Deconstuction and Derrida

Hello Readers,

This blog is a part of my classroom activity given in this blog.

What is Deconstruction?

Deconstruction applied in the criticism of literature, designates a theory and practice of reading which questions and climes to “subvert” or “undermine” the assumption that the system of language provides grounds that are adequate to establish the boundaries, the coherence or unity, and the determinate meanings of a literary text.

Derrida say’s language learns within itself. According to him there is no presence or truth apart from language. He proves that the structurality of the structure does not indicate a presence above its free play of signs. Derrida say’s all language divided in the binary. One word is privilege to other words and these words give us world view. For example, Day – night, good – evil, etc…  so Derrida say’s “Final meaning is always postponed”.

As Derrida say’s “Each and every text is read as event and events can be read with different perspective”.

He also gives two terms ‘Phonocentrism’ and ‘Logocentrism’.

Here is one advertisement of "Hero Honda". With the help of Deconstruction and post structuralism, I would like to analyse this advertisement.

                               Video for hero honda advertisement ► 1:03 Hero Honda Dhak Dhak Original old ad - YouTube youtube.comVideo for hero honda advertisement ► 1:03 Hero Honda Dhak Dhak Original old ad - YouTube youtube.com

After watching this advertisement from the perspective of Derrida , we find many thing is problematic. In this video we see binary of cloth, urban and rural life.