Jairo Ferreira 202 In this article, in particular, a singular empirical object is of interest: the algorithmic means, which we consider to be the media of current publicity means, especially when they man- age digital means of content, programs (radio and television), indexation (from the library to web search tools) and interaction (Facebook, Instagram, WhatsApp, etc.). 3. An interface to think about semiosis and power It is not about exhausting, argumentatively, this complex epistemological interface – semiosis and power, which we present as the foundation of the hypothesis above. It is a sketch of this hypothesis: there is no semiosis uncoupled from the issue of power. On the contrary, social semiosis is immediately the foundation of power relations; intrinsically, the sign incorpo- rates, in its logic, the logic of power that constitutes it. We begin this argument with Peirce. Here, we refer to the displacement of a semiotic logic (Peirce’s) that we consider universal to situate as unique to socio-anthropological processes. By being universal, Peirce’s logic can contribute to reflections on a multiplicity of phenomena designated as natural and social of dif- ferent vegetable and animal species, including what is called human. Here, Peirce’s logic resembles the power of dialectics, used to think about mineral, animal nature and species (as György Lukács did, for example, in his work For an ontology of social being). Thus, the well-knownmaxims of dialectics were ‘applied’ to understand the changes and transformations of nature, from the “transforma- tion of a monkey into a man” to economy, culture, and politics. General logical reflection, however, never replaces the need for a singularity of reflection on the phenomenon observed. Otherwise, science would be reduced to a general and formal logic. We think the same is true for Peirce’s semiotic logic. Resuming the issue: how can one think about the relations between power and semiosis? One solution considered in the literature places the power issue as derived from social beliefs, especially those constituted from the argument of authority. This perspective has even been considered the relationships between (dominated and dominant) beliefs. It is,
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