In America, speaks with a British accent. Friendliness, however, sounds a lot like you.
Record a variety of people reading the same passage aloud —speakers from different regions of the English-speaking world—and then play those recordings to American college students. Ask the students for their first impressions about the speakers. Are they well-educated? Do they have good jobs? Are they funny? Would you trust them?
Historically, with a big enough sample (say, a few hundred people), you would have found two things. First, that the speakers of British English, particularly the upper-class dialect known as Received Pronunciation (RP, or “the Queen’s English”), would rate highest on measures of social status and power, such as wealth, education level, and . Second, speakers with American accents (particularly the same American accent as the raters had) would score highest on measures of , such as friendliness and sense of humor.
But the annoying thing is that social attitudes change over time. Even the most exhaustedly replicated set of findings will eventually be out of date. So sociolinguists must entirely redo earlier studies (“revisit” is usually the used) to see if the original results still hold. In 2001, the late Donn Bayard of the University of Otago (in New Zealand), with colleagues Ann Weatherall, Cynthia Gallois, and Jeffery Pittam, presented several hundred American, Australian, and New Zealander undergrads with recordings of American, Australian, New Zealand, and English (RP) speakers all reading the same passage aloud. As in earlier studies, the college students rated the speakers on a number of factors.
To vastly oversimplify a large and complex data set, things looked a bit different this time around. First, American students rated the American speakers quite highly on all accounts (not just on measures of solidarity). Second, and most strikingly, the New Zealand and Australian students also rated the American speakers very highly across the board. These students actually rated the Americans speakers higher on measures of solidarity than they rated speakers of their own dialect.
Why might this have happened? Why are American accents suddenly so ubiquitous and admired? The authors held the media largely responsible. They argue that the change may “reflect a bowing to the inexorable pressure of American global hegemony in all its guises: fast foods, pop music, films, middle-class sitcoms, American ownership or part ownership of what were formerly New Zealand/Australian entities like rail, phone, and power networks, and even the adoption of Black American music, dance, and spoken idiom by the equivalent Maori and Pacific Island underclass in New Zealand.” Indeed, students in New Zealand, where the influence of the American media is even stronger than in Australia, had a more positive perception of American accents than did students in Australia.
Speaking of which. The study I’ve just described was published back in 2001, and a lot has happened since. What does prestige sound like today? I’m sure someone’s on it.