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Structure 27. < !------- test block: issue=Structure id=708 sec1name=Media Morphology imagetmplt=3200 ---------->
     There are always two people: the photographer and the viewer. (ansel adams)             1969-1984

January 2019    Dennis R. DuBe'     708/3200

5. On the Question of Structure
     Structure is the effect of behavior. Content is the source of behavior. Unfinished symphony. There is a solidity beneath the surface that patterns content and behavior, etc.
           #3200   Created 10/14/2012   Updated 10/27/2016

We have used the word "structure" in a variety of ways, but always with the sense that there is a solidity beneath the surface that patterns content and behavior, and hence is one driver of consumption.

I mean structure in the plain sense of lumber and nails, or gutters and ditches. The structure of a building predetermines how you use the building -- the door is the door, so that's where you go in to use hallways. The rains fall on the towns, and cleverly arranged gutters and depressions guide it silently away from homes and into the river.

We also mean structure in the sense of weather fronts and winds; the free flow of content through the internet and social media, the rise and fall of stars and sensations and memes, the frantic slosh of the news cycle -- all work by push and pull, obeying the laws of gravity and flowing downhill.

We also mean structure in a geomorphic sense: it is not the nature of rock to form deep canyons, but rather the behavior of water, over time, that cuts deep structures through the crust.

Structures are erected by many forces, frequently economic or political in nature. They can appear as the intentional cofferdams, but they are more likely the consequences of consumer behavior. These structural arrangements are rarely plainly visible, represented instead through combinations of artistic creativity, technological know-how, the necessary affordances of production systems, the challenges of product development, the erection of distribution systems, store-management decisions about shelf space, generation of concepts, the identification of interest groups, the production of revenue, the harvesting of profit, and more.

Faintly similar to Structuralism (in which the context of a "larger, overarching system or structure" situates aspects of culture(cite), the structures erected through the consumption of media are understood only through observation of their change over time in response to consumer behavior, for it is the way in which the structure changes that is the imprint of consumer behavior.

'Structuralism is a theoretical paradigm that emphasizes that elements of culture must be understood in terms of their relationship to a larger, overarching system or structure. Alternately, as summarized by philosopher Simon Blackburn, Structuralism is "the belief that phenomena of human life are not intelligible except through their interrelations. These relations constitute a structure, and behind local variations in the surface phenomena there are constant laws of abstract culture.' (do not use this paragraph re. source)

dube's general structure rules:

Structure is the manifestation of personal rights over property.

Structure is the representation of property interests in motion (commerce).

The elements of media structure are:

-- property (real property, chattel, intellectual property, production capacity ... )

-- position (pedigree, kinetic market energy, potential market energy, topographic [visible, blocking, allowing])

-- utilization in commerce

Structure is always present when value exchanges are made.

Property and position are usually interchangeable with money, but perhaps not simultaneously.


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