Abstract
This essay addresses the decentering of "mass communication research" as a discursive formation by an alternative cultural discourse that challenges its dominant ideology with a return to communication as an emancipatory practice, guided by the subjective nature of theory, the centrality of human agency, and the permanent critique of social, political, and economic conditions of communication. The challenge coincides with the influence of complex modernist and postmodernist ideas related to notions of culture, ideology, and power, and the increasing relevance of the production of meaning in the study of social formations. Its success is based on the ability to reflect on the role of intellectuals vis-a-vis the instrumental rationality of an administrative or corporate discourse and to reconceptualize the relations of media, communication, and society.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
