Exploring the Communicative Functions of Code-Switching in Maudy Ayunda’s ‘Thoughts on the Power of Language’
DOI:
https://doi.org/10.24256/ideas.v14i1.10221Keywords:
Code-switching, Communicative Function, SociolinguisticsAbstract
This study explores the functions of code-switching in the digital discourse of Maudy Ayunda, an Indonesian public figure, particularly in her YouTube video “Thoughts on the Power of Language.” Utilizing a qualitative research approach, data were collected from her video that included both Indonesian and English. The analysis follows a systematic coding process based on Gumperz’s (1982) and Marasigan’s (1983) frameworks. Findings reveal that Maudy strategically employs code-switching to enhance engagement with diverse audiences, emphasize key points, and navigate between personal experiences and global perspectives. The study highlights the role of bilingual discourse as a powerful tool for identity construction and audience engagement in contemporary Indonesia, reflecting broader sociolinguistic trends where English proficiency is associated with educational and professional opportunities. Ultimately, this research contributes to a deeper understanding of how bilingual individuals leverage multiple languages in digital interactions to fulfill various communicative functions.
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