Mediatized Sapiens: Communicational knowledge

Algorithmic mediations of consumption 91 The proposition of a semio-pragmatic discussion is justified precisely because of the ontological aspect of the digi- tal sign, algorithm, which in its writing and narrativity seeks to determine, in the interface with the human, the meanings that can be established in cultural life to the detriment of other possibilit B ie e s y . ond the discussion of commercial interests, it is where enters the ethical andmoral intentions that are constituted in the relations between humans and AI. What do we want from this intelligence? What consumer society do we want? The high level of regularity of interactions in commercially programmed intentions, understood in their contexts, can lead to a society that values the sense of profit for a few in the logic of production to the detriment of the interests of the majority of the consumer society. What consumer society do we want? Sustainable? Selfish or altru- istic? How to think about collectivity in this logic? The algorithms will be what we program to make them work. The semio-pragmatics of the cultural sign mediation of algorithms for consumption emerges as a proposal that goes through the agenda of understanding its structuring signs (mor- phology and semantics), its ordering rules (syntax) in the inter- actions of the operating logics (pragmatics) given in the circulations, uses and consumptions for the appropriation of subjects and institutions of social life. These aspects presented are fundamental for a deeper social critique of the conformation of digital cultures and the es- sential substrate for a good dialogue with a new political econ- omy of the communication of the digital humanities, despite the work of Fuchs (2017a; 2017b), who deals, respectively, with the fetish of datafication with its hypothesizing processes of reali- ties, which leads us to a consequent social criticism of the media, that must be made from this positivist, administrative and of- ten boastful look at work practices, dynamics of social class and economics, and implications for the life of consumption that this presence of the digital brings from a world given by the logic of data, of algorithms. This study agenda should also include - in addition to what has already been mentioned about algorithmic language structures and processes - three approaches: the first one refers

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