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“Attitudes Towards Languages” (AToL) Scale: A Global Instrument
Abstract
Language attitudes may be differentiated into attitudes towards speakers and attitudes
towards languages. However, to date, no systematic and differentiated instrument exists
that measures attitudes towards language. Accordingly, we developed, validated, and applied
the Attitudes Towards Languages (AToL) scale in four studies. In Study 1, we selected 15
items for the AToL scale, which represented the three dimensions of value, sound, and
structure. The following studies replicated and validated the three-factor structure
and differential mean profiles along the three dimensions for different languages (a)
in a more diverse German sample (Study 2), (b) in different countries (Study 3), and
(c) when participants based their evaluations on speech samples (Study 4). Moreover,
we investigated the relation between the AToL dimensions and stereotypic speaker
evaluations. Results confirm the reliability, validity, and generalizability of the AToL
scale and its incremental value to mere speaker evaluations.
... Das zweite, in unseren Erhebungen systematisch eingesetzte Instrument ist die "Attitudes-Towards-Languages-Skala (AToL)"; sie dient der Erfassung von differenzierteren Spracheinstellungen. Die AToL-Skala ist das erste quantitativ (und auch sprachübergreifend) einsetzbare, validierte Instrument zur Erhebung von Einstellungen gegenüber Sprachen und Varietäten. 10 Entwickelt und validiert wurde sie in vier Studien im Rahmen des Gemeinschaftsprojekts des IDS mit Lehrstuhl für Sozialpsychologie der Universität Mannheim "Erkundung und Analyse aktueller Spracheinstellungen in Deutschland" (cf. Schoel et al. 2012;s. o.). ...
... B. sehr schön, schön, teils/teils, hässlich, sehr hässlich). Im Folgenden soll das Instrument anhand der vier Studien, mittels derer es entwickelt wurde, genauer vorgestellt werden (nach Schoel et al. 2012). Für die erste der vier Studien (Stichprobe: n = 406; 145 Männer und 261 Frauen, Altersdurchschnitt: 25,3) wurden 51 semantische Differenziale mit bewertenden Items entwickelt. ...
... Die höchste Korrelation mit den (über das ASBI erhobenen) allgemeinen Sprachbewertungen ergab sich für die Wert-Dimension; das heißt, dass die Wert-Dimension der AToL-Skala allgemeinen Spracheinstellungsmessungen, wie sie mit dem ASBI vorgenommen werden, konzeptuell am nächsten steht (vgl. Schoel et al. 2012). Die Ergebnisse dieser ersten Studie zeigen, dass das AToL-Instrument geeignet ist, Sprachbewertungen differenziert zu erfassen. ...
... One objective of the present dissertation was thus to test the distinctness of the three concepts of language attitudes, nationality attitudes, and speaker evaluations. A first attempt to separate language attitudes and speaker evaluations was made by Schoel et al. (2013), who developed a new measure of language attitudes whose three dimensions (e.g., sound) differed considerably from traditional speaker evaluation traits. The scholars emphasized the point that language attitudes are more general in nature and build the basis for evaluations of specific speakers (Schoel et al., 2013). ...
... A first attempt to separate language attitudes and speaker evaluations was made by Schoel et al. (2013), who developed a new measure of language attitudes whose three dimensions (e.g., sound) differed considerably from traditional speaker evaluation traits. The scholars emphasized the point that language attitudes are more general in nature and build the basis for evaluations of specific speakers (Schoel et al., 2013). This self-report scale was also used in the present dissertation and will be presented in detail in Chapter B. ...
... The comparison with evaluation of the national groups thereby revealed an interesting pattern. As measure of language attitudes, the Attitudes towards Languages Scale (AToL; Schoel et al., 2013) to the assumption that language and nationality cannot necessarily be used as synonyms. It is striking that the Luxembourgish group was described as rather neutral, whereas the French group was associated with negative descriptions. ...
Previous speaker evaluation studies have traditionally assessed the influence of attitudes toward languages with explicit self-report measures. Social-cognitive theories positing a differential influence of explicit and implicit attitudes on controlled versus automatic evaluative responses have not been addressed in this domain thus far. In addition to separating attitudes toward languages from attitudes toward nationality, the aim of this study was to test whether explicit and implicit speaker evaluations refer to distinct concepts. We expected that explicit attitudes would be stronger predictors of deliberate speaker evaluations than implicit attitudes would. By contrast, we expected that automatic evaluations examined with an evaluative priming task would primarily reflect implicit attitudes. Results showed that explicit speaker evaluations were influenced by explicit attitudes toward nationality, whereas implicit evaluations were mainly predicted by implicit attitudes toward nationality. The crucial role of speaker's nationality in speaker evaluation processes is further discussed within the framework of implicit group processes.
... For instance, the perceived social status of a speaker was used interchangeably as a measure of attitudes towards the language spoken by the speaker (Bresnahan et al., 2002), leading to a conceptual overlap between language attitudes and speaker evaluations. In a recent paper, Schoel et al. (2013) developed a new scale for the assessment of language attitudes. This approach suggests a clear distinction between the attitudes towards languages (e.g., how elegant or logical a listener perceives a language to be) and the dimensions of speaker evaluations (e.g., how dynamic or warm a listener perceives a specific speaker to be). ...
... An adapted 18-item version (Lehnert et al., 2016) of the original 15-item Attitudes towards Languages scale (AToL; Schoel et al., 2013) was used to examine explicit attitudes towards the Luxembourgish and French language. Participants rated three aspects of language: Value (a ¼ .83), ...
... all of which showed high internal consistencies in the present sample, averaged across the two language conditions. In general, the Value dimension is considered the main subscale because it is conceptually closest to general language attitudes (Schoel et al., 2013). Comparative values as a measure of explicit language preferences were computed as a difference between the explicit assessments of Luxembourgish and French. 1 ...
... One objective of the present dissertation was thus to test the distinctness of the three concepts of language attitudes, nationality attitudes, and speaker evaluations. A first attempt to separate language attitudes and speaker evaluations was made by Schoel et al. (2013), who developed a new measure of language attitudes whose three dimensions (e.g., sound) differed considerably from traditional speaker evaluation traits. The scholars emphasized the point that language attitudes are more general in nature and build the basis for evaluations of specific speakers (Schoel et al., 2013). ...
... A first attempt to separate language attitudes and speaker evaluations was made by Schoel et al. (2013), who developed a new measure of language attitudes whose three dimensions (e.g., sound) differed considerably from traditional speaker evaluation traits. The scholars emphasized the point that language attitudes are more general in nature and build the basis for evaluations of specific speakers (Schoel et al., 2013). This self-report scale was also used in the present dissertation and will be presented in detail in Chapter B. ...
... The comparison with evaluation of the national groups thereby revealed an interesting pattern. As measure of language attitudes, the Attitudes towards Languages Scale (AToL; Schoel et al., 2013) to the assumption that language and nationality cannot necessarily be used as synonyms. It is striking that the Luxembourgish group was described as rather neutral, whereas the French group was associated with negative descriptions. ...
In verbal interactions, the language spoken is one of the most salient cue eliciting evaluative outcomes. According to the Social Process Model of Language Attitudes (Cargile, Giles, Ryan & Bradac, 1994), listeners perceive different linguistic cues and form attitudes towards speakers’
language which then influence the evaluation of this speaking person. Moreover, language as most
visible cue for speakers’ nationality might even elicit attitudes towards speakers’ nationality as nonlinguistic cue (Myers-Scotton, 2006). In previous research, this differentiation of attitudes has not
been addressed. A final sample of N = 88 participants took part in this experimental study examining the separability of language and nationality attitudes as two distinct constructs. Implicit attitudes were measured by using an adapted version of an audio Implicit Association Test (IAT; Greenwald et al., 2002) and explicit attitudes were examined with a combination of validated and newly developed explicit measures of language and nationality attitudes. The results showed, both on the implicit and explicit level, moderate correlations between language and nationality attitudes, providing evidence for the factorial separability. However, correlations neither between implicit and explicit language attitudes nor between implicit and explicit nationality attitudes were significant supporting the conclusion that implicit and explicit measures refer to the same attitude content, but are the result of different cognitive processes.
... For example, according to Brennan and Brennan [26], listeners' negative attitudes towards Mexican English speakers were significantly correlated to high accentedness ratings on their English speech. While actual intelligibility of accented speech is closely related to the type, severity, and frequency of divergences from the norms [23,25,27], the perception of accent is influenced primarily by social factors [28][29][30]. ...
... Survey. The questionnaire items were adapted from the Speech Evaluation Instrument (SEI) [29] and the Attitude Towards Language Scale (AToL) [30]. Each participant was presented with the following prompt questions in Chinese. ...
Stereotyping towards the second language accent of second language learners is extensively seen even when the content of learner speech can be understood. Previous studies reported conflicting results on accent perception by speakers of second languages, especially among homogenous learners. In this paper, we conducted a survey and two experiments to test whether Mandarin-speaking advanced learners of English may give harsher accent ratings to their fellow learners than to Standard American English speakers. The survey was designed to understand the L2 listeners’ beliefs about accented speech. In Experiment 1, participants rated short audio recordings of L2 learner’ and Standard American English speech; in Experiment 2, they did the same in a more detailed word-in-sentence accent rating task. Results showed a markedly high level of perceived L2 accentedness for several learner speech stimuli despite good intelligibility, especially for the strongly-accented Cantonese passage and for specific vowel and consonant types. The findings reveal the existence of native-speakerism in China and highlight existing accent stereotypes. Implications for policymaking and language teaching are discussed.
... Self-assessed Catalan and Spanish proficiency was measured using four 7-point scales which measured how fluent participants thought they were in speaking, listening, reading and writing (1 = very low competence; 7 = excellent competence; based on Flaitz 1988: 161; α = 0.924 for Catalan language proficiency; α = 0.919 for Spanish language proficiency). Explicit general language attitudes, towards Catalan and Spanish were measured with four seven-point semantic differential scales for each language separately: unpleasantpleasant; has no style at allhas style; repellentattractive; clumsygraceful (based on Schoel et al. 2013; α = 0.957 for Catalan and α = 0.952 for Spanish). ...
... This corroborates the finding in several sociolinguistic studies that general language attitudes may differ from specific language attitudes, depending on the situations and the speakers (Schoel et al. 2013: 22). In the current study, general language attitudes were measured with scales specifically designed to assess attitudes towards languages (and not their speakers), taken from Schoel et al. (2013). The ad-specific attitudes were measured with scales assessing dimensions commonly investigated in research regarding the persuasiveness of health and product advertisingattitude towards the ad, attitude towards the targeted behaviour and behavioural intention (cf. ...
This study aims to contribute new insight into the study of languages in contact by comparing the implicit and explicit general language attitudes of bilingual individuals towards their first and second language in health communication in a multilingual society, through a combination of survey and experimental methods. We investigated to what extent 358 L1 Catalan and 338 L1 Spanish speakers in Catalonia differed in their general attitudes to Catalan and Spanish (explicit language attitudes) and in their reactions to the use of these languages in health advertising, specifically in an advertisement promoting COVID-19 vaccination (implicit language attitudes). This is the first study of its kind in a European multilingual context. Based on accommodation theory and theory related to first-language preference, participants were expected to prefer their L1 and the L1 advertisement. Findings offer support for first-language preference in terms of general language attitudes. However, the language of the ad and participants’ first language had little impact on ad-related response. There were no effects of language on attitude towards the ad, attitude towards vaccination and vaccination intention, but the L1 Catalan participants felt the Catalan ad had more appropriate language and expressed more cultural respect than the Spanish ad. Thus, in the current study, explicit language attitudes revealed first-language preference, while implicit language attitudes did so to a limited extent.
... Evaluative beliefs about language can be divided into two main types: beliefs about different language varieties and beliefs about speakers of different language varieties. Beliefs about language coalesce along three main evaluative dimensions: structure (e.g., logical), value (e.g., pleasant), and sound (e.g., soft; Schoel et al., 2013). Beliefs about speakers, much like person perception more generally (Fiske et al., 2002), coalesce along two main evaluative dimensions: status (e.g., competent) and solidarity (e.g., warm; Ryan, 1983; for additional dimensions, see Zahn & Hopper, 1985). ...
... For instance, beliefs about language structure correlate strongly with beliefs about speakers' status, whereas beliefs about language sound correlate strongly with beliefs about speakers' solidarity. Also, both types of beliefs are equally strongly correlated with general measures of language attitudes (Schoel et al., 2013). Most language attitude research has focused on people's evaluative beliefs about speakers, and the present article reflects this bias. ...
The study of language attitudes is concerned with the social meanings people assign to language and its users. With roots in social psychology nearly a century ago, language attitudes research spans several academic disciplines and draws on diverse methodological approaches. In an attempt to integrate this work and traverse disciplinary boundaries and methodological proclivities, we propose that language attitudes—as a unified field—can be organized into five distinct—yet interdependent and complementary—lines of research: documentation, explanation, development, consequences, and change. After highlighting some of the key findings that have emerged from each area, we discuss several opportunities and challenges for future research.
... After giving their informed consent, participants filled in a language background questionnaire. After the experimental phase, participants completed a questionnaire to indicate their explicit language attitudes (Schoel et al. 2012), and answered questions on their awareness of attitude measurement so that malleability of implicit attitudes could be excluded from analysis (Agosta, Ghirardi, and Zogmaister 2011;Blair 2002;Fiedler and Bluemke 2005). ...
... Consequently, attitudes towards native speakers of Standard German are shown to be overwhelming positive in contrast to its vernaculars and other standardised majority languages, e.g. (Adler 2019;Schoel et al. 2012). Accordingly, the standard language ideology of Standard German and its high levels of prescriptivism are well-evidenced in research, e.g. ...
Language maintenance research generally argues that providing
endangered varieties with a standard impacts positively their vitality by e.g. increasing positive attitudes. This paper investigates whether
different degrees of linguistic proximity between vernacular varieties
and the standard may lead to different speakers’ attitudes towards the
vernacular varieties. Following sociopsychological models of implicit
automatic attitudes, e.g. dual attitude models, we hypothesised that
varieties that have a more linguistically close standard would elicit more
positive attitudes. We then used an online Auditory Implicit Association
Test to investigate attitudes towards vernacular Moselle Franconian
varieties in two speech communities, the Belgische Eifel in Belgium and
the Éislek in Luxembourg. Moselle Franconian is considered generally
vulnerable (UNESCO), and the two speech communities have opted for
different methods of introducing a standard variety. While the speech
community of Luxembourg created an ‘own’ linguistically close
standard (Standard Luxembourgish), the Belgian speech community
relies on a more linguistically distant standard, namely Standard
German. Results show that linguistic distance between the standard
and its vernaculars can impact on speakers’ attitudes. Our findings have important implications for the role of standardisation processes in language maintenance efforts.
... Auch für die Zusammenstellung der Urteilsbegründungen bildet Cuonz übergreifende Kategorien, nämlich "Klang", "formale Aspekte", "soziale Konnotation", "Metaphern", "Schwierigkeit", "Nützlichkeit/ direkter Gebrauch", "Kompetenz/Verständlichkeit", "Vertrautheit/Kontakt", "interlinguistische Vergleiche" und "Tautologie" (einige bzw. Teile davon, nämlich "Wert", "Klang" und "Struktur", bilden auch die Subskalen eines bereits erprobten Instruments zur Erfassung von Einstellungen zu Sprachen, der Attitudes Towards Languages Scale (AToL), siehe Schoel et al. 2012). ...
... B. auf den metonymischen Prozess "Produkt für Produzent" (Sprache als Epiphänomen), also die Verbindung zu Werturteilen über Sprechende der betreffenden Sprachen, der für die Laien selbstverständlich ist (siehe dazu Bewertungen von Sprecherstereotypen in z. B. Plewnia & Rothe 2011b, Schoel et al. 2012. ...
... Grondelaers and van Hout, 2010;Zhang, 2011). In contrast, a global instrument named Attitudes Towards Languages Scale (AToL) (Schoel et al., 2013) founded the following dimensions: value, sound and structure, with value being a superordinate factor. It needs to be stressed that there is no consensus among researchers regarding language attitudes dimensions, and that the described dimensions were found based on participants' evaluations of speakers with different accents or different national identities. ...
... Including them in a similar study with a different (perhaps more formal) context (Garrett et al., 2003) would offer a better understanding of the role English words play in person perception. Finally, it would be useful to use the Attitudes Towards Languages (AToL) Scale (Schoel et al., 2013) as a scale with confirmed reliability, validity, and generalizability in future research on language attitudes. ...
Research on language attitudes has shown that speech style plays an important role in social evaluation. In Croatia, English words commonly occur in everyday communication, which could affect the way we perceive other people. This study aims to investigate the relation between English words and person perception. 200 Croatian elementary school students, adolescents and young adults were given one of the three versions of the same text, varying in the frequency of English words, and a questionnaire to evaluate personal characteristics of the author of the text. The results showed that frequent use of English words was related to higher estimations of social attractiveness, indicating that the use of English words has become an important cue in person perception.
https://authors.elsevier.com/a/1UZVhzlItpyQC
... Such evaluative beliefs can be either about the language spoken by a speaker or about the speaker of a particular language, each of which comprises three evaluative dimensions (Dragojevic et al., 2020). The former includes structure (e.g., logical), value (e.g., pleasant), and sound (e.g., soft) (Schoel et al., 2013). The second incorporates status (e.g., upper-class), solidarity (e.g., attractive), and dynamism (e.g., confident) (Zahn & Hopper, 1985). ...
The omnipresence of Arabic-English code-switching in Kuwaiti social contexts is unequivocal. Several studies have indicated that the motivation behind deploying such linguistic variety is to promote social status and solidarity. This study investigates whether adopting such linguistic variety in Kuwaiti social domains meets code-switchers‟ expectations by characterizing and positioning them in the desired social category. Using a verbal-guise test, the study examines the status (class, education, intelligence) and solidarity (showing-off, attractiveness, sociability) dimensions of 92 Kuwaitis‟ cognitive attitudes towards Arabic-English code-switching. A paired t-test has shown that Kuwaitis‟ attitudes are in favour of Arabic-English code-switching. In complete contrast with other studies, a one-way ANOVA has uncovered that older generations are more in favour of code-switching than younger ones. Additionally, the results suggest that females are less in favour of Arabic-English code-switching than males, and their positive ratings for Kuwaiti Arabic are significantly higher. The findings are subsequently examined and subjected to critical analysis in order to elucidate the extent to which this phenomenon is deemed appealing by specific parts of Kuwaiti society whilst unfavoured by others. The paper concludes with some recommendations for future research endeavours that might contribute to the investigation of language attitudes and variation in Kuwait.
... As defined by Moreno Fernández (2000( p. 180, as cited in Choi, 2003 "Language attitudes are a reflection of psychosocial attitudes about languages that convey the social, cultural and sentimental values of the speakers; therefore, they are to be 'valued and evaluated according to the status or social characteristics of the users." However, Schoel et al. (2012) differentiates language attitudes into attitudes towards speakers and attitudes towards languages. They provided an example from Cargile andBradac (2001, as cited in Schoel, 2012), that "traditional research on language attitudes implicitly assumed that a speaker's language first triggers an attitude towards this language in the perceiver, which then leads to the evaluation of the speaker" (p. ...
Being able to speak more than one language is beneficial; especially for Indonesian people, those who can speak English are supposed to be bilingual and multilingual. Accordingly, they should speak at least three languages: the Indonesian language, English, and their mother tongue or local language such as Javanese, Sundanese, Bataknese, and so forth. Unfortunately, fewer and fewer Indonesian people speak their regional languages/mother tongue because they have been shifted into Indonesian, especially when children start school. This paper thus investigates language attitudes of university students toward their regional languages, Indonesian and English: how they value those languages, and their use of the languages. To answer those questions, the writer distributed a questionnaire to 22 students from three universities in Jakarta and conducted some interviews with five of the participants. The results indicate that all students have positive attitudes toward those languages. However, the positive attitudes toward the regional languages are not congruent with the language use. Lacking regional language users and its exposure is why students feel difficult to apply their regional language. As for the Indonesian language, it is the most valued and used as the unifying national language. The English language is considered more comfortable for those who can speak English because there is no difference for language users to talk to their interlocuter’s level. For example, in English, the pronoun “you” can be referred to anyone regardless of their age or status. In Indonesian, we have to differentiate between Kamu (you) and Anda (you) depending on whom we talk to. To our parents, we cannot say Kamu nor Anda; but we mention it daddy or mommy, and the like. Finally, while the Indonesian government has successfully implemented Indonesian as the unifying language of the nation (Paauw, 2009), the government is also expected to encourage more on the use of regional languages into the school curriculum to enforce its usage.
... Si bien es cierto que numerosos investigadores han resaltado la dificultad de definir el concepto actitud (Baker, 1992;Bierbach, 1988), en la actualidad existen diferentes 33. La teorías acerca de la caracterización y la medición de actitudes, tanto desde un punto de vista social (Eagly and Chaiken, 1993;1995;1998;Farr, 1994;Fazio, 1986;Fishbein and Ajzen, 1975;Fraser, 1994;Moliner and Tafani, 1997;Petty and Cacioppo, 1981) como desde un punto de vista lingüístico (Cestero y Paredes, 2015;Garret, 2010;Giles and Marlow, 2011;Hernández, 2004;Kormos, Kiddle and Csizer, 2011;Schoel et al, 2013;Speelman, Spruyt, Impe and Geeraerts, 2013). ...
La Teoría de la Argumentación ha experimentado una modificación de sus presupuestos tradicionales en los últimos años, especialmente a partir de las publicaciones de Meyer. La principal novedad es la incorporación de los factores contextuales a la dialéctica argumentativa, lo que converge en la focalización del proceso lingüístico-argumentativo en las preguntas en lugar de las respuestas. Esto supone una nueva teoría acerca del cuestionamiento. A partir de ahí, el presente trabajo analiza la relación del contexto comunicativo con el proceso argumentativo mediante el vínculo de aquel con las actitudes lingüísticas y las representaciones sociales. Finalmente se proponen posibilidades de reorientación de la investigación de la Teoría de la Argumentación a partir de la incorporación de estos componentes al discurso argumentativo y su relación con las teorías de configuración de valores sociales según los componentes de las actitudes desde una perspectiva mentalista
... For example, Zahn and Hopper [8]'s Speech Evaluation Instrument (SEI) asserted that the categories of superiority, attractiveness and dynamism composes L2 accented speech evaluation. Schoel et al. [9] put SEI to the test in a more global 4-experiment condition, and concluded a more inclusive metrics (AToL), namely dimensions of value, structure and sound, rendering the argument of accent stereotyping more general-fitting. However, neither of the metrics related accent strength levels to linguistic ontologies, and neither used Asian speakers exclusively as subjects. ...
The article proposes a multi-dimensional metrics (L2AM) for measuring second language accent detection by extracting and validating attitude-carrying adjectives from real-time perception tests of leveled accented speech. In Experiment 1, 20 homogeneous Chinese (2 Cantonese and 18Mandarin) advanced learners of English were asked to provide 10 adjectives to 8 excerpts in three levels of accentedness. Then, the most prominent adjectives of 4 types were elicited as standard rating terms for perceivers. In Experiment 2, 55 participants (7 Cantonese and 48 Mandarin) were told to use these adjectives to evaluate the same material with 1-5 increments while providing intelligibility, comprehensibility and accentedness scores. Factor analysis results show that sociocultural bias on heavy accent lies most primarily in education and intelligence, and then status and professionalism, and finally centers on linguistic ontology. Interestingly, Mandarin speakers viewed Cantonese speech far more negatively than Mandarin speech in all three levels despite similar intelligibility results, revealing hidden dialectical identities and values. Finally, by correlating the evaluation terms to actual comprehensibility and accentedness through neural network fitting, we have acknowledged the validity of the new metrics.
... In line with a social psychological conceptual definition of an attitude as an evaluation of the attitude object, language attitudes can be defined as evaluations of language or, more precisely, 'evaluative reactions to language' (Dragojevic et al. 2020, 2) or evaluative beliefs about language. Evaluative beliefs about language can be twofold/of two types, beliefs about distinctive languages or language varieties or beliefs about speakers of those languages or language varieties (Dragojevic et al. 2020;Schoel et al. 2013). Research into language attitudes is mainly focused on social meanings assigned to language or language varieties and their users (Dragojevic et al. 2020) and the importance of the social environment in which attitudes arise is often highlighted and the social setting is considered vital in clarifying and comprehending individual behaviour. ...
The current study replicates the research conducted in Dewaele and Li ([2014a]. “Intra- and Inter-Individual Variation in Self-Reported Code-Switching Patterns of Adult Multilinguals.” International Journal of Multilingualism 11 (2): 225–246; [2014b]. “Attitudes Towards Code-Switching among Adult Mono- and Multilingual Language Users.” Journal of Multilingual and Multicultural Development 35 (3): 235–251) and explores variation in attitudes towards codeswitching and the frequency of its usage among 391 multilinguals from different sociocultural contexts. The findings indicate that multilingual respondents who have lived abroad or grew up in an ethnically and linguistically diverse environment tend to code-switch more frequently. On the other side, the number of spoken languages and gender as well as personality traits, such as tolerance of ambiguity, cognitive empathy, social skills and emotional reactivity are significantly linked with more positive attitudes towards codeswitching. Further in-depth analysis has shown that the respondents generally code-switch more frequently with friends and colleagues than with family members. However, some inter-speaker variation exists in this respect too and females and high-school respondents tend to code-switch more frequently with friends than males and more highly-educated respondents, while males and respondents with a higher educational level code-switch more frequently with work colleagues and family members.
... Also, our LG sample of English-speaking participants was not representative of everybody, and language can moderate SO judgements (Sulpizio et al., 2015(Sulpizio et al., , 2019. Attitudes towards language and its sound influence how the speaker of a given language is perceived (Schoel et al., 2013). Like research on auditory gaydar, this research needs to be broadened beyond a study of English language speakers. ...
Voice‐based sexual orientation (SO) judgements can prompt group‐based discrimination. However, the relationships between stigmatization and essentialist beliefs about vocal cues to SO have not been researched. Two studies examined heterosexuals’ and gay men’s and lesbian women’s essentialist beliefs about voice as a cue of SO to uncover essentialist beliefs’ role in the perpetration and experience of stigma. In Study 1 (N = 363), heterosexual participants believed voice was a better cue to SO for men than for women, and participants’ belief in the discreteness, immutability, and controllability of ‘gay‐sounding’ voices was correlated with higher avoidant discrimination towards gay‐sounding men. In Study 2 (N = 147), endorsement of essentialist beliefs about voice as a SO cue was associated with self‐perceptions of sounding gay amongst gay men and lesbians. Sexual minority participants, especially gay men, who believed that they sounded gay reported more anticipation of rejection and engaged in vigilance in response. Essentialist beliefs about vocal cues to SO are relevant to explaining both the perpetration of stigma by heterosexuals and the experience of stigma for lesbians and gay men.
... Other languages will only be used in specific or otherwise acceptable contexts by its speakers. The use of languages commonly understood by speakers of the surrounding community will significantly impact speakers' attitudes toward that language in their efforts to make themselves heard or to persuade others (Holmes, 1992;Menggo et al., 2019;Schoel et al., 2012). We will refer to this phenomenon as language attitude, the implications of which are often reflected in language choice and politeness level in language use. ...
This study examines the language maintenance model for a local language in another language community, specifically to examine Sumbawanese language maintenance in the Balinese community. This study encompasses 1) the Sumbawanese speakers’ competence of Sumbawanese language; 2) Sumbawanese language use patterns in the Balinese community; 3) language attitudes of Sumbawanese speakers toward their language. This study focuses on Denpasar's several locations, where most of the language interaction occurred, and data were collected through observation, interviews, and questionnaires. Those data were analyzed by using a software program, namely an excel chart data series. The research subjects were both older and younger Sumbawanese speakers. An analysis of language attitudes also considered the roles of language choice and language change in maintaining cultural diversity and ethnic identity, which will psychologically provide a feeling of assurance in personal linguistic competence. In Sumbawanese speakers, the context of communicating in Balinese society will be thoroughly considered. The findings show that speakers of Sumbawa language have good competence towards Sumbawa language, rarely use Sumbawa language, and have more positive than negative attitudes towards their language. Speakers are stimulated to maintain the frequency of language use and their positive language attitudes to be competent intercultural speakers.
Keywords: Balinese, language use, language attitude, language change, Sumbawanese
... In Ansätzen ähneln einige der Zuschreibungen der Vorgehensweise der Attitudes-towards-Languages-Skala (AToL), genauer gesagt den damit gemessenen Dimensionen value, welche u. a. affektiv-ästhetische Bewertungen einschließt, und structure, bei der die Wahrnehmung strukturlinguistischer Eigenschaften gemessen wird (Schoel et al. 2013, Plewnia/Adler 2018. Im Unterschied zu den AToL-Instrumenten wurden hier keine skalaren Einordnungen vorgegebener Attribute für beide Sprachen abgefragt, sondern lediglich ein absoluter Vergleich zwischen den beiden beteiligten Fragen, um den Umfang und Aufwand für die Befragten in einem vertretbaren Rahmen zu halten. ...
Die Beliebtheit des Spanischen als Fremdsprache nimmt in Deutschland seit Jahren zu. Aus welchen Gründen wird es gelernt? Das Buch nähert sich dieser Frage anhand von Befragungen verschiedener Gruppen von Lernenden in Berlin: Welche Motivationen stehen hinter dem Wunsch, Spanisch zu lernen? Welche Einstellungen verbinden sie mit der Sprache?
Im Mittelpunkt stehen Lernende an Hochschulen und Beschäftigte im Tourismus. Auf der Grundlage des Konzepts 'Language Making' wird gezeigt, wie sie dazu beitragen, eine bestimmte Vorstellung des Spanischen zu formen und die globale Sprache damit als lokale Fremdsprache zu verorten.
Selbst in stark ökonomisierten Kontexten zeigt sich, dass ein Bild des Spanischen vor allem aus einer affektiven Perspektive heraus entsteht. Die Befunde des Buches liefern damit auch Aufschlüsse für die künftige Förderung des Spanischen als Fremdsprache, die über die Betonung des wirtschaftlichen Wertes hinausgehen sollte.
-Empirische Studie zu Spracheinstellungen zum Spanischen
-Einblicke in die Motivation aus Perspektive der Lernenden
-Konkretes Fallbeispiel für das neue Konzept 'Language Making'
... Las fuentes para la validación del constructo se centraron en las relaciones que mantiene la variable objeto de estudio (actitudes lingüísticas a partir de los componentes cognitivo, conductual y afectivo) con otras variables relevantes (informantes de español como L1, como L2, edad y sexo), así como con las teorías de medición de los conocimientos y actitudes lingüísticas (Schoel et al., 2013;Speelman, Spruyt, Impe & Geeraerts, 2013), sus posibilidades de variación (Campbell-Kibler, 2012;Dollinger, 2012;Hernández, 2004;Schmid & Dussedorp, 2010), como también en la aplicación de instrumentos con propiedades psicométricas a informantes del ámbito educativo (Martín, 2011;Wayne & Shaw, 2012). ...
Numerosos estudios sobre actitudes lingüísticas han partido de los conceptos estatus y solidaridad para analizar las actitudes de estudiantes de español como L1 hacia la modalidad lingüística andaluza. Estos estudios han confirmado que existe una relación entre las variables situación y conocimiento gramatical, de modo que a mayor conocimiento gramatical, existe una mayor discriminación de estos usos en situaciones comunicativas formales. La presente investigación analizó si existe esta relación en estudiantes de ELE. Para ello se investigó la relación entre la actitud hacia determinados usos lingüísticos atribuidos a la modalidad lingüística andaluza en diferentes situaciones comunicativas y el conocimiento gramatical de la misma en 173 estudiantes universitarios extranjeros de ELE. Los resultados procedentes del estudio correlacional y de regresión indicaron una relación positiva entre ambas variables, siendo la identificación de estos usos lingüísticos más frecuente en la situación informal y más determinada por el conocimiento gramatical, mientras que la identificación de los mismos con las situaciones comunicativas formales fue la menos frecuente y menos determinada por el conocimiento gramatical. Estos resultados permitieron diseñar estrategias de intervención didáctica en el aula de ELE.
... A language attitude is viewed as inclination to evaluate (Garrett, 2003), make value associations (Ng, 2017), and assign social meaning to a language or an aspect of language (Schiffman, 1996) or to a language policy (Ricento, 2000) and the way it is implemented. Moreover, attitudes are strongly linked to a set of societal discourses which are constructed by social processes, stereotypes and attitudes towards speakers (Schoel et al, 2012). In the framework of LPP, we define language attitudes as an agent's expression of their entitative beliefs about a language. ...
This study investigates language attitudes expressed by public university students in India at various layers of agentive positionality as an integral part of their dynamic language ecologies. This is achieved through the qualitative analysis of three focus group interviews conducted at three public universities in India with the object of eliciting the students’ language attitudes towards English and its use in India. This research perceives students as agents and explores their attitudes in the context of a language ecology Such an enquiry into language attitudes forms a part of a broader exploration into the nature of agency, agentive responses and their situatedness in an LPP context. It adds to existing scholarship on LPP by reinterpreting the meaning(s) of agency with a critical focus on ‘ground-up’ descriptions of language experiences. In this study, the researchers argue that nvisible language planners’ as Pakir describes,and interested stakeholders such as university students, provide a critical basis for the study of LPP in context. The authors argue that agency is multi-layered, and that agentive positionality is relative to agentive foci. Such reconfigurations of agency mark a shift from the view that language policies are the starting point for understanding an LPP ecology.
... Besides, other looks language attitude more on behavioral predisposition or tendency [11]. In addition, in recent research, language attitude have been conceptualized as individual reactions [12] encompassing the cognitive (belief), affective (feeling or emotion), and conative (behavioral intention) (see studies of [13] and [14] ). Although this recent concept is not universally agreed by experts like [15] and [16], [17] claims that this tricotomy model is more comprehensive, as of the complex nature of individual's language attitude is understood easily. ...
... This model requires us to take an integrated, socially informed approach and to include a complex set of linguistic objects (including talker dialect), social cognitive objects (e.g., representations of individual's group affiliation and personality attributes, attention), and situational factors (e.g., location and topic of the conversation) which interact and 'compete' to influence social assessments of talkers. This study adds to the discussion regarding the 'base' of talker evaluations (Schoel et al., 2012) by showing that the base or main 'target' of talker evaluations is not the talker's dialect itself, even when the dialect information is accessible to the listeners. ...
The current study explored the relationship between participants’ label-based evaluations of six regional varieties in Enshi Prefecture, China, and their speech-based evaluations of talkers from these varieties using a label ranking task and a speaker evaluation task. The results revealed that under correct identification of talker dialect, participants’ evaluations of real talkers based on speech samples were different from their evaluations of ‘imagined’ county-based dialects, suggesting that speech-based talker evaluations are not solely governed by ideological values associated with dialects. Focusing on a small, understudied community in China, this study contributes to our understanding of the local language attitudes, and language use and maintenance in Enshi Prefecture. An integrated approach is needed to build a model of talker evaluation, which must include a complex set of linguistic, social cognitive, and situational objects. The current results suggest that the object(s) that primarily drives talker evaluations is not the talker’s dialect itself.
... attractiveness. An accent's perceived beauty is usually correlated with the positivity toward the social group (see Rakić & Steffens, 2013;Schoel, Roessel et al., 2013) and might function as a surface cue that moderates evaluations (see Garcia & Bargh, 2003). ...
Nonnative accents are prevalent in our globalized world and constitute highly salient cues in social perception. Whereas previous literature has commonly assumed that they cue specific social group stereotypes, we propose that nonnative accents generally trigger spontaneous negatively biased associations (due to a general nonnative accent category and perceptual influences). Accordingly, Study 1 demonstrates negative biases with conceptual IATs, targeting the general concepts of accent versus native speech, on the dimensions affect, trust, and competence, but not on sociability. Study 2 attests to negative, largely enhanced biases on all dimensions with auditory IATs comprising matched native-nonnative speaker pairs for four accent types. Biases emerged irrespective of the accent types that differed in attractiveness, recognizability of origin, and origin-linked national associations. Study 3 replicates general IAT biases with an affect IAT and a conventional evaluative IAT. These findings corroborate our hypotheses and assist in understanding general negativity toward nonnative accents.
... For Spaniards, earlier research has found no differences in evaluation of ads with English and ads with Spanish (Gerritsen et al, 2007a(Gerritsen et al, , 2010. Sociolinguistic research argues that there may be a diffrence between general language attiudes and specific language attitudes depending, for instance, on the situation and the speaker (Schoel et al. 2013). Therefore the current study takes into account general attitudes towards English and Spanish and also specific attitudes to English and Spanish used in advertising. ...
Sociolinguistic research suggests that US Hispanic and Spanish consumers may differ in their response to ads with English and Spanish. An experiment with US Hispanic (N = 97) and Spanish (N = 132) participants showed that, although US Hispanic participants indicated that they used more English and less Spanish in various situations, and had a less positive general attitude to English than did Spanish participants, there were no differences in evaluations of ads with English or Spanish by the two groups. These findings indicate that there is not always a direct relation between general sociolinguistic circumstances/attitudes and ad response.
... Pantos and Perkins (2013), for example, have showed that whereas people tend to show a pro-foreign accent bias in explicit evaluation of voices, this effect not only disappears but is reversed (in favor of an American accent) when using an audio implicit association test of language attitudes. In similar vein, Schoel et al. (2013) developed a new scale for the assessment of language attitudes, making a clear distinction between dimensions of speaker evaluation (i.e., attitudes toward speakers; see Zahn & Hopper, 1985) on the one hand and those associated with the language spoken (such as sound and structure) on the other. Further work in this genre should allow for the unpacking of even clearer judgmental distinctions between speakers and the speech styles they adopt. ...
... Notes * Correspondence address: Kimberly A. Noels, Department of Psychology, P220 Biological Sciences Building, University of Alberta, Edmonton, AB, T6G 2E9, Canada. E-mail: knoels@ualberta.ca 1 'Language attitudes' research can focus on perceptions of the characteristics of a specific language (e.g., Schoel, Roessel, Eck, Janssen, Petrovic, Rothe, Rudert, and Stahlberg 2013) and/or the ethnolinguistic group(s) that use this language. We use the term 'language attitudes' to be consistent with the broader literature, although we acknowledge that, in the present article, we concentrate on the latter research orientation (which is perhaps better termed as 'ethnolinguistic group attitudes'). ...
Sociolinguists and social psychologists have long been interested in how language variation is associated with social psychological variables, including people's beliefs about and attitudes toward languages and their speakers, as well as their feelings of affiliation with ethnolinguistic groups, and there is a growing interest in archiving such information along with sociolinguistic data for subsequent research. With this end in mind, we suggest some brief, quantitative indices that might be appropriate and useful for documenting social psychological variables for contemporary and future purposes. The first construct considered is ethnolinguistic vitality, which refers to those characteristics that make a language group likely to behave as an active collective entity in language contact situations. The second is language attitudes,1 which refer to the feelings and beliefs that people hold with regard to their own and others' languages and the associated language community/ies. The third is ethnolinguistic identity, which refers to the manner and extent to which individuals define themselves as members of an ethnolinguistic group. Although we maintain that more extensive, detailed coding should be included in sociolinguistic archives, we suggest that these three sets of indices should be minimally included in a battery to assess a speaker's ethnolinguistic orientation.
... In other words, possibly the effect of a linguistic intervention generalizes to nonlinguistic discrimination. It would also be interesting to explore (in another setting) whether speaking a less prestigious foreign language than English would cause better or worse evaluations of nonstandard speakers (see Schoel et al., 2013). Further studies should also delineate which processes are responsible for the effectiveness of own-experience based interventions. ...
Prejudice against a social group may lead to discrimination of members of this group. One very strong cue of group membership is a (non)standard accent in speech. Surprisingly, hardly any interventions against accent-based discrimination have been tested. In the current article, we introduce an intervention in which what participants experience themselves unobtrusively changes their evaluations of others. In the present experiment, participants in the experimental condition talked to a confederate in a foreign language before the experiment, whereas those in the control condition received no treatment. Replicating previous research, participants in the control condition discriminated against Turkish-accented job candidates. In contrast, those in the experimental condition evaluated Turkish- and standard-accented candidates as similarly competent. We discuss potential mediating and moderating factors of this effect.
This study is a mixed-methods investigation of language attitudes in Saudi Arabia. It investigates Saudis’ attitudes towards three Saudi varieties, namely, Qassimi Arabic (spoken in Central Saudi Arabia), Hasawi Arabic (spoken in Eastern Saudi Arabia) and Jizani Arabic (spoken in Southern Saudi Arabia). While most previous studies focus on the production of Saudi varieties (Al-Rojaie 2021b, p.472; Alhazmi & Alfalig 2022, p.114), the present study focuses on the perception of such varieties. Language perception can lead to the formation of attitudes, which may cause linguistic prejudice or discrimination. Accordingly, this study investigates: What are Saudis’ attitudes towards and experiences with contemporary Saudi Arabic varieties, and what implications can be drawn from them?
The study was conducted via three phases, namely, the keywords task (Garrett et al. 2005a) (Phase 1), the verbal-guise task (Dragojevic & Goatley-Soan 2022) (Phase 2) and the semi-structured interviews (Phase 3). Phase 1 elicited spontaneous impressions of the varieties under investigation (N = 148). Subsequently, attitudinal evaluations of the three varieties were elicited from socially-stratified respondents in Phase 2 (N = 411). Extending the study through Phase 3, respondents were interviewed about their attitudes, the factors underlying their attitudes and their experiences of linguistic discrimination (N = 17).
Although preliminary analysis indicated generally positive attitudes towards the varieties, there were significant differences in the attitudes. The respondents’ attitudes were associated with their demographics. The older respondents, the highly-educated respondents and respondents from Central Saudi Arabia consistently expressed more negative attitudes, compared to their counterparts. Furthermore, Social, Personal and Linguistic attitude factors were identified. Finally, the study uncovered narrations of linguistic prejudice and discrimination in Saudi Arabia. The findings can be used to understand and work with the sociolinguistic significance of Saudi varieties. The study produced various theoretical, methodological and practical implications for different domains within Saudi Arabia.
In this paper, we present the L’ART Research Assistant, a freely available open-source app to aid researchers in the collection, storage and transfer of data for research in bilingualism and language attitudes, with a particular focus on bilingual populations who speak a majority language and a regional / minority / minoritized language.
The current version of the app [version 0.4.1] implements the following four tools:
1. A digital informed consent tool (see section 5 for details).
2. A digital adaptation of the Language and Social Background Questionnaire, or LSBQ (Anderson, Mak, Keyvani Chahi & Bialystok, 2018), which we term the LSBQe (“e” for electronic).
3. A digital implementation of the Attitudes towards Languages Questionnaire or AToL (Schoel, Roessel et al., 2012), which we call AToL-C (“C” for continuous, as our implementation uses continuous rather than ordinal scales).
4. A digital tool for measuring language attitudes via the speaker evaluation paradigm. This tool enables users to run several evaluations of audio guises such as the Matched Guise Technique (Lambert, Hodgson, Gardner and Fillenbaum, 1960) and the Verbal Guise Test (e.g., Markel et al, 1967). Due to its flexibility as either MGT or VGT, we named this tool ‘Audio Guise Task’, or AGT for short.
5. A simple memory game to be employed as a distractor in a series of tasks.
This paper explores how attitudes affect the seemingly objective process of counting speakers of varieties using the example of Low German, Germany’s sole regional language. The initial focus is on the basic taxonomy of classifying a variety as a language or a dialect. Three representative surveys then provide data for the analysis: the Germany Survey 2008, the Northern Germany Survey 2016, and the Germany Survey 2017. The results of these surveys indicate that there is no consensus concerning the evaluation of Low German’s status and that attitudes towards Low German are related to, for example, proficiency in the language. These attitudes are shown to matter when counting speakers of Low German and investigating the status it has been accorded.
This study examines the relationship between language attitudes and language use from a social cognition perspective in the context of Catalonia, a culturally and linguistically diverse Spanish Autonomous Community that has been implementing social and educational measures to promote the use of its own language, Catalan. We examined how implicit and explicit measures of attitudes towards Catalan and Spanish predict self-reported language use and spontaneous language choice. Participants (N = 98) completed an Implicit Association Test (IAT), self-reports of language attitudes and use, and a spontaneous language choice. Although both implicit and explicit measures correlated with the behavioural measures, the results showed that the IAT had predictive and incremental validity. Moreover, a partial dissociation pattern of prediction was identified, underscoring the importance of including implicit measures of language attitudes, as they predict variance in behaviour above and beyond what is predicted by explicit measures.
Attitudes towards spoken, signed, and written language are of significant interest to researchers in sociolinguistics, applied linguistics, communication studies, and social psychology. This is the first interdisciplinary guide to traditional and cutting-edge methods for the investigation of language attitudes. Written by experts in the field, it provides an introduction to attitude theory, helps readers choose an appropriate method, and guides through research planning and design, data collection, and analysis. The chapters include step-by-step instructions to illustrate and facilitate the use of the different methods as well as case studies from a wide range of linguistic contexts. The book also goes beyond individual methods, offering guidance on how to research attitudes in multilingual communities and in signing communities, based on historical data, with the help of priming, and by means of mixed-methods approaches.
El presente artículo considera a Nietzsche como un precursor de la teoría del tercer espacio en la argumentación. Para ello tenemos en cuenta un texto de De las moscas del mercado de Así habló Zarathustra en cual ya se anticipa la superación de la dicotomía sí/no como respuesta al proceso argumentativo. Tras el análisis de la epistemología de Nietzsche observamos los límites tanto de la lógica cartesiana como de la Pragmática Integrada con respecto a la argumentación. La creación de un tercer espacio en la argumentación a partir de las propuestas de M. Meyer es una alternativa a ambas tradiciones.
English is widely used in advertising in countries all over the world where English is not an official language (Piller 2003), including countries in Hispanic America (e.g. Chile: Gerding and Morrison and Kotz 2012, p. 142; Instituto Chileno 2016, pp. 13–14; Mexico: Baumgardner 2008). To date, consumers’ response to the use of English in advertising in countries where English is not an official language has been measured by exposing young highly educated consumers to ads in the national language (the consumers’ mother tongue), and the same ads with English. Some studies found partial evidence that English led to better response than the consumers’ native language, for instance for ads from multinational companies (versus local companies) and for ads promoting luxury products (versus necessity products) (e.g. Taiwan: Lin and Wang 2016; Romania: Micu and Coulter 2010) effect.
Language maintenance efforts aim to bolster attitudes towards endangered languages by providing them with a standard variety as a means to raise their status and prestige. However, the introduced variety can vary in its degrees of standardisation. This paper investigates whether varying degrees of standardisation surface in explicit attitudes towards standard varieties in endangered vernacular speech communities. Following sociolinguistic models of standardisation, we suggest that explicit attitudes towards the standard variety indicate its acceptance in vernacular speech communities, reflecting its overall degree of standardisation. We use the standardised Attitudes towards Language (AtoL) questionnaire to investigate explicit attitudes towards the respective standard varieties in two related vernacular speech communities—the Belgische Eifel in Belgium and the Éislek in Luxembourg. The vernacular of these speech communities, Moselle Franconian, is considered generally vulnerable (UNESCO), and the two speech communities have opted to introduce different standard varieties: Standard Luxembourgish in Luxembourg shows lower degrees of standardisation and is only partially implemented. In contrast, Standard German in the Belgian speech community is highly standardised and completely implemented. Results show that degrees of standardisation surface in speakers’ explicit attitudes. Our findings have important implications for the role of standardisation in language maintenance efforts.
Berufsbezeichnungen werden in Stellenanzeigen häufig auf Englisch angegeben. Demnach finden sich auf verschiedenen Webseiten zur Arbeitsplatzvermittlung Bezeichnungen wie „Sales Manager“, „Talent Acquisition Manager“ oder „Head of People“. In einer Analyse von Karrierewebseiten elf deutscher Startups wurde festgestellt, dass sich der Gebrauch von Anglizismen nicht nur auf die Jobbezeichnungen beschränkt, sondern dass der gesamte Text der Stellenausschreibungen Anglizismen wie Office, Teamspirit, Events, Company, Hands-on etc. enthält. Das Ziel der vorliegenden Arbeit war zu untersuchen, ob Anglizismen in Stellenanzeigen auf potentielle Bewerber:innen attraktiver wirken als Stellenanzeigen, die ausschließlich auf Deutsch formuliert sind. Um dieser Fragestellung nachzugehen, wurde eine online Umfrage mit 68 Teilnehmer:innen durchgeführt. Als Datenerhebungsmethode wurde in der Befragung das Semantische Differential angewendet, auf dem mehrere bestehende Methoden zur Messung von Spracheinstellungen basieren, wie z. B. die Attitudes Towards Languages (AToL) Scale, The Speech Evaluation Instrument und die Speech Dialect Attitudinal Scale. Die teilnehmenden Personen bewerteten je vier aus den analysierten Stellenanzeigen stammenden Items mit und ohne Anglizismen auf einer Skala mit sechs bipolaren Adjektivpaaren, die für die Attraktivität von Stellenanzeigen stehen (sympathisch - unsympathisch, glaubwürdig – unglaubwürdig, freundlich – unfreundlich, kreativ – unkreativ, seriös – unseriös, interessant – uninteressant). In einer Pilotumfrage mit 18 Teilnehmer:innen hat sich eine signifikante Präferenz für Items gezeigt, die keine Anglizismen enthielten. In der Hauptumfrage ließen sich diese Ergebnisse nicht bestätigen. Die auf Deutsch formulierten Items und die Items, die Anglizismen enthielten, wurden insgesamt ähnlich bewertet. Diese Ergebnisse deuten darauf hin, dass das Vorhandensein von Anglizismen in Stellenanzeigen keinen Einfluss darauf hat, ob diese als attraktiver bewertet werden oder nicht. Da es sich um eine der ersten Arbeiten handelt, die sich mit dem Thema Wirkung von Anglizismen auf die Attraktivität von Stellenanzeigen befasst, bietet sie die ersten Erkenntnisse in diesem Bereich. Zudem beschreibt sie weitere Vorschläge und Ideen zur tiefergreifenden Forschung zu Stellenanzeigen, die einen interessanten und wichtigen Teil der Personalsuche darstellen.
This chapter presents concepts, theories, and models that are relevant to understanding foreign languages in advertising. It discusses models of the way languages are processed in the mind: the Revised Hierarchical Model and the Conceptual Feature Model. It also presents socio-communicative theories of language use: the Markedness Model and Communication Accommodation Theory. Finally, it discusses the notion of language attitudes, and it links these attitudes to research in psychology and the humanities on national and ethnic stereotypes. The perspectives discussed in this chapter are important for understanding the three central language strategies distinguished in this book: foreign language display to express foreignness, English to highlight globalness, and local language to appeal to ethnicity.
All subjects on the advertising market want commercials to be effective. However, there are many definitions of advertising effectiveness and various ways of measuring it. Reach (or viewing rating, or exposure) still remains the most popular criterion for media space buying and selling, and the clearest quantitative criterion for evaluating advertising effectiveness. While advertisers (sellers and producers) emphasise the role of purchases and sales, media endeavours to maximise the reach to reason the price of aired time (Lloyd and Clancy, 1991; Murray and Jenkins, 1992; Shachar and Anand, 1998).
Catalonia is an autonomous region of Spain with 7,538,813 inhabitants (Generalitat de Catalunya / Institut d’Estadística de Catalunya, 2018a), in which both the Catalan and Spanish language are used and are officially recognized by law. Catalonian consumers are addressed through advertisements in Catalan, Spanish, and mixes of the two languages (Atkinson and Kelly-Holmes, 2006; Franquesa and Sabaté, 2006; Monreal, 2006; Pons Griera, 2003; Torrent, 1999). The literature on language choice in advertisements suggests that bilingual consumers prefer their first language and that therefore ads written in their first language should evoke a more positive response (Koslow et al., 1994).
Resumen Este artículo versa sobre un estudio empírico acerca de la actitud de la población escolar hacia la modalidad lingüística andaluza en diferentes situaciones comunicativas. Para ello elaboramos tres instrumentos de medición de la actitud hacia diferentes usos morfológicos de esta modalidad lingüística según las posibilidades de variación diafásica formal, estándar e informal y recurrimos a una muestra de 460 informantes distribuidos entre 11 centros de enseñanza media. Estas variables fueron contrastadas con otras variables dependientes como son el conocimiento morfológico de la modalidad lingüística andaluza y la actitud hacia la misma. Además, contrastamos los resultados con diferentes variables sociodemográficas. Estos resultados demostraron que la mayoría de los sujetos asocia los usos que presupone característicos de la modalidad lingüística andaluza a situaciones comunicativas informales y descarta estos usos en contextos formales, especialmente los sujetos con menor nivel de conocimiento lingüístico, lo que ha motivado posibles diseños de intervención pedagógica.
Multilingual contexts in cross-border regions are characterized by a high number of inhabitants making use of various languages depending on the context. A language that a person speaks thus cannot be used as indicator of national group membership, which highlights the need for a distinction. The present study aimed to transfer an adapted model positing language and nationality attitudes as distinct factors of speaker evaluations, both on an explicit and implicit level, to the context of Montreal. Explicit attitudes were assumed to primarily affect explicit speaker evaluations, whereas implicit attitudes were expected to be the primary predictor of implicit speaker evaluations. Results primarily confirmed the distinctness of language and nationality concepts on an implicit attitude level. Moreover, the crucial role of nationality preference on an implicit level was highlighted: Quebecers’ implicit nationality attitudes affected implicit preferences for the Quebec nation suggesting affirmation of model transferability.
English is used extensively in advertising in countries where it is not an official language (Gerritsen et al., 2007; Piller, 2003). One of the reasons advertisers use English is the assumption that this language has a symbolic value for consumers (Kelly-Holmes, 2000; 2005).
http://www.springer.com/la/book/9783658187309
A kindergarten with a trilingual concept promoting the languages Turkish, Kurdish and English was opened in Cologne two years ago. When an article1 about this kindergarten was published in the local newspaper and its online version there were many critical comments similar to the following:
a joke. This can only be a joke. German and English are alright with me but why should anyone teach a child Turkish or Kurdish? Has it already come to this that these languages are more important than German? Why don’t they teach the children the Koran as well? We live in Germany.2
The goal of this study is to identify new dimensions of language attitudes to allow for both their multidimensionality and possible language-specificity stemming from local sociolinguistic environments. Adopting a two-step methodology comprising (1) elicitation of adjectives in group interviews and (2) employment of the semantic differential technique within a direct approach, this article demonstrates that language attitudes of bilinguals may be made up of a number of latent dimensions that go beyond those found in previous academic studies. In particular, Italian English bilinguals in Australia rate their languages according to three idiosyncratic dimensions only partly ascertained in the literature: attractiveness, superiority and efficiency. These three dimensions, emerged through rotated principal component analysis, reveal the significance of bilingualism in attitude formation. Moreover, this study provides insights on language attitudes as constructions avulsed from their contextualised manifestations and indeed accounts for both their language-specific singularity and intrinsic multidimensionality.
Language attitudes are typically inferred from hearers evaluative reactions to speech variations. Although they are central to human communication, their social scientific study has been reported mainly in journals outside of the communication discipline. This chapter first reviews the multidisciplinary work in the area that has looked to evaluations of speakers as a means of assessing language attitudes. Although this research has resulted in pragmatically interesting generalizations, more recent research and theorizing suggests that such generalizations may be limited due to assumptions and methodologies that neglect the complex process through which language attitudes reveal themselves. An emergent understanding of the speaker-evaluation process is discussed herein and represented by a recently developed model. Our assessment of the area concludes with suggested directions for future research.
Since the innovative work of Labov and Lambert in the 1960s, scholars have approached the study of language attitudes from a variety of perspectives. Multi-disciplinary research has significantly enhanced our understanding of the cognitive and affective variables that shape language attitudes and communicative behaviors. After reviewing this empirical work, the chapter examines the major theoretical models that have emerged in this field of inquiry. A new integrative model of language attitudes is then proposed, along with suggestions for future research with respect to sense-making.
Two studies examined the compensation hypothesis that members of both high- and low-status groups associate high-status groups with high levels of competence and low levels of warmth on the one hand, and low-status groups with low levels of competence and high levels of warmth, on the other. Building upon existing linguistic relations between the French and the Belgians, Study 1 had standard, i.e. French, and non-standard, i.e. Belgian, speakers rate the linguistic skills, competence, and warmth of both groups and report their meta-stereotypes. As predicted, both groups of participants saw the French as more skilled linguistically than Belgians and evaluated standard speakers as more competent than warm and non-standard speakers as more warm than competent. This pattern also emerged in respondents’ meta-stereotypes. Study 2 revealed that compensation was less marked among a third group of Francophone speakers, i.e. Swiss, even if the latter respondents seemed well aware of the pattern guiding Belgian and French representations of each other. We discuss the implications of the findings in terms of motivated intergroup stereotypes.
Despite renewed interest in the affective and cognitive properties of attitudes, assessment of these constructs is plagued by a number of problems. Some techniques for overcoming these problems are outlined, and scales for assessing the affective and cognitive properties of attitudes are reported. Two studies examine the reliability and validity of these scales. Study 1 assesses the internal consistency and the discriminant and convergent validity of these scales and indicates that the scales are useful for assessing the affective and cognitive properties of attitudes toward a wide range of objects. In Study 2, the ability of the scales to differentiate attitudes that are based primarily on affective versus cognitive information is examined by experimentally creating affective or cognitive attitudes in subjects. Analyses reveal that the scales can differentiate between people whose attitudes are based primarily on either affective or cognitive information.
This paper describes investigations in the measurement of listeners' evaluations of spoken language. Lack of integration in research in this area has been due in part to the numerous measurement instruments used to assess such evaluative reactions. The paper reviews the development of past instruments, describes the design, analysis, and implementation of an omnibus measure, the Speech Evaluation Instrument (SEI), and interprets these findings in light of past research. The use of the SEI is recommended to researchers as a way to make findings of various studies more comparable. Although the development of the SEI was based on evaluation of linguistic diversity, its applicability to a wider range of speech phenomena is suggested.
Language attitudes are typically inferred from hearers' evaluative reactions to speech variations. Although they are central to human communication, their social scientific study has been reported mainly in journals outside of the communication discipline. This chapter first reviews the multidisciplinary work in the area that has looked to evaluations of speakers as a means of assessing language attitudes. Although this research has resulted in pragmatically interesting generalizations, more recent research and theorizing suggests that such generalization may be limited due to assumptions and methodologies that neglect the complex process through which language attitudes reveal themselves. An emergent understanding of the speaker-evaluation process is discussed herein and represented by a recently developed model. Our assessment of the area concludes with suggested directions for future research.
The linguistic relativity (Whorfian) hypothesis states that language influences thought. In its strongest form, the hypothesis states that language controls both thought and perception. Several experiments have shown that this is false. The weaker form of the hypothesis, which states that language influences thought, has been held to be so vague that it is unprovable. The argument presented herein is that the weaker Whorfian hypothesis can be quantified and thus evaluated. Models of cognition developed after Whorf's day indicate ways in which thought can be influenced by cultural variations in the lexical, syntactical, semantic, and pragmatic aspects of language. Although much research remains to be done, there appears to be a great deal of truth to the linguistic relativity hypothesis. In many ways the language people speak is a guide to the language in which they think. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Stereotype research emphasizes systematic processes over seemingly arbitrary contents, but content also may prove systematic. On the basis of stereotypes' intergroup functions, the stereotype content model hypothesizes that (a) 2 primary dimensions are competence and warmth, (b) frequent mixed clusters combine high warmth with low competence (paternalistic) or high competence with low warmth (envious), and (c) distinct emotions (pity, envy, admiration, contempt) differentiate the 4 competence-warmth combinations. Stereotypically, (d) status predicts high competence, and competition predicts low warmth. Nine varied samples rated gender, ethnicity, race, class, age, and disability out-groups. Contrary to antipathy models, 2 dimensions mattered, and many stereotypes were mixed, either pitying (low competence, high warmth subordinates) or envying (high competence, low warmth competitors). Stereotypically, status predicted competence, and competition predicted low warmth.
Stereotype research emphasizes systematic processes over seemingly arbitrary contents, but content also may prove systematic. On the basis of stereotypes' intergroup functions, the stereotype content model hypothesizes that (a) 2 primary dimensions are competence and warmth, (b) frequent mixed clusters combine high warmth with low competence (paternalistic) or high competence with low warmth (envious), and (c) distinct emotions (pity, envy, admiration, contempt) differentiate the 4 competence-warmth combinations. Stereotypically, (d) status predicts high competence, and competition predicts low warmth. Nine varied samples rated gender, ethnicity, race, class, age, and disability out-groups. Contrary to antipathy models, 2 dimensions mattered, and many stereotypes were mixed, either pitying (low competence, high warmth subordinates) or envying (high competence, low warmth competitors). Stereotypically, status predicted competence, and competition predicted low warmth.
Lambert's use of the “matched‐guise” technique to study stereotyped impressions of personality characteristics from contrasting spoken dialects and languages has been extended to investigate three other evaluative dimensions in relation to British regional and foreign accents. 177 Ss were required to rate the “aesthetic”, “communicative” and “status” contents of various accents presented both vocally and conceptually. Although a generalised pattern of ranking accents across these dimensions emerged, the factors of age, ser, social class and regional membership were found to be important determinants of evaluation. The social and educational significance of these findings were discussed.
An experiment was carried out to examine the effect of language accents on children's evaluations and stereotyping. Forty 10-year-old and 40 12-year-old Australian children from monocultural and multicultural schools listened to the same passage read in English by boys with strong and mild Italo-Australian and Viet-Australian accents, and broad (i.e., strong) and general (i.e., mild) Australian accents. In addition, for half the children each accent was given its appropriate ethnic designation, whereas the remaining children listened to unlabeled accents. The children rated the accents on evaluative (status, solidarity) scales and on traits comprising the stereotype of each group. The findings indicated that their evaluations were influenced by accent ethnicity and accent strength. In addition, the older but not the younger children's evaluations were affected by accent identification and ethnic contact. The data also suggested that the accents evoked ethnic stereotypes. The emerging complexity of the language attitude-stereotype relationship is discussed.
The development and evaluation of the multi‐dimensional Speech Dialect Attitudinal Scale is described. Use of this semantic differential by townspeople and university students to rate audiotape recordings of European and American speakers’ spontaneous English monologues provided data of high reliability and consistent factor structure. Results indicated that native‐born speakers were rated significantly higher than their foreign‐born counterparts on three attitudinal dimensions.
Employers' attitudes toward employees' speech affects hiring. (CH)
Listener groups employed the Speech Dialect Attitudinal Scale (SDAS) to rate speakers in a variety of situations. These involved: (A) foreign accent, (B) regional dialect, (C) speech pathology, (D) broadcast news reporting, and (E) use of obscene language. Reliability of ratings was consistently high, with a median of .98. Evidence of construct validity was provided by the factor structures of SDAS item scores. Except in the case of the speech pathology experiment, the factor analyses yielded a remarkably consistent three‐factor structure: Socio‐Intellectual Status, Aesthetic Quality, and Dynamism. In each case, analyses of variance and covariance of SDAS scores discriminated among speakers differentiated by linguistic variation, further supporting the validity of SDAS data.
We have tried to make the volume readily accessible to students and scholars whose knowledge of linguistic phenomena and analysis is minimal. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Electronic computers facilitate greatly carrying out factor analysis. Computers will help in solving the communality problem and the question of the number of factors as well as the question of arbitrary factoring and the problem of rotation. "Cloacal short-cuts will not be necessary and the powerful methods of Guttman will be feasible." A library of programs essential for factor analysis is described, and the use of medium sized computers as the IBM 650 deprecated for factor analysis. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
issues concerning the definition of the attitude concept
attitudes: evaluations based on beliefs, feelings, and/or past behavior
understanding past research
implications for future research
research strategies
present the outlines of a model of attitudes that incorporates the main ideas of past conceptualizations in a way that (1) capitalizes on the strengths of several of the most prominent, current models, and (2) provides a framework for future research (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Investigates the social importance of the individual's speech style, discussing "linguistic norms" with reference to a variety of cultures and research sources. Endogenous and exogenous factors in speech style are discussed, and a tentative theory to explain speech modification is proposed. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Konzepte der Linguistik: Eine Einführung
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