Cultural value transformation across generations and its effect on language use: A case of Estonia

Abstract

The present study investigated whether differences in the cultural values among different generations can be reflected in language use in socially sensitive contexts. In the study, participants living in a transitional society (Estonia) took part (N = 401). Three age groups completed a self-construal measure and responded to scenarios that varied in degree of face threat related to exam performance. Although older participants demonstrated higher levels of interdependent self-construal than the younger participants, no difference in language use was observed. Across all age groups, participants adjusted their language similarly depending on the social context, showing shared face-management strategies. These findings suggest that cultural value change and everyday communicative behavior may not be synchronized and that face-related behavior can remain stable despite generational shifts in value orientations.