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.
If we have a concept of something in our minds we can say we know the meaning
of this concept. However we cannot express or communicate this meaning without
the second system of representation, language. Language is the only way in which
meanings can be effectively exchanged between people, as people within the same
culture are able to interpret the sign of language in the same manner.
As the meanings become natural through the conditioning of culture. For
example the word white in Australia represents a colour of purity, however in
China it is the colour of death. Demonstrating that different cultures have not
only have different meanings in their shared conceptual maps, but a different
language to express it. As meanings change rapidly throughout cultures to really
understand another culture you must live there and speak the language for some
time.
Cultural, social, political, and linguistic conventions are learned over
time. The three theories of representation, reflective, intentional and
constructionist approaches explain how representations through language work.
The reflective approach is where language functions as a ÔmirrorÕ of the
particular elements perceived meaning.
The intentional approach, is where the authors individual views of the world
are expressed. Whereas the constructionist approach is where we the audience
construct the meaning through our shared conceptual maps and language. The media
use these sign symbols so that an association can be made to the object, person,
event, or idea etc. With this information of representation and language the
media can familiarise people with many things, such as cultural knowledge.
