Labov's New York Department Store (1968) Found that individual speech patterns were part of a highly systematic structure of social and stylistic stratification in the Lower East Side of New York of City. He investigated the difference in the /r/ sound in different words, this can be measured very easily. Three stores in Manhattan, Saks (high class), Macy's (middle class) and Klein (low class) all pronounced /r/ slightly differently. The higher class they were the more frequently they pronounced the /r/. Labov's Martha's Vineyard (1963) On Martha's Vineyard a small group of fishermen began to exaggerate a tendency already existing in their speech. They did this seemingly subconsciously, in order to establish themselves as an independent social group with superior status to the despised summer visitors. A number of other islanders regarded this group as one which epitomised old virtues and desirable values, and subconsciously imitated the way its members talked...