(When) Can I say Du to You? The metapragmatics of forms of address on German-Speaking Twitter

On 02.06.2020, the social media team of Deutsche Bahn, German railway company, announced on Twitter that for a three-month launching phase, they would use singular T-form du to address their customers. basis corpus public tweets analyzed as metapragmatic comments, I examine which stances users adopt and what these tell us about how German-speaking Twittersphere metapragmatically assesses appropriateness pronouns in networks. show shift is well accepted only if restricted Twitter, while being strongly disfavored deemed inappropriate understood against background customer-client's relation. While favor V-form present arguments direct way, most who plead resort irony banter, thus constructing online persona ‘cool’ people aware norms media. conclude by showing clash between antagonistic — possibly irreconcilable positions can then be framed conflict globalized fostering T-forms conventionalized practice local politeness, remains unmarked way addressing an unknown adult Germany.