Pedro Gilberto Gomes 194 Abstract: We are facing the emergence of a social problem that constitutes a new research object: the need to seek the hidden codes of media processes. From this perspective, a fundamental question arises that guides the work: how does man, creat- ing new codes, question the meaning of his life to program and control human actions and the function of machines (ROSNAY, 2018, p. 31)? Taking into account the transposition from gene to meme, from genetics to mimetics, epigenetics as a science un- derlying genetics, it is possible to call epimimetics a science underlying mimetics whose function would be to study the trans- mission of memes in society (see ROSNAY, 2016, p. 20). Within the perspective of societal epimimicry, what are the memes that characterize media processes and make up the DNA of media- tization? Joël de Rosnay calls this situation prosumer (English word formed from producer and consumer – producer and consumer) (ROSNAY, 2016, p. 95). We are facing a new environment that conditions society and people, qualifies the DNA of media processes. This is what we call the mediatization process. Keywords: Epigenetics. Media processes. Mediatization. Epimi- metic. Ambience. Prosumer. 1. Introdução A caminhada da pesquisa possibilitou o encontro de alguns temas transversais que perpassam os estudos da midiati- zação hoje. São o que podemos chamar de achados. Importante sublinhar que eles não se confundem com os diversos objetos de pesquisa. São, antes, pano de fundo para os trabalhos. Não obs- tante, o garimpo deixou também perdidos que, organizados, dão matéria para aprofundar a pesquisa. Segundo Joël de Rosnay, os mecanismos de base epigenética, permitindo agir sobre a complexidade do nosso corpo, podem ser transpostos para a complexidade da sociedade na qual vivemos e trabalhamos. Com efeito, o DNA societal constitui-se de genes virtuais, os quais chamamos de memes, genes culturais transmitidos por mimetismo graças aos meios de comuni-
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