Ethnography of communication

Ethnography of Communication

The ethnography of communication is a methodological framework for studying communication within the context of culture and society. It is an interdisciplinary approach that combines insights from anthropology, linguistics, and sociology to understand how language and communication practices are embedded in cultural contexts.

Historical Background

The ethnography of communication was first introduced by Dell Hymes in the 1960s. Hymes proposed that to understand communication, one must consider the cultural norms and social rules that govern how language is used in different contexts. This approach was a departure from traditional linguistic studies that focused solely on the structure of language, emphasizing instead the importance of context and use.

Key Concepts

Speech Community

A speech community is a group of people who share a set of norms and expectations regarding the use of language. Members of a speech community may share a common language, dialect, or set of communicative practices. The concept of a speech community is central to the ethnography of communication, as it provides the context in which communication is studied.

Communicative Competence

Communicative competence refers to the ability of a speaker to use language appropriately in different social contexts. This includes not only grammatical competence but also the knowledge of social norms and cultural expectations that guide communication.

SPEAKING Model

Dell Hymes developed the SPEAKING model as a tool for analyzing communicative events. The model is an acronym that stands for:

• S - Setting and Scene: The time and place of a communicative act, and the psychological setting.
• P - Participants: The people involved in the communication.
• E - Ends: The purposes and goals of the communication.
• A - Act Sequence: The order of events in the communication.
• K - Key: The tone or manner of the communication.
• I - Instrumentalities: The forms and styles of communication.
• N - Norms: The social rules governing the communication.
• G - Genre: The type of communication event.

Methodology

The ethnography of communication involves both qualitative and quantitative research methods. Researchers typically engage in participant observation, interviews, and the collection of audio or video recordings of communicative events. The goal is to understand the meanings and functions of communication within a specific cultural context.

Applications

The ethnography of communication has been applied in various fields, including education, healthcare, and business. In healthcare, for example, understanding the communication practices of different cultural groups can improve patient-provider interactions and lead to better health outcomes.

Criticisms

Some critics argue that the ethnography of communication can be too focused on micro-level interactions and may overlook broader social structures and power dynamics. Others suggest that it can be challenging to generalize findings from specific speech communities to larger populations.

Conclusion

The ethnography of communication provides valuable insights into the ways in which language and culture are intertwined. By examining communication within its cultural context, researchers can gain a deeper understanding of the social functions of language and the role it plays in human interaction.

See Also

• Sociolinguistics
• Pragmatics
• Intercultural communication

References

• Hymes, D. (1974). Foundations in Sociolinguistics: An Ethnographic Approach. Philadelphia: University of Pennsylvania Press.
• Saville-Troike, M. (2003). The Ethnography of Communication: An Introduction. Oxford: Blackwell.