Mediatized Taiwanese Mandarin

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This book explores how language ideologies have emerged for Gangtai qiang through a combination of indexical, interactional, and ideological processes in televised media. Using both qualitative and quantitative approaches, the author focuses on the following questions: First, how do fictional characters draw upon linguistic repertoires in the construction of personae? Second, in what ways are shifting gender ideologies embodied in these personae? And third, how is mediatized Taiwan Mandarin perceived by Chinese millennials in the northern metropolitan areas? The analyses in this book point to an emerging realignment among the Chinese towards Taiwan Mandarin, a variety they traditionally associated with chic, urban television celebrities and young cosmopolitan types. In contrast to Beijing Mandarin, Taiwan Mandarin is now perceived to be pretentious, babyish, and emasculated, mirroring the power dynamics between Taiwan and China.