Structuralism: blog tasks

Part 1: Media Factsheet reading

Use our brilliant Media Factsheet archive to find Factsheet #90 Applying Structuralism and Post-Structuralism. Read the Factsheet and answer the following questions:

1) What is the definition of structuralism provided by the Factsheet? 

It is a theoretical perspective that emphasises on the existence of universal structures, underlying the surface of differences of media texts. For example universal aspects of narrative and genre can can help us to understand cultural products.  

2) What are binary oppositions and why are they important?

Binary opposition are when concepts contradict each other, for example old vs young, good vs evil, light vs dark. They are important because Levi Strauss argues that we are all socialised by binary opposition and culture. It helps us understand the world based on the structures of society and media. It shows us what can be seen as right and wrong, for example we know that the hero is normally associated with the colours blue and green, whereas the villain is normally associated with red and darker colours.  

3) How do genre and auteur theory link to structuralism? 

They are examples of how structuralists examen media texts. The genre emphasises on patterns that can be recognised form a number of media text, usually focusing on key conventions. The Auteur theory is when the media producers like film directors communicate distinctive visions identifiable by audiences through themes or conventions. The producer creates the meaning and portrays it to the audience who passively accept it. The producer creates the one and only meaning that is accepted by the audience. 

4) Look at page 4 of the factsheet. What is post-structuralism?

Post structuralism questions and challenges structuralism, meanings are not fixed and they can change and they are fluid. Meanings are different to everyone and people perceive things differently from one another. It is shaped by power dynamics and contexts. It argues that meanings are polysemic and the audiences are the producer of meanings and not the producer. It also challenges the Auteur theory because post structuralism says the we as the audience create the meanings and that there isn't one singular meaning, it is different for everyone. 

5) What is your own opinion on this theory? Do you agree that we use established structures to understand the media (such as narrative and genre) or is the power now with audiences in a digital, post-structuralist media landscape? 

I agree and disagree with post structuralism. I do think that meanings are polysemic and that as the audience members it is our job to create and identify meanings in different texts. However I also believe to an extent that producers are responsible for conveying and creating meanings within their own texts. I think meanings are created and conveyed by both the producer and audience. 

Part 2: The Mitchells vs The Machines analysis

Watch the trailer for The Mitchells vs The Machines: 

Write an analysis of the trailer from both a structuralist and post-structuralist perspective. 

The following may help you:

Structuralist: what established narratives, genres or conventions can be found in the trailer? 

Post-structuralist: how does the trailer reject traditional structures and instead offer something new (e.g. incorporating elements of YouTube meme culture, audiences as producers of meaning or subverting expectations of narrative or character).

The trailer contains typical narratives or conventions such as a dysfunctional family. The typical family is usually portrayed with a straight husband and wife followed with a teen who is usually grumpy and a younger child who is chaotic, funny and silly. There is also a family pet who looks quite 'goofy'. The goofy, unserious nature of the family ties into typical conventions seen in a comedy, animated film. The family being dysfunctional also are typical conventions seen in a family like that today. Furthermore, the genre is established by the action, fighting against the robots. The conventions are used to convey that the movie is a comedy and also has hints of action. The trailer also rejects traditional structures because the teen daughter isn't super grouchy or grumpy, she acts as if she is the youngest. She is also portrayed as not the smartest.