People who are bicultural and speak two languages may actually shift their personalities when they switch from one language to another, according to new research in the Journal of Consumer Research.
"Language can be a cue that activates different culture-specific frames," write David Luna (Baruch College), Torsten Ringberg, and Laura A. Peracchio (University of Wisconsin-Milwaukee).
The authors studied groups of Hispanic women, all of whom were bilingual, but with varying degrees of cultural identification. They found significant levels of "frame-shifting" (changes in self perception) in bicultural participants—those who participate in both Latino and Anglo culture. While frame-shifting has been studied before, the new research found that biculturals switched frames more quickly and easily than bilingual monoculturals.
The authors found that the women classified themselves as more assertive when they spoke Spanish than when they spoke English. They also had significantly different perceptions of women in ads when the ads were in Spanish versus English. "In the Spanish-language sessions, informants perceived females as more self-sufficient and extroverted," write the authors.
In one of the studies, a group of bilingual U.S. Hispanic women viewed ads that featured women in different scenarios. The participants saw the ads in one language (English or Spanish) and then, six months later, they viewed the same ads in the other language. Their perceptions of themselves and the women in the ads shifted depending on the language. "One respondent, for example, saw an ad's main character as a risk-taking, independent woman in the Spanish version of the ad, but as a hopeless, lonely, confused woman in the English version," write the authors.
The shift in perception seems to happen unconsciously, and may have broad implications for consumer behavior and political choices among biculturals.
David Luna, Torsten Ringberg, and Laura A. Peracchio. "One Individual, Two Identities: Frame-Switching Among Biculturals" Journal of Consumer Research: August 2008.
- PHYSICAL SCIENCES
- EARTH SCIENCES
- LIFE SCIENCES
- SOCIAL SCIENCES
Subscribe to the newsletter
Stay in touch with the scientific world!
Know Science And Want To Write?
- Will Female Viagra Be An FDA Boner?
- Grading The President's Strategy To Promote Bee Health
- Mystery Of Morgellons - Disease Or Delusion - Scientific Hypothesis Of Connection With Lyme Disease
- Catechins In Green Tea Reduce Prostate Cancer In Men At High Risk
- The Atlantic Ocean's Cool Phase Will Change The World's Weather
- San Andreas, The Movie: 5 Geology Facts Versus Fictions
- Highlights Of The INFN School Of Statistics For Physicists
- "From my interactions with international female students, they pretty much all say that science..."
- "Thanks for the comments! My limited experience with the FDA has given me the impression that..."
- "Thanks for the excellent analysis. Compare it, though, to the recent material here in S2.0 about..."
- "We usually tried to avoid ethanol for obvious reasons, but were fine with DMSO. Didn't much care..."
- "When that paragraph started, I assumed it was one of the practical physics challenges as part of..."