Mediatized Sapiens: Communicational knowledge

José Luiz Aidar Prado 152 ing9, and with the operation of eventual subjects, that is, turned to radical democracy since those who invest their identifica- tions in the hate circuit are obscure subjects who bet on the search for absolute values and a total, full enjoyment, and their identity is built from the destruction of the other constructed as an enemy. That is why Mouffe claims that a democratic project cannot bet on antagonism, but on agonism, on sharing the sensitive, treating other parts of the society with which there is disagreement as adversaries and not enemies (MOUFFE, 2015, p. 31). 4. Conclusion Multidirectional circulation causes sign-values to be produced in all corners of the globe, generating events and busi- nesses, enabling the world to function as a city of projects10, a term by Boltanski and Chiapello (2009) that characterizes the flexible work of global capitalism in which one works and thinks about the future based on projects, unlike the industrial cities of modernity. A scout can find a sign value in the farthest reaches of 9 Zilberberg and Fontanille develop the semiotics of screening, in which one bets on absolute, closing values, and semiotics of mixture, in which one bets on uni- versal, open values. The authors say: “For the regime that aims at absolute values, the maximum intensity is associated with uniqueness, that is, with a magnitude defined by its tonicity and its exclusivity; at the discursive level, this magnitude will be described as ‘unparalleled,’ ‘unequal,’ ‘unique’ [...]: he or she alone will be the only predicates of this concentration of value […] On the other regime, the importance of values ​is a function of their extension; the limit would correspond, among other things, to the categorical imperative of Kant, according to which ev- ery value must be able to submit to universalization” (2001, p. 48). Thus, the two main directions for ordering value systems are exclusion-concentration, governed by sorting, and participation-expansion, ruled by mixing (ibid.). 10 Boltanski and Chiapello (2009) speak of the city of projects within the third spirit of capitalism, the neoliberal phase. The concept of city aims to model the types of actions of actors when trying to resolve controversial practices oriented to justice, according to determined logics of legitimation. While the first spirit, of classical liberal capitalism, invoked justifications based on compromises be- tween the industrial city and the civic city, the third spirit, of the city of projects, operates in a network and presents social life no longer based on duties and rights, as in a domestic world, but from a multiplicity of encounters and tem- porary connections. The project is then a set of active connections capable of generating surplus value through the production of objects, connections, creation of attention etc. According to our authors, it is like a pocket of temporary accumulation that creates value in and through the network.

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