Code-switching functions in online advertisements on Snapchat

Area of Science:

• Sociolinguistics
• Digital Communication
• Marketing and Advertising

Background:

• Code-switching is a recognized linguistic phenomenon, yet under-researched in social media advertising.
• Social media platforms significantly influence user linguistic behavior and foster new language trends.
• A gap exists in understanding code-switching within oral advertisements on platforms like Snapchat.

Purpose of the Study:

• To investigate the functions of Arabic-English code-switching in advertisements by Saudi influencers on Snapchat.
• To identify the primary reasons behind code-switching in this specific digital context.

Main Methods:

• Analysis of 4000 words from 40 Saudi influencers (20 male, 20 female) on Snapchat.
• Focus on oral advertisements targeting mostly monolingual Saudi Snapchat users.
• Quantitative analysis of 102 instances of Arabic-English code-switching.

Main Results:

• The most common function of code-switching was for product availability (n=78).
• Other observed functions included quotation (n=9), specifying addressee (n=5), interjection (n=7), reiteration (n=1), and message qualification (n=2).
• Availability emerged as a dominant driver for code-switching in this context.

Conclusions:

• Arabic-English code-switching in Saudi influencer advertisements serves various functions, with availability being most prominent.
• The findings suggest specific linguistic strategies employed in social media marketing to target local audiences.
• Further research is recommended to explore the underlying reasons and broader implications of this linguistic practice.