1. controls meaning
2. creates meaning
3. Comparing/contrasting different objects
   1. peoples reactions to these
4. Context determines meaning
5. universal language
   1. semiotics
   2. signs/signifiers
   3. connatations
6. some visual cues already have established meaning
   1. what would happen if changed this
   2. manipulated meaning
   3. manipulated viewer
7. making decisions
   1. dictate peoples decisons
   2. influence peoples decisions
8. affect how people view things/ read things
   1. makes some things better than others
9. experience
10. previous experiences / expectations create meanings
11. dictate peoples behaviours
12. semiotics
    1. pre established universal meaning
13. relativity
14. placebos
15. ideologies