Algorithmic mediations of consumption 87 Beyond the discursive level, we realized that, in terms of French-speaking semiotics, it is as if the algorithms gave us an auxiliary narrative program, which would be subordinat- ed to the main narrative program from the major commercial brands that would be configured in the perspective of seeking the conjunction with an object of cognitive and pragmatic value of brands - profit - which, in turn, depends on the consumer’s narrative program assisting with the brand in the conquest of an object of value (cognitive and pragmatic offered by the brand) for consumers. From the perspective of semiotics in Peirce, applied to advertising (cf. SANTAELLA, 2002), to study the semiosis of the meanings of brands and consumers, in the mediation of the algorithm, this semiosis would be framed in the perspective of data interpretation, on a scale of dynamic interpretants ranging from the most recurrent to the rarest and most unlikely occurrences. The previous formulations, said in this way, make it seems that everything would be programmed in the digital world and the sociocultural world would be determined by algorithmic logic. In a certain sense, one can understand it as true, but it is only one way of a complex two-way or multiple direc- tions process in the current configuration of networks. The algorithm can determine reality, but reality can also determine the algorithm. Thus, we return to the question raised in the previous section of this discussion: what about the issue of the possibility of adjustment and the accidental in algorithmic interactions? Did consumption algorithms only serve retail? Or would the brands’ offers start to inhabit the minds of consumers also in affective and cognitive actions in the relationship with brands? 3. Algorithmic interactions in the relationships between brands and consumers Erik Landowski (2014, p. 72-85) considers that the senses bring a risk because although there is an order or pro- gram regime from living until the conjunction of every living ac- tor with death, for all actors in the grand narrative of life there are, also in the narrative process of life, facts that come out of
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