Language in Society 44,1–34. doi:10.1017/S0047404514000724 Sweet voice: The role of voice quality in a Japanese feminine style REBECCA L. STARR Department of English Language and Literature, Faculty of Arts and Social Sciences, National University of Singapore Blk AS5, 7 Arts Link, Singapore 117570
[email protected] ABSTRACT ‘Sweet voice’, a distinctive Japanese vocal style, illustrates the role played by voice quality as a marker of authenticity in the construction of linguistic styles. The acoustic properties and sociopragmatic functions of sweet voice, as performed by professional voice actresses, are analyzed using data from anime programs, paraphernalia, and fan discourse. Sweet voice is shown to be connected to a traditional notion of Japanese femininity, and licenses the positive use of grammatical features of Japanese Women’s Language. The mature, traditional image conveyed by sweet voice contrasts with the youthful cuteness of burikko and related vocal styles, illustrating that multiple notions of femininity operate within Japanese popular culture. The interplay of voice quality and grammatical features suggests that perceptions of conscious control at different levels of language play a crucial role in social meaning. (Voice quality, Japanese, language and gender, style, authenticity)* INTRODUCTION As observed by Lise Skov and Brian Moeran in Women, media, and consumption in Japan, Japanese public life is saturated with female voices. We hear women everywhere. So audible that we hardly listen to their carefully enunciated voices greeting us at the end of almost every telephone line, and on every visit to every commercial building in every city in Japan.... Female are the voices of instruction, warning mothers and children to mind their hands and feet on the escalator, reminding passengers not to forget their belongings on the train, recommending consumers to purchase this detergent, that wine, those contact lenses, cleansing creams or leopard-spotted leotards.