Social aspects of Code-Switching: An analysis of Pakistani Television advertisements

Khan, Aalia Mehar

doi:10.22610/imbr.v6i6.1125

Cited by 6 publications

(3 citation statements)

References 7 publications

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“…Khan remarks code-switching as a shift from one language to another in communication (Khan, 2014). Nowadays, the trend of code-switching is increasing and changing the notion of traditional language.…”

Section: Code-switching In Electronic Mediamentioning

confidence: 99%

Marked Code-Switching and its Functions in the Pakistani Fashion Journalism

2021

PSSR

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Code-switching is a common phenomenon that means a shift from one language to another during a discussion, conversation, and writing. The aim of the present study was to find out the trends of Urdu-English code-switching in Pakistani Fashion Journalism. For this study, the data was collected from Pakistani electronic and print media. Twenty-five Dunya Sunday Magazines, from the year 2018, and only six recordings of Good Morning Pakistan shows from the ARY Digital channel from the year 2017, were selected. Myers-Scotton's (1993) Markedness Model was applied as a theoretical framework to analyze the type of marked code-switching and functions (reprimand, expansion, emphasis, humor, clarification, confirmation, and finding difficulty in words) of Urdu-English code-switching. Eight examples of marked code choices were found out from electronic media and only one from print media. The findings demonstrated that codeswitching was not only an impact of colonization but also a trend of fashion in Pakistani society; rather it was considered a valuable method to perform particular functions during a conversation.

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Section: Code-switching In Electronic Mediamentioning

confidence: 99%

Marked Code-Switching and its Functions in the Pakistani Fashion Journalism

2021

PSSR

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“…On the other hand, code-switching is used in advertisements to influence a particular audience. Khan's (2014) study examined four television channels and found examples of code-switching. Ads for beauty and health care products were recorded from the television.…”

Section: Literature Reviewmentioning

confidence: 99%

The Socio-Linguistic Functions of Code-switching in the Pakistani Fashion Journalism

Saira¹

2020

PSSR

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Code-switching is a natural linguistic phenomenon that means jumping from one language to another in a dialogue, conversation, and script. This study analyses the socio-linguistic functions and trends of Urdu-English code-switching in Pakistani Fashion Journalism. The data for this research was taken from Pakistani print and electronic media. The sample of the present study comprised of twenty-five Dunya Sunday Magazines, from the year 2018, and three recordings of the Good Morning Pakistan show from the ARY Digital channel, from the year 2017. The markedness Model of Myers-Scotton (1993) was used to analyze the functions of unmarked and sequential unmarked code-switching such as reprimand, expansion, emphasis, humor, clarification, confirmation, self-expression, social identity, diverting attention and changing topic, and finding difficulty in words. Seven examples of unmarked code choices were found out from electronic media and six instances from print media. On the other hand, only two examples of sequential unmarked code-switching were studied in electronic media. The results of the research highlight that codeswitching was not only an influence of gatherings but also became a trend of fashion in the society of Pakistan; it was considered as a suitable process to make specific meanings in a discussion.

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“…Mushtaq (2012) also analyzed the impact of only code-mixing on the viewers of Pakistani commercials quantitatively with data ranging over three days and questionnaires filled by thirty students on the impact of the commercials and found that code-mixing is prevalent in the commercials and it has positive impact on the viewers because it helps convey the message effectively. Khan (2014) has studied the social functions of code mixing related to gender, class and educational status of the characters in twelve Pakistani TV ads of beauty products; but research is needed on Pakistani TV ads on the basis of both these linguistic devices analyzed in a relatively larger set of data, and the present study will fill this gap.…”

Section: Literature Reviewmentioning

confidence: 99%

Language variation: Code-mixing and code-switching in Pakistani commercials

Riaz¹

2019

Dil Ve Dilbilimi Çalışmaları Dergisi

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English as an international language has left its impact on all the languages being spoken in the world. This impact has led to a worldwide language variation on a large scale. This variation can be evidently observed in the form of code-mixing and code-switching. The study explores and analyzes the frequency of code-mixing in the TV ads broadcasted in Pakistan so as to determine the level of variation that took place in Urdu due to English. Seventy commercials that have been shown during the years 2011-2015 have randomly been selected and the frequency of English words has been checked. The results show that so far as the language of commercials is concerned, Urdu has clearly been influenced by English due to multiple reasons such as fashion, ease and technological advancements etc.

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Social aspects of Code-Switching: An analysis of Pakistani Television advertisements

Cited by 6 publications

References 7 publications

Marked Code-Switching and its Functions in the Pakistani Fashion Journalism

Marked Code-Switching and its Functions in the Pakistani Fashion Journalism

The Socio-Linguistic Functions of Code-switching in the Pakistani Fashion Journalism

Language variation: Code-mixing and code-switching in Pakistani commercials

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