TMA 2

Joanna C. Guerrero 2015-30242

2nd Semester, AY 2014-2015
U.P. Open University
DEVC 203 CULTURAL AND CRITICAL THEORIES AND
FRAMEWORKS IN MEDIA AND COMMUNICATION

CREATING EMPOWERMENT THROUGH CRITICAL DISCOURSE IN

COMMUNICATION AND MEDIA
There are different theories of critical discourse that can be applied in the topic of
empowerment through communication and media such as the Frankfurt school critical theory,
the encoding and decoding process of Stuart Hall, the British cultural study by Gramsci, theory
of deconstruction by Derrida, Foucaults ideologies and many amongst others. By studying these
critical discourse theories, one can conclude that this is a way of seeking greater knowledge and
furthering learning. With its application to powerful influencing tools such as communication
and the media, discussion on key aspects would promote learning to people and revolution to
media and communication. It is believed that empowerment is crucial to maintaining balance in
society and in continuing its transformations.
he Frankfurt school critical theory narrows down the role of technology as not only
applicable in processes but also to advance arts, culture and creativity. Walter Benjamin believes
that what we call art in the modern era originated from religious rituals. Art is separated from
rituals through mass production in prints, photographs or phonographs, and film. In the forms of
such media, they serve as agents in the preservation of cultural heritage of people necessary for
revolutionary thinking. However, it may also lead to cultural decay. With the separation of art
from its ritual purpose it assumes a political role commercialized. As todays media has
become more commercialized, peoples freedom of imagination and creativity are
underdeveloped. That is why Hall asserted the role of encoding and decoding process where in
one should put emphasis in examining the message, its meaning and content. Decoding enables
people to get to know the social meanings of information and relate them to social realties.
Decoding enables people to think critically empowering them through knowledge and learning.

Thus media must allow people to critically information to increase their level of awareness.
People must be able to get the meanings of messages through codes in order for them to decide
the necessary things to do. Gramsci, states that society is changing actively and acknowledges
that the youth tends to create subcultures of their own disrupting the balance in society. Balance
in society enables different parties in participating in forming public opinion. Gramsci also sited
that the role of media such as newspapers, television, literature, arts, and films and folklore is
very strong but warned the public against abuse of power of some media editors that can cause
distortion of meaning and reality. According to Derridas theory of Deconstruction, positive and
conscious deconstruction allows people to break traditional binaries and hierarchies and open
ideas to multiple interpretations. However, too much deconstruction can lead to disordered
thinking.
Therefore the critical discourse in communication and media creates empowerment in
peoples lives and dynamism in the society.