To say communicate you have to make some assumptions and guidelines and a premise that other people will agree on.
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But since a map that is considered upside down by our society still shows us the same thing, it can be inferred that direction is not a fact, but rather where we are located in relationship to it.
Direction as a fact or not a fact doesn't even make sense. Direction is relative, and that is a fact. And that means it can change.
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Is saying the USA is in the upper hemisphere a fact? To you perhaps, but if you flip your maps vertically (I assume you have Antarctica on the bottom before) the situation changes. Is viewing it this way any more wrong that viewing a map the opposite way?
It doesn't matter what the hell you are viewing it as. It only matters that if you are going to share your thoughts with others they know what you are talking about.
When you state facts such as the USA in the upper hemisphere you are assuming that you are holding the map in the certain position. Holding it in a different position doesn't make it not a fact.
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With that said, one could question what the rest of the world considers facts. You may think water is good. Is water really good? What really is good? Good would be a label that you have decided to use if you prefer it. Or you could say water is good because you will die without it. Water being good is just an opinion, but the next statement isn't just a fact. Dying because of a lack of water only applies to living beings on this earth. It doesn't apply to everything because not everything is alive and not everything is on earth.
The main problem is that you are being way to general with your statements. Water is "good" can be interpretted MANY different ways which leads to the problems you are talking about.
And also, here is a good time where not assuming things like when people say "you will die without water" and thinking "but that only applies to living things" makes you sound like an idiot.
Language doesn't change what exists, it is just used to describe it. However if you are talking to someone, they must also know the language and the assumptions you are making.
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So who decides what standards should be used? Why is it so engraved in our brains, yet it is something we haven't decided for ourselves? Could it be the media, society or culture?
People as a whole decide what standards should be used, otherwise there would be chaos. If I thought up was up but to someone else up was down we couldn't understand eachother.
Oh and I recently read a book about the human genome called "Genome" for my bio class, and one chapter had to do with talking about an innate instinct for language. Language IS engraved in our brain.
Also comparing the fact that you can say one thing is good and one thing is bad doesn't relate to saying the USA is in the upper hemisphere. Saying the USA is in the upper hemisphere IS objective, but you have to assume certain things. However saying something is good and something is bad, is subjective and depends on the person's view, even if they are making the same assumptions. That's how I view it.
All things can have different views if you look at them with different assumptions, this includes some "facts"
However some things can also have different views even if you look at them with the same assumption, this is what opinions are. It isn't an opinion if like I say the USA is in the upper hemisphere because I look at the map X way, but he says the USA isn't in the upper hemisphere because he looks at the map in Y way.
Note: I'm not finding the right words right now, can't explain it too clearly right now, not thinking clear.