A critical assessment of the construct of attitude in sociolinguistcs: A socio-psychological insight (Part 1)

The present article constitutes the first part of a brief critical analysis of the research on attitude and attitude-(speech) behaviour relations. Its major aim is to show that the contribution from the socio-psychological paradigm can prove relevant and valuable when applied to sociolinguistic research on attitude and attitude-behaviour relations. The author argues that attitudinal investigations in sociolinguistics, despite their popu­larity and rich history, frequently suffer from a number of methodological and theoretical flaws. The author advances an argument that a reconceptualization of the construct of attitude and certain methodological principles can help refine the whole language at­titudes paradigm. Specifically, it is pointed out that a cognitive/information-processing approach to attitude formation, the theory of planned behaviour and other theoretical and methodological insights discussed in this paper can prove immensely rewarding and can give a new impetus for further research.