WHAT IS ETHNOGRAPHIC IN SOCIOLINGUISTICS CONTEXT?

In sociolinguistics, ethnography is a research approach that involves studying a specific group of

people in their natural setting through participant observation. Ethnographers aim to understand
the cultural norms, values, and language practices that shape a society. They immerse themselves
in the community, observing and participating in social interactions to capture firsthand language
patterns and attitudes. Ethnographic research is qualitative, focusing on the meanings and
cultural contexts associated with language use, providing insights into how language constructs
and sustains social reality.

THE ETHNOGRAPHY OF COMMUNICATION

The Ethnography of Communication is an approach within sociolinguistics that focuses on

studying how language is used in specific cultural and social contexts. It aims to understand how
communication patterns, social norms, and cultural values shape language use within a
community.

a. COMMUNICATIVE COMPETENCE

 Communicative competence: Knowledge of using language appropriately in social

encounters beyond grammar, including social norms, nonverbal cues, turn-taking,
requesting, and offering assistance.

 Importance: Communicative competence crucial for language socialization and cultural

adaptation.

 Example: Study of drinking talk among the Subanun community highlights the
significance of understanding social appropriateness in speech

In summary, the Ethnography of Communication examines how language is used in social

interactions, emphasizing the role of communicative competence in navigating social norms and
cultural practices.

b. Speaking
Speaking, within the context of the ethnography of communication, refers to the complex
activity of verbal interaction that involves various factors. Hymes proposed the SPEAKING
framework, which highlights eight important factors:

 Setting and Scene: This factor refers to the physical circumstances (setting) and cultural
context (scene) in which speech takes place. It considers the time, place, and cultural
definition of the occasion, influencing the communication dynamics.

 Participants: Participants are the individuals involved in the communication event,

assuming specific roles such as speaker, listener, addressor, addressee, sender, or
receiver. The roles can vary depending on the type of interaction and the social
expectations associated with them.

 Ends: Ends encompass the expected outcomes of the communication exchange as well as
the personal goals that participants aim to achieve in a particular context. It involves
considering both the socially recognized objectives and the individual intentions of the
communicators.

 Act Sequence: Act sequence refers to the actual form and content of what is said,
including the words used, their relationship to the topic at hand, and the manner of
expression. It focuses on the linguistic aspect of communication, studying how language
is used in different forms of speaking.

 Key: The key represents the tone, manner, or spirit in which a message is conveyed. It
can be light-hearted, serious, sarcastic, etc., and may also be expressed through non-
verbal cues like gestures or posture. The key influences how the message is received and
interpreted by others.

 Instrumentalities: Instrumentalities involve the choice of communication channels (oral,

written, signed, telegraphic) and the specific language or speech forms used. It includes
dialects, registers, codes, and languages employed in different situations, considering
how linguistic choices shape the communication process.
 Norms of Interaction and Interpretation: This factor focuses on the specific behaviors and
properties associated with communication, such as loudness, silence, gaze return, and
more. Norms vary across social groups, and understanding them is crucial for effective
communication and avoiding misinterpretation.

 Genre: Genre refers to distinct types of utterances, such as poems, sermons, lectures,
prayers, and riddles, each characterized by specific conventions and marked differences
from casual speech. Genres help structure communication and have expected contexts in
which they are typically employed.

Overall, the SPEAKING framework provides a comprehensive understanding of the multiple

dimensions involved in communication, emphasizing the importance of context, participants,
goals, linguistic elements, non-verbal aspects, communication norms, and specific speech
genres.

c. Ethnography and beyond

 Ethnography and beyond: Incorporating critical perspectives and discourse analysis
into the ethnography of communication.
 Relationship with Ethnography of Communication: Expands upon traditional
approaches, considering broader sociocultural dynamics and power relations.
 Example: Duff's study on classroom interactions in a multiethnic Canadian high
school, examining how identities and differences are created through communication.