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The Estuary English Effect: Audience Design and Act of Identity on British Television
Els
De Wit
Estuary English– Spreken met Street Cred
Door het al dan niet aandacht geven aan een onderwerp, kan de media ervoor zorgen dat iets ‘hot’ of ‘not’ is. Zo konden de overstromingen in Pakistan op niet evenveel aandacht rekenen als de aardbeving in Haïti. Hierdoor geeft de media (impliciet) sociale waarden en normen mee. Deze normen en waarden bevinden zich ook op taalgebied. Deze studie onderzoekt welke wisselwerking er bestaat tussen het taalgebruik van de Britse maatschappij en het taalgebruik van de Britse media. Kan de media er ook voor zorgen dat de populariteit van een bepaalde uitspraak in een stroomversnelling geraakt, gewoon door het te gebruiken?
Iedereen heeft een bepaalde identiteit die hij of zij wil uitstralen: stoer, hip, elitair,... In het huidige onderzoek werd aangetoond dat uitspraak hierbij een belangrijke rol speelt. In het Nederlands zou dit betekenen: kies je voor het AN, je lokale of een ander dialect, of kies je voor het verkavelingsvlaams?
Op Britse televisie kon je vroeger enkel standaardtaal horen, maar het verdwijnen van het strikte klassesysteem zorgde ervoor dat de huidige standaarduitspraak als oubollig en trop chique werd beschouwd, ook op televisie. Publieke televisie zoals één en BBC hebben een voornamelijk sociale functie en hebben daardoor een standaard te behouden, zoals een standaard op taalgebied.
Private televisiezenders zoals ITV en Channel 4 daarentegen (vergelijkbaar met het Vlaamse VTM, VT4, ...) wensen zoveel mogelijk adverteerders aan te trekken, en moeten daarom het doelpubliek zo goed mogelijk aanspreken. Omdat dit doelpubliek de huidige standaarduitspraak afkeurt, moet de media dus op zoek naar een uitspraak die wel populair is: Estuary English.
Estuary English is een tussentaal (vergelijkbaar met het Soapvlaams) die het midden houdt tussen de standaarduitspraak en het Londense dialect. Speciaal hieraan is dat deze tussentaal door zowel de lagere als de hogere Britse klasses wordt gebruikt, omdat het – in tegenstelling tot de standaarduitspraak - de nodige street credibility heeft.
De studie behandelt onderzoeksdomeinen die tot nu nooit eerder samen werden onderzocht. Er werd naar een antwoord gezocht op 2 hoofdvragen. Worden uitspraakkenmerken van het Estuary English in de media gebruikt om het gewenste doelpubliek te bereiken (=audience design)? Kan de identiteit die de spreker/presentator wenst te hebben teruggevonden worden in diens uitspraak?
Er werd een onderscheid gemaakt tussen enerzijds het geslacht van het doelpubliek en anderzijds of de televisiezender afhankelijk is van adverteerders: BBC enerzijds en private televisie anderzijds, die een jong, rijk doelpubliek wenst dat nog geen vast spendeerpatroon heeft. 12 televisieprogramma’s voor de middelhoge tot hoge klasse van de afgelopen 5 jaar werden geanalyseerd op basis van 7 uitspraakkenmerken.
De studie toont aan dat televisie inderdaad audience design gebruikt. Zo wordt voor een vrouwelijk doelpubliek nog steeds meer standaarduitspraak gebruikt, en verkiezen private zenders meer ‘jeugdige’ uitspraakkenmerken om aan de wensen van de adverteerders te voldoen (bv. Bu’ if voor but if).
In tegenstelling tot eerdere hypotheses, kunnen presentators wél een mengelmoes hebben van Estuary English en hun lokale, niet-Londense dialect. Het lijkt erop dat het gebruik van Estuary English ervoor zorgt dat presentators nu wel een variant van hun lokale dialect mogen gebruiken. Bovendien kunnen specifieke uitspraakkenmerken aan een gewenste identiteit van jeugdigheid (bu’ if) en mannelijkheid (miwk voor milk) worden gelinkd.
Estuary English heeft dus komaf gemaakt met het gebruik van de standaarduitspraak op televisie en heeft een standaard gecreeërd waarin de kijker zich kan vinden. Door het gebruik van Estuary English op televisie wordt haar rol als uitspraaknorm enkel verstevigd en staat het synoniem voor street credibility.
In het licht van deze studie kan ook op Vlaamse bodem onderzocht worden hoe enerzijds taal in de media invloed heeft op het dagelijkse taalgebruik. Anderzijds kan onderzocht worden hoe taal een middel is om het juiste doelpubliek aan te trekken. Vooral het aantrekken van tieners is een actuele uitdaging in het Vlaamse medialandschap.
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