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3 Feb 2012
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With saussure s model we cannot really explain. Most socio-cultural meaning are indexical meaning (peirce) The main purpose of language is to reflect the world history: history has a lot to do with science. In the study of nature, the reality has been thought to be already existing. What we perceive as the natural world, is shown through language. Tambiah: tries to undermine the distinction between the primitive vs. modern modes of thought. other tool was the concept of performativity y stressing social aspects of understanding modern world. When communicating an idea, you are attempting to decipher how meaning is produced. Football metaphor: seeing the speaker as a king of quarter-back who has the idea and message, passes it, and the catcher gets it, problems: Not obvious of assumption (not being able to fully say what you wanted) The adversary might not be nice anymore, but bad because of conversation.

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