communication content, as produced by commercial organizations. This hybridization of editorial forms which results into the production of a singular info-communicational object, like the Comédie-Française itself, seems highly significant of the transformations underway within major cultural institutions.‪