Mediatization, circulation and social semiosis: references for critical analysis of platforms and algorithms 255 Figure 2 – Miscellaneous flows in circulation Source: Verón, 1997 This scheme informs mediatization as the circulation of meaning between institutions, media and individual actors, in various directions (according to the arrows). The emphasis on the individual actor in this scheme is contrasted, because, procedurally, it is condensed into collectives constructed in the media process itself, in the interface between (non-media) institutions, media institutions (media) and actors (which Verón highlights are individuals and not collectives). Collectives, it is worth re- peating, are built on the interfaces between institutions, media, and actors, and, therefore, the concept of audience is fragile to think about the relations of the media (media institutions) with their audiences (also because these relations are also interposed by the interfaces with non-media institutions). Verón (1997) identifies four “zones” for the constitu- tion of collectives: […] la relación de los medios con las instituciones de la sociedad (doble flecha 1), la relación de los medios con los actores individuales (doble flecha 2), la relación de las instituciones con los actores (doble flecha 3) y la manera en que los medios afectan la relación entre las instituciones y los actores (doble flecha 4) (Verón, 1997, p. 8).10 10 "[...] the relationship of the media to the institutions of society (double arrow 1), the relationship of the media to individual actors (double arrow 2), the relation- ship of institutions to actors (double arrow 3), and the way in which the media affect the relationship between institutions and actors (double arrow 4)."
RkJQdWJsaXNoZXIy MjEzNzYz