A recent edition of Points of View contained several complaints about a TV title which used “you’re” to mean “your”.
The general consensus was that the person concerned should have been fired. If the TV companies, particularly the BBC, followed this advice, surely they would have no titlers or subtitle writers left. It is not the hapless semi-literates who were hired to a position for which they were completely unsuited, it is rather the people who hired them. It is the human resources officers and, ultimately, the managers who have been responsible over the years for the deterioration of the verbal aspect of programming.
It’s not a new problem. I remember decades ago, a newsreader who gave Abergele a pronunciation so bizarre it is worthy of recording. Instead of putting the accent on the third syllable, she put it on the second, so the resultant name sounded like “A-burger-lee”.
The BBC in particular has been for a long time somewhat cavalier about the pronunciation of names close to home, in particularly Welsh ones. By way of contrast, I remember the painfully precise pronunciation one newsreader used for the name “Hawaii”, in which the glottal stop made it appear that the BBC’s microphone had momentarily cut out. It appears that truly foreign names are worth taking trouble over.
Contrast this with “Plaid Cymru”. This Welsh Nationalist party was formed almost 80 years ago, and the BBC’s announcers still haven’t managed to get the pronunciation right. They manage the first word most of the time. Plaid rhymes with “side”. But when it comes to Cymru, nine times out of ten you hear the second letter have the same “oo” sound as in the southern pronunciation of “hook” or “book”. It doesn’t. The Welsh word “cwm” is pronounced like that, but it means “valley”. “Plaid Cymru” translates literally as Welsh Party, and the “cym” part sounds like “come”.
It doesn’t take much work to get this right. All you have to do is read a book – or even visit Wales. But the vast resources of the BBC are insufficient for this basic level of training for a newsreader or commentator. Perhaps because they have lost their sense of responsibility both to the language and to their viewers.