Theorists

Question 1

William Caxton 15th century

Question 2

Norman Fairclough

Answer 2

Synthetic personalisation- describe how advertisers use the direct address to create a sense of personal and individual relationship with an intended audience.

believes Estuary English is part of conversationalisation. Have been shifting boundaries between written and spoken discourse and a rising prestige/status for spoken language.

Question 3

Howard Giles

Answer 3

Developed accommodation theory. Suggests that we adjust our speech to accommodate the person we are addressing. May result in convergence or divergence.

Question 4

What does Labov’s Martha’s Vineyard Study suggest?

Answer 4

Martha’s Vineyard Study suggests that we subconsciously change our language to identify with one group rather than another (overt and covert prestige).

Overt prestige- If someone uses over prestige, they put on an accent that is widely recognised. For example, RP in England is where you put on a ‘posh’ accent to fit in with the dominant group.

Covert prestige

Question 5

jean aitchonson

Answer 5

This theory states that language change is down to laziness. Aitchison does stress that the only true lazy speech is when the speaker is intoxicated, so muscles cannot function properly, causing slurring.