According to the theory of structuration introduced by Anthony Giddens, the structuring of social relations across space and time may be regarded as the result and the means of actors’ conduct. In other words, while these actors act in a particular sphere of relations and objects that was pre-formed, they change it every day, taking into consideration the results of their reconstruction (Segre, 2014). It implies the interaction of values, standards, and meanings that exist in society and limit or expand the capacity of actors’ actions.
The structuration theory explains how systems are produced and reviewed under the influence of people’s resources and rules determined by political, educational, and religious institutions. One example of structuration is the attitude of society to plastic. When plastic was introduced, it was regarded as a miracle and multifunctional material. However, the attitude to it began to change when the ability of toxic chemicals in plastic to impact food was discovered. With media and social pressure, people started to buy BPA-free food ware that had no negative effect on food, putting a considerable burden on companies who produced this footwear.
Another example of structuration is women’s smoking which was regarded as unacceptable at the beginning of the 20th century. Later, in the 1920s, feminists changed the attitude of society toward this phenomenon by making smoking a symbol of women’s freedom, empowerment, and equity to men. As a result, tobacco companies started to produce cigarettes specifically for women and target women in their advertising campaigns to increase profits. Both examples demonstrate how people act in pre-formed conditions or structures and reform them on the basis of new norms, beliefs, and the influence of various institutions.
Reference
Segre, S. (2014). Contemporary sociological thinkers and theories. Taylor and Francis.