The article deals with the possibilities of re-institutionalising distributionof social knowledge, while exposing differences between the commercial communication-distribution of knowledge and non-commercial, tactical communication-distribution of knowledge. Using Berger and Luckmann's work, "Social construction or reality", as well as their concept of "intermediary institutions" as a point of departure, the author focuses mainlyon specific communication practices within advertising which could be said to encourage (self) reflection. The author puts forth the thesis that these communication practices are potentially (co) generating the basic conditions for active (democratic) participation in the processes of (public) communication and are replacing "intermediary institution's" role in contemporary society, which are believed to assure the balance between social structure and subjective action in society.
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