RESUMO:O presente artigo objetiva tratar possíveis relações entre novas mídias digitais e certos aspectos conceituais da linguagem, como significado e performatividade. Big data é o termo que se refere ao acúmulo de dados digitais que caracterizou as mídias de comunicação em massa nas duas últimas décadas e está diretamente relacionado à atual configuração da plataforma de serviços de tecnologia Web 2.0. As escalas de desmedido volume e variedade de dados digitais e altos índices de velocidade que caracterizam o Big data modificam as paisagens de contexto social, provocando, consequentemente, atualizações nas escalas da linguagem. Afinal, contextos em ambientes virtuais entram em colapso, pois ao assumir as próprias características do meio, revelam-se superdiversos, simultâneos, fragmentados, não estruturados, ausentes de marcadores familiares, excedendo escalas tradicionais de tempo, espaço e alcance social. PALAVRAS-CHAVE: Big data; linguagem; contexto; superdiversidade.ABSTRACT: This article aims at assimilating possible relationships among new digital media and certain conceptual aspects of language, such as meaning and performativity. Big data is a term that refers to digital data accumulation that characterized the mass communication media in the last two decades and it is directly related to the current configuration of Web 2.0 technology services platform. The scales of excessive quantity and variety of digital data and high speed data which characterize the Big data change the social context of landscapes, causing consequently updates on the scales of language. After all, contexts in virtual environments collapse, because they assume the characteristics of the environment, that is, they show themselves as superdiverse, simultaneous, fragmented, unstructured, missing family markers, exceeding traditional scales of time, space and social reach.
With the increasing incorporation of digital media in 21st century societies, a paradigmatic phenomenon is occurring on the language issue: communicative practices have started being widely mediated by technology. Besides incorporating earlier technologies, such as radio and television, computers have enabled users, who were mere passive recipients, to become information emitters as well. Starting from the principle pointed out by Marshall McLuhan (1964) that the medium controls the scales and actions configured in language, this paper seeks to understand the scalar levels of new technologies contexts and how they reverberate on meditated linguistic practices. Digital media are considered here as their own computational designs, communication channels that, far from being neutral, are previously set by large computational companies and, therefore, present ideologies and already configured forms of interaction, stimulating semiotic and pragmatic dimensions of language, reflecting on aspects of culture and, consequently, on political life.
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