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2 Extreme Usability and Technical Communication
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Page 34 - Polysemy must not, however, be confused with pluralism. Connotative codes are not equal among themselves. Any society/culture tends, with varying degrees of closure, to impose its classifications of the social and cultural and political world. These constitute a dominant cultural order, though it is neither univocal nor uncontested. This question of the 'structure of discourses in dominance
Page 15 - ... culture," and to bring to light the models of action characteristic of users whose status as the dominated element in society (a status that does not mean that they are either passive or docile) is concealed by the euphemistic term "consumers." Everyday life invents itself by poaching in countless ways on the property of others.
Page 12 - From this perspective the convenient working distinction between cultural texts that are social and political and those that are not becomes something worse than an error: namely, a symptom and a reinforcement of the reification and privatization of contemporary life.
Page 34 - structure of discourses in dominance' is a crucial point. The different areas of social life appear to be mapped out into discursive domains, hierarchically organized into dominant or preferred meanings. New, problematic or troubling events, which breach our expectancies and run counter to our 'common-sense constructs', to our 'taken-forgranted' knowledge of social structures, must be assigned to their discursive domains before they can be said to 'make sense'.