This document discusses language attitudes and methods for measuring them. It defines language attitude as an evaluation of a language variety or its speakers. Two main methods to measure attitudes are direct methods using questionnaires or observations, and indirect methods like the match-guise technique. The match-guise technique involves playing recordings of the same content in different languages without telling participants the purpose is to measure their language attitudes based on traits rated on a semantic differential scale. Some example studies applying this technique in Egypt and Mexico are summarized.

2. ,
Presentation compiled by
HUMAIRA AZIZ SHAH
SESSION:
2019-2020
DEPARTMENT OF ENGLISH

3. MEASURING LANGUAGE
ATTITUDE

4. WHAT IS LANGUAGE?
ETYMOLOGY
The word language is derived from Latin word ‘lingua’ and it
means ‘tongue’.
DEFINITION
According to Edward Sapir “language is purely non-instinctive
method of communicating ideas, emotions and desires by means
of voluntarily produced words

5. What is attitude?
ETYMOLOGY
The word attitude is derived from Latin word ‘aptitudo’ and it
means ‘disposition or posture.
DEFINITION
An attitude is hypothetical construction that represent an
individual’s degree of like or dislike for an item.

6. WHAT IS LANGUAGE ATTITUDE?
According to Ryon “language attitude is an effective, cognitive
or behavioral index of evaluative reactions towards different
language varieties and speakers.
Evaluative reaction
towards
language

7. HISTORICAL BACKGROUND
 Before 1960’s, attitude bout language is not seen as
important.
 In early 1960’s in Canada change of attitude towards
language took place.

8. The prestige and power of the language
The social factors
Historical background of nations
The language internal system.
FACTORS INFLUENCING LANGUAGE
ATTITUDE

10. Measuring language attitude
There are two ways to measure language attitude
ways
Direct
Questionnaire Observation
Indirect
Match-Guise
Technique

11. INDIRECT method
An indirect method is applied in a way that the participants are
unaware that their attitudes are being measure.
Match –Guise Technique
 proponent ----Wallace Lambert
 sociolinguistic technique used to determine the true feelings
of an individual towards specific language.
 Procedure

12. FRENCH ENG ENG FRENCH ENG FRENCH
A B B A B A
ARRANGEMENT OF RECORDINGS

13. Semantic Differential scale.
 The format for listener responses which is very much used
with match-guise technique involves Semantic Differential
Scale.
 This scale designate opposite extremes of trait at two ends
and leave number of spaces between theme.

14. For example

15. Intelligent Unintelligent
7 6 5 4 3 2 1
MEAN VALUE
(7X5) + (6X7)+ (5X10)+ (4X4)+ (3X3)+ (2X3)+ (1X2)
35 + 42 + 50 + 16 + 9 + 6 + 2
= 160/34
= 4.7 --- This value is the mean evaluation for the particular
language on the intelligence scale.

16. Some Researches
 EI Dash and Tucker investigated the attitudes of Egyptian towards
classical Egyptian and colloquial Arabic
characteristics Classical
Arabic
Egyptian
Arabic
Colloquial
Arabic
Intelligence 10.25 9.59 8.49
Leadership 8.74 8.56 7.20
Religiousness 9.38 7.11 7.75
Likeability 9.48 8.71 8.51

17. EI Dash and tucker investigated the attitudes of Mexican
Americans towards English and Spanish.
Home School Solidarity Status
English 4.60 4.94 4.82 4.72
Spanish 4.73 4.51 4.77 4.47
Unexpected result = solidarity is showed more
towards English

18.  in my research entitled ‘The Impact of English
Globalization and English Imperialism on Cultural
Identities of Pakistan’ I have asked question related to
language attitude in interview i-e Did your attitudes
towards regional languages change after learning English
and western culture?
The result showed that out of 5 students 3 were having
positive attitude towards English language.