Jairo Ferreira 254 ready inserted in social discourses and reflections on media. Therefore, Verón is not the author of semantics, although it is recognized that he is one of those who develops differentiated efforts for the construction of the concept. In this text by Verón (1997), the formulation that pub- lic access is central to defining when a medium is part of the mediatization process is maintained. But something that will change later links mediatization and discursive and industrial market societies: La comunicación mediática es esa configuración de medios de comunicación resultantes de la ar- ticulación entre dispositivos tecnológicos y condiciones específicas de producción y de recepción, configuración que estructura el mercado discursi- vo de las sociedades industriales. La comunicación mediática se encuentra en una situación de cam- bio acelerado, como resultado de la evolución de los dispositivos tecnológicos y de la emergencia de nuevas tecnologías, pero también como resultado de la evolución de la demanda. A partir de cierto punto, la comunicación mediática genera un proceso de mediatización de las sociedades industria- les (Verón, 1997, p. 6).9 This perspective will change profoundly in his final texts, as we will discuss. But in this text, there is a new problem that directly affects the models and interpretations of media circulation, as discussed above. The model, used in dozens of the- ses and dissertations, is as follows: 9 "Media communication is that configuration of the mass media resulting from the articulation between technological devices and specific conditions of pro- duction and reception, a configuration that structures the discursive market of industrial societies. Media communication is in a situation of accelerated change, a result of the evolution of technological devices and the emergence of new technologies, but also as a result of the evolution of demand. From a certain point, media communication generates a process of mediatization of industrial societies."
RkJQdWJsaXNoZXIy MjEzNzYz