Challenging Basic Assumptions in Code-Switching Research: New Linguistic, Sociolinguistic and Psycholinguistic Evidence

Hofweber, Julia; Zeller, Jan Patrick; Treffers‐Daller, Jeanine

doi:10.3390/languages8020124

Languages

2023

DOI: 10.3390/languages8020124

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Challenging Basic Assumptions in Code-Switching Research: New Linguistic, Sociolinguistic and Psycholinguistic Evidence

Julia Hofweber¹,

Jan Patrick Zeller

Jeanine Treffers‐Daller

Abstract: The aim of this Special Issue is to bring together research evidence from studies into code-switching, that is, the alternation and mixing of languages as practiced on a daily basis by bilinguals throughout the world [...]

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2024

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Radio-Lect: Spanish/English Code-Switching in On-Air Advertisements

Derrick

2024

Languages

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The 2020 census reports that 61.2 million Latinxs live in the US, totaling around 19% of all residents, forming the country’s largest minority population. With the growing number of Latinxs, there has been a higher level of contact between Spanish and English leading to language mixing or code-switching (CS) in mainstream American culture. This paper examines the Spanish/English CS in radio advertisements on Los Angeles’s 96.3 La Mega, a bilingual radio station geared towards today’s youth. Using Derrick’ 2015 sentential framework for the linguistic analysis of multilingual sentences, I carry out a sentence-by-sentence analysis of the linguistic nature of the on-air bilingual advertisements. I explore both national advertisements, as well as DJ-endorsed advertisements, to discern whether they follow the patterns previously pointed out in the literature for positive consumer evaluations of Spanish/English bilingual advertisements. Furthermore, I am interested in if these advertisements are in line with the ethos of 96.3 La Mega, which prides itself on being fully bilingual. This research will shed light on the linguistic nature of contemporary strategies being used in bilingual advertisements for the US Latinx community and marketing tactics designed to encourage their consumerism.

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Radio-Lect: Spanish/English Code-Switching in On-Air Advertisements

Derrick

2024

Languages

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Challenging Basic Assumptions in Code-Switching Research: New Linguistic, Sociolinguistic and Psycholinguistic Evidence

Abstract: The aim of this Special Issue is to bring together research evidence from studies into code-switching, that is, the alternation and mixing of languages as practiced on a daily basis by bilinguals throughout the world [...]

Cited by 1 publication

References 26 publications

Radio-Lect: Spanish/English Code-Switching in On-Air Advertisements

Radio-Lect: Spanish/English Code-Switching in On-Air Advertisements

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