139 Circulation and capitalizing mediatization in hypermediatized societies1 José Luiz Aidar Prado2 Abstract: Mediatization is discussed from the perspective of the practices propagated in the web, through the search for an un- derstanding of the modes of circulation in the hyper-mediated phase of communicational capitalism. The high circulation of texts and specific modes of interaction of actors in the consumer culture generate mediatization capital and performatively empower people calling for attention in the direction of self-entre- preneurship. Interactional practices in social networks must, therefore, be studied within the consumer culture that circulates incessantly and rapidly in social circuits; the actors, anchored in social practices, in semiotizing, increase their mediatization capital, inserted in social circuits that appeal to the release of drives. This refers to the modes of valorizing value. Keywords: Mediatization. Circulation. Capital. Network practices. Value. 1. Introduction In recent articles (PRADO, 2020; 2020a), I have examined reconfigurations that occurred in the operation of media 1 An initial version of this text was presented at the IV Seminar on Mediatiza- tion, held at the end of 2020 and later deepened in the text published in the journal Questões Transversais, v. 8, n. 16, July-Dec. 2020. Available at: http:// revistas.unisinos.br/index.php/quesoes/article/view/21714. The article now published is a new version, reworked. 2 Professor of the Graduate Studies Program in Communication and Semiotics at PUC-SP. CNPq researcher. Editor of the journal Galaxia. ORCID: https://orcid. org/0000-0002-9540-7115. LATTES: http://lattes.cnpq.br/8833752667337994. E-MAIL: aidarprado@gmail.com.
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