Antônio Fausto Neto 178 In the reading of some authors, the processes of mediatization have been emerging for centuries, transcending the cur- rent phase. But, for the purposes of this study, we highlight the most recent mechanical and technical processes, through which the exteriorization of imaginaries and the production of mean- ings take place, and whose effects generate a new social environ- ment, complexifying interactional processes. Occasionally, we situate the reflections presented here considering the modalities of interaction between institutions and social actors, which no longer are mediated by media processes. Their practices – journalism, advertising, public relations, etc. – increasingly escape from specialized institutions and opera- tors and are handled directly by other institutions and collectives. Driven by digital innovations, new interactional proto- cols emerge, causing the mechanisms of production, circulation and reception of messages to be operated according to other conditions of enunciation. The forms of contact that emerge from this are associated with the transformations and perme- ability of the protocols by other injunctions, which “rob” the media actors of their characteristics, identities, pedagogies, logics, practices etc. There are also transformations in the relationships with the collectives, until then called “receptors”. It is true that these are not processes that emerge over- night. They follow movements of distinct and specific medium and long-term times, according to realities of experimentation that favor a certain coexistence between old and new media, as well as the adaptation of the former and their mediating voca- tion to emerging techno-communication processes. It is, now, a peculiar phase of mediatization, which gives rise to a broad and complex observational universe with which academic research is concerned. The latter strives to identify and describe its operations, as well as to launch hypotheses and projections about its manifestations carried forward. It is worth remembering that mediatization generates profound transformations in processes of diverse socio-institu- tional practices. These mutations are driven by expanding and complexifying communication technologies, with repercussions on the nature and functioning of communication activity – until then, centered on the mediating reference of the mass media.
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