EXPLORING CODE-SWITCHING IN DIGITAL SOCIOLINGUISTICS: PAKISTANI YOUTH ON INSTAGRAM AND TIKTOK

Abstract

This study investigates the practice of Code-Switching in digital communication among Pakistani youth on Instagram and TikTok. Influencers use mixed language to attract an audience and humor as well. Audience response is also similar, indicating the same cultural understanding. By applying John J. Gumperz's (1982) Code-Switching Theory, the main idea of contextualization cues, the research explores how language alternation between Urdu, English, and Punjabi works as an identity and emotion on digital platforms. By applying a qualitative research design with a purposive sampling technique, the study examined the selected influencers Ken Doll, Tamkenat, Shahzad Roy, and Dukybehn, whose social media content presents a variety of sociolinguistics practices. The findings reveal that Code-Switching is a meaningful and random act that presents society's linguistic diversity. The study wraps up that Code-Switching in Pakistani digital platforms is the best example of cultural diversity and creativity. These results present that social media has reformed the traditional boundaries of language.