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In a recent episode of the BBC's The Traitors, contestant Charlotte revealed she was using a Welsh accent despite being from London, aiming to appear more trustworthy to her peers.
Research indicates that perceptions of accents are subjective; no accent is inherently more trustworthy or intelligent. Judgments based on accent can lead to stereotyping.
As a sociolinguist, I have studied the accents and dialects of English in Wales for over a decade. In one study, I analyzed thousands of tweets containing the words 'Welsh' and 'accent' to gauge public attitudes.
The findings showed a predominantly positive view of the Welsh accent, with many users describing it as friendly and attractive. Though trustworthiness wasn't explicitly mentioned, studies often link positive traits like friendliness and honesty with certain accents.
Charlotte's strategy might be effective, but other regional accents, such as those from Yorkshire, Scotland, and Ireland, also share similar positive associations.
Conversely, received pronunciation, or 'King's English', is often perceived as intelligent but less friendly. Accents from industrial cities may rank lower in positive traits.
Media representation is shifting perceptions. Shows like Peaky Blinders have positively influenced views on the Birmingham accent.
In Wales, while there are various distinct accents, most people outside the region recognize those from south Wales valleys or Barry. The sitcom Gavin and Stacey, which aired from 2007 to 2010, significantly shaped perceptions of Welsh accents.
Many tweets referenced the show, particularly the catchphrase 'What's occurring?' used by the character Nessa.
Positive associations with the Welsh accent extend beyond media; they can impact economic decisions. Companies like Starling Bank have established call centers in Wales, capitalizing on the friendly image of the accent.
Overall, perceptions of the Welsh accent in the UK are largely positive, associated with friendliness and trustworthiness. However, Charlotte's use of a Welsh accent may not guarantee success as it is not her natural accent, and she risks being accused of 'appropriation'. Maintaining a fake accent can be difficult under pressure, potentially raising suspicions if she reverts to her original London accent.