Sandra Massoni 66 structures that repeat at different scales, and it is very easy to see them in nature: the shape of the vein of a leaf repeats in the branch, and the branch in the tree, and the tree in the forest. Something similar also happens with us, human beings, as the living beings that we are. I have worked on the subject in previ- ous articles (MASSONI, 2016). Enactive Research in Communication (ERC) is the methodological correlate of the Enactive Strategic Communication Theory. It involves deploying the seven cognitive operations (see Table 2) (MASSONI; BUSSI, 2020). In this section, we will focus on the operation that tackles the communication actors. The Characterization of Sociocultural Matrices, when investigating the actors from a communicational perspective, does not work to achieve a split description. One in which in- dividuals are thoroughly studied to characterize them and then supposedly be able to predict or explain their behaviors. It is another contribution insofar as communication is an encoun- ter in diversity, one in which an open and complex system – the human – relates to another open and complex system like the territory. That is why we, strategic communicators, focus not on what the actors are like but instead on how the actors are in their flow together in the world; so, in the ERC, we work on the systematic recording of what changes in the Sociocultural Matrices as collective, group, sectoral self-devices. For us to see this, in an initial approximation, we can think of certain daily life situations, which I hope can help us understand the SM as a category of the Enactive Strategic Communication theory, fo- cusing on its differential contribution. It is possible that one can have lived this experience and then it will be of great help, if you have ever experienced, for example, in a recital, or a stadium, or even in a very formal official act when people sing the national anthem… and you listen to the people around you and notice how out of tune, how terribly out of tune they are. However, it can also happen that, days later, one enters social networks and finds the great surprise of hearing a harmonious choir made up of thousands of voices. And then one wonders: could it be that all my friends, those who howled horribly during the recital, are the only ones who were out of tune in such a crowd? Is it pos- sible...? Fortunately, science comes to our aid: when several pure
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