This paper addresses i) the categorization of man as a vocative, ii) its pragmatic functions and iii) its ‘macro function’ of indexing regional identity in Tyneside English. The results provide evidence that Tyneside man, in contrast to other vocatives, fulfils predominantly textual and interpersonal functions, challenging previous definitions of vocatives. In the data, man is restricted in its syntactic mobility, only occurring in the final position; it is highly frequent and mainly occurs within intonation patterns closely associated with Tyneside English. The vocative can be used by men and women to address individuals of either sex or (mixed or same-sex) groups. It can express working-class solidarity and ‘Geordieness’.