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在Snapchat上的在线广告中的代码交换功能
1Department of English Language, College of Language Sciences, King Saud University, Riyadh, Kingdom of Saudi Arabia.
PloS one
|July 20, 2023
概括
这项研究探讨了Snapchat上的沙特影响者广告中阿拉伯语-英语代码交换. 观察到的最常见的功能是切换产品的可用性,突出了社交媒体营销中独特的语言趋势.
科学领域:
- 社会语言学 社会语言学
- 数字通信数字通信
- 营销和广告 营销和广告
背景情况:
- 代码交换是一种公认的语言现象,但在社交媒体广告中研究不足.
- 社交媒体平台显著影响用户的语言行为,并促进新的语言趋势.
- 在像Snapchat这样的平台上的口头广告中理解代码切换存在一个差距.
研究的目的:
- 调查沙特影响者的Snapchat广告中阿拉伯语-英语代码交换的功能.
- 在这个特定的数字环境中,确定代码交换背后的主要原因.
主要方法:
- 在Snapchat上分析了40名沙特影响者的4000个单词 (20名男性,20名女性).
- 专注于口头广告,主要针对单语言的沙特Snapchat用户.
- 对102个阿拉伯语-英语代码交换实例的定量分析.
主要成果:
- 代码交换最常见的功能是产品可用性 (n=78).
- 其他观察到的函数包括引用 (n=9),指定收件人 (n=5),插入 (n=7),重复 (n=1) 和消息资格 (n=2).
- 在这种情况下,可用性成为代码交换的主要驱动因素.
结论:
- 沙特影响者广告中的阿拉伯语-英语代码交换具有各种功能,可用性是最突出的.
- 这些发现表明,在社交媒体营销中采用特定的语言策略,以准当地受众.
- 建议进行进一步的研究,以探索这种语言实践的潜在原因和更广泛的影响.
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