the effect of priming on accent attitudes · 2019-09-19 · priming method –affect vs. cognition...

TheEffectofPrimingonAccentAttitudesAnExaminationofTheirAffectiveandCognitiveBases

MaryChiotiTheUniversityofManchester

PresentationOutline1. Approachestoattitudesinsocialpsychology

2. Approachestoattitudesinsociolinguistics

3. Methodology:linkingsocialpsychologyandsociolinguistics

4. Results&discussion

5. Conclusions&futurework

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TheTripartiteModelofAttitudes

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AffectTheemotionalorfeeling-basedevaluationofanattitudeobject.E.g.Thissongisverypleasant(positiveaffect).

CognitionThethought- orfact-basedevaluationofanattitudeobject.E.g.Thissongistoofast(negativecognition).

BehaviourThepastandintendedphysicalmanifestationstowardanobject.E.g.Iwillbuythissong(positiveintended behaviour).

• Threedistinctattitudinalcomponentshavebeenfound.ü Attitudinalresponsesloadondistinctfactors.

• Attitudestowardssomeobjectshavebeenfoundtorelymoreonaffectthancognitionandvv.

AttitudinalAffectvs.Cognition

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Affect-based⁃Marijuanaandalcohol(experiencedusers)⁃Snakes,literature,andmaths

Bothcomponents⁃Capitalpunishment⁃Presidentialcandidates

Cognition-based⁃Capitalpunishment⁃Presidentialcandidates⁃Church

PrimingMethod– Affectvs.Cognition

• Priminginvolvesthepresentationofastimulustoactivateanidea,category,orfeeling(Step1)andmeasuretheeffectsoftheprimeonsomeothertask(Steps2/3).ü Step1– primestimuli:positive/negative&affective/cognitivepersuasivecues(e.g.messagesandpictures).

ü Step2– targetstimuli:attitudeobjects,likemathsandliterature,Chineseideographs(neutralvalence),andlemphurs(fictitiousanimals).

ü Step3– evaluation:e.g.scalesandopen-endedlists.⁃Affectivescalarexamples:pleasant-unpleasant,andexciting-boring.⁃Cognitivescalarexamples:useful-useless,andsafe-unsafe.

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PrimingStimuliExamples

• Affectiveprimingpictures(targetstimulus:Chinesecharacters)ü Fivedifferentfemalefacesin10photographs:5positively-valenced(happy)and5negatively-valenced(sad)expressions.

• Cognitiveprimingmessages(targetstimulus:Chinesecharacters)ü Positivevalence:theChineseideograph’sstrokesweredescribedaswell-balancedstrokesandproperlyproportioned.

ü Negativevalence:theChineseideograph’sstrokeswereasthinandbrittle.

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PrimingResults– Affectvs.Cognition

• Persuasiveappealsaremoreeffectivewhentheirbasis(affective/cognitive)matchesthebasisoftheattitude(affective/cognitive).ü Affectiveappealssignificantlyandconsistentlyinfluenceaffectively-basedattitudes.

ü Cognitiveappealsmayinfluencecognitively-basedattitudesnon-significantly.

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AttitudinalMethodsinSociolinguisticStudies

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Directapproach:thephoneticvarietiesaredirectlyevaluated.ü Attitudeobjects:conceptualaccentlabels,orvocalsamples.E.g.thelabel‘aMancunianaccent’;orMancunianaccentrecording(s).

ü Evaluativetechnique:accent-specificquestions.E.g.Isthisaccentpleasant?Howwouldyouratethisaccent’spleasantness?

Indirectapproach:thephoneticvarietiesareindirectlyevaluated.ü Attitudeobjects:vocalsamples.E.g.Londonaccentrecording(s).

ü Evaluativetechnique:noaccentspecificquestions.E.g.Doesthespeakersoundpleasant?Howwouldyouratethepleasantnessofwhatyouheard?

TripartiteModelinAccentAttitudeStudies

• Noprimarystudyhasexaminedaffectandcognitioninrelationtoaccent-attitudeformation.

• Nodistinctionamongaffect,cognition,andglobalattitudes.ü Globalattitudinaltraits(e.g.good-badandfavourable-unfavourable)havebeenappliedtobothcomponents.

• Affectinductiononlyvianegativestimuliaccompanyingtheaccents.ü Equatingofaffectwithnegativevalence(e.g.whitenoise,aggressivespeech,anddisfluency).

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TripartiteModelinAccentAttitudeStudies

• Affecthasbeenexaminedonlyasparticipantmoods.ü Evaluationscaleswithparticipantmoods(e.g.happy)butwithoutaffectively-basedtraitsofthephoneticvarieties(e.g.pleasant).

• Onetheoreticalaccountoflanguageattitudesconnectsthemtothetripartitemodel.ü Affect-cognition(andbehaviour)distinction.ü Languageattitudesmaybelargely,orevenentirely,affectiveinnature.ü Affectisstilltreatedasparticipantmoods.

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Methodology

• Affectiveprimingofexplicit/consciousandindirectattitudestowardsnon-novel/fictitiousattitudeobjects(Britishaccents)usingthematicallyirrelevantprimestimuli.ü Examinationofhowconstantly-changingcontextualstimulimodifysociolinguisticperception/attitudinalformation.

• Ten-minuteonlinesurvey.

• 68universitystudents,aged18-25,UK-born/raised.

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Methodology:PrimeStimuli

• Affectivepicturesaimedatmaximumaffectiveprimingimpactviareducedprocessualdemand.ü Visual/pictorialà picturesareprocessedfasterthanwords.⁃Positiveprime(PosP;beach)⁃Negativeprime(NegP;manvomiting)⁃Neutralprime(NeuP;rollingpin)

ü Shownsupraliminallyandseparatelyfromthetargetstimulià noaudio-visualprocessing.

ü Thematicallyirrelevantà text-lesspicturescannotshowcaseaccents.

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Methodology:TargetStimuli

• Recordingsofthesameweatherforecastperformedinthreephoneticvarieties:ReceivedPronunciation(RP),standardEdinburgh,andBirmingham.ü Contentvalence:neutral,with‘bad’and‘good’weatherinformation.ü Speaker:maleprofessionalphonetician(matched-guisetechnique).

• Sixneutralpictorialtargetstimuli(NeuT):e.g.zipperandlamp.ü Presentedamongtherecordingstodistracttheparticipantsandrepresentneutrally-valencedtargetstimuli,unliketheaccents.

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Methodology:Evaluations

• Evaluationofspeaker/weatherforecaster:ü Eightsix-pointsemanticdifferentialscaleswithpersonalitytraits(binaryendsaccompaniedbyadverb‘extremely’).

ü Twotraitdimensions:solidarityandstatus.⁃Solidaritytraits:pleasant–unpleasant,sincere–insincere,friendly–unfriendly,andreliable–unreliable⁃ Statustraits:articulate–inarticulate,certain–uncertain,knowledgeable–ignorant,andrefined–unrefined.

ü Traitanddimensionchoicesbasedon:(a)previousaccent-attitudestudies;(b)thespeaker'sprofession;and(c)theEvaluativeLexicon(EL).

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Methodology:Evaluations

• TheELcontainstheemotionalityscores(0-9)ofover1.500Englishwordsfrommillionsofattitudinaldiscoursesbynative-Englishspeakers.üMatchingofsolidaritytraitstohigheremotionalityscores(affective)andstatustraitstoloweremotionalityscores(cognitive).

ü E.g.pleasant/unpleasant=5.73/5.21vs.knowledgeable/ignorant=2.5/4.

• EvaluationofNeuT:Directlyevaluatedonsix-point‘extremelynegative’to‘extremelypositive’scales(globalattitudetraits).

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3.PrimeStimulus:AffectivePicture(PosP, NegP, orNeuP)

StudyFlowRecap

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2.TargetStimulus:AffectivePicture(NeuT)+Evaluation


4.TargetStimulus:Recording(RP,Edin,orBirm)+Evaluation


...

Results:Intra–VarietalPriming

• Birmingham:overall,thesolidaritydimension,andthetrait‘pleasant’wereratedsignificantlyhigherpost-PosPthanpost-NegP.

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Results:Intra–VarietalPriming

• RP/Edinburgh:thestatustraits‘sincere’and‘certain’wereratedsignificantlyhigherpost-PosPthanpost-NegP.

• Noothersignificantpriminginfluences.

• OnlyattitudestowardstheBirminghamvarietyshowedextensiveaffectivepriming:overall,solidarity,andtraitlevels.

• Ageneral,(non)significantpost-PosP>post-NegPratingtendencywasobservedwithineachvariety.

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Discussion

• Theparticipants'primedemotionscontributedtotheiraccentevaluations,whethersignificantlyornot.

• ThesolidarityevaluationsweresignificantlyprimedforBirmingham,thenon-standardvariety.

• Unlikesolidarity,attitudestowardsthestatusdimensionwerenon-significantlyprimed.

• Therigidnessoftheattitudestowardthestatusdimensioncontraststheprimeabilityoftheattitudestowardthesolidaritydimension.

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Discussion

• SignificantaffectiveprimingofattitudestowardBirminghamoverallandtowardsthesolidaritydimension.ü Linkbetweennon-standardness andsolidarity(affectivepriming).

• Non-significantaffectiveprimingofattitudestowardRP/Edinburghoverallandtowardthestatusdimension.ü Linkbetweenstandardness andstatus(noaffectivepriming).

• TheELmatchedsolidaritytraitstohigheremotionalityevaluations(affectively)thanstatustraits(cognitive).ü Byextension,the‘non-standardness/solidarity&standardness/status’binarysetcandeveloptoincludeaffectiveandcognitiveattitudebases.

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Discussion

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Standardness

Status

Cognitively-basedAttitudes

Non-standardness

Solidarity

Affectively-basedAttitudes

Conclusions&FutureWork

• Accentattitudescanbeaffectivelyprimed.

• (Non)standardness couldfunctionasanindependentvariableintheaffective/cognitiveformationofaccentattitudes.

Ø Theeffectofcognitiveprimingwillbeoperationalisedandcontrastedtothatofaffectivepriming.

Ø Thematicallyrelevantbutindirectprimes(i.e.writtenmessages)willbeemployed.

Ø Morephoneticvarietieswillbeincluded.

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the effect of priming on accent attitudes · 2019-09-19 · priming method –affect vs. cognition...

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