ABSTRACT

This chapter examines the selective tradition that, with regards to cultural critique, has contributed to a revival of Gramsci in conjunction with a decay in the scope of applications of his work. It describes how certain readings of Gramsci's work have been incorporated into a selective history shaped by academic and disciplinary demands in communication studies. The chapter proposes to revive Gramsci through, first of all, engaging in a cross-fertilizing critique of the biases in both Hall's and William's readings. It reviews Gramsci's 'philosophy of praxis' as its own. The chapter argues that incorporating a Gramscian approach to communicative practices. It explores here a dialectical recomposition of the so-called 'structuralist' and 'humanist' paradigms in cultural studies and communication under the general Marxian principle of people making history within a structural context that affects such agency and ultimately hijacks the conditions of their own making.