1. The Ethnography of Communication ( EC )

2. The Ethnography of Communication ( EC )
The Ethnography of communication is the a method of discourse analysis in linguistics, which draws on the anthropological field of ethnography.
(From Wikipedia, the free encyclopedia)

3. Nature of the approach The approach is concerned with:
the linguistic resources people use in context, not just grammar in the traditional sense, but the socially situated uses and meanings of words, their relations, and sequential forms of expression;
the various media used when communicating, and their comparative analysis, such as online "messaging" and how it compares to face–to–face messaging;
the way verbal and nonverbal signs create and reveal social codes of identity, relationships, emotions, place, and communication itself

4. Origins
The ethnography of communication was founded by Dell Hymes.
Dell Hymes (1974) is an important person in the development of EC

5. The Ethnography of communication
Communicative competence is Hymes’ focus in his study
CC influences the use of Grammar so that it is suitable to the communication purpose.

6. The Ethnography of communication
According to Hymes, Culture is the knowledge which members in a community share and it is the basis of behaviors, which brings to behaviors certain meanings.
 Therefore, when language is used, it realizes the cultural standards which is the basis of our behaviors

7. The Ethnography of communication
Hymes introduced several concepts as basic units for the ethnographic study of communication:
- communication event
- communication act
- communication situation
- speech community

8. The Ethnography of communication
The famous “S.P.E.A.K.I.N.G” model
( 8 factors which participate in
the communication process)

9. The "S-P-E-A-K-I-N-G" model (Hymes)
Setting: the time and place of a speech act and, the physical circumstances.
Scene: "psychological setting" or "cultural definition" of a scene S

10. The "S-P-E-A-K-I-N-G" model (Hymes)
Participants:
Speaker
- Hearer and audience P

11. The "S-P-E-A-K-I-N-G" model (Hymes)
Ends:
Purposes, goals, and outcomes E
Act sequence:
Form and order of the event A

12. The "S-P-E-A-K-I-N-G" model (Hymes)
Key:
"tone, manner, or spirit" of the speech act K
Instrumentalities:
Forms and styles of speech I

13. The "S-P-E-A-K-I-N-G" model (Hymes)
Norms:
Social rules governing the event
and the participants' actions and reaction N
Genres:
The kind of speech act or event G