Algorithmic mediations of consumption 81 services. The calculations made by algorithms from databases show a new social logic of consumption that poses the topic as a new challenge to be understood. Based on Gillespie (2014), aspects of the relevance of algorithms are identified in his studies, which may allow the understanding of writings of this new ontic status of digital hu- manity. In this sense, it is possible to think about the application of these aspects cited by the author from the perspective of a semiopragmatics theory to the understanding of the processes of algorithmic-advertising sign mediation of brands in their interactions with consumers, going beyond the technique, consid- ering the conditions of interaction and production and circula- tion and consumption of its discursive forms. The elements of Gillespie’s proposition (2014) are: the algorithms promote patterns of data inclusion through the actors; the algorithms perform calculations of anticipation and predictability of occurrences; the algorithms promote the assessment of the relevance of occurrences with non-visible calculation criteria; algorithms operate by offering objectively calculated options; there is the idea of impartiality of the offer on the part of the algorithms, even though such offers are the result of subjective processes delegated by those who design the algorithms; the algorithm gains the condition of direct- ing the lives of users by performing the merge in the tangle of calculations of occurrences, from the practices of uses of the public, allowing the conception of a predicted or predictable public. The results of semiopragmatic applications on public practices manifested in data through algorithms point to con- tributions on the logics of production and potentialities of ap- propriation of the dynamics of meanings of algorithmic advertising actions, which in turn help to think about the narrative and discursive logics of consumer cultures in the mediation of the digita T l. he theoretical and methodological proposal presented here finds theoretical support in works on “brand-media” by Berthelot-Guiet, Marti, Patrin-Lecrère (2014), as well as applications of semiotics to advertising and marketing in the Brazilian context (TRINDADE, 2012). Thus, it constitutes a
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