Spanish in Context - Volume 14, Issue 1, 2017

The present study reveals how 16 Mexican-Americans residing in Texas perceive and follow politeness norms (e.g. Brown and Levinson 1987 ; Locher and Watts 2005 ; Scollon and Scollon 2001 ) related to greetings and leave-takings in different cultural and linguistic contexts. Data from online questionnaires identify a significant difference in perceived level of social expectation (i.e. politeness) for employing the speech acts with Spanish- versus non-Spanish speakers. The data support previous research in identifying a sense of solidarity among Mexican-American extended families, but also suggest that this bond extends to other Spanish-speaking acquaintances. Better understanding of these norms should facilitate inter-cultural exchanges between linguistic in- and out-group members.

This work investigates a place of intersection between advertising and politics in Galicia, namely the series of television spots created by the supermarket chain GADIS under the title Vivamos como galegos. Most studies of this series have focused exclusively on the first spot and have argued that the success of the ad is due primarily to the way it makes Galician identity attractive. While agreeing that this factor is important, the present analysis expands on previous studies by analyzing rhetorical devices in and intertextual relationships between five ads in the series to argue that these spots discursively create an imaginary world in which Galician language and culture are timeless and will not be lost. This ideal characteristic responds to a current concern of Galician society, namely, the decreasing use of the regional language among youth. In creating this Galician world, GADIS discursively paints itself as a defender of all things Galician, which has led it to become “a campaña de maior éxito do momento” ( Souto 2008 , 199).

This study examines the use of subject pronouns among Spanish speakers in the Southeastern US and explores the incipient stages of language contact through a case study of speakers in Roswell, Georgia, an emergent (recently developing) variety that thus far has rarely been studied in the literature. Sociolinguistic interviews were conducted in Roswell ( Wilson 2013 ) and transcribed to allow for analysis of pronouns and factors that may influence subject expression (e.g. person/number) as well as social variables (e.g. length of residency). Results indicate an overall pronoun rate of 21%, similar to that of Mainland newcomers in New York ( Otheguy, Zentella, and Livert 2007 ). However, results from the multivariate analysis suggest that pronoun usage in Roswell diverges from these communities, with differential effects observed for factors such as Coreferentiality Index (subject continuity). This analysis of subject expression reveals an intermediate stage of language shift in this particular community.

The present study investigates language choice in two bilingual speech communities in the United States: Nogales, AZ and San Ysidro, CA. Ethnically distinct fieldworkers approached members of these two communities under the guise of being lost tourists in order to engage in casual speech encounters. It was found that language choice varied between the two communities, with participants of the San Ysidro community more likely to engage in codeswitching. Ethnicity was also found to be a significant predictor of language choice, with more codeswitching taking place with the fieldworker of a Hispanic phenotype. Potential explanations and factors for future research are discussed.

To determine how attitudes toward the minority language change with age, sixty-five Spanish/English bilingual children completed an attitude questionnaire. Results show that first graders have roughly equal attitudes to Spanish and English, while second, third, and fourth graders increasingly state a preference for English. However, among fifth graders, a decrease in this preference for English is found. Results from a matched guise task show that the Spanish and English versions are not rated significantly differently, suggesting that, while children prefer speaking English, they may not project negative attitudes onto Spanish-speakers themselves. Finally, a shift in language preference is found before a shift in language dominance, which may suggest that negative attitudes toward the heritage language lead to a dominance shift.

The present study analyzes the use of quotatives in Spanish among twenty-four Spanish-English bilinguals from Southern Arizona and assesses the possible influence of English contact in their use. Cameron (1998) defines the envelope of variation of quotatives in Spanish as verbs of direct report, bare-noun phrases, and null quotatives. This study identifies a fourth strategy of quotative discourse markers. A detailed qualitative and quantitative analysis of the linguistic conditioning of these four strategies of direct quotation according to content of the quote and grammatical person points to the fact that quotative discourse markers appear to be conditioned differently than the other three strategies, but contact with English does not play a decisive role in their use. These results contribute to our knowledge of Spanish in the United States and variation in quotative systems by expanding on Cameron’s (1998) study to explore the quotative system of the Spanish of the U.S. Southwest and adding an analysis of quotative discourse markers.