Computational affordances, context collapses and other challenges to linguistic studies

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