Algorithmic mediations of consumption 79 signs of consumption, including in this research view, advertising and the entire ecosystem of brands with their expres- siveness. At the same time, they also sought to observe inter- faces of these dimensions of consumption in the sociocultural realities in which such phenomena occur. In this theoretical complementation between cultural mediations and sign me- diation, consumption is seen as communicational mediation that would articulate regulatory or intermediary instances of sociocultural dynamics, based on Martín-Barbero’s model/ map (2001) of mediations, already mentioned. This model is discussed in terms of its intermedialities involved in the inter- actional dynamics of goods, services, and brands with consum- ers for the constitution of sign bonds of meaning in cultural life, as outlined in the previous paragraph. We can notice, in this theoretical intersection, that communication would func- tion as the pragmatics of social discursivization. This theoretical effort stated in the previous lines now seeks its adaptation to the phenomena of digital advertising, manifested in the mediation of algorithms. It is worth noticing that, on the occasion of this text, besides also considering the contribution of Charles Sanders Peirce, the reflection will be car- ried out on the same principle of this combination between semiotics and mediations but, now, this theoretical intersection is more guided by the perspective of the French semiotic approach as proposed by Algirdas Julien Greimas. In any case, regardless of the semiotic approach used, this work continues to perceive sign mediation as a communi- cational condition in a philosophical-theoretical perspective of the materialist phenomenology as discussed by Couldry and Hepp (2017, p. 5-8) since semiopragmatics in Peirce’s or Grei- mas’ strands is seen here in the material and symbolic condition that the signs of the algorithms assume in the processes of com- munication and consumption, in media studies, whether these are defended in the concepts of communicational mediations of culture or by the concept of mediatization, though we recognize that there are differences and approximations between such ex- pressions, but that at this moment we place the terms in equivalence based on what brings them together.
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