Public attitudes towards dialects: Evidence from 31 Chinese provinces

BACKGROUND: Dialect Attitude is conceptualized as an individual’s cognitive and affective evaluation of a dialect and its speakers. In the contemporary China, dialect is suffering from significant stigmatization, resulting in social inequalities, which hinder sustainable development. This study aims to reveal the Chinese public attitudes towards dialects, and clarify the potential determinants related to heterogeneous attitudes at a macro level. METHODS: We combine the crawler technology and sentiment analysis to conduct a provincial cross-sectional study. We collect 1,650,480 microblogs about public attitudes towards dialects from Microblog across 31 specific Chinese provinces. Spatial regression models are utilized to clarify the influence of macro-level determinants on differences in public attitudes. RESULTS: The present study reveals that: (1) The Chinese public generally holds positive attitudes towards dialects, with significant variation between provinces. (2) Political Resource (β = 0.076, SD = 0.036, P<0.05), Economic Development (β = 0.047, SD = 0.022, P<0.05), and Cultural Resource (β = 0.054, SD = 0.021, P<0.05) promote public positive attitudes towards dialects. (3) Political Resource and Culture Resource influence more significant in the relatively advantaged regions, and Economic Development poses a higher influence in the relatively disadvantaged regions. CONCLUSIONS: Basing on the combination of crawler technology and sentiment analysis, the present study develops the most comprehensive database which takes 1,650,480 dialects-related microblogs from 31 Chinese provinces, and describes the following scenario: (1) Overall, the Chinese public shares a relatively positive attitude towards dialects with significant variations among different provinces, (2) Political Resource, Economic Development and Culture Resource pose positive effects on Chinese public attitudes towards dialects and (3) Political Resource and Culture Resource influence more significant in the relatively disadvantaged regions, and Economic Development poses a higher influence in the relatively advantaged regions.