CODE-SWITCHING AS A COMMUNICATION STRATEGY AMONG PAKISTANI L2 INSTAGRAM INFLUENCERS

Abstract

This research looks at how Pakistani Instagram influencers use code-switching, which means mixing Urdu and English, as a way to communicate. Social media influencers often use several languages to talk to their followers, explain things clearly, or create more fun and engaging content. To understand the different types of code-switching and their purposes, the study looked at Instagram videos from five well-known Pakistani influencers: Shahveer Jafry, Ken Doll, Jannat Mirza, HSY, and Shahzad Roy. The study shows that influencers often use different ways to change topics and sentences, along with adding tags, to talk about their experiences, show off their style or lifestyle, connect with their followers, and share their feelings. The study also showed how people use code-switching to better connect with their audience, highlight important ideas, add some humor, and change how they present themselves all of which makes the content feel more familiar and fun to watch. Influencers on purpose use Urdu to share stories, explain cultural ideas, or express feelings, while English is used for technical terms, product names, or everyday words. In general, code-switching helps Pakistani Instagram influencers mix humor with important information, develop a unique online personality, and connect with people who speak multiple languages both in Pakistan and around the world.