Media and semioesthetic individuation

Abstract

This article aims to map, for a review of the literature, the philosophical and semiotic production of modern subjectivities, through the media. This clearly articulated and incorporated the philosophy of empiricism (Hume) and semiotic theory (Peirce), from an ontological interpretation (Deleuze) of contemporary subjectivity. If the culture in general already produces subjectivities, the media in particular specify and intensify some of these forms of subjectivity. Media processes of semiosis presupposes a “mood” constitution of the subjects - more so than by the content - and this brings so much ontological as political developments. We conclude that what we call “semiocapitalism” (or “semiotic capital”) became the fundamental stance of the current “modes of subjectivity” - which means new semioesthetic individuation relationships as well as new power and powerlessness existence.