2. Introduction: Every culture expresses itself through the overall ‘package’ of communications that form its discourse . Discourse is the expression of that culture’s own particular worldview: made up of an overall mix of relevant TV, radio, films, books, music, advertising, jokes, folklore, personal conversation (even focus groups!) – all embodying similar cultural assumptions and taken-for-granted meanings. Our main task is therefore to understand the discourse , get its meanings in all apparent contexts, squeeze it like an orange and find couple of useful ideas! I am sorry th e rest of the presentation is confidential. If you want to see it, ask me how. Thank you!
