Putting local dialect in the mix: Indexicality and stylization in a TikTok challenge

Abstract

This paper investigates the role of local dialect forms and other semiotic signs in languagecultural practices on social media in the southern Dutch province North Brabant. Although dialect use is severely decreasing in this area, we find abundant dialect features in present-day media productions, but these are not simply some last remains. By conducting a qualitative discourse analysis of a carnivalesque music video (2020), we argue that non-linguistic resources and co-occurring dialect features are enregistered as recognizably ‘Brabantish’ for the purpose of indexing place-based identities. Moreover, we show that reproduction on TikTok (2021) takes place through recontextualization and indexical stance-taking.

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