Labov's NYC Department Store Study

• William Labov conducted a sociolinguistic study in 1966 in New York City.
• The study examined how pronunciation differences related to varying social classes.

Research Questions

• The initial aim was to understand how social class influences speech patterns in New York City.
• The study sought to determine if the pronunciation of the postvocalic "r" sound was tied to social status.

Methodology

• Speech patterns observed across three department stores, each representing different socioeconomic classes.
• Labov posed as a customer seeking an item on the fourth floor, noting salesperson's pronunciation of "r".
• Salespersons were asked to repeat the phrase to evaluate pronunciation, and whether they pronounced or dropped the "r" sound.

Department Store Details

• Saks Fifth Avenue: Represented an expensive and upper-class store in a high fashion shopping district.
• Macy’s: Represented a middle-class store.
• S. Klein: Represented a budget and working-class store

"R" Pronunciation Patterns by Class

• Clear patterns were found between the pronunciation of "r", social class, and speech context.
• The study gave insights into language, social mobility, and linguistic prestige.

Upper Class

• Upper-class affiliated Saks Fifth Avenue employees consistently pronounced the "r" sound.
• Displayed standard or prestige pronunciation, associated with upper class and formal settings.
• Saks Fifth Avenue clientele likely reinforced the pronunciation trend.

Middle Class

• Middle-class associated Macy's employees had the most variation in "r" pronunciation.
• In casual speech, many dropped the "r" in fourth floor, but pronounced it clearly when asked to repeat.
• This behavior, known as hypercorrection, indicates awareness of the prestige of "r" pronunciation.
• The middle class adjusted speech accordingly.

Lower Class

• At S. Klein, employees rarely pronounced the "r", even when asked to repeat.
• It reflects traditional New York City English, where the "r" is dropped in words like "fourth floor".
• Lower-class speakers were less likely to change their pronunciation.
• The r sound was disassociated with higher status, and/or they didn't feel social pressure to change their speech.

Influence of Speech Context

• The study showed how conscious speakers were of their speech.
• When first asked, salespeople spoke naturally, and middle- and lower-class speakers often dropped the "r".
• Middle-class employees particularly added the "r" when asked to repeat, which demonstrated an impact on alter in speech.
• Displays awareness of linguistic prestige, and a shift to meet social expectations.

Linguistic Insecurity

• Linguistic insecurity was a discovery, especially in middle-class speakers.
• Awareness of speech lead to hypercorrection.
• Suggested social awareness of language, class distinction and pressure to conform to upper-class norms.
• The middle class’s tendency to "overcompensate" in formal situations demonstrates linguistic insecurity.
• Demonstrated a desire for upward mobility.

Language on Social Mobility

• Pronunciation shown to be a marker of social class.
• Language shown to signal status, education, and aspirations.
• Speakers modify accents and speech patterns to align with social expectations, especially in formal settings.