Bernard Miège 30 meaning of the products offered and the mutations of the discursive spaces themselves, in renewed conditions. What char- acterizes the current management of infocommunicational phe- nomena by the digital giants is the fact that it is based on data and uses algorithms, which influences infocommunicational phenomena in several ways. In the Information and Communication Sciences (it is opportunistic to highlight this disciplinary link because cur- rently other disciplines in the humanities and social sciences are interested in digital phenomena, but limiting themselves to their own approaches that are far from measuring the phenomena of infocommunication, and their specificities), as I considered in a recent work dedicated to the digitization of societies (Miège, 2020), it seems appropriate and relevant to base it on three principles 1 : . Taking into account temporalities (long and short), which allows not only to understand (technically based) innovations, but to distinguish them from mutations (e.g. affecting the media) and changes (e.g. related to behaviors that are obviously less sustainable than social practices). 2. Medium-range theorizing, both at the micro and macro levels, relating to both empirical observa- tions and hypothetical-deductive considerations. Therefore, caution must be exercised in relation to claims to the universality of the phenomena con- sidered; the social logics of communication remain situated, and emerge from research and analysis, from which we explain many of the perceived dif- ferences between what can be observed in Europe and in South America. 3. The multidimensionality of approaches. As far as possible, and to protect ourselves from the risks of compartmentalization of work, we should avoid remaining at a single level of analysis. For example, with regard to the cultural and creative industries that will be central to the rest of this Presentation, it is appropriate to articulate the different phases
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