Affinity communication corresponds to the motivations, needs and expectations of individuals. The offer is presented according to the interests and values shared by the different audiences but also under several themes, resulting in better efficiency in terms of loyalty and conquest, while promoting interaction between Internet users with the same affinities. Affinity communication has also developed by concept (family discoveries), by search for meaning (ecology, nature, health) and by location (accommodation by the sea). These segmentations have given rise to a thematic transversal offer (proposals around the world of the garden can be broken down into gardens to visit, flowers to see, villages in bloom, hotel with garden, sales of local plants) which has the consequences of development. pages of enthusiasts, increasingly specialized social networks and discussion forums, and increasingly targeted distributors.