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This is an exploration of the ways in which the mass media of communication influence and reflect the character of racial and ethnic identity, and the relations between individuals and groups. A structural perspective is one which emphasizes the regularity of patterns of behaviour, ideas, images, opinions, and relationships, and argues that this regularoty reflects the influence of structure. The structural perspective which is elaborated in this book describes structures as being dynamic and subject to change. Such change occurs primarily at historical junctures we associate with critical events. Cognitive structures, market structures, and structures of representation of similarity and difference are shown to be related to each other in ways that change over time.