Language is one of the quintessential markers of ethnicity. It allows co-ethnics to easily identify one another and underscores in-group and out-group boundaries. Recognizing this, politicians frequently employ ethnic tongues to enhance their political appeal. To what extent does this shape the opinions of their audiences? Utilizing a survey experiment, I test the impact of an ethnic tongue against that of the common political language among the Javanese in Indonesia, the Tagalog in the Philippines, and the Isan people in Thailand. The experiment demonstrates that the ethnic language has a significant impact in both Thailand and Indonesia, but there appears to be little effect of using Tagalog over Filipino English in the Philippines. The findings suggest that ethnic tongues have the potential to significantly enhance political appeals, both among dominant (Javanese) and marginal (Isan) ethnic groups, but when the ethnic group is already the linguistic hegemon (Tagalog), such effects may be limited.
