| Summary: | This paper aims to point out some important theoretical innovations of the theory of Communicative Constructivism, and seeks to show the benefits of using this concept as a basis of the work in Communication and Media Studies. I start by reviewing the impact-oriented concept of communication, which underlies the Communicative Constructivism. Then, in working through Social Constructivism, I demonstrate why the Communicative Constructivism switches from language and knowledge to communicative action as the basic operation of generating knowledge. In conclusion, I examine the production and interpretation of television programmes in an exemplary manner, and will highlight the advantages of understanding these as artefacts, as communicative gestures of a corporated actor.
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