From shared semantics to the excavations of what operates, converses and transforms us 19 present in Southern approaches (see, for example, Verón’s model, 1997). Unlike the semantics of sign, semiotics, semiology, dis- course and circulation, points of differentiation, media, institu- tions, and actors are approximate. It is not by chance that the semantics of technology is almost consensually present in the relations, regarding the con- cept of media and institutions or not, referring to socio-technology (Bernard Miège, Ada Silveira and Isabel Löfgren), much more than to semio-technics (as it appears in Jairo Ferreira). The institutional semantics, present in Verón’s models, appears strong in Fausto Neto’s elaboration. Perhaps the seminar resents the absence of “pure” institutionalist representatives, aiming to emulate conversation. In other words, it is another operator that can perhaps be explored in the interlocutions between currents from the north and the south, as it is in the works of the Seminar on Mediatization. But it is incomplete to claim that the south is reduced to Verón’s perspective, when he thinks about the construction of a lineage in mediatization. This book expresses this through two important operators: ambiance and communication. Ambiance is the focus of Pedro Gilberto Gomes’ research work and should be seen in its power through the interlocution with the socioconstructivist approach (the term is also the object of reflection in Göran Bolin’s chapter) and is transversal to most of the chap- ters of this book. The south is also a space for questioning the limits and potentialities of lineage, especially when discussing what com- munication is. The word communication is common in the writings of communication, and this is evident here as well. But the term is the object of specific reflections in this book, represent- ing a strong characteristic in Brazil (in the chapters of José Luiz Braga and Lucrécia Ferrara), offering clues for elaborations to advance in the Seminars on Mediatization. Finally, we have the proposition that mediatization is an epistemology for the understanding of social construction and its logics. These terms are also transversal to most of the chapters of this book. Undoubtedly, they deserve specific works of singularization and reflection, as bridges of interlocution be- tween research programs from the north and the south. And, in
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