de Stoiber Edmund und Fischers Helene.

In rural speech communities, where locals know each other, dialectal and unofficial names in which the surname precedes first name (der Müller Peter, (s) Müllers Peter) are used to refer absent referents. The occurrence of these forms is highly pragmatic determined by degree familiarity referent, speaker hearer. Also, they only within respective communities. It all more surprising find reference internet forums, social media online newspapers, prominent figures. This study explores diatopic as well diaphasic variation structure + German webcorpus DECOW16b, shows that while, especially referring Bavarian celebrities, it express with referents present them private rather than professional contexts, can also mark depreciation a denial professionality. latter applies politicians particular, while sportspersons generally depicted positively. use register on be interpreted form enregisterment, transferring most conditions for registers new contexts. Since speakers other registers, we sociolinguistic crossing.