Gumperz and Hymes 1972

Gumperz and Hymes (1972) contributed to understanding how people use language in social contexts. They emphasized that language is not just about words but also about how people choose their words, tone, and gestures based on who they are talking to, where they are, and what social norms apply. Their work highlights the importance of "communicative competence" — knowing not just grammar but how to effectively and appropriately communicate in different situations. This approach helps explain why the same words can mean different things in different contexts.