This essay addresses the relationship between subjectivation and communication, employing a stratified theoretical paradigm based on representational and affective analyses. Taking subjectivation in the Foucaultian sense, as a historical process embedded in a specific spatio-temporal and epistemological configuration, the essay argues that audiovisual communication acts as a dispositif of social positionality and perceptual mobilization. It also advances the theoretical proposal to study the dynamics of interaction and socialization, that increasingly take place through audiovisual technologies such as new media, against the background of the New Economy in order to highlight how social production is harnessed and exploited as market value.