In truth, a media presentation is a carefully packed suitcase, in which the arrangement of the items in the case is relevant, as is the decision to pack some things and not others. This packing is what is meant by the word construction. Media theory also correctly goes on to point out that a visually literate person is one who can perceptively unpack the suitcase and understand what went into the decisions to pack it the way it was. My purpose here is not to deny any of the importance of the exercise of deconstruction. It is doubtless vitally important for media consumers to be able to see through the transparency of the media text to the level where the construction shows.
Consumers have to be able to deconstruct, just as readers have to be able to decode.
But it has to be realised that once the deconstruction or unpacking has taken place, the consumer of media will be left with nothing more than a suitcase whose contents are strewn about the floor. Deconstruction on its own will take us no further than decoding theory in reading. We will be left with strings of words, print at which we can accurately bark without any real comprehension. There has to be a further stage and that further stage has to be recognized as being the one that is of the greatest importance. In understanding writing and language generally there are those who argue that a full knowledge of grammar is essential.