Style-shifting

In sociolinguistics, a style is a set of linguistic variants with specific social meanings. In this context, social meanings can include group membership, personal attributes, or beliefs. Linguistic variation is at the heart of the concept of linguistic style—without variation there is no basis for distinguishing social meanings. Variation can occur syntactically, lexically, and phonologically.

Many approaches to interpreting and defining style incorporate the concepts of indexicality, indexical order, stance-taking, and linguistic ideology. Note that a style is not a fixed attribute of a speaker. Rather, a speaker may use different styles depending on context. Additionally, speakers often incorporate elements of multiple styles into their speech, either consciously or subconsciously, thereby creating a new style.

William Labov first introduced the concept of style in the context of sociolinguistics in the 1960s, though he did not explicitly define the term. Labov primarily studied individual linguistic variables, and how they were associated with various social groups (e.g. social classes). He summed up his ideas about style in five principles:

Labov’s work primarily attempted to linked linguistic variants as a function of formality (a proxy for attention to speech) to specific social groups. In his study of /r/-variation in New York Department stores, he observed that those with a lower social class are less likely to pronounce postvocalic [r] in words like fourth and floor, while those with a higher social class are more likely to pronounce postvocalic [r] in their less careful speech. However, once forced to pay attention to language, they style-shift in a way indicative of their social aspirations. That is, those with a middle social class often alter their pronunciation of /r/ in a way that is generally indicative of a higher social standing, while those with a lower or higher social class more or less maintain their original pronunciation (presumably because they were either happy with their current position in the social hierarchy or resigned to it).

Penny Eckert’s characterization of style as related to indexicality marked the beginning of a new approach to linguistic style. She builds on Michael Silverstein’s notion of indexical order: the notion that linguistic variables index a social group, which by association leads to the indexing of certain traits stereotypically associated with members of that group. For example, in New York in the 1960s, a study by Labov showed that the clear articulation of postvocalic [r] in words like "fourth" and "floor" indexed a higher class (in New York), whereas the absence of postvocalic [r] indexed a lower class. However, the presence of lack of postvocalic [r] can also function as a higher order indexical that points indirectly to traits stereotypically associated with members of the upper or lower class. In this way, not articulating the [r] in the word "fourth" could index, for example, a lack of education (the trait) in addition to a lower social class (the group). According to this theory, any linguistic variable has its own indexical field spanning any number of potential meanings; the meanings actually associated with the variable are determined by social context and the style in which the variable is being used. These indexical fields are fluid and often change depending on their usage in different contexts or in combination with other variables. This view of style revolves around variation, and interpretation of variation as a purely indexical system built from ideological connections.

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