In the course of conversations held in a standard language, shifting into
non-standard dialect can turn out to be a very powerful rhetorical tool.
For the first time, this book brings the methodology of American
interactional sociolinguistic discourse analysis, language attitude study,
and variationist sociolinguistics to data drawn from Austrian TV
discussions, in order to investigate and illuminate the mechanisms behind
such decidedly strategic dialect use.
Disparaging an opponent, talking in irony, expressing contempt for an
opposing position - all these are conversational moves for which discussion
participants are found to harness Austrian dialect. That dialect use thus
predominantly occurs in negative interactional contexts is only one of the
intriguing results presented here. To go beyond this mere fact and trace
its underlying processes, the study investigates the nature of social
stereotypes associated with Austrian dialect as well as their perceptual
links with non-standard features, applying a combination of methodologies
that sets a precedent for future investigations of strategic language use
within the growing field of sociolinguistics.
Series Editors: Manfred Markus, Herbert Schendl, Werner Wolf