The theme of this essay is the transformation of value produced by media processes in contemporary society. Media produce indeed a mediation and
therefore a transformation in the processes of valorisation. Products, goods, merchandise, and services are converted into brands. As a result, the accumulation of valorisation of products is not only given by the amount of time spent to produce it; but to the time of exposure to brands, or rather to the advertising of
brands to which individuals are exposed. The more time they are exposed to advertising (in all its forms), the more value is acquired by brands.