Mediatized Sapiens: Communicational knowledge

José Luiz Aidar Prado 142 networks” (CARLÓN, 2020, p. 10). There were great changes with the emergence of these networks, such as the surge of new enunciators and the change in the direction of the circulation of meanings. The consequence is that the mass media system remains, but not as dominant and it no longer launches utter- ances unidirectionally as in the past; today, they are part of a broader movement and have to interact with social media, producing communication in all directions. Carlón emphasizes this by saying that circulation has become hypermedia: “the content travels from social networks to mass media and from mass media to social networks” (ibid., p. 11). For Carlón, the mass media were descendent; that is, they installed communication process- es from the top of institutions to the basement of the public. In hypermedia society, this no longer occurs, as there are different directions of communication. It is this multidirectional circula- tion that interests Carlón. I will not address Carlón’s schemes here, as I have already done in a previous article (PRADO, 2020). In multidirectional circulation, there are changes of direction between one phase and another (for example, when videos are posted on social media in a first phase, and intra-systemic dis- persion occurs, and later, in a second phase, the meanings reach the mass media, and, finally, return to the social media, when, for example, celebrities or influencers comment on some content. 2. Branding in the generation of surplus value However, to understand mediatization in hyper-me- diatized societies talking about circulation is not enough. It is also necessary to face the issue of how to build value and branding. Fontenelle, when addressing the question of value in Marx, brings the three concepts of time-space based on David Harvey’s (2013) approach: a) absolute theory; b) relative theory; c) relational theory. In absolute theory, space and time are separate; space is the geographic domain, an immutable and still network, and time is historical. Fontenelle says: “In this space, material things are, clearly, identified, and described. In Marx, this con- ception encompasses the domain of use-values, land property rights, State borders, the physical existence of the factory, the

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