Critical Sociolinguistic Research Methods

Heller, Monica; Pietikäinen, Sari; Pujolar, Joan

doi:10.4324/9781315739656

Cited by 86 publications

(31 citation statements)

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“…However, like most sociolinguistic phenomena, a thorough study of consumer responses to address pronouns will require methods other than experiments. Future research on this subject should employ different methodologies, such as qualitative research methods, automated text analysis, and surveys, which have yielded many novel insights in sociolinguistics (Heller et al, 2017; Holmes & Hazen, 2013).…”

Section: Discussionmentioning

confidence: 99%

Consumer preference for formal address and informal address from warm brands and competent brands

Leung

Lenoir²,

Puntoni

et al. 2022

J Consum Psychol

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With the exception of Modern English, the world's major languages present advertisers and service providers with a choice: whether to address consumers using informal or formal pronouns (e.g., tu or usted in Spanish). Yet, no research has investigated the impact of informal and formal address on consumer responses.In this paper, we show that brand personality affects consumers' preferences for, and responses to, pronominal address. In five studies, we establish that informal address is more likely to be preferred, and elicits higher preferences and more positive responses, when used by warmer brands; whereas formal address is more likely to be preferred, and elicits higher preferences and more positive responses, when used by more competent brands. These effects are replicated using a variety of contexts and designs. The implications of these findings are discussed.

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Section: Discussionmentioning

confidence: 99%

Consumer preference for formal address and informal address from warm brands and competent brands

Leung

Lenoir²,

Puntoni

et al. 2022

J Consum Psychol

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“…The two data sets have then been interpreted in relation to emergent themes relevant for the aims of the study, and to earlier documented observations on the social and ideological context: the SFI language programme and discourses on migration and language in the Swedish society (cf. Heller, Pietikäinen & Pujolar, 2017).…”

Section: Methodsmentioning

confidence: 99%

Continuity and change

Ahlgren¹,

Rydell²

2020

RELA

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“…The study reported here is part of a longitudinal study tracing Uyghur minority students’ identity trajectories constructed and negotiated through multilingual practices under the interplay of momentary interactions, discourses, and wider sociopolitical economic processes. The larger project was informed by the critical ethnographic sociolinguistic approach, a vigorous way to explore identity and language issues for ethno‐community and in Chinese contexts (Heller, 2011; Heller et al, 2018; Pérez‐Milans, 2013). Ethnographic fieldwork was carried out between 2013 and 2017 for the larger project at Zhendan located in Shanghai, which recruited around 30 Uyghur undergraduates of different educational tracks per year and 300 minorities of other ethnicities out of the 4000 annual undergraduates recruitment.…”

Section: Ethnographic Data Collection and Analysismentioning

confidence: 99%

Whose English gets paid off?—Neoliberal discourses of English and ethnic minority students’ subjectivities in China

Guo,

2023

Journal of Sociolinguistics

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The study traces the trajectories of Uyghur college students’ subjectivity construction and transformation from Foucault's governmentality perspective. Drawing on ethnographic data of two telling cases, it explores how minoritized students’ subjectivities were linked to neoliberal discourses of English and constituted by power techniques, self‐technologies, and affective dispositions embedded in wider institutional transformations. Participants were found experiencing a shift to the individualistic subjectivity associated with academic achievement and performance in English away from the collective identity of “authentic Uyghur” symbolized by the Uyghur language. Two salient discourses of English, i.e., English as constraints, and English as academic excellence, emerging from the neoliberal‐oriented institutional English language education policies and practices, shaped the participants either as incompetent English learners or elite subjects. Participants learned to responsibilitize themselves through such self‐technologies as confession and preaching, and affective practices. Yet, technologies of hope and optimism became for a few the enjoyment of experiences and performance of elitism while projecting a majority disadvantaged as affectively problematic others. The self‐technologies and affective responses without recognition of larger structures of inequality could further reinforce the neoliberal logic. The affective labor of sense of solidarity, commitment to community, empathy for the deprived ones with critical reflection and collective action, nevertheless, may counter neoliberal logic and point to an alternative path to meaning‐making and social relations.

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Critical Sociolinguistic Research Methods

Cited by 86 publications

References 0 publications

Consumer preference for formal address and informal address from warm brands and competent brands

Consumer preference for formal address and informal address from warm brands and competent brands

Continuity and change

Whose English gets paid off?—Neoliberal discourses of English and ethnic minority students’ subjectivities in China

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