1. E L L I E P O O L E
Language change during 1970 -
1979

2. Social Change
 Sexist language was beginning to fade out with a new emphasis on
gender equality and the liberation of women, sexual politics and
woman's studies were in place at certain colleges and Universities.
Sexist lexicon was reworked and altered to include more gender neutral
terms e.g. Spokesperson, Chairperson and fire fighter instead of
Spokesman, Chairman and Fire-man .
 The change in the attitude of women during the 1970’s is highlighted
by Margaret Thatcher becoming prime minister in 1979 and the strive
for ‘political correctness’ in the following decade.
Womens liberation movement (equal pay,
rights to abortion)

3. Social Change Continued…
 Homosexuality was made legal in Britain during 1967, semantic change and
pejoration of the word gay had occurred although gay still implied happy for
many people.
 A coded language may have been developed as being homosexual, despite the
legalisation, was still frowned upon and something of a social taboo.
 Subcultures began to emerge influenced by music and fashion for example, the
punks, hippies, Mod’s and Goth's began to set up a separate social identity
listening to Pink Floyd, The Who and Led Zeppelin.
Mod’s Punk’sGay liberation day 1970

4. Economic Change
 Rise of the capitalist culture with decimal currency taking over (was it 1
pee or 1 pence?).
 Increasing economic gains from Americas oil exports gave rise to a
newly coined word petrodollar (blend of petrol and dollar)
 Other specialist lexicon coined relating to business included:
Down-sizing
Buy-outs
Golden handshakes
This shows how the UK’s economy was advancing thus requiring a new
specialist lexis to be created.

5. Environmental Change
 Broadening of the word green to mean environmentally friendly as
CFCs and fossil fuels began to rise to the top of governments agendas
due to the realisation that global warming is a matter of concern.
 New forms of pollution were discovered e.g. noise pollution could now
contribute environment quality.
 eco-freaks and tree-huggers were in full force as political emphasis on
the environment made it a matter of social and cultural importance.
1971

6. Technological Change
 Computers began to increase in popularity amongst the
masses. Jargon such as, Telecommunications, floppy disk
and word-processing infiltrated everyday lexis.
 Communication was going viral via electronic mail,
allowing quicker and faster access to knowledge.
 Virus had broadened its meaning to include computer
problems rather than just a medical disease.
 1979 - the first Walkman was invented

7. Technology continued…
 Colour TVs were now becoming more widely distributed
 Doctor Who, Dads army and Morecambe and Wise were popular
Television shows during this period.
Doctor Who suggests a national fascination with technology and science
fiction.
Dads Army shows how decades later, Britain still remembered the war
and honoured national heroes, be it in a humorous way.