Finding the Correct Bundle of Associations  

The bundles of associations that are attached to the symbols are products of the Source's and Receptor's culture, historical time period, geographical location and personal experiences.  

The meaning of a word is in its use.  There is nothing inherent in a tomato plant that requires us to use the symbols -- t-o-m-a-t-o -- for it.  Why don't we call it something else?  In modern Israel the same plant is known as Somewhere back in history one Source assigned those symbols "tomato" and another Source assigned the symbols to the same plant.  Even though the two different Sources use very different symbols, share the same bundle of associations (shape, smell, taste, colors, etc.).

The primary source for all of our bundles of associations, as well as symbols and sounds, is our native culture. We all think, act, and communicate in ways that are primarily predetermined by our culture.  We didn't choose our culture any more than we chose our parents.  We were born into a particular culture.  Now let's make sure we share the same "bundle of associations" for the word "culture."

Culture

Culture is the whole behavior and technology of any people that is passed on from generation to generation.  Culture consists of the knowledge, beliefs, morals, laws, religion, customs, concepts, habits, skills, institutions, and any other capabilities of a given people in a given period.

Rabbi Adin Steinsaltz provides additional information:  

A culture is more than a set of rules to guide behavior; it is a comprehensive worldview and way of relating to one's fellow human beings.  Like all complex cultures, Jewish culture does not spell everything out literally, but leaves much to inference.  A culture's strength lies not only in what it says, but also in what it chooses not to say, and this too must be learned.

SOURCE OF GRAPHIC

When the Source and Receptor share the same culture, live at the same time and in the same general location, the chances of them achieving a Successful Communication Experience are very good.  But think about what happens when Source is from one culture and the Receptor is from another.  Now to complicate things even more, what if the Source and Receptor live at different time period hundreds of years apart?  Finally, to make things even more difficult, let's suppose they lived in geographical locations that are thousands of miles from each other.  

This is the exact situation that takes place countless times each day when people open their Bibles and read the words without understanding how words work. The odds are very high that this will result in an Unsuccessful Communication Experience unless the Receptor works very hard to rediscover the Source's "bundles of associations."  Get ready for an exciting new experience when you make it your goal to see the words of your Bible through the ancient Source's eyes.

Cultures are much like their individual members when it comes to change.  New words come into being, old words cease to be used and new bundles of associations become attached to old words.  Even among groups of people who speak the same language a sometimes a wide variety of meanings can be attached to the same word.  I am sure that many of my fellow Texans have had Unsuccessful Communication Experiences when traveling in the north when they said they were "fixing to do so-and-so."  Here are some other very interesting examples.

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