I agree thoroughly with the article that academic language encourages thinking skills. Chatting with friends really does not require any in-depth thinking, that is why social language flourishes. You are not trying to gain anything other than surface information by speaking socially. When using academic language one is trying to gain information, evaluate ideas, present issues. If you were doing the same thing with writing you wouldn't do it in a casual way because that wouldn't express the importance of the ideas.
When I started graduate school the first thing I noticed was the usage of, as I put it, "big talk".. I realized my papers that possessed more sophisticated language came across better and tended to get higher grades. Then, when I had to give presentations I saw how fellow students who used casual language when presenting just seemed less informed of their topic. I'm not sure if they were or not but students that spoke more formally certainly sounded smarter! I can only assume that if one appears smarter, others will treat one that way and eventually, a level of accomplishment can be attained through one's response level. Does that mean everyone who 'talks big' is smart? That is not an assumption I'm willing to make but I do think people tend to live up to the expectations of other, low or high. Perhaps that is the assumption, communicating to people with intelligent language, can help their intelligence grow.
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