Context Matters

May 31 2014 Published by neilgains under context

What do brain science and semiotics have in common? Semiotics and cultural studies reveal the systems of signs that exist in culture and other belief systems, where cultural context matters. Behavioural economics, social psychology and brain science all demonstrate that even small changes in the environment (context) can lead to huge changes in human behaviour. They both show that context matters much more than we admit, through shared cultural values, the ways in which meaning is ‘situated’ in particular contexts, and the interaction between context, emotional meaning and the link between behaviour and emotional context.

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