It's All About Sociolinguistics, Innit?

Hat-tip to The Week for reprinting the fascinating article by Helen Rumbelow, on how English is being transformed by multi-cultural Britain, rather than American sportscasters.

Jonnie Robinson, curator of sociolinguistics at the British Library, explains that about 80% of English speakers have English as their second language. This provides plenty of opportunities for "word-sex" between English and other languages - mainly in London where over 200 languages are spoken. This intercourse produces new stress patterns (emphasis) on syllables, "question tags" that turn sentences into questions, as well as brand new words like "peng". Ironically, the reason that English spoken elsewhere in the world tends to jar with Londoners' sensibilities is because it's relatively antiquated, not somehow bastardised.

This would seem to present a grave challenge to any business hoping to "chat" authentically and consistently in the globally accessible social media world (which also has its own slang). In fact, global - even regional - consistency would seem a lost cause. And the roll-out of the various location features on the major social media platforms is a precursor to locally targeted "chat", and products. Innit?

Image from UMS English Department blog.

Of Love Marks And The Institutionally Deluded

I'm reading Henry Jenkins' Convergence Culture at the moment, which discusses the attempts to transform brands into 'love marks' by developing more intense relationships with consumers.

I guess the increased interaction between the 'brand' owner and consumers might have the side-effect of facilitating the resolution of real consumer problems, or improving consumers' day-to-day activities in some compelling way. But the strategy seems to view the world through the products the provider has chosen to sell, rather than from the individual consumer's standpoint. And that implies the business ultimately exists to solve its own problems rather than those of its customers. In which case, the business is exposed to the downside of the trend towards increasing consumer power over the design and supply of the products they use or consume.

As a case in point, I had a conversation recently with someone who believes that the most important brand that is present during a consumer's purchase from a retailer is the brand on the consumer's debit or credit card. This of course ignores the fact that the consumer activity in question is 'buying a widget' of the right quality from a merchant one trusts, rather than merely 'paying'. Then I showed him the latest random survey of the UK's most trusted brands - although this one might be a little more reliable, to the extent that any of them really is. But clearly consumers think their retailers are doing more for them than their banks or card schemes.

Image from LoveMarks.

Aged 30 To 34?

Yesterday the National Centre for Social Research published its British Social Attitudes report. More on that later. But I did notice the finding that:

"Those aged between 18-29 years old are more likely to feel discriminated against than any other age group, and are viewed more negatively than older people."

Meanwhile, the Chartered Institute of Personnel and Development also reported that two thirds of new jobs go to under 35's.

So I guess if your aged 30-34, you're golden.

Market Research and Social Media

Today I presented again on 'Behavioural Targeting of Online Advertising', this time at the 5th Annual Online Research Conference in London. Not that I advise any clients in the area, but I've tried to keep up to date in light of the whole Phorm controversy.

Unfortunately I couldn't stay for the day, but I did catch the morning.

I enjoyed Mark Earls' presentation on the changing relationships between people and organisations, and the role of market researchers as mediators who can help everyone adjust to the new reality. It was also interesting that he picked up on the useful role that the tons of publicly available data can play, and that reminded me of Hans Rosling's excellent presentation on that subject at TED:



Mike Hall of Verve tried to define a new medium called the 'online brand community'. There was no time for questions but this seems to assume the brand is at the centre of things, and I wonder what Mike would say about the research value of comments people publish in the complete absence of the brand? In distilling the essence of community in 6 'rules', Mike also said that 'participation is the oxygen of the community'. But surely the 'oxygen' is whatever induces participation. And it's too simplistic to state as another rule that people participate online to obtain information. Some want to broadcast, others to listen. As the guys from InSites Consulting reported, people tweet to chat socially, 'show off' a rare URL, upload photos, or because they're curious, want a laugh or to be made to wonder. I guess that information is at the heart of all those things, but there's far more to it.

I'm sure the afternoon was just as thought-provoking. Definitely an event to keep an eye out for next year.