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CHAPTER SEVEN

FRAMING MEANING

Starting with different units of meaning, this chapter will build a framework that will allow us to understand communication in terms of the wider context of society and culture. The notions we will examine are as follows:

Semantic Unit

= The thing that expresses meaning

Genre

= The category of expression

Style

= The manner of expression

Institution

= The place or site of expression

Stereotype

= The norms of expression

Ideology

= The ideas and values that are employed to justify, support, or guide expression

Discourse

= The uses of expression that create or reflect different aspects of the social order

Myth

= The stories that represent and shape individual or collective expression

Paradigm

= The systems of thinking ...

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