Eneus Trindade 78 tween brands and consumers. It is noticed, in this theoretical intersection, that communication would work in the service of a pragmatic of social discursivization. Thus, the theoretical chal- lenge of this text is to understand the dimensions of this new media writing, digital algorithmic communication for consump- tion. The reflection is organized in three axes: the production logic of algorithmic advertising in its writing; algorithm and the narrativities suggested for consumption as a sociocultural writ- ing, and the manifestations of interactions (LANDOWSKI, 2014) of the relationships of brands with consumers. Keywords: Mediations; Mediatization; Algorithms; Consump- tion; Brands. 1. The new materiality of writings in algorithms for consumption: problematization The ecosystem of brands, in algorithmic mediation, brings a new ontological status to the sign mediation of adver- tising. We understand that communication mediations occur by signs and these mediations are the foundation of the sociocultural realities. Mediations, in this work, can be understood from a philosophical perspective, as a kind of materialist phenom- enology as they are treated by Couldry and Hepp (2017) and Martín-Barbero (2001, p. 16-17). The materiality of the signs of digital expressions, via algorithms, invites us to a new dimension of the writing of things in the digital humanities, which goes beyond the media- tion of technicality, and spreads in the logics of production, in- dustrial formats, institutions, and cultural matrices, generating new sociabilities, and new cognitions that are manifested in the mediation of consumption by brands with their appropriations and new rituals for consumers. The communicative condition of the mediation of signs in consumption was the subject of a previous discus- sion in Perez and Trindade (2020), which, supported by the propositions of Charles Sanders Peirce’s semiotics, sought to understand the aesthetic, ethical, and logical dimensions of the
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