International Review of Humanities Studies
Abstract
The COVID-19 disease required everyone to go into lockdown. All activities and communications were carried out through mobile devices, driving online content consumption to double. The Instagram app, which is part of social media, increased its visits by 43 percent during the lockdown of the COVID-19 pandemic. As users turn to social media, influencers are emerging as figures in shaping online interactions and trends. One of the popular French influencers is Léna Mahfouf (@lenamahfouf). As a global fashion influencer, Mahfouf often uses English transitions in her captions. This qualitative research will identify the types of code-switching found with Poplack's theory (1980) and the driving factors, with Hoffman's theory (1991). This research uses the qualitative method with a data collection technique and literature study. The results found that the most common code switching is intra-sentential switching (within sentences) because it is talking about a particular topic, namely fashion. French is identified as a Matrix Language (bilingual first language or dominant language) and English is an Embedded Language (language embedded in the switch). In conducting promotions with code-switching, the most prominent advertising appeals were found, which are the appeal to promote product features (feature appeal) and share the latest information (news appeal) related to fashion.
Bahasa Abstract
Penyakit COVID-19 mewajibkan semua orang melakukan lockdown. Semua aktivitas dan komunikasi dilakukan melalui perangkat seluler, sehingga mendorong konsumsi konten online naik dua kali lipat. Aplikasi Instagram adalah bagian dari media sosial, yang mengalami kenaikan kunjungan sebanyak 43 persen selama lockdown di masa pandemi COVID-19. Ketika pengguna beralih ke media sosial, influencer (pemengaruh) muncul sebagai tokoh dalam membentuk interaksi dan tren online. Salah satu pemengaruh Prancis yang populer adalah Léna Mahfouf (@lenamahfouf). Sebagai seorang pemengaruh mode yang mendunia, Mahfouf sering menggunakan peralihan bahasa Inggris dalam takarirnya. Penelitian kualitatif ini mengidentifikasi jenis alih kode yang ditemukan dengan teori Poplack (1980) dan faktor pendorongnya, dengan teori Hoffman (1991). Penelitian ini menggunakan metode kualitatif dengan teknik pengumpulan data dan studi pustaka. Hasil penelitian menemukan alih kode yang paling banyak ditemukan adalah intra-sentential switching (dalam kalimat) karena membicarakan tentang topik tertentu (talking about particular topic), yaitu mode. Bahasa Prancis diidentifikasi sebagai Matrix Language (bahasa pertama bilingual atau bahasa yang dominan) dan bahasa Inggris merupakan Embedded Language (bahasa yang disematkan dalam peralihan). Dalam melakukan promosi dengan alih kode, ditemukan daya tarik iklan yang paling menonjol, yaitu daya tarik untuk mempromosikan fitur produk (feature appeal) dan berbagi informasi (news appeal) terbaru terkait mode.
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Recommended Citation
Irawan, Irma Aulia and Laksman-Huntley, Myrna
(2025)
"ADVERTISING APPEALS THROUGH INSTAGRAM CAPTION CODE SWITCHING,"
International Review of Humanities Studies: Vol. 10:
No.
2, Article 13.
DOI: 10.7454/irhs.v10i2.1401
Available at:
https://scholarhub.ui.ac.id/irhs/vol10/iss2/13
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