Media Culture Sign Symbol
A sign system is representation through communication which in turn leads to a shared meaning or understanding. We hold mental representations that classify and organise the world (whether fact or fiction), people, objects and events into meaningful categories so that we can meaningfully comprehend the world. The media use sign systems through newspapers, magazines, television,internet, and the radio etc. The conceptual map of meaning and language are the basis of representation. The conceptual map of meaning, are concepts organised, arranged and classified into complex relations to one another. The conceptual map of meaning although allows you to distinguish your own individual interpretation of the world, at the same time as holding similar views to that of other people in your culture. As the meaning is produced and constructed and in turn learned by a particular group of people. Therefore sharing conventions and codes of their language and culture. Signs can only convey meaning if we possess codes which allow us to translate our concepts into language. These codes are the result of social conventions which lead to the shared maps of meaning. These shared meanings are learnt unconsciously as we become members of a culture
I know that Australian men are not all like what is portrayed in the beer commercials, due to experience of the culture. Cultural norms and values offer direction and guidance to members of a society in all aspects of there lives. Every country exhibits cultural traits that influence not just the needs and wants of consumers but how they go about satisfying them. In the absence of traditional authority, advertising has become a kind of social guide. The media use repetition and consistency of a few stereotypical elements to reinforce the central role of the image, linking it to a specific culture. The use of the washing machine as a rock for clothes washing and the dumbfounded look on their faces when they saw the electrical plug, suggests that India is a third world country and the people do not have electricity. These elements are both material and abstract. Advertisers can also encounter problems with the connotative meaning of signs and symbols used in their messages. There are many advertisements in the print, audio and visual media that portray cultural knowledge. Primarily through the media these images are where we find references to conjure images of other countries representations. These stereotypes produce ÔothernessÕ from the dominant culture, by focusing on a few different attributes of another culture. Although hard working the commercial suggested that their product was also as strong as a rock. The reflective approach is where language functions as a ÔmirrorÕ of the particular elements perceived meaning. Demonstrating that different cultures have not only have different meanings in their shared conceptual maps, but a different language to express it.
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Acceptance Essays
