I gave a short talk yesterday at our sociolinguistics discussion group, which held a student panel called Media as a Source of Data for Sociolinguistic Inquiry. Since a few of my colleagues are doing some very cool stuff with regards to media and language, it seemed an appropriate topic, and since I don’t have anything I’m actually working on newly right now, data-wise, but I’m obviously interested in the topic, I (was) volunteered to introduce the topic. Not having anything else to post about, I thought I’d post the talk here: consider it a general glance into my world-view.
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Media and Sociolinguistics
I’m going to talk about some loosely theoretical issues about the potential intersection between media and sociolinguistics, trying not to be too abstract. I want to work from a very basic level, asking: what is media, what is sociolinguistics, and how can we put them together? Anna, Brook, and Rizwan [my awesome colleagues!] are going to talk about specific media and how they utilize them in their research, but I hope to paint a more general picture of how these two entities can be engaged.
A few years ago, I gave a paper at an internet research conference, to an audience largely of sociologists and communication scholars. The paper was about the range of different communication technologies that people can use to talk to one another, and I was seeking to understand how people conceptualize conversations held in different venues. I drew a comparative distinction in my project between “mediated” communication, encompassing talk through the telephone, text messaging, email, instant messaging, and so forth, and “unmediated” communication, meaning face-to-face. At the end of my paper, I got a pointed comment from an audience member [revealed: Bernie Hogan]. He said, “There is no such thing as ‘unmediated’ communication. You can’t say that ‘face to face’ is unmediated. Everything is mediated.” I did not have a good response, so I told him we should perhaps argue about his point later.
But ultimately, he was right: nothing in social interaction is unmediated. As sociolinguists we inherently recognize this, and this is in fact a lot of what sets our research apart from that of other subfields of linguistics. We analyze linguistic patterns in terms of the complex non-linguistic influences upon them: social categories, desire for social differentiation or sameness, individual style, ideologies, history. We view all of these things as mediating everyday discourse and, therefore, linguistic patterns. Yet when we say “media,” it’s obviously something different, seemingly more removed from language, which mediates things more explicitly, more palpably, and even more influentially than slippery social properties do.
What seems different about media and these other mediators is exactly the material that is involved: the stuff we’re dealing with. This may seem obvious, but I think it’s worth pointing out, because it indicates that there are always multiple layers of mediation at any moment of discourse, which sociolinguists and linguistic anthropologists are starting to do a good job of teasing apart.
Language and media have something very essential in common: they’re both material things. We often think of language as being either “in here” (in the head, if you’re a syntactician) or “out there” (in the speech community, if you’re an anthropologist). But as it is produced, language comprises bits of material - usually sound, but often visual things as well, as in the case of writing systems. We’re more likely to talk about media as material than language as material, yet implicit in any analysis of linguistic variables, for instance, is that there’s some kind of material thing that we can isolate in order to study it or people’s reactions to it. This material forms our repertoire of available linguistic and semiotic resources, which we deploy to create both propositional and social meaning.
So to talk about language as it occurs in or through media, is to talk about materials coming together, sets of material resources and constraints on combining them, as well as affordances offered by their combination. Using media as a source of data means we have to consider material separate from but related to the linguistic material. We have to consider how the two forms of material interact.
I’m using a pretty loose definition here of what “media” is, which is intentional, because I often struggle myself to figure out what the difference is between “media,” a “medium,” “mediated” or “mediator,” and “the media”? I tend to think of “media” very broadly as “technologies that mediate,” and in the case of sociolinguistic research, “technologies that mediate discourse.” This broadens our scope beyond what we think of as “mass media,” and includes a very wide variety of technologies: paper, phone, computers, the internet, television, magazines, compact discs, and so on.
We also tend to think of media as public, that which is broadcast from one person or entity to an unknown and unquantifiable audience. Yet especially with the rise of the internet and interactive media, we can get rid of the idea that “media” is necessarily “public,” and moreover that audiences are necessarily unknown. Though it’s certainly not true in every society, each of us here in this room uses several forms of media every day to talk to people, sometimes privately, sometimes publicly. At the same time, we consume media that is produced by others - our friends, our colleagues, newspapers and TV shows. We are, more and more, media producers as well as consumers.
But still, why should linguists care about media or the media? Well, we can talk about media qua media, which directly engages questions of genre, where a researcher might say, “I am interested in interaction via webchat,” or “I am interested in what dialect newscasters use.” We can also talk about the media qua linguistic venue, in which media is very narrowly construed as a channel, and here we might say something more like, “I am interested in the social meaning of dialect features, and newscasts are where I will find my speech data.” In either case, we have to take into account where the media is coming from, and what the technology is contributing to the linguistic patterns we find. That is, we cannot get around the question of their context. This is what I think is most important about media for us - it’s where we see very obviously that language can’t be separated from the context in which it is produced and received: either the material or the social context. Media is both reflective and constitutive of cultural and social patterns, just as language is.
Relatedly, I see three key concerns that emerge anytime one is using media as a source of linguistic data, or examining language as it occurs through media:
1) What is the frame of the media, and how does it frame its messages? Media come with readymade frames for discourse, categorizing information before anything linguistic is involved. We want to know how linguistic patterns fit into, and help to create, those frames.
2) Who are the producer and audience for the media, and how do they directly or indirectly shape the messages and interpretations? Media is always created for an audience, and even in seemingly non-interactive mass media, the audience is engaged in a process of dialogue with the media. The influence is mutual.
3) What is the media representing, and is representation its goal or its byproduct? We might be interested in using radio broadcasts to examine local dialects, but we have to understand that we’re getting from our data not just a dialect or set of features, full stop, but a dialect as represented in a certain way, whether intentionally packaged or not. This relates back to the issue of frame, as well.
I would argue that these three questions are critical to understanding any discourse or interaction, but having discourse as framed by media perhaps brings them to greater salience. We should want to understand the processes that relate these issues, and that relate them to linguistic practice.
With these questions in mind, let me end with a caveat about using media as data sources. I often see researchers, and this is especially prevalent in the case of internet-produced data, using media as data sources simply because it’s convenient: IRB approval isn’t necessary, the data comes already archived, the format is easier to deal with than field notes or spontaneous recordings. But I want to emphasize that to view media only as a “source†of data isn’t adequate; that the media is in some sense also the data. I’m not suggesting that the medium is the message, of course, but that media inevitably shapes the message in some way – just as do social relationships, identities, and settings. Thus, it’s important for sociolinguists to analyze media materials in concert with linguistic ones, not just because it’s easy for us to use them, but because our speakers use them as part of their social worlds. They are implicated in meaning-making processes, with and through linguistic practice.