Accessing social meanings: Values of

Attitudes are by their nature not easy to define and, therefore, to research, and there are constant turns towards methodological reappraisal. Here, we outline an approach to data collection that we call ‘keywords’, considering it in relation to information processing theory and the elicitation of stereotypes, making comparisons with other methodological approaches. We appraise some of our experiences in using this technique in our own recent research, and consider the value of keywords by weighing up some of the difficulties against the advantages relating to their use. In doing this, we also consider the complexities of interpreting keywords data - the values in keywords - due to reduced context and culturally variable semantics. We conclude that one of the main strengths in the technique is that it allows better access to the local vernacular resources that respondents draw upon in their characterisation of language varieties and of their users