Short answer
When considering the use of informal language or slang in design projects, evaluate the specific social dimensions (prestige vs. solidarity) it evokes within your target audience, as it can lead to contradictory perceptions.
- Field
- User-Centred Design
- Source
- Open MIND (2010)
- Method
- Mixed-methods (qualitative recording and quantitative survey)
- Evidence
- Moderate effect
While the use of Mexican slang, specifically the word 'güey,' is associated with lower perceptions of intelligence and success, it is simultaneously linked to positive attributes like kindness and generosity. This user-centred design research insight is drawn from a 2010 study published in Open MIND. Using Mixed-methods (qualitative recording and quantitative survey), researchers explored how this design variable affects real-world outcomes. The key design takeaway: When considering the use of informal language or slang in design projects, evaluate the specific social dimensions (prestige vs. solidarity) it evokes within your target audience, as it can lead to contradictory perceptions.
Mexican slang 'güey' elicits negative prestige but positive solidarity judgments
While the use of Mexican slang, specifically the word 'güey,' is associated with lower perceptions of intelligence and success, it is simultaneously linked to positive attributes like kindness and generosity.
Open MIND · 2010
Key Findings
- 01Significant difference in judgments between solidarity and prestige dimensions.
- 02Slang users were rated lower on intelligence and success but higher on kindness and generosity.
- 03Age and gender influenced linguistic attitudes, with women and older generations being more critical of slang.
Application
Design takeaway
When considering the use of informal language or slang in design projects, evaluate the specific social dimensions (prestige vs. solidarity) it evokes within your target audience, as it can lead to contradictory perceptions.
How to apply
Before incorporating slang into marketing materials, user interfaces, or product names, conduct targeted user research to understand how it will be perceived by different segments of your audience, considering both positive and negative associations.
Project actions
- 01When analyzing user language, consider the social context and potential for both positive and negative interpretations.
- 02If using informal language in a design project, justify its use by referencing its potential to build solidarity, while acknowledging potential negative perceptions of prestige.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Investigates nuanced linguistic attitudes beyond simple acceptance or rejection.
- +Considers demographic influences on language perception.
Limitations
The specific slang term studied might not be representative of all slang. The study's context is limited to Mexican speakers.
Reliability & validity
The study's reliability could be enhanced by using multiple slang terms and a larger, more diverse sample. Validity is supported by the use of a questionnaire designed to measure specific linguistic attitudes.
Think critically
How might the positive associations of solidarity with slang be leveraged in design to foster community or brand loyalty, despite the negative prestige often attached to it?
Design Principles
"Language choice in design should consider the balance between perceived social status and in-group affiliation."
Understanding the nuanced social perceptions of informal language is crucial for designers aiming to connect with specific user groups. This insight highlights that even language perceived as non-standard can carry positive social connotations, influencing user engagement and brand perception.
What This Means for Your Design
Using informal words like 'güey' in Mexico can make people seem less smart or successful, but also friendlier and more generous. Older people and women tend to dislike slang more.
How to use in your project
- 1.Use this research to support your analysis of user language and its impact on design choices, particularly when discussing informal communication or slang.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that informal language, such as Mexican slang 'güey,' can elicit a dual perception among users: while it may be associated with lower perceived intelligence and success, it simultaneously fosters positive judgments of solidarity, kindness, and generosity. This duality is influenced by demographic factors like age and gender, with older individuals and women often exhibiting more critical attitudes towards slang. Therefore, the strategic use of informal language in design requires careful consideration of the target audience's linguistic attitudes to avoid unintended negative perceptions while potentially leveraging its capacity to build rapport.
Source
Open MIND
Análisis de las actitudes lingüísticas hacia el slang mexicano : usos y valoración de la palabra güey
journal · 2010
View sourceQuestions About This Research
- What does the research say about mexican slang 'güey' elicits negative prestige but positive solidarity judgments?
- When considering the use of informal language or slang in design projects, evaluate the specific social dimensions (prestige vs. solidarity) it evokes within your target audience, as it can lead to contradictory perceptions. Evidence: Open MIND (2010).
- Why does "Mexican slang 'güey' elicits negative prestige but positive solidarity judgments" matter for design?
- Understanding the nuanced social perceptions of informal language is crucial for designers aiming to connect with specific user groups. This insight highlights that even language perceived as non-standard can carry positive social connotations, influencing user engagement and brand perception.
- How can designers apply this research?
- When considering the use of informal language or slang in design projects, evaluate the specific social dimensions (prestige vs. solidarity) it evokes within your target audience, as it can lead to contradictory perceptions.
- What were the main findings?
- Significant difference in judgments between solidarity and prestige dimensions.. Slang users were rated lower on intelligence and success but higher on kindness and generosity.. Age and gender influenced linguistic attitudes, with women and older generations being more critical of slang.
- What research method was used?
- Mixed-methods (qualitative recording and quantitative survey).
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2010 journal from Open MIND.
- What should I do differently in my next project?
- Before incorporating slang into marketing materials, user interfaces, or product names, conduct targeted user research to understand how it will be perceived by different segments of your audience, considering both positive and negative associations.
- What are the limitations?
- The study's findings might be specific to Mexican slang and the word 'güey,' and may not generalize to other informal language varieties or cultural contexts. The sample size and demographic representation were not detailed.