Mario Carlón 280 The study determined how, thanks to the new mediatization and circulation, Chicas bondi could generate its own collective, even though it was an unknown agent/enunciator (also a fake). He did it from a blog and a couple of accounts on social networks (Carlón, 2015, 2019, 2020) through a pr cess that occurred thanks to: 1) the intervention of a celebrity, 2) the resumption of actions by the mass media (which began to share their con- tent), and 3) actions conducted by non-human agents (such as automatic notifications that reached followers). Unfolded over time, this set of processes had a significant effect: not only did they build a collective, but they established a transformation of the enunciator’s status.7 That said, we can face two questions. First, what did we do? What we tried, above all, was to return almost twenty years later to the question brought by Eliseo Verón in “Esquema para el análisis de la mediatización” [Scheme to mediatization analy- sis]. We did so by focusing on new processes of building collectives in a society where a newmedia system had emerged (as an outcome) and mediatization as a process began to enable other outcomesS . econd question: What is the status of what we were analyzing? A “micro-process” of the great meta-process of contemporary (hyper)mediatization? Probably. From our point of view, it is a small-scale diachronic transformation of the contemporary meta-process (more than a process, according to Krotz’s differentiation). Because although it was possible to determine the origin of the circulation of meaning (the first post by Chicas dimension is important for this approach, which tries to account for the con- temporary articulation of mediatization, the agents/enunciators, and the new circulation. 7 We cite here three transformations that we have detected when there are “hy- permedia leaps” (that is, circulation between different media systems), which we consider hypermediatization “processes” (Carlón, 2022a): a) changes in scale in mediatization (for example, what was on a cell phone happens to circu- late publicly on social networks and then in the mass media), b) complexifica- tion of communication directions (for example, when the meaning produced by an agent/enunciator is circulating “bottom-up” and happens to do so in several directions at once) and, c) changes in the status of the agent/enunciator and the link with peers, institutions, and collectives: for example, when an amateur becomes a celebrity or when a biographical break occurs when someone publicly tells that they suffer from an illness (Soares de Araujo et al., 2018).”
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