2. Stereotypes and language attitudes

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Certain dialects are paired with particular associations, and filmmakers consciously make use of these, laying a foundation for the perception of the characters, the situation, the topic, etc. To do so, they rely on the stereotypes associated with the particular dialects. “A stereotype is a socially shared belief that describes an attitude object in an oversimplified and undifferentiated manner, that is, the public opinion of society in general as contrasted with the opinion of each individual” (De Klerk, Bosch, 1995: 18). “In linguistics, stereotype is a term mainly used in semantics and pragmatics, but Kristiansen (2003) draws attention to stereotypes at a phonetic level, referring to a relationship between accents and society” (Koch, 2009). Deutschmann and Steinwall (2020) define linguistic stereotypes as “[e]valuative beliefs and attitudes surrounding accents [that] are prevalent in society/ies” (p. 654). Unfortunately, however, stereotypes are rarely based on the principle of “different but equal”; people tend to consider some languages, and consequently, their speakers, “better” than or “superior” to others (De Klerk, Bosch, 1995). “Several studies conducted in English-speaking contexts, for example, show that standard accents such as British received pronunciation (RP) and General American tend to be evaluated more favourably than non-standard accents (Coupland, Bishop, 2007; Lippi-Green, 2012; Lindvall-Östling et al., 2020b)” (Deutschmann, Steinwall, 2020: 654).

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The way of speaking has even more impact on the perception of the ethnicity of a person than their appearances, as Deutschmann and Steinwall (2020) state, referring to studies by Hansen et al. (2017) and Rakić et al. (2011). Our perceptions of all linguistic and metalinguistic elements of speech “have a profound influence on our subconscious attitudes to languages and to speakers of these languages” (De Klerk, Bosch, 1995: 18).
 
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