Language and MeaningCOM 100

CAT = C+A+T = MEOW =

What is a Language?• Symbols, Letters and Words– Intrinsic part of verbal communication.

There are Two Processes Related to Language• Encoding– Translate your thoughts into words.

• Decoding– Assign meaning.

“Language is the dress of thought”.By Samuel Johnson, author

• Why this metaphor works?– There are rules to follow (or to

break/challenge)– It is culturally/contextually

intertwined– Organizes and Classifies• “You are what you wear”.

– Arbitrary• “In Fashion, one day you are in,

one day you are out” –Heidi Klum.

The Rules of Language

Semantic – Syntactic – Pragmatic

Meaning Arrangement Context

I am ready for the test.Am I ready for the test.

“I’m sick and tired..”

There are three rules in language. These are:

Levels of Semantic Meaning• Denotative: The Literal Meaning – The agreed upon meaning [the word in the dictionary]

• Example: Sick = affected with disease or ill health; spiritually or morally unsound or corrupt; filled with disgust or chagrin.

• Connotative: The Symbolic Meaning – Individualized or personal meanings [link to emotions

and personal experiences]• Example: Sick = in some subcultures sick is among the

highest complements a person can receive.– That choreography was sick.

Consider the word “Star”

• Connotation– Culturally

Constructed Meaning.• Popular

person or celebrity

• Denotation– Conventional/

dictionary meaning .• Ball of gas

found in outer space.

Advertising Analysis• Analyze the following advertising on a

denotative and connotative level.

Advertising Analysis• Analyze the following advertising on a

denotative and connotative level.

Language and Culture

• Culture – System of socially transmitted behavior, patterns,

beliefs, attitudes and values of a particular period, class, community or population. • Transmission

– The transmission of culture occurs through language. • Filter of Perception

– Culture works as filters and/or lenses of perception.

Think of the following case study of Language and Culture.

A disappointed salesman of Coca Cola returns from his Middle East assignment. He was asked "Why weren't you successful with the Arabs?"

The salesman explained "When I got posted in the Middle East, I was very confident that I would make a good sales pitch as Cola is virtually unknown there. But, I had a problem I didn't know to speak Arabic. So, I planned to convey the message through three posters:

First poster: A man lying in the hot desert sand...totally exhausted and fainting. Second poster: The man is drinking our Cola. Third poster: Our man is now totally refreshed.

And then, these posters were pasted all over the place "Then that should have worked!" said the friend. ”It didn’t work” – I responded. Why? – he inquired. ”Because I didn't realize that Arabs read from right to left” – I explained.

Language: An Imperfect Means of Transmission

• Why?– Because the thoughts expressed by one person

never exactly match what is decoded by another. • Therefore, as an imperfect process, it often requires

corrections.

Challenges in Language• Grammatical Errors• Slang• Clichés• Euphemisms• Profanity• Jargon• Regionalisms• RASH (Racist-Ageist-Sexist-Heterosexist)

Let’s describe each of them in detail.

Grammatical Errors

• A fracture to the rules of proper grammar that affects an effective communication process.

Slang

• Informal, casual street language used among equals with words unsuitable for more formal contexts. – Common among

friends out on the street.

Clichés

• An expression that lost originality and force through overuse. – Ineffective in

expressing ideas in fresh ways.

List of Clichés in Marketing

Euphemisms

• Socially acceptable synonym used to avoid using a language that would be offensive in a formal setting. – Euphemisms are not

necessarily to be avoided.• They can be a substitute for a

rude or obnoxious commentary.

Profanity

• Language that is disrespectful of things sacred or downright vulgar or abusive. – May also work as a

vehicle for establishing group norms or developing relational closeness.

Jargon

• Language particular to a specific profession, work group, or culture and not meant to be understood by outsiders.

Ageist Language

• Language that denigrates people for being young or old.– Some examples

Regionalisms

• Words and phrases specific to a particular region or part of the country. – An example of

regionalism that people use a lot is the Southernism y'all, which is short for you-all.

Racist• Language that insults a group because of its

skin color or ethnicity. Examples of these are:– Color Symbolism: The symbolism of white as

positive and black as negative is pervasive in our culture.

– Loaded Words and Native Americans: ‘Discovery” as used in the Euro-centric context of the one that finds, ignoring those who inhabit the ‘discovered’ space were there first.

– Where are you from?: Many people have the notion that all Asians and Latinos are all immigrants, so when they run into an individual with this background, they ask, “Where are you from?”

• When the person responds Detroit or Los Angeles or Chicago, these people persist, “No, where are you from, really?”

– This question proves offensive to minorities because many come from families that have lived in the United States for as long or longer than families with European roots.

Celebrity chef Paula Deen was involved in a media scandal after she acknowledged the use of the "N word," according to her deposition in a lawsuit. Watch the following video and think of the semantic and pragmatic evolution of the “N-word”.

Sexist

• Language that excludes individuals on the basis of gender.

Examples Alternatives

congressman congressional representative

policeman and policewoman police officer

steward and stewardess flight attendant

mailman mail carrier

fireman firefighter

chairman Coordinator of a committee

businessman Business executive

Heterosexist• Language that implies that

everyone is heterosexual. What to do?– Don't joke or tease someone for

non-traditional gender behaviors. – Avoid heterosexual credentialing

• Making a point of your heterosexuality.

– Don't assume that anyone/everyone is /are heterosexual.

– Don't assume that heterosexual relationships take precedence over same-sex ones.

– Use terms like "partner" and "friend, not "boyfriend" or "wife," etc.

– Use neutral examples for pronouns.