Deborah Cameron - Verbal hygiene 1995
This comes up with the theory of Verbal hygiene which was
published in 1995. This information was published in the book named Verbal
hygiene. She argued that verbal hygiene was a term for the motley collection of
discourses and practices through which people attempt to ‘clean up’ language
and make its structure or its use conform more closely to their ideals of
beauty, truth, efficiency, logic, correctness and civility – is not just an
unnatural and futile enterprise rooted in a failure to appreciate how language
works. Rather verbal hygiene is a product of the way
language works. It is an outgrowth of the capacity for metalinguistic reflexivity
which makes human linguistic communication so uniquely flexible and
nuanced. That capacity fulfils important functions in everyday communication (enabling us,
for instance, to correct errors and misunderstandings), but it cannot be
restricted to those functions. Its more elaborate forms exemplify a tendency
seen throughout human history: reflection on what we observe in the world prompts the impulse to
intervene in the world, take control of it, and make it better. In relation to
language, that impulse leads to a proliferation of norms defining what
is good or bad, right or wrong, acceptable or unacceptable. Though their
ostensible purpose is to regulate language, these norms may also express deeper
anxieties which are not linguistic, but social, moral and political.
Muriel Schultz - Semantic deterioration
Muriel
Schulz in 1975 came up with the term of semantic deterioration. She said that
there were two categories which are derogation and deterioration. Derogation is
a negative meaning or connotation that some lexical items have attached
themselves too. Deterioration is the process which negative connotations become
attached to lexical items.
Muriel
Schulz 1975; ‘ Again and again in the history of the language, one finds that a
perfectly innocent term designating girls or women may begin with totally
neutral or even positive connotations, but that gradually it acquires negative
implications…’.
Hussy =
housewife à ‘a lewd woman or prostitute’
harridan = ‘worn out horse’ à a disagreeable old woman à
A
decayed strumpet
Wench: OE wencel = child, servant à ME wenche
= girl, young
Woman
à end of 13th C = wanton/lewd woman
Hag = witch à ugly old woman à prostitute
Sara Mills
Investigated
the various lexical pairs and how they are lexical asymmetric to one another.
She also did further research in the correlation between femininity and
politeness and masculinity and impoliteness. She also considered whether the
politeness used was genetic. Therefore she focused on the way in which certain
genders speak and the hereditary traits in which they entail.