Language attitude is one of the most critical issues in sociolinguistics and since the study of Lambert et al. (1960), relevant research with various research methods has proliferated. The research...Show moreLanguage attitude is one of the most critical issues in sociolinguistics and since the study of Lambert et al. (1960), relevant research with various research methods has proliferated. The research results can help explain the nature of the distribution of language variations and is of vital importance when considering language restoration, maintenance or death. Besides, the language attitude research has theoretical significance on language planning and policy. The purpose of the current study is to determine the evaluative reactions of the younger generation in Rongcheng towards speakers of the standard language, Putonghua, and the non-standard variety, Rongcheng dialect. 47 high school and university students in Rongcheng participated in the study and the direct method of questionnaire and the indirect method of the matched guise technique are combined. In the matched guise experiment, six guises were selected for evaluation in the dimensions of social status and group solidarity. Generally speaking, on solidarity dimension, Rongcheng dialect is rated higher than Putonghua, while on status dimension, Putonghua is rated higher. The accented Putonghua is a form between Putonghua and Rongcheng dialect. On social status dimension, it is rated lowest compared with Putonghua and Rongcheng dialect and on group solidarity it is rated similarly to Putonghua. The findings indicate that Rongcheng dialect is the language variety with covert prestige in Rongcheng. Besides, subjects’ language attitude tend to be multi-valued: factors such as gender, educational level and etc. are linked to subjects' differentiated attitude towards Rongcheng dialect and Putonghua.Show less
