Social speech, cognitive models and mass media

This article proposes to make a displacement in the investigation approaches from concepts and fixed elements of the communication, such as text, speech, mass media, audiences or languages, toward the processes, journeys and translations, that is social speeches, devices and cognitive models. This is to support social analysis that aim at the conformation of the contemporary "common sense" where evidently the social mass media have a central role. In this displacement, three moments are proposed: the subjectivity and the speech, the devices of communication, and the cognitive models, emphastizing in the subjectivity and the emotional thing as central elements of the construction of the social tie.