Circulation and capitalizing mediatization in hypermediatized societies 153 the world and link it to sociability traits (andmodalizing recipes) to shape a new project and produce surplus value. If this cre- ates attention and generates awareness, it will circulate quickly through the networks, generating values of different natures (not only in the economic sphere), and sensitizing interactive consumers according to specific interaction regimes. Often the producer himself – without the need for the scout – promotes circulation, as long as he has self-entrepreneurial capacity. The consumer culture of globalization is nourished by this high entrepreneurial mobility of bodies, sign-values, and symbolic tokens, based on a broad grid in a socio-technical network. This network is not only nourished by programming regimes but also by adjustment regimes (LANDOWSKI, 2014), in which enunciators are summoned in the networks of desires, as we have seen. To activate such networks, calls need to cre- ate identifications, which activate the tensive fields. Discourses speak not only to intellects but to bodies. In this sense, the ac- tants of this new consumer culture are bodies, digital actants, and other types of enunciators, including algorithmic ones, which have some power to enter and call attention to the net- works. What matters in this process is not only the existence of these coupled networks, but the interactional (and drive) connections produced in these networks of desire and capitaliza- tion, characterizing mediatization as a semiotic dynamic mate- rialized in interactions between different actants that generate meanings, aiming at the consumers wanting to seek their satis- faction in and through these networks. This circulation produc- es surplus value through the circulation of images, texts, videos, likes, etc. The most valued enunciators are, precisely, those with high communication skills in this circulatory economy that gen- erates attention. When mapping circulation and modes of interaction, accounting for the relationship between economic and non-eco- nomic factors of drive circuits in this communicational process that produces surplus value is also necessary. Brian Massumi (2020) proposes taking the value back. It is not about imposing judgment criteria or installing a normative rule, but about revaluing value, beyond the standard neoliberal normativity, beyond judgment. The opposition of good/evil and normal/pathological
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