Howard Giles
Chapter 30
Cultural Context—Intercultural Communication
Abstracts appear in Appendix A of the 7th Edition
The significant visual sign systems of a culture affirm the status quo by suggesting that the world as it is today is natural, inevitable, and eternal. Mythmakers do this by co-opting neutral denotative signs to become signifiers without historical grounding in second-order connotative semiotic systems. (Semiotic tradition).
Material from the afirstlook.com website covers the 7th Edition of A First Look at Communication Theory by Em Griffin, published by McGraw-Hill. ©2009 Em Griffin