ABSTRACT
Cultural studies, media studies, work on television and film, the teaching of communication — all these in Britain bear the imprint of the work of Raymond Williams. Williamson’s work gives an innovative turn to the concepts of interpellation and identification. Screen’s post-structuralism aimed to understand the terms of the positioning of the subject by a textual relation between signifier and signified, the formal structuring by which a filmic means of representation placed the spectator in alignment with the reality represented. This study of advertising gives more stress to the signified content of the text-who it thinks you are, who it calls a person to identify with. The Open University provides degree courses mainly for mature students who have no previous qualifications and who study at home. Yet post-structuralism remains to undercut the rest of the Open University course in at least two respects.
