Extraction of Elementary Meaning Units (EMUs): Understanding Culture through Semantic Association
Abstract
Culture is a complex and variable social and semiotic construct comprising shared explicit and implicit behavioral, intellectual, and ethical patterns learned through synchronic and diachronic processes of transmission and socialization. The main objective of this research initiative is to increase our understanding of the cultural structures and the relationships among written content, semantics, and culture. A corpus methodological approach was used in this study to analyze culture through semantic association. The "projective methodology" was used to collect data using an indirect questionnaire. This research utilized corpus-based approach and relied on positivist/empiricist framework. Wmatrix software was used to analyze first question. The Molinaris'index metric was employed to determine the levels of conventionalization of the semantic domains of the corresponding node terms. Fleischer’s theory of the cultural system was applied to analyze the data in order to comprehend culture. The various levels of semantic domain dominance in Pakistani culture was demonstrated by using elicited data extracted from people of Pakistan. This study will be of immense importance since it will use corpus software to extract elementary meaning units (EMUs), which will help people to understand culture. Its significance also stems from the use of the corpus from other angles, including marketing research.
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