Vos and tú in the linguistic landscape

Although vos is common in speech in Medellín, it is considered non-prestigious for writing (Agudelo Montoya et al. 2016). Nonetheless, vos is an important marker of local identity (Jang 2013) that increasingly appears in writing (Weyers 2016a). Its presence suggests a potential upward shift in its prestige. For that to happen, favorable attitudes toward its use in writing are called for. Here we examine the linguistic attitudes of 222 medellinenses toward vos, tú, and their corresponding verb forms in advertising. We find that (1) all speakers prefer vos; (2) they favor the pronoun vos over its corresponding verb forms; (3) younger speakers prefer vos over their older counterparts; and (4) men prefer voseo verb forms while women prefer tuteo forms. Given the overall positive attitudes toward vos, it is possible that its prestige will increase.