In the target paper, Kashima (2014) harvests insights from communication research, shared reality theory in social psychology, diffusionism in cognitive anthropology and connectionism in cognitive psychology to propose a neodiffusionist account of culture. A major contribution of this account is that it offers a social psychological explanation of the formation, maintenance, and transformation of culture over time. According to this account, cultural ideas and practices are those that are widespread within a designated human group; they are ‘generated (largely randomly), socially transmitted, and retained within a human population due to their adaptive advantage’ (p. 81). Communication and context-specific shared reality The focus in Kashima’s analysis is thesocial transmission of knowledge through grounding of meaning in interpersonal communication. Communication is a joint activity through which socially bounded participants negotiate meanings in concrete physical, temporal, and social settings. A primary goal of communication is to attain mutual acceptance of meanings in a conversation at a sufficient level so that the conversation can move forward. Successful grounding requires perspective taking and the coordination of effort and perspectives. As a result, compared to messages intended for the self (e.g. private or internal speeches), messages intended for a social audience typically contain fewer idiosyncratic expressions and more expressions that the communicators assume to be comprehensible to the audience (audience design). Once shared meanings are established through communication, they become part of the intersubjective reality shared among the communicators. From this perspective, grounding is a dynamic, recursive process whereby communicators initiating a new conversation rely on their initial common ground to formulate messages for each other, modify their common ground as the conversation moves forward, and establish mutually accepted meanings at the conclusion of the conversation. The neo-diffusionist account resonates with the postWhorfian approach to communication and culture (Krauss & Chiu, 1998), which argues that ‘through communication, the private cognitions of individuals can be made public and directed toward a shared representation of the referent’ (p. 53). Specifically, using language to describe a state of affairs can evoke or create an internal representation that differs from and may overshadow the internal representations of the same state of affairs evoked or created by other means of encoding. Moreover, how a state of affairs is described in verbal communication is affected by the contexts of language use, including the ground rules and assumptions that govern usage, audience design, and the immediate, ongoing, and emerging properties of the communication situation. Furthermore, the linguistic representations evoked or created in communication can affect a language user’s subsequent cognitions (Chiu, Krauss & Lee, 1999; Chiu, Leung & Kwan, 2007; Lau, Chiu & Lee, 2001; Lau, Lee & Chiu, 2004). Indeed, consistent with the neo-diffusionist account, our research on referential communication shows that in the process of interpersonal communication, each communicator assesses the partner’s view of the referent based on the partner’s community membership, prior communications, the referent context, and the emergent properties of the communication situations, and tailors a message that is appropriate to the common ground (Lau, Chiu & Hong, 2001). Once consensus is reached on the meaning of the referent, the consensual meaning becomes a part of the communicators’ shared reality and may overshadow previous representations of the referent (Chiu, Krauss & Lau, 1998).
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Open Access
Mar 2, 2016
Girolamo Tessuto 
