"To speak a language is to take on a world, a culture.

"
- Frantz Fanon.
This chapter provides an insightful analysis of how
language use can convey social messages and cultural
symbols. Its function is to explain how words can be used
to manipulate attitudes and opinions, as well as how
advertisements exploit cultural presuppositions.
However, the idea does not discuss any potential
solutions or ways to address the issues it raises. This
concept of language use is related to other concepts,
including semiotics, the study of signs and symbols, and
pragmatics, the study of language in use. Both concepts
are related to the text's discussion of how language has a
manipulative aspect and how words can have associated
senses that presuppose culturally shared symbolic
meanings. There is an unsolved riddle about what is the
purpose of encoding values, ideas, and emotions in
language, arising while reading the article.