John Storey discusses how meanings of words and their interpretations result in a cultural agreement.  He explains how the system works by making a difference and a distinction within a system of difference and relationships. (See above diagram for explanation)

Storey goes on to tell us how words can change meaning. For instance if you take the sentence '' Mary made some cakes while thinking of her lover '' and change it to '' Mary made some cakes while thinking of her holiday ''. The sentence has a total different meaning  now due to the change of a few words.

Storey is describing the importance of structure is processed through selection and combinations. He does through various thoughts of media theorists throughout the chapter. Iit suggests that ''structure makes meaning possible''.

A point to note is that the language we speak does not reflect the material world that we live in. It suggest that language constructs our sense of reality in the material world were posseions are more important than anything else.

During the chapter we are provided with images that accompany text. It suggest that even the phrase a picture says a 1000 words is uncommon as many pictures are accompanied by some form of text which allows the

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