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

Abstract

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.