Social Cultural Traditions by Edward Sapir and Its Implication

Abstract

Day-in day-out we have images, symbols, signs, and impressions flashing before our eyes. Messages upon messages collide with our own sense of individuality and create the reality in which we perceive our existence. Communication theories try to understand the broad nature of communication and how it applies to the individual or society. Therefore cultural traditions are formed to help organize and explain different viewpoints and concepts. The paper looks at Socio-cultural theory of communication with an aim of assessing its position in the current communication scenarios. The paper focuses on the Edward Sapir and Benjamin Whorf as major proponents of the theory. The theory is hinged on the idea that cultural aspects are manifest in language and thus communication; and to them, communication can never be understood in isolation, that culture should be part and parcel in the endeavor. The paper finally looks at the relevance of the theory in the current world, in an attempt to reassert its position among many (some upcoming) theories of communication.