Key theory: Structation

The theory of structuration is best known by Anthony Giddens analysis. Giddens outlines structuration in his book,’ The Constitution of Society’. He defines structuration as (p.25): ‘Conditions governing the continuity or transmutation of structures, and therefore the reproduction of social systems.’For Giddens, the study of the structuration when looking at social systems is, ‘’ the modes in which such systems, grounded in knowledge draw upon rules and resources in the diversity of action contexts, and produced and reproduced by interaction.’’ (p.25).

Giddens describes how human activity and social structures exist according to the duality of structure. Giddens believes our action depends on the existence of these social structures (structures and institutions) which organise and place boundaries upon our human activity. However, it is as a result of our own individual actions that these structures and produced and reproduced to begin with. Therefore, these work simultaneously society to run. Giddens claim argues that we must consider both ‘micro’-level activity and ‘macro’-level explanations when analysing society and our world.

When studying Gidden’s theory of structuration, our group was not able to draw from readings and research any direct correlations which have been previously been made between Giddens work and media influences. We can however apply Giddens theory when analysing the nature of media activities. For instance, as consumers we believe we are free to decide which media we consume, and to then interpret it through our own conscious choices. Giddens argument suggests that although we select and use media, our interpretation and uses of these texts have been influenced by our social background, relationships and cultural contexts. (James Lull, 1995:169-170). Structuration theory is useful to study ‘mediated’ globalisation across time and space. Media and communication practices are essential in the process of which the outcome is mediated globalisation. A focus on ‘mediated globalisation’ takes into account both global awareness and experiences- focuses on both micro worlds (people’s experience) and macro processes (globalisaiton).