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Language Varieties Between Norms and Attitudes

South Slavic Perspectives- Proceedings from the 2013 CALS Conference

Edited By Anita Peti-Stantic, Mateusz Milan Stanojevic and Goranka Antunovic

This volume brings together thirteen articles presented at the 27 th International Conference of the Croatian Applied Linguistics Society held in Dubrovnik in 2013. The authors explore four groups of issues: stability and change at the intersection of the standard and other varieties; language policy and language attitudes in relation to the status of L1 and L2; bilingualism and multilingualism; translation solutions reaffirming and/or establishing the norm. The articles focus on the contemporary Croatian and Slovenian sociolinguistic situation, relating it to the current situation in Europe.
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Sociolects and media language: Modernity, attractiveness, democratisation and marketisation

Abstract

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In the media certain sociolects have long cohabited with the standard language. On Slovene television, since its very beginning, dialects and regional variants have been used in sketches on entertainment programmes, in which non-standard dialogues or monologues reveal the user’s local appurtenance, while at the same time offering an opportunity for barbed comment on current affairs and humorous interludes. In the press, individual non-standard lexemes are used as stylemes with the function of enlivening the text or, more frequently, for evaluative purposes. The use of sociolects and their elements in the Slovene media became more frequent in the 1990s, when the media space changed and new genres arose. Pressure from owners and marketing departments on journalists and the media in general, and with it the blurring of lines between serious and tabloid journalism, led to an emphasis on more appealing or sellable stories in the language of the addressee.

This paper will present an analysis of recent uses of sociolects in the Slovene media and their categorisation into functional types. The focus will be on journalistic and advertising texts, in which sociolectal features are used either as individual stylemes, in their now traditional role, or as part of the whole linguistic realisation of the text in order to satisfy the new role of the media and meet reader expectations.

The aim is to show that:

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