Lucrécia D´Alessio Ferrara 20 mediatization that emerges as an experience of living among technical means requires knowledge capable of adapting to the uncertainty of the indeterminate without a determined time or place. However, led by mediatization, social exercise requires the ability to solve problems, although nothing presents a safe method to prefigure it in its possible developments. In this sense, an epistemology of communication attentive to the ex- ercise of mediatization does not confound communication with action programs, even if they are ethical and desirable as moral or political performances, clearly demarcated. The mediatiza- tion of these performances goes far beyond the performances already enshrined in the circulation of media communication, such as that focused on consumption and led by persuasive ad- vertising strategies, supported by preferences, desires, or psy- chological drives, foreseen and explained by psychoanalysis (José Luis Aidar), or by newsworthiness, more or less favorable to the impulse, which makes the news a game of interests in dis- semination and, in some cases, in circulation. More than ever, mediatization demands the criticism of scheduled or explana- tory tactics or strategies of knowledge itself (Ana Paula da Rosa; Pedro Gilberto Gomes). That is, as a possible epistemology of communication, mediatization appears as a critique of communicology itself that is based on theoretical or political programs; that is, the mediatization of social processes is found in the imponderability of its emergence and obeys nothing; however, adhering to the logic of the media, mediatization observes circulation and this characteristic is responsible for the constitution of public opinion and the nature of consumption, both led by transmission, more like the propagation of interests than the development of ways of thinking. Circulation as propagation is predicted by the logic of the media, but this logic changes in the dynamics of public opin- ion itself and, therefore, it cannot be determined by the way it circulates or by its causes and consequences. Through circula- tion as a chapter of the logic of the media, the repetition or reit- eration that enshrines media programs seems to be scheduled, but mediatization, as the circulation of experience itself, can al- ways emerge new and unforeseen.
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