Language Attitudes and Identity in Taiwan

This study employs a matched-guise attitude survey, as well as interview data, in order to monitor a potential change in language attitudes since further political liberalization and reconciliation of identity within Taiwan. This research replicates Feifel's (1994) earlier study in which a Taiwanese influenced Mandarin Chinese (Taiwanese-Mandarin) scored lowest on factors of solidarity, status, and activity in comparison with Southern Min and Standard Mandarin. Two pairs of adjectives derived from previous interviews with Taiwanese were added to the matched-guise questionnaire. Results confirmed the reliability of the replicated study; however, the additional adjectives showed a significant result that casts doubt on the validity of the methodology. It is argued that these results could indicate the superiority of an indigenously-derived instrument for the matched-guise/survey methodology, rather than one translated from previous research conducted in various cultural settings