Jairo Ferreira 258 The main point of complexity that we highlight is that the discrepancies between “grammars of production” and “grammars of recognition”, in this book (Boutaud; Verón, 2007), is thought of in interface with the relations of collective construction, including the “efforts” to reduce these gaps by “statis- tical procedures”: Cómo construir estos colectivos: esa es la cuestión crucial de los estudios em recepción, cuestión tan más complicada en tanto los medios mismos están produciendo constantemente sus propios colecti- vos (públicos, audiencias, lectorados) obtenidos por procedimientos estadísticos cada vez más sofisticados, en el marco de sus esfuerzos perma- nentes por articular lo mejor posible la oferta y la demanda reduciendo, en tanto se pueda, el desfasaje estructural creciente entre producción y reco- nocimiento (Boutaud; Verón, 2007, p. 4).12 The question that arises is a double process: on the one hand, what we characterize as the explosion of lags (Ferreira, 2016); on the other hand, the efforts of media institutions to control this process (by articulating the best possible offer and reducing, as much as possible, the increasing structural gap be- tween production an recognition), in a context of newmedia (AI, algorithms, platforms and networks), which we consider condu- cive to the enhancement of the regulation of media semiosis and, at the same time, to the proliferation of collectives. 1.3 A stone that modifies the work? In one of his last articles (Verón, 2014), in a formulation that we consider to be a meta-analysis, there is an epistemologi- cal turn that raises several questions to previous formulations 12 "How to build these collectives? This is the crucial issue of the studies in recep- tion, so much more complicated in so that the very media are constantly pro- ducing their collective properties (audiences, readers) obtained by increasingly more sophisticated statistical procedures, in the framework of their permanent efforts to articulate the best possible supply and demand reducing, as much as possible, the growing structural gap between production and recognition" (Boutaud; Verón, 2007, p. 4).
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