Pedro Gilberto Gomes 186 and researching the media processes in a society undergoing mediatization. Our reflection is supported and found its basis in the discussion explained above. By dealing with private, individual means, communication research forgot the environment of mediatization, constituted by media processes. These are the processes that establish and give life and meaning to the phenomenon of mediatization. In general, transcending particular phenomena, the human being, as a complex being with relation- ships, is capable of understanding and giving consistency to mediatization as a process. Nevertheless, it is important to emphasize that this is a preliminary reflection that must be proven. Within the perspective of societal epimimetics, we ask: how do the memes that characterize media processes and make up the DNA of mediatization occur? This question is justified because the researcher is called to understand and correctly the- matize the media process that goes beyond the contingency of particular media. From this perspective, it is crucial to look at them to contemplate them in what is submerged. The reality of mediatization is more profound than it seems. The aim is to go a step further, exploring the potential of the concept of mediatization as a reading key for understanding reality. Tackling the health sector, Rosnay underlines that it is experiencing a true paradigm shift. It is necessary to understand and generate new epimimetic practices if we want a relevant and equitable transition in terms of respect for people and indi- vidual freedoms31. For him, the epigenetic-based mechanisms that allow us to act on the complexity of our body may be transposed to the complexity of the society where we live and work. The DNA of society is constituted of virtual genes, called memes, cultural genes transmitted by mimicry, thanks to the means of communi- cation, collective behavior, and the use of interactive numerical instruments32. In summary, from genes to memes, from genetics 31 ROSNAY, Joël. La Symphonie du Vivant. Comment l’épigénétique va changer votre vie. Paris: Les Liens qui Libèrent, 2018, p. 195. 32 Cf. ibid., p. 200.
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