Mediatized Sapiens: Communicational knowledge

Epigenetics of media processes 191 whose intelligibility must be removed from the hiding place. However, the conditions for them to emerge go through another narrative work: that of the analyst/researcher. We will, there- fore, be faced with three narratives: the researcher’s, the advertising language, and the language that underlies the region of the hiding place. The question of what the research is about, epigenetics, permeates the entire study that we will develop as a follow-up to the research work. A pertinent question that emerged in the debates con- cerns the possible contribution of the project to communication research. The proposal intends to direct the eyes beyond the daily research done in the area, deepening the approach by con- sidering the phenomenon in question. Media processes are broader than the mere consider- ation of communicational devices. Diving into the underground of these processes, inquiring about hidden codes, the project sheds light on an unknown side to communication research. Metaphorically, we can say that it investigates what lies on the hid en side of the Moon. Communication is a reality of interaction with the world. In this way, the reflection to be developed is only relevant and effective when inscribed in the communicational world. In media processes, in fact, there is a joint action with the world and not o A n n i o t. ther question that may arise is about how to set critical systems inmotion around the research on the epigenetics of media processes. Research is not a declarative, abstract real- ity but refers to a concrete object. As stated, the path starts from the concrete (phenom- ena that appear) to the abstract (the societal memes studied by epimimet W ic e s) m . ust focus on society, the reality of media processes, and see how memes work. DNA is transmitted genetically, while memes are transmitted by imitation. Likewise, it is necessary to analyze the things that appear, the works performed on media processes. For it, it is neces- sary to carry out a meta-media reflection. The question/challenge that is asked today is: wouldn’t the technological perspective, encompassing all of human real-

RkJQdWJsaXNoZXIy MjEzNzYz