Amplified Integration (LCS LESSON 3)

Amplified Integration
Activity 1. Read the transcription (English translation) which was recorded in the course
of the conversation. After the recording, certain features had to be changed in the original
script written. Then, using the SPEAKING model of the ethnography of communication,
identify the elements of the eight categories. Write your answer in another sheet of paper.
Setting and scene-In an ordinary day, the housewife bought tomatoes from a tomato
seller in the street who was in line with other tomato sellers. There is also a bench beside
the street.
Participants-The housewife and the tomato seller
Ends-The goal is to establish a price that can be negotiated when buying and selling
tomatoes. Finally, the tomato vendor explained and persuaded the housewife to purchase
the tomatoes, despite the high cost.
Act sequence-The tomato seller starts the conversation by asking what the housewife
wants to buy. The dialogue proceeded after the housewife requested tomatoes. Because
she was moved by the tomato seller's story, the housewife concludes the conversation
by purchasing one basket of tomatoes at a high price.
Key-The tomato seller and the housewife converse in a regular tone, with the seller
persuading the housewife to buy his tomatoes, and the woman being moved by his story
as she listened.
Instrumentalities-Face to face, the tomato seller and the housewife exchanged words
understood each other.
Norms of interaction-The two characters converse respectfully and humbly. Each of
them takes turns speaking.
Genre-The tomato seller persuades the housewife to buy using storytelling and
testimony, while the housewife is motivated by the tomato seller's life story.
Report of the Ethnography of Communication
Ethnography of communication relates to ethnography, which is the description

and structural-functional analysis of society and culture, with 'language,' which is a
cultural behavior that navigates and aids in the sharing of knowledge, arts, morals, beliefs,
and everything else acquired by man as a member of society. Through generations,
language carries and transmits social/cultural features. Maldona Matel (2009) described
in his paper entitled: The ethnography of communication that, "the most important
frameworks of analysis that could assist the ethnographer in detecting the functional
mechanism of each item as an elaboration of identity or changing identity." The
relationship between speech and social class is also discussed and ethnographic
research is provided.
Del Hymes introduced the concept of ethnography of communication in the late
1960s, and it is an active action of the human way of life. The SPEAKING model was
created and is separated into many categories. According to Hymes, the ethnography of
communication study takes into account the following factors:
Setting and scene: The scene depicts the situation's atmosphere, while the setting refers
to the time and place.
Participants: This refers to who is involved in the speech including the speaker and the
audience.
Ends: The speech's objective and goals, as well as any of the speech's outcomes.
Act sequence: The sequence of events that occurred during the speech.
Key: The overall manner or tone of speech.
Instrumentalities: The form and style of the speech being given.
Norms: What is socially acceptable at the time of the event.
Genre: The type of speech being delivered or given.
In the given study, the discourse analysis in this study was conducted using a
simple anthropological approach called observation. The scenario or scene takes place
in a market where a housewife is buying tomatoes from a vendor. A bench can be found
along the street. The tomato seller and the housewife are the participants. The goal is to
establish a price that can be negotiated between buying and selling tomatoes. The seller
then explained himself and persuaded the housewife to purchase a basket of tomatoes.
The conversation began when the tomato seller asked the housewife what she wanted to
buy, and when she replied tomatoes, the conversation moved forward. The housewife
closes the conversation by purchasing a basket of tomatoes, despite the fact that it is
pricey, because she was moved by the seller's story. It was observed that the regular
tone is used, and it is done face to face. When exchanging words, the participants show
respect for one another. The tomato seller persuaded the housewife to buy his tomatoes
through storytelling and testimony, and the housewife was captivated by his story.
The study's major objective was to investigate Hymes' 'SPEAKING model.' The
findings revealed that language is influenced by cultural and social factors. The
participants made their demands known. The study reflects their way of speech. It was
also discovered that social and occupational standing were both influenced by the
language or way of speech and were dependent on those social/cultural characteristics.
Language, communication, and ethnography are intimately connected.

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Ethnography of communication relates to ethnography, which is the description

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