In the vast realm of Media and Communications, the study of Ethnomethodology stands out as a unique and insightful approach. Developed by sociologist Harold Garfinkel in the mid-20th century, Ethnomethodology focuses on understanding how individuals make sense of their social world. Researchers analyse this through everyday interactions and communication.
Furthermore, it challenges conventional assumptions about social order, arguing that we do not experience a predetermined or fixed social reality. However. rather actively constructed and maintained through the ongoing activities of individuals and groups. Thus, Ethnomethodology offers a lens to examine the underlying social norms, language, practices that shape human communication. Also, how individuals interpret and understand media content.
What is Ethnomethodology?
Ethnomethodology, often referred to as “the methods of the people,” is a sociological perspective that aims to uncover the implicit rules and norms that people use to make sense of their social reality. The term “ethnomethodology” itself denotes a focus on the methods employed by individuals in their everyday life. Therefore, it creates a sense of order and predictability in their social interactions. This approach assumes that people actively engage in the process of making sense of the world around them. Also, they accomplish this through routine practices and communicative strategies.
Ethnomethodology’s Foundational Idea: Indexicality & Reflexivity
Central to Ethnomethodology is the idea of “indexicality”. This refers to how language and communication gain meaning based on the specific context in which people use them. In other words, words, gestures, and symbols do not inherently possess fixed meanings. Thus, people derive their significance from the social and situational context in which they employ them.
For example, the word “home” may evoke different meanings for different individuals based on their personal experiences and cultural background. Ethnomethodologists therefore argue that to understand the meaning of communication, we must consider the specific context in which it occurs. Do not confuse this with Indexicality applied in Semiotics.
Ethnomethodology and Semiotics both emphasise indexicality, the context-dependent construction of meaning through signs or expressions. Ethnomethodology studies how individuals create social order through everyday interactions, while Semiotics examines signs and symbols’ interpretation in various contexts. While they share similarities concerning indexicality, they differ in their scope. Ethnomethodology focusing on social action and Semiotics encompassing various types of signs and communication.
Additionally, Ethnomethodology emphasises “reflexivity,” highlighting that individuals are not passive recipients of social norms. However, they actively engage in their construction and reinforcement. People continuously reflect on their actions and adapt their behavior based on the reactions of others. This constant reflexivity is what enables individuals to navigate social situations. Also helps them maintain a sense of order and predictability in their interactions.
Breaching Experiments: Unravelling Social Norms
Ethnomethodology employs “breaching experiments” to expose the taken-for-granted social norms that govern everyday life. In these experiments, researchers intentionally violate conventional social rules to observe how individuals react and attempt to restore normalcy. Furthermore, researchers design these experiments to disrupt the ordinary flow of social interactions. They then reveal the underlying norms that people rely on to make sense of their surroundings.
For instance, a researcher might cut in line at a busy supermarket, prompting others to respond with confusion or disapproval. This breach of the social norm of queuing then exposes the unwritten rules that govern queue formation and maintenance. By analysing how people respond to these breaches, Ethnomethodologists gain insights into the subtle yet powerful social norms that guide human behavior and interaction.
Ethnomethodology & Media
Media as Socially Constructed
Ethnomethodology sheds light on how media representations and messages are not just passive reflections of reality but actively constructed through social interactions. When individuals consume media content, they interpret and give meaning to it based on their unique social backgrounds and experiences. Therefore, individuals subject media messages to various interpretations and understandings, as they are not fixed or objective.
This perspective challenges the traditional notion of media as an authoritative source of information. Instead, it acknowledges that the people who produce media content shape it, influenced by their biases, perspectives, and cultural contexts. Ethnomethodology encourages us to critically analyse media content and consider the social processes that contribute to its creation and dissemination.
Audience Reception Studies
Drawing from Ethnomethodological principles, media scholars conduct audience reception studies to explore how people engage with media content in their everyday lives. These studies recognise the agency of audiences in interpreting media messages and challenge the notion of a passive audience. This is also evident in Reception Theory.
Rather than being passive recipients of media content, audiences actively negotiate and construct meanings based on their lived experiences and cultural backgrounds. Ethnomethodological audience reception studies offer valuable insights into how diverse individuals and communities understand media content and appropriate it.
Ethnomethodology & Communication
Ethnomethodological Conversation Analysis
Conversation Analysis (CA), rooted in Ethnomethodology, focuses on the systematic study of verbal and non-verbal communication in everyday interactions. Closely examining the structure and organisation of conversations, CA aims to understand how meaning is co-constructed through dialogue.
Ethnomethodological Conversation Analysis seeks to uncover the underlying rules and patterns that govern conversational exchanges. It examines turn-taking, sequencing of actions, and the use of language to achieve mutual understanding. By exploring the intricate mechanics of communication, this approach reveals how individuals collaboratively work to make sense of each other’s intentions. It also aids in navigating the complexities of social interaction.
Communication as an Achievement
Ethnomethodologists view communication as an “achievement” rather than a straightforward transmission of information. Communication is not a one-sided process where a sender simply conveys a message to a receiver. Moreover, it is an ongoing, dynamic process of negotiation and interpretation.
Individuals engage in various communicative strategies to ensure mutual understanding. This can include asking clarifying questions, offering feedback, and employing gestures or facial expressions to express emotions. The success of communication lies in the ability of participants to collaboratively construct meaning and navigate potential misunderstandings.
Ethnomethodology Criticisms & Controversies
Lack of Generalisability
One criticism of Ethnomethodology is its limited focus on micro-level interactions. Some argue it hinders its ability to make broader generalisations about society as a whole. Also, Ethnomethodology’s emphasis on the specificity of context and the uniqueness of social situations may limit its applicability to larger social structures and institutions.
Overemphasis on Disruption
Scholars argue that relying on breaching experiments to study social norms places too much emphasis on disruptive behavior while neglecting the subtler ways in which norms are maintained. While these experiments can reveal valuable insights into social norms, they may not fully capture the complexity and nuance of everyday social interactions.
Conclusion
In conclusion, Ethnomethodology offers a valuable perspective in the field of Media and Communications. It allows us to grasp the intricacies of everyday communication and how individuals actively shape their social reality. Through its examination of indexicality, reflexivity, and breaching experiments, Ethnomethodology provides a unique lens to understand the social fabric that underlies our interactions with media and with each other.
Media and Communication scholars embrace the insights from Ethnomethodology. It enriches our understanding of how the media is socially constructed and also how communication is an ongoing achievement. By recognising the agency of individuals in interpreting media content and engaging in everyday interactions, we can then create more nuanced and holistic analyses of media’s impact on society.
References
Berger, A. A. (2011). Media and Communication Research Methods: An Introduction to Qualitative and Quantitative Approaches. London, UK: SAGE Publications.
Garfinkel, H. (1967). Studies in Ethnomethodology. Englewood Cliffs, NJ: Prentice Hall.
Heritage, J. (1984). Garfinkel and Ethnomethodology. Cambridge, UK: Polity Press.
Silverman, D. (1993). Interpreting Qualitative Data: Methods for Analyzing Talk, Text, and Interaction. London, UK: SAGE Publications.
Turner, R. H. (Ed.). (1974). Ethnomethodology. Harmondsworth: Penguin.