Antônio Fausto Neto 180 Instead of crystallizing, the reading of media affectations, from a causal nature point of view, does not happen; therefore, “before reinforcing social uniformity, the acceler- ated mediatization of industrial societies leads us, most likely, to increasingly complex significant operations” (Verón, 2004, p. 67). By observing transformations from the “media society” to the “society undergoing mediatization,” the problem of circulation permeating the social organization is pointed out. It is associated with the new communicational dynamics and possibilities of interaction, as well as their manifestations. This problem became more complex between the end of the last century and the first decades of the current century, giving rise to different effects. In addition to those caused by the emergence of the internet – and its impact on the conditions of production and transmission of knowledge – we highlight mutations in the interactional processes that involve various social practices, including the transformations in the relations of the media with institutions and social actors; the emergence of new collectives; and the “erosion” of the identities of diverse social fields, to the extent that social functioning, interactions, and practices escape the regulation of the mediating instances. In short, differentiated circuits give rise to new protagonists and processes of meaning production. The processes of mediatization generate new forms of contact and possibilities of exchange that are supported by other forms of feedback. The processes of interchangeability, until then dynamized by the social fields and their practices, began to be engendered via circuits that emerge from complex interactions, escaping the boundaries and techno-symbolic operations woven only by the media field. In other words, the exchange between production and reception no longer has evi- dence of supposed supremacy from the point of view of the actor-producer of the broadcast. In the face of a new circulatory activity, interactional strategies are covered with other complexities. It is worth remembering that, in a way, the functionalist perspective is updated in the scenario that involves the re- lationship between production and reception – especially the
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