77 Algorithmic mediations of consumption: mediatized interactions between brands and consumers and forms of writings1 Eneus Trindade2 Abstract: Algorithmic mediation brings a new ontological status to the sign mediation of advertising and brands and their media- tization processes. It is understood that communicational mediations, such as mediatization, are given by signs and that these mediations are fundamental to sociocultural realities. In this work, mediations can be understood in a philosophical perspective, as a kind of materialistic phenomenology of communicative forms (COULDRY; HEPP, 2017; MARTÍN-BARBERO, 2001, p. 16- 17). The materiality of digital signs, via algorithms, invites us to a new dimension of the writing of things in digital humanities, which goes beyond the mediation of technicality, and spreads in the logic of production, in communicational formats, in institutions and it permeates cultural matrices, generating new socia- bility and new cognitions that are manifested in the mediation of the consumptions of the brands with their appropriations and new rituals for consumers; therefore, mediatizing, through advertising devices and their circuits, interactive processes be1 This text is the adapted and translated version from English into Portuguese of the text originally presented at the 2019 HCII – Human-Computer Interaction International Congress in Orlando, USA, with the incorporation of discussions during panel 2 of the International Seminar on Research on Mediatization and Social Processes at PPGCOM UNISINOS, held in 2020. The version presented here, in Portuguese, is unprecedented in Brazil. 2 Associate Professor, lecturer in Communication at the Communication Sciences Programat the School of Communications and Arts at Universidade de São Paulo. He holds a CNPq Research Productivity Scholarship level 2. ORCID: https://orcid. org/0000-0001-8231-4027. LATTES: http://lattes.cnpq.br/1421349592402127. E-MAIL: eneustrindade@usp.br.
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