Eneus Trindade 90 the communicational spheres of production, circulation, reception/consumption, combined with the understanding of morphology, semantics, syntax, and the pragmatics of algo- rithms in human interactions and with their social institutions for an understanding of their logic, always looking at the ethical dimension since the dimension of commercial intentions is not the only defining element of the social environment, which is also the environment of the economy of experienced consump- tion. The algorithm needs to be humanized in its purposes. Algorithms, as we discussed at the beginning of this exposition, can describe, configure, induce, and predict, but they cannot feel. The universe of the sensible can be calculated, stim- ulated, described, and provoked, but it cannot, or still cannot, be felt by the non-human. Training for advertising work today requires knowledge about the digital that was not relevant two decades ago, but now it is. New modalities of interactions mediated in the digi- tal by algorithms in consumption and the various dimensions of digital humanity imply knowing this new language of media circulation, that is, opening the ‘black box’ for understanding the morphological structures that constitute the basis of algorithm code, its attribution forms of semantization (which means understanding the ways to attribute meanings, functions, values/ hierarchies). These dimensions would be on the horizon of the programming regime, observing the regularities (including statistics) and intentions for the constitution of syntax, an ordering based on the occurrences and possible functions predicted for the users-consumers, i.e., the affordances, which are not visible in the human perception, since semantization and syntactic or- dering are invisible processes in the organization and data pro- cessing of algorithms in software, leave us only with access to meanings through the pragmatic dynamics of interactions and their regimes of meanings. On the other hand, the determination of affordances, based on the circulation in the interaction with the consumer and its forms of appropriation, makes it possible in the AI dynamics to adjust the algorithm to the accidental reality (positive or negative for brands); this new semantics and syntax constitute within pragmatics of digital language, ‘mathematizing’ social life.
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