| Summary: | This article aims to study the affective capitalism through its materiality and its relation to the human body, a digital accessibility made possible by the manipulation gestures of touch-screen interfaces. Through these writing tools, we will examine the technic and the digital, and the way these devices and the digital industries enter our daily lives, our modes of communication and our social practices. As these gestures are generalized and incorporated into the economic models of these platforms, the affective capitalism uses them to produce new forms of communication. With the help of a semio-pragmatic analysis of these gestures, articulating techno-semiotic analyses with accompanying discourses, and users’ imageries, we will see that affective capitalism instrumentalizes these gestures and produces new forms of communication. Through a trust-based relationship between users and designer, manipulation gestures build up an experience that public consent to perform. These small gestures appear as a constitutive practice of the affective capitalism.
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