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The article presents two theoretical and analytical contributions that demonstrate the need to reconceive the greimasian inheritance to explain the complexity of the enunciative relations convened by cyberculture. In the analysis of digital newspapers, enunciative strategies, by detracting the categories of person, time and space in discourse, welcome the decentralized and non-linear experiences of space and time and the multiplication of subjectivities. The reader of digital newspapers not only comments news, but makes them circulate in social networks and even produces them and send them for publication. The roles of enunciator and enunciateer lose their classical configuration, since it is no longer the reversibility of roles envisaged in any enunciative act, but a displacement of the original functions of each of these discursive positions, traditionally corresponding to the instances of production and reception of discourse . The concept of proto-enunciator is proposed to designate the multiple roles played by the enunciator of journalism disseminated in the digital network. Already the analysis of the communicative scene established in the experiences lived in publicity actions that use the technological resources of the augmented reality allows to identify a complex process of confusion between the mechanisms of clutch and clutch, as defined by the discursive semiotics, since the overlap of the categories of person, time and space, in a zone that hybridizes the concrete and the virtual, both projects the subject in the statement and neutralizes this projection, in making it return to enunciation. The mechanism of projection of enunciative categories in this object was named multishifting.

Enunciação em meios digitais