The theoretical-methodological problematization in circulation and platform research 217 alyzing communication processes. Thus, I advocate constructing its own analytical set and theoretical and methodological prob- lematization. The contribution of this reflection to the field con- cerns the need to reflect on our methodological approach. In the two cases illustrated, the quantitative data made it possible to generate clouds and the maximum similarity tree. However, if we stay stuck in the linguistics of the corpus, we could be going back to the 1960s, at the height of the structural- ist paradigm, when the first semiology was developed, and was very much tied to the phrase (Verón, 1996, 2004, 2013). In this paper, we have seen examples of the impor- tance and need to return to the contexts since we are immersed in complex processes triggered by the mediatization of societies and the circulation of meanings. In this way, “how someone says,” is of unique importance and must be critically examined alongside “what someone says.” Thus, I believe that semiotics is a source that can assist us in critically interpreting different significant matters. In Vegetal Memory, Umberto Eco analyzes the book and his taste for reading, saying that there was a vegetable memory, which came from the certification built by books. He problema- tizes the issue of memory, which has a dual function: “to remember the data of our previous experience; but the other is also to filter them, to discard some and preserve others” (Eco, 2010, p. 10-11). When talking about the memory provided by databases and technological development, he says that we are returning to a type of memory that had a mineral support, like the first ideo- grams recorded in caves. Social memory, built on the raw material of silicon, allows for immense access and storage. But we can feel “obsessed by millions of details, we can lose all criteria of choice” (Eco, 2010, p.15). So, when we are immersed in data, we need to analyze it carefully and with interpretative parameters. The memory of the academic research we are building cannot be guided by the apparent convenience of having readymade data, with a prefabricated and pre-defined corpus. We need to problematize the non-existence of “data neutrality”, the configuration of platforms, which have very unique characteristics, and determine what can (and should) be extracted. Rel- ativization should be a common practice and a guide from the
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