Toward a discursive ontology of media

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Abstract
Critical studies of communication have tended to assume a discursive ontology for all elements of the communication process except media, which are assumed to have a positivist ontology. Following McLuhan, this study argues that mediation is extension of the self along paths of social practice, discourse, and technology. The study argues that communication should be studied from that perspective, which is more consistent with the everyday experience of communication. This theory is illustrated with an analysis of the empowerment and disempowerment of men and women through watching televised football.

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