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This article aims to explore the info-communicational diffusion of normative conflicts (Hoang, Mellot, and Prodhomme, 2022) related to the injunction to digital sobriety (Bordage, 2019; Flipo, 2020) in professional press and mainstream media. To do this, it draws on a lexico-semantic analysis of a corpus of 227 press articles published between January 2020 and March 2022. The semantic universes resulting from the analysis reveal two contrasting imaginaries of digital sobriety: that of sustainable development, characteristic of the public sector and communications press, and that of the ecological transition, conveyed by the opinion and popular science press.