- Study of Communication within the background of social and cultural practices and beliefs.
- Introduced by Dell Hymes in 1962: "Introduction: Toward Ethnographies of Communication."
- Understanding a language in an anthropological perspective.
TWO MAIN PURPOSES
- To investigate directly the use of language in contexts of situations so as to discern patters proper to speech activity.
- To take as framework a community, exploring its unrestrained habits as a whole.
MODEL
- Language cannot be studies in isolation.
- Has to be studied in the wider context of cultural and social aspects.
- It has a specific context, individual - cultural norms and beliefs.
"SPEAKING" Model
S - Setting and Scene - the physical location.
P - Participants - the people taking part.
E - Ends - purpose and outcome.
A - Act Sequence - the speech acts and the sequence.
K - Key - tone and manner.
I - Instrumentalities - the medium of communication.
N - Norms of interaction - rules of speech.
G - Genres - the type of speech, cultural context.
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