Semiocapitalism and media in the production of affection

Abstract

This article intents to associate the leader thoughts from two contemporary authors about our audiovisual culture, produced by the media: Marshall McLuhan and Todd Gitlin. Inserted on context of Semiotic Capitalism (Semiocapitalism), the media culture may be understood as “form”, more than “content”. The flux or audiovisual waves support us every day, and this brings some subjective reconfigurations. Today, to communicate is more important than facts communicated. The finality of this article is to try asking about the "form-midium", or “empire of signifiants”, central aspect in the books of both authors.