The (Lack of) Salience of T/V Pronouns in Professional Communication: Evidence from an Experimental Study for Belgian Dutch

In their quest to find a suitable tone of voice in an informalizing society, many companies are confronted with the choice of using T or V pronouns in their B2C communications. This paper presents an experimental study addressing the question of whether the recipients of these messages actually notice the difference between being addressed with a T form, which carries social meanings of informality and proximity, or a more distant V form, and to what extent the presence of additional informal linguistic features influences the salience of a pronoun switch. We furthermore investigate to what extent the professional socialization of participants impacts on the noticing of pronoun use. In a case study for Belgian Dutch, participants (N = 279) were presented with two versions of an information letter that they were asked to read quickly. The texts were manipulated for the use of T/V pronouns, as well as, depending on the condition, a number of additional informal linguistic features (i.e., informal punctuation, intensifiers, and English lexical items). Participants were not warned in advance about the changes between the two versions of the stimulus text. In a salience test following the presentation of the two text versions, less than 10% of participants noticed a switch in T/V form regardless of the presence of additional informal features. Similarly low rates of noticing were found for the other informal features, except for English loanwords. No differences were found depending on whether participants had a language-related professional background (e.g., language teachers, journalists, editors). We argue that the lack of noticing T/V pronouns may be due to the specifics of the Belgian Dutch system of pronominal address that has an additional highly salient colloquial pronoun of address which may obscure the difference in social meaning between the standard T and V pronouns. The discussion critically evaluates the implications of the study for the use of T/V pronouns in professional communication, musing on the complex relationship between noticing and evaluating.