THE ANALYSIS OF CODE-MIXING USED BY THE INDONESIAN TOP SELEBGRAM IN SOCIAL MEDIA IN PRODUCT ENDORSEMENT
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Institusion
Universitas Pendidikan Ganesha
Author
Anggarini, Komang Tri
Subject
L Education (General)
Datestamp
2022-02-08 09:58:01
Abstract :
Key words: Code-mixing, speech acts, Indonesian top selebgram, Instagram This study aimed at: a) analyzing the types of code-mixing used by Indonesian top selebgram in social media in product endorsement; b) analyzing the reasons of code-mixing used by Indonesian top selebgram on her captions in product endorsement; c) analyzing the language used by the Indonesian top selebgram in product endorsement through her captions on Instagram. The sample of this study was a female selebgram namely Karin Novilda or well-known as @awkarin. The subject was chosen through purposive sampling, which takes the Indonesian top selebgram who tend to use of code-mixing within her posts in promoting product endorsement. The data were gathered through an observation checklist which consisted of the Instagram posts including pictures, date of posting, and captions with the time span starting from March to August 2021. The results indicated that, first, the most dominant type of code-mixing used was insertion; second, the most dominant reason of the use of code-mixing was talking about a particular topic; and third, code-mixing on the language used appeared dominantly on directive speech acts where the characteristics of the language are in the form of a command, suggestion, invitation and also feeling expression of the subject. These findings have an important contribution to see how the use of code-mixing assisted the Indonesian top selebgram in doing product promotion.
Key words: Code-mixing, speech acts, Indonesian top selebgram, Instagram This study aimed at: a) analyzing the types of code-mixing used by Indonesian top selebgram in social media in product endorsement; b) analyzing the reasons of code-mixing used by Indonesian top selebgram on her captions in product endorsement; c) analyzing the language used by the Indonesian top selebgram in product endorsement through her captions on Instagram. The sample of this study was a female selebgram namely Karin Novilda or well-known as @awkarin. The subject was chosen through purposive sampling, which takes the Indonesian top selebgram who tend to use of code-mixing within her posts in promoting product endorsement. The data were gathered through an observation checklist which consisted of the Instagram posts including pictures, date of posting, and captions with the time span starting from March to August 2021. The results indicated that, first, the most dominant type of code-mixing used was insertion; second, the most dominant reason of the use of code-mixing was talking about a particular topic; and third, code-mixing on the language used appeared dominantly on directive speech acts where the characteristics of the language are in the form of a command, suggestion, invitation and also feeling expression of the subject. These findings have an important contribution to see how the use of code-mixing assisted the Indonesian top selebgram in doing product promotion.
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