FACTORES DEL HOSPEDADOR

Extensive demographic information was collected about the participants. Most did not show evidence of influencing results. Regional identity and non-mediated exposure to Southern accents could not be meaningfully analyzed since participants almost uniformly identified as Midwestern without exposure to the South.

Two demographic variables, self-identified race and watching Southern television, did show the influence of factors the listener brings to interactions. These patterns appeared

regardless of condition. Racial self-identity had a significant effect on several adjective ratings. Not only did those who do not self-identify as White have lower baseline scores for the Southern speakers, they had higher evaluation scores. This pattern led to significant differences in change scores compared to their White self-identifying peers.

I propose that additional stereotypes might have been at play. Another strong stereotype associated with ASE accents is that of the racist Southerner. Despite not being actively primed,

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these associations may have been triggered, activating additional propositions that the accent is racist. In the baseline, the accent remained abstract without a person attached to it, so those who do not identify as White may not have been inclined to rate the accent high on any of the

adjectives. After having a positive interaction with an ASE-accented speaker in the form of the RA, though, they may have overcorrected to an extreme, rewarding the RA for not fitting the racist stereotype. I’ve already discussed the theory that listeners are more forgiving when they are rating a speaker rather than an abstract accent. This effect may be exaggerated in this case because of the potential association with racism in those who are most at risk of being affected by racism.

The other significant demographic effect (dealing with Southern television) points to potential cultivation effects. Recall that cultivation theory posits that viewers’ world views shift to reflect what they see in the media they consume. In my study, those who identify shows with Southern characters as their favorite show rate the RA lower on several traits and show less change from baseline to evaluation in trustworthiness of the RA. Thus, those who do not have favorite Southern television shows change more in their ratings of trustworthiness.

At first glance, this finding is unexpected. With the unintelligence stereotype often appearing in television media, why would trustworthiness and not any of the status adjectives be in flux here? A closer look at the shows listed by the participants revealed that most were

consuming television that did not solely reflect the unintelligence stereotype. In fact, many of the shows featured Southern characters who are outright smart (e.g. Ainsley in The West Wing) or featured a multitude of Southern characters with more nuanced characteristics (e.g. The Walking

Dead). None of the shows had characters playing the unintelligent stereotype regularly. Several

of them, however, feature Southern characters who are untrustworthy (e.g Frank in House of

Cards). It may be that consuming this television in which Southerners are smart but potentially

untrustworthy cultivates the idea that Southerners cannot be trusted. Thus, those who consume that television in my study would be slower to rate the Southern RA as trustworthy after such a short interaction. This wariness towards the Southern RA could be due to long-term engagement with and consumption of television that propagates the idea that ASE speakers are untrustworthy alongside existing stereotypes of the unintelligent Southerner leading to the lower ratings of competence and smartness.

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These demographic results indicate the importance of features and identities a participant brings into an experiment. Further data collection and analysis focusing on these effects is necessary before a more definitive conclusion is reached. In the case of Southern television, those who consumed Southern television tended to have lower posttest ratings than those who did not. Even without significance, this pattern brings into question why trustworthiness would be singled out when many of the Southern characters are also smart. It could be that

trustworthiness (or lack thereof) is the most prominent feature attached to the character and, thus, shifts in the intelligence ratings go unchanged. Perhaps the intelligence stereotypes are stronger and, thus, harder to change even with shifts in other variables. Future experiments should take a deeper look at the influence of these variables.

5.5 Summary

This experiment tests the theory that television influences viewers’ attitudes towards accented speakers. Using a methodology modified from social psychology and communications, I tested attitudes towards an actual ASE-accented speaker following a baseline attitudes test and exposure to either stereotypically unintelligent or counterstereotypically intelligent ASE-

accented characters in television shows. Results showed support of theories proposing media influence on language attitudes, at least in the form of television media. Preliminary evidence also supports the idea that speaker information could play a role in language attitudes, though a larger sample size is needed to make more definitive statements about that role. The most robust results highlighted the influence of variables individuals bring to the interaction, though. Self- identified race may produce a different perspective on accent variation leading to robust differences in attitudes. Cultivation effects may influence specific traits, particularly trustworthiness in this case.

This experiment also highlighted several ways in which the methodology could be changed to better capture the ideas and constructs at play. Future experiments should explore different explicit measures and a wider focus including not just intelligence stereotypes, but also ones involving solidarity. These methodological challenges make the trending effects found in change score all the more promising for future research. Now that a foundation has been set, it can be built upon to better capture the constructs involved in language attitudes and their

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level (speaker info was an interaction, demographic info wasn’t dependent on condition). The trends are promising for future research, particularly if the proposed improvements to the methodology (to be discussed in Chapter 6) are implemented.

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