1) Communication is a complex process of interaction between people, which consists in the exchange of information and the perception and understanding of partners. In principle, communication is typical for all living beings. However, only at the level of the human communication, process becomes conscious, connected by verbal and nonverbal acts. A person, who provides information, is a communicator. The recipient is the one, who receives it.


At all times, the existence of society has been controlling process of knowledge transfer. In general, communication allows syncing of society in time and space. The development and technological revolution gave new meaning for communication. The development of technology has created the preconditions for the functioning of oral communication in a new way: tape can bring a voice from the past to the future; people can talk to other cities by telephone or radio communication. Today, everyone can talk on the phone with someone, who is on another continent.

Communication is an effective mean in providing power, primarily political. In general, the power operates through micro and macro levels of communication: interpersonal, intergroup and society-wide. General political and other information can be transmitted in three main ways of communication: through mass communication, organization and informal contacts. The society wide level includes the print media (newspapers, magazines, books, posters, flyers) or electronic (television, radio, computer, etc.) means of mass communication. Intergroup communication means capabilities of government agencies, political parties, social organizations, movements, pressure groups and so on. The informal contacts are used as a bilateral exchange of political information chain between the rulers and subordinates citizens.

2) The personality is a particular person as a system of stable properties that are realized in the process of social relations, social institutions, culture, i.e. in social life. Self identity as a personal creation is a central characteristic of man, the highest level of development, at which value system is formed. Therefore, it is interpreted as a fundamental value. The self-realization gains this status, when the potential becomes the determining factor of life of the individual. However, often, however, it remains at the level of potency of the individual or implemented in a fairly confined space. Self-development of personality reveals all its productive capabilities, as it is prepared by the process of formation of intellectual, emotional and volitional mechanisms. In the process of self-development, individual absorbs the essential elements of culture: symbols, meanings, values ??and norms. Self-identity also includes language characteristics. Communication is necessary to the creation of the self. The self develops out of a conversation: by using symbols, one can talk to ones self as if one talks to someone else. These symbols should arouse in oneself what it arouses in others (shared meanings) (Mead, n.p.).

The issue of language identity was studied by Gloria Anzaldua and Scott Kiesling. Scott F. Kiesling (2004) explains the use and meaning of the term dude: the data presented here

confirm that dude is an address term that is used mostly by young men to address other

young men; however, its use has expanded so that it is now used as a general address

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term for a group (same or mixed gender) and by and to women (282).

This term is widely used in order to emphasize a stance of solidarity, which is valuable for masculinity. Thus, the author shows how the term creates stereotypes and image of personality.

Gloria Anzaldua (n.d.) states that the language of a person is considered to be a part of self-identity. The author addresses the issue of Chicano Spanish in the United States. Despite the variety of Chicano Spanish dialects, their holders were called Chicanos due to the fact that all dialects still represent their authentic identity.

3) Subculture is a system of rules and values, which distinguish the group from the majority of society. Subculture is a concept that characterizes the culture of a group or class that is different from the dominant culture. Modern society, which is based on the division of labor and social stratification, is a system of diverse groups and subcultures that are in a very different relation to each other.

The gothic subculture is very diverse and heterogeneous, but a specific interest in the image and gothic music is interested for all its members in a given stage. This ideology movement is based on the idea of ??romanticizing death, (dark romantic), pain, suffering, death on the confession of aesthetics. Gothic aesthetics is extremely eclectic set for used and popular characters. The Egyptian, Christian and Celtic symbols can be met there. The primary symbol of the Gothic subculture is ankh - an Egyptian symbol of eternal life. There are other frequently used Egyptian symbols, such as the Eye of Ra. Celtic symbolism is found in the form of Celtic crosses and Celtic various ornaments. Pentagrams and inverted crosses are represented in the Gothic subculture too. Pentagram is a geometric figure, which is formed by a pentagon and isosceles right triangles that is constructed outside the pentagon on its side as the substrates. Pentagram is associated with magic, and many people believe in the power of jewelry with pentagrams. Christians are commonly used it for symbolic image of five holy wounds of Jesus. Pentagram is also associated with Freemasonry, and many different beliefs.

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