How to Read and Understand the Value Determinism Theory of the media? A semantic Structural Approach

Author(s) Name:

Nassir Bouali & AlaaMakki

The value determinism theory of media is one of contemporary normative communication theories that is associated with the writing of Abderrahmane Azzisince the mid-1980s. This study identifies and clarifies the perspective of the theory based on a structural approach according to the following axes: priory of the theory over its parts; priority of the theory relationship over the parts; theory as a context; principle of synchronization and diachronization of the theory. For these characteristics the researcher tried to read and understand this theory. The study further delineates the position of VDT with other communication theories. Finally, the study states the main conceptual tools that made VDT a major trend in communication research in the Arab–Islamic region and abroad.

Keywords: Determinism, Value, Media, Structuralism and semiotic.