Language Choice and Code-Switching Strategies in Indonesian Tiktok Influencer Content
DOI:
https://doi.org/10.46799/ajesh.v5i1.737Keywords:
language choice, code-switching, TikTok influencers, digital sociolinguistics, audience engagementAbstract
This research examines the patterns and strategies of language choice and code-switching practices employed by Indonesian TikTok influencers with the highest number of views on the platform. In this study of digital sociolinguistics, it unravels how Indonesian and English are used selectively to engage audiences in influencer-mediated digital discourse. Employing a qualitative descriptive approach, data were collected from TikTok videos posted by four popular Indonesian influencers using purposive sampling. A total of 49 instances of Indonesian-English utterance code-switching were identified and analyzed based on Poplack's classification framework. The results show that code-switching dominates patterns and practices of language choice, with intra-sentential code-switching more prevalent than tag-code and inter-sentential code-switching; exclusive use is absent. Further analysis reveals that functions of code-switching differ by video type: English provides educational solutions, establishes professional authority, mitigates promotion, signals objectivity in reviews, supports daily vlogging, and offers cognitive and moral reframing. Overall, this study demonstrates that code-switching is not random among Indonesian TikTok influencers and serves as a strategic resource for communication and audience engagement on social media.
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