This volume studies the relationship between the writers of specialized text and their readers in a broad range of settings, including research, popularization and education. It offers younger researchers an insight into the targeting process, helping them consider the impact their work can have, and showing them how to achieve greater exposure. Further, it offers an invaluable reflective instrument for beginning and experienced researchers, drawing on a veritable treasure trove of their colleagues' experience. As such, it represents a way for researchers and students in linguistics and related disciplines to access issues from a different, insider perspective. Reader targeting has become a very sophisticated process, with authors often addressing their potential readers even in video. Compared to other forms of writing, academic writing stands out because authors are, in the majority of cases, also consumers of the same type of products, which makes them excellent "targeters."

The book sets out to examine the concept of 'chav', providing a review of its origins, its characterological figures, the process of enregisterment whereby it has come to be recognized in public discourse, and the traits associated with it in traditional media representations. The author then discusses the 'chav' label in light of recent re-appropriations in social network activity (particularly through the video-sharing app TikTok) and subsequent commentary in the public sphere. She traces the evolution of the term from its use during the first decade of the twenty-first century to make sense of class, status and cultural capital, to its resurgence and the ways in which it is still associated with appearance in gendered and classed ways. She then draws on recent developments in linguistic anthropology and embodied sociocultural linguistics to argue that social media users draw on communicative resources to perform identities that are both situated in specific contexts of discourse and dynamically changing, challenging the idea that geo-sociocultural varieties and mannerisms are the sole way of indexing membership of a community. This volume contends that equating 'chav' with 'underclass' in the most recent uses of the concept on social networks may not be the whole story, and the book will be of interest to sociocultural linguistics and identity researchers, as well as readers in anthropology, sociology, British studies, cultural studies, identity studies, digital humanities, and sociolinguistics.

Geordie Stylizations is a short-focused research work which builds on the renovated interest on the nexus between accent-identity-prestige-prejudice, offering an analysis of celebrities' use of the Geordie variety in a series of public performances as a reflection instrument for scholars, but also for neophyte readers with an interest in Sociolinguistics, Pragmatics, Celebrity Studies, Cultural Studies, Anthropology, Sociology and Gender Studies. Of interest are the individual instances of Geordieness performed on specific occasions, i.e. the ways in which people construct their unique and constantly evolving language repertoires sometimes appropriating some, other times distancing themselves from, linguistic traits that would characterize them as members of specific communities in other people's perceptions. The material investigated is provided by the artistic world: engaging with the arts and culture, and in particular with music, is not just a solitary event, but also a participatory one which many people feel is worthwhile sharing through ordinary conversation and interaction via social networks every day.

Geordie Stylizations is a short-focused research work which builds on the renovated interest on the nexus between accent-identity-prestige-prejudice, offering an analysis of celebrities' use of the Geordie variety in a series of public performances as a reflection instrument for scholars, but also for neophyte readers with an interest in Sociolinguistics, Pragmatics, Celebrity Studies, Cultural Studies, Anthropology, Sociology and Gender Studies. Of interest are the individual instances of Geordieness performed on specific occasions, i.e. the ways in which people construct their unique and constantly evolving language repertoires sometimes appropriating some, other times distancing themselves from, linguistic traits that would characterize them as members of specific communities in other people's perceptions. The material investigated is provided by the artistic world: engaging with the arts and culture, and in particular with music, is not just a solitary event, but also a participatory one which many people feel is worthwhile sharing through ordinary conversation and interaction via social networks every day.

This volume studies the relationship between the writers of specialized text and their readers in a broad range of settings, including research, popularization and education. It offers younger researchers an insight into the targeting process, helping them consider the impact their work can have, and showing them how to achieve greater exposure. Further, it offers an invaluable reflective instrument for beginning and experienced researchers, drawing on a veritable treasure trove of their colleagues' experience. As such, it represents a way for researchers and students in linguistics and related disciplines to access issues from a different, insider perspective. Reader targeting has become a very sophisticated process, with authors often addressing their potential readers even in video. Compared to other forms of writing, academic writing stands out because authors are, in the majority of cases, also consumers of the same type of products, which makes them excellent "targeters."