Antônio Fausto Neto 174 rectly, through networks enhanced by the internet and its effects. This results in the emergence of a new environment, generating interactions and message flows that involve heterogeneous uni- verses – inhabited by media and social actors. Technologies and their communicational logics impose themselves on the social environment, transforming their prac- tices. Especially the internet, which tries to organize the communicational architecture according to direct flows, without the mediation of the classic intermediaries – resulting in new and complex situations of interchangeability. However, we must remember that the effects of new technologies on social organization do not occur in a linear way, since they are crossed by discontinuities and asymmetries as effects of grammars, logics and rationalities, as postulated by social semiosis. Thus, it is not a question of the emergence of an envi- ronment structured around the logics of convergence, as some functionalist precepts preached. On the contrary, it is constituted by divergences, since, before reinforcing social uniformity, the ac- celeratedmediatization of industrial societies most likely leads us to increasingly complex significant functioning (Verón, 2004). The complexification of the functioning of social orga- nization and its practices, because of mediatization, has been a thematic problem since the end of the last century. But, for many years, we were heirs, in the environments of communicational research, of the injunctions and reflections of the theory of social action, which largely populated Latin American studies. It is within this analytical framework that the problem of circula- tion was initially naturalized, through the recognition that the exchange between production and reception was managed ac- cording to the supremacy of the actor-producer (as the operator of the broadcast). Subsequently, the effects of the debate on the mile- stones of the theory of social action on communicational re- search allowed important epistemological shifts, moving on to a problem that would examine, in a more complex way, the re- lations between media processes and their operations of pro- duction of meaning. These new “analytical winds” would problematize the functionalist perspective and, more specifically, its refusal to the complexity of circulation.
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