John Fiske considers speech as a
(A) non-contiguous code
(B) social code
(C) unreal code
(D) disabling code
Correct Ans: (B)
Explanation:
John Fiske, a renowned media theorist, firmly identifies speech as a social code. He explains that codes, including speech, shape how people create, transmit, and interpret meaning in social contexts. Speech, in particular, reflects and reinforces cultural norms and social values. Therefore, it doesn’t just convey informationโit also functions as a tool for social bonding and control.
Moreover, Fiske classifies communication codes into three main types: reality codes, technical codes, and social codes. He places speech in the third category because it relies heavily on shared linguistic structures and social rules. For example, pronunciation, vocabulary, tone, and even pauses carry social meanings, often indicating identity, class, or power dynamics.
In contrast:
- (A) Non-contiguous code is not a recognized category in Fiskeโs framework.
- (C) Unreal code is an incorrect and meaningless term in communication theory.
- (D) Disabling code also lacks academic basis in Fiskeโs work.
So, speech, as understood by John Fiske, operates primarily as a social code, shaped by culture and used to establish and maintain social relationships. Therefore, the correct answer is (B) Social Code.
