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The aim of this research is to unravel the relation between digital technologies (interactive-immersive-representational) and language as system of signs, semiotics and abstraction, in the late cognitive capitalism information mode of production, showing the implications of such relation on power relation, and subjectivity. Using poststructural theories, and Media studies. The hypothesis of this research is that digital technology functions as a second mode of representation, or a representation of a representation, working as a second language, actualizing the linguistic capabilities of representing meaning, signs, imaginary, cultural contextual and linguistic games. But this second mode of representation in the digital era is a sign without master signifier (Lacan), it means that it has actualized the full virtual potentialities of language, of representing unlimited hyper realities, turning to self referential opened to the full contextual narrative possibilities. This colonization of the semiotic-cognitive sphere (the space of the necessary virtual semiotic space for the existence and functioning of all languages, self narrative imaginary), by the digital mediated technology led to the materializing and expansion of this sphere, augmented the possibility for navigating and reaching synchronically and diachronically of all past and existing different languages, cultural products, and social relations, turning it to a mode of material production. giving the opportunities for inclusive cultural and linguistic contextual games of meaning, self narrating reflexivity and re- enchantment of the post modern capitalism, navigating into new frontiers which were not possible before.

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Most studies that focus on studying the digital culture, usually refer to this phenomenon as something distinctively and radically new historically and culturally, and that it derives from the determinate existence of the newly created digital technology, these claims even though that are true, but it neglects the fact that technology is always social before its technical as gill deleuze puts it “there is always social machine which selects

It defines and encompasses the ways of thinking and doing. 1977). that are embodied within that technology. digital Technology‟s qualities of virtualization. Saying that digital technology is a new form of expressing power relations does not mean that Digital itself as a knowledge is new. As Deleuze understood it. or little used. Dialogues 5 Internet Dictionary . are qualities concomitant with language.6 4 Gilles Deleuze and Claire Parnet. Charlie Gere. in English digit means finger or being seperated represented by numbers. but because they express those social forms capable of generating and using them3. but as Foucault considers power as something comes up within us as intrinsic to our formation. Digital Culture. This form of power assembles the virtualization as a mode of reality semio. p. signification.”A tool remains marginal. 17 3 Gill Deleuze. Types of machines are easily matched with each type of society not that machines are determining. Dialogues (London. In that sense we can‟t say we live in a digital age since we have always already been digital as a common feature of all cultures. which connect different lines and fluxes. Digital linguistically means: Relating to or using signals or information represented by discrete values (digits) of a physical quantity5. is what actually defines technology in a giving social matrix.cognitive sphere to digital technology as a mode of production in the late cognitive capitalism. and which make its development possible2. pp. until there exists a social machine or collective assemblage Which is capable of taking it into its „phylum‟”4 . coding.or assign the technical elements used. Thus this thesis analyzes the relation of digital technology with language as a form of power not as invasive from outside. 126–7. actualizing it in different possibilities. postscript on the societies of control. programming. the social assemblage machine.”1 Digital refers not just to the effects and possibilities of a particular technology. P. This ability of representing the world separately as discrete numerable being 1 2 Gilles Deleuze and Claire Parnet.

has been always a common feature to all cultures. As Karl Marx analyzed in the first section of Das Kapital. and digital technologies the process of simulation of the reality has increased to the level of superseding the original reality and generating a sign That has no reference in reality. embodied meanings. it involves creating a symbol or set of signifiers which actually represent something that does not actually exist. This is a form of „semiotization‟ in that the commodity‟s physical 6 7 YouTube lecture John baudrillard the Mirror of production . the commodity is at the heart of capitalism‟s capacity to operate in abstract terms . In another word whereas the analogue represents the world as physical phenomena the digital breaks it and create a numerical model of these phenomena. Baudrillard believes that hyperreality goes farther than confusing or blending the 'real' with the symbol which represents it. or what Jean Baudrillard call it (hyperreality). and signifiers move independently from the world of material objects. commodities have to be considered in terms of their exchange value. Goods are no longer valued for their material. as for example the phonograph. Thus as Charlie Gere have said we can say that we were digital before we were analogue6. The semiotization of the production opened by the capitalism meant that under capitalism signification is no longer anchored to stable. digital technology does not represent the physical quantity continuously but use series of numerical discrete value to represent it. in order to be circulated. thus signification itself becomes autonomous. Baudrillard takes apart from the Marxist political economy model of production (use value – exchange value) arguing of another kind of symbolic exchange it is the placing of a sign on a thing and the logic of this process of Signification is the true essence of capital7. Differently from the analogue technology which is a physical quantity to represent continuously the behavior of another physical system. Marx shows how. In the late capitalist post modern societies with the pervasiveness of the digital media.

And material character ceases to be of account in relation to its capacity to circulate. within a capitalist society. as a sign. .