Language Attitudes, Frames of Reference, and Social Identity: A Scottish Dimension

It was predicted from social identity and self-categorisation theories that ingroup speakers should attract more positive evaluations than outgroup speakers, especially when both are of equal status. However, the ingroup may be redefined by changes in the levels of categorisation salient to the perceiver. In Scotland, both intra-national and international levels are relevant at various times. Using the matched guise technique, in three conditions each possible pairing of middle class versions of Dundee, Glasgow (both Scottish) and RP English accents were presented to teenagers from Dundee. On ratings of speaker status, likely employment, and solidarity there was a clear pattern of ingroup favouritism. As predicted, the ingroup accents were evaluated positively and out-group negatively. Thus, Glasgow accents were evaluated negatively when contrasted with Dundee accents, but positively when contrasted with RP. Moreover, levels of ingroup favouritism correlated positively with measures of identification with Scotland. The data suggest language attitudes are susceptible to considerable variation, depending on the level of self-categorisation salient to the perceiver. Implications for issues of ethnolinguistic vitality and for the similarity attraction hypothesis are discussed.