Socio-semiotics analyses the communicative processes of the public sphere from a discursive perspective which implies a revision of the concept of text as a signifying unit where the starting point is not the content or the iteration frequency of a term or an image but the processes of interpretation and interpellation present as enunciative strategies. Mediatisation is a process of interwoven integration of the media at all levels of social structures, redesigning the ways in how we relate to the world in which we live. The historical dynamics of mediatisation in interpersonal communication systems, traversed by data and algorithms, closer to a permanent relay relationship, makes the concept of semiosis functional as a non-referential relay relationship. The semiotic-discursive paradigm is developed within the framework of a post-structural semiotics, which incorporates the baggage of the linguistic tradition in a theory of non-linear social discursivity that would correspond historically to the transformation from broadcasting to networking, the passage to the fibre-optic revolution and the irruption of Web 2.0. The general hypothesis is that the discursive is at the basis of socio-cultural processes, or as Umberto Eco would say, culture is said as human practice. From an empirical and methodological perspective, socio-semiotics is already an interactive hybrid between linguistics, sociology and cultural studies. Neither inside language nor outside discourse, the device of enunciation - the fetish subject of much of the semiotic reflection of the last fifty years - must be rethought in the vast world of the interfaces in digital culture.