| Abstract: | This study examined the belief-similarity model of prejudice from a sociolinguistic perspective. It was hypothesized that normatively regulated speech styles strongly affect observers' assumptions about the cultural background of the speaker. These linguistically based cultural assumptions were expected to override racial characteristics in controlling intergroup attitudes. Stimulus speech styles were Black English Vernacular (BEV) and Standard English (SE). Speech style was expected to strongly affect prejudicial attitudes, with such effects mediated by assumed cultural similarity. Racial label and speech style were expected to be most salient to ratings of “intimate” behavior and among more ethnocentric subjects. Subjects heard taped statements in either BEV or SE, ostensibly delivered by a White or a Black speaker. Subjects rated the speaker on perceived cultural similarity, general evaluation, perceived aggressiveness, and social distance. Speech style had a substantial main effect on each of these variables. Racial label had a marginally significant effect on evaluation, and interacted with ethnocentrism for perceived similarity and social distance. All effects of speech, race, and ethnocentrism were substantially attenuated or eliminated when similarity was used as a covariate. Thus, speech style had substantial effects on prejudice, as did race within more ethnocentric subjects. Both effects were largely mediated by assumed cultural similarity. |
