The high rate of social utilization

Strong symbols are necessarily those symbols that have a high rate of utilization by the society. Those symbols not only appear in the media with high frequency but also are used with high frequency in interpersonal communications. On one hand, strong symbols must be those symbols which are disseminated widely by TV, newspapers, magazines, the Internet and other mainstream media of mass communication. They must also have a high rate of reaching out to the audience. Such a rate is closely related to the special communication characteristics of the media. Therefore, to develop strong symbols, it is important that those symbols conform to the characteristics of the media and that the sign users must be able to grasp and employ in a scientific manner. The icons fabricated by the Internet promoters can become widely prevalent and even overly pervasive; this fact has much to do with the nature of the Internet - that the Internet is a platform of groups communication rather than a platform of mass communication or of interpersonal communication. Therefore, the Internet promoters make use of the Internet primarily as a platform of groups communication.

Moreover, strong symbols must be those symbols that are most popular in interpersonal communication and oral communication. Again, this is related to the characteristics of the audience’s reception. For example, Teletubbies, a British pre-school children’s television series created by Ragdoll Productions’ Anne Wood and Andrew Davenport, presents episodes that are very slow in pace and rhythm, and this is apparently in tune with the special characteristics of this special group of audience in their reception of the programs. The same can be said about the advertisements in the underground railway networks. Both the contents of the advertisements and the time intervals between two trains have considerable relationships with the particular audience, the passengers who use the underground railway service, in terms of their reception of the advertisements. That is, the frequency with which the advertisements are communicated and the characteristics of the particular audience determine the cumulative effect of the communication within a particular unit of time.

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