Distribution and Structure

Abstract

Structure implies organisation which, in turn, implies routinised methods of problem-solving. These methods may take the form of standardised decision-making processes or they may consist of institutionalised expectations, but in either case, potentially problematic situations or relationships are dealt with. Structural constraints in this context refers to routinised methods which, in varying degrees, inhibit the exercise of the full potentialities of mass media. The use of terms like ‘constraint’ does not entail a purely negative perspective; total freedom to exercise theoretical potentialities may never exist. The point of emphasis is that structural considerations partially determine the nature of routine operations and their resolution, and that these considerations derive from the organisation of individuals’ activities rather than the everyday implementation of roles. Examples of structural constraints or considerations can be found in the structure of the mass communications process, the structure of production organisations and the structural organisation of audiences.