Recognising dispositifs Augmented reality filters and the new political economy of the visual

The article analyses augmented reality filters (ARFs) through the tools of pragmatic cognitive semiotics. ARFs are based on the arrangement of two enunciative operations: one of face production acted by the user for identity purposes; the other of face extraction acted by the algorithm for surveillance purposes. In any case, the essentially infrastructural and non-visual dynamics of such surveillance procedures require new theoretical tools.