Point of view: Meta-communication

Faris Yakob

This article argues that brands need to re-think the way they communicate with consumers, and become more human in their approach.

Point of view: Meta-communication

Faris YakobGenius Steals

Human beings rarely say exactly what they mean. One of the unspoken rules of being English, as identified by anthropologist Kate Fox, is the 'rule of not being earnest'. The English are constitutionally uncomfortable with too direct an assertion. This is why we love and use irony. But even our more direct American cousins never say exactly what they mean. No one does. There are so many social and contextual determinants that impact the words we use. What we say, moreover, is accompanied by all kinds of secondary communication which can change...

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