Accent discrimination, linguistic capital and the evaluation of strategic opportunities

Abstract

This research reports on the role of linguistic capital in the evaluation of strategic opportunities for an organisation. Linguistic capital can function as a signal of human and social capital. Using Experimental Vignette Methodology (EVM), 152 respondents were exposed to one of three scenario treatments in which they viewed a Voice-over-PowerPoint video presentation of a corporate entrepreneurship expansion opportunity. The treatments differed only in the accent of the presenters, namely a White, Black and Crossover accent. Respondents evaluated the presentation, the presenter and the opportunity. No difference was found in the respondents’ evaluation of the three presenters, contrary to the hypothesised expectations. While these results suggest that economically active South Africans are free of discriminatory bias with respect to accent, the prevalence of accent discrimination globally, and workplace discrimination generally, suggests that this form of discrimination warrants further investigation.