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Various case studies show the theories of media and communication at play. According to structuralism, the meaning of a language is simple, and once individuals understand the importance, it gets easy to know what different symbols mean (Deleuze et al., 2009). A critical case study on this case is the leadership structure in the government systems. In all authority settings, there are hierarchies involved, from the individual with the most power to the one on the lower end. The simple meaning in such settings shows that the head of state is the president, followed down to the ordinary citizen. Despite changing the individuals on all hierarchies who are the symbols, the meaning and positions remain intact. Through this case study, individuals understand that structuralism indicates simple messages without hidden meanings or agendas.
On the other hand, post-structuralism implies that individuals cannot attach language to a specific or fixed meaning. According to post-structuralism, it is essential to focus on how the audience interprets and understands the message (Deleuze et al., 2009). A vital case study is the filming of the movie, The Bachelor. The reality show presented on television purports to show people’s ordinary lives in a ‘real’ way yet are artificially chosen and produced by the management. This show often shows the relationships between men and women and the man’s journey in finding a mate. The show stipulates the processes of the man when trying to select a mate from a variety of women presented. With such a show, the ideas of the position of men and women get presented in varying ways. In this case, the ‘truth’ accepted by the audience does not correspond to the realities of nature. The ideals presented are, however, what the media promoters intend to express.
Structuralism and Post-structuralism shed light on the media’s effects on people. Through structural theory, it is easy to note that direct effects on the messages passed since the audience interprets them as passed across (Deleuze et al., 2009). Through the structural approach, the media owners influence their audience by creating advertisements that would be likable. Such steps make it easy to create impressions in them and affect their judgment. Additionally, through passing clear and direct messages, media personalities promote various brands, increasing their demands.
An example of the structural theory at play is the use of famous stars during the promotion of various products. For instance, using a celebrity to promote a music genre like pop songs affects the audience. Since the audience naturally admires the star, they listen to the songs and eventually become a pop culture. Such instances make it easy to spread and increase the use or consumption of a given product like music. Since the media controllers understand the simplicity of the messages passed across, using well-known and loved celebrities is crucial when deciding how to control the audience.
Post-structuralism helps individuals and those in media and communication understand that language often contains deeper meanings (Deleuze et al., 2009). This theory helps in the understanding that the message passed across may not get translated as intended. By understanding how different individuals react to a particular symbol or sign, the media may give the correct information. Post-structural theory shows that various languages retain dominance and power among those in the ruling class (Deleuze et al., 2009). Since media owners are part of the ruling class, they hold power to distort information produced, thereby maintaining their wealth. The opinions portrayed in the media primarily rely on those in power promoting biasness. Through the deep meanings encoded in the messages passed across, the media has the power of retaining dominance and spreading specific ideologies.
An example of post-structuralism theory is the spread of the patriarchal culture in society. Since most men are in the ruling class, the ideologies of men get promoted and accepted as societal standards. This step affects the rights of women and keeps them from exercising their rights. Those who strive to criticize the ideologies spread often get bashed out as bitter feminists and extremists thereby, ignoring their plights. Such instances cause the women to remain silent on their issues, and thus the status of the society stays maintained. The conditioning of such cultures is always subject to biases, thereby affecting those who promote such beliefs.
Learning these theories is essential to communication scholars and individuals in a variety of ways. Through the knowledge, individuals get to understand how communication and media operate. Understanding the ways individuals interpret information and symbols helps those in the press know ways of controlling the messages passed across. This knowledge is positive since the media owners may decide what positively affects society. However, by understanding the effect of the ruling class on the messages passed across, people learn how to decode information and get bold at criticizing what may seem manipulative. Learning these theories also helps people understand the origins of society’s systems and ideologies and could therefore find better ways of creating better ones. Consequently, most people must learn and understand the theories and effects of the media on society.
Reference
Deleuze, G., Guattari, F., Foucault, M., & Seem, M. (2009). Anti-Oedipus: Capitalism and schizophrenia. Penguin Classics.
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