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Situated at the extreme south west periphery of the British Isles, Cornwall's territorial isolation bred cultural isolation which has been construed and reconstrued over time, giving Cornwall a distinctive cultural flavour. Initially borne out by facts of geography, Cornwall, or ‘Kernow’, experiences a dynamic yet enduring peripheral existence (see Payton, 1992). This article explores how Anglo-Cornish dialect words can be used as a means of identity construction, that is, how a Cornish way of speaking is used to construct identities associated with a Cornish way of being. I hypothesise that those who desire greater Cornish autonomy are more likely to use Anglo-Cornish dialect lexis than those who favour further socio-cultural assimilation with England.

While the research literature on regional dialect levelling is substantial (e.g. Williams and Kerswill 1999; Britain 2002; Watt 2002; Jansen 2019), this process is under-explored and under-theorised when it comes to patterns of lexical usage. Using maid as a case-study, in this article I provide a detailed account of processes of lexical levelling in Cornwall. I consider the usage of maid from two perspectives, that of onomasiology and semasiology. From an onomasiological perspective, maid, as a variant of the concept woman, exhibits socio-stylistic reallocation, with attested usages of maid in this study being limited to older speakers in careful speech styles. From a semasiological perspective, two senses of maid, ‘woman’ and ‘female servant or attendant’, have undergone structural reallocation in apparent-time with maid ‘woman’ being the prototypical sense for older speakers but a more peripheral sense for their younger counterparts.

While stylistic variation in attention-based models has been foundational to sociolinguistic theory (Labov 1972a; Trudgill 1974), other studies (e.g. Coupland 1985; Eckert 1989; Drummond 2018; Snell 2018) conceptualise style as a resource used in the context of identity construction. I synthesise these two approaches to sociolinguistic style and consider social meaning in the context of variable attentional load. Informed by a study of lexical variation in Cornwall, I account for an inverted style pattern with recourse to local identity, social meaning and language ideology. In doing so, I introduce an attention-to-self model of style. This model posits that when speakers pay greater attention-to-self, they closer approximate a desired self, a target identity that they aspire to embody. For example, when speakers subvert the standard language ideology, their stylistic target may not be ‘educated’ or ‘posh’, but ‘local’. In such cases, careful speech styles can be conducive to the production of local dialect forms as a performance of identity. I propose that the stylisation of local identity in careful speech styles in Cornwall should be interpreted in the context of an alternative linguistic market, a Cornish micro-market, which subverts the value system of the dominant linguistic market.

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