Abstract

ASSIDIK, Gallant Karunia. Language strategies in culinary promotional mix in social media. Universidad y Sociedad [online]. 2021, vol.13, n.4, pp. 445-452.  Epub Aug 02, 2021. ISSN 2218-3620.

Instagram media which features picture facilities are good utilized by businessess to display and promote culinary delights. These appetizing pictures are accompanied by persuasive notes or caption. Related to this phenomenon, this research aims to describe the form of code-switching and code-mixing strategies found in the culinary account called @solokenyang on Instagram. The data source was collected from Instagram account @solokenyang in February 2020. The data were analyzed using descriptive qualitative method with scrutinized technique. The conclusion obtained from that account were the use of code-switching and code-mixing strategies involved three languages; (a) Indonesian, (b) Vernacular (Javanese language), and (c) English. Those of the three languages, the use of Indonesian and Javanese are the most influences. The tendency to use code-switching and code-mixing strategies are influenced by some factors: (a) the origin of the speaker of the @solokenyang account, (b) the intended speech partner (follower of @solokenyang account), (c) the surrounded situation, (d) the interactive and impressive purposes, and (e) building a unique feature of @solokenyang account to other accounts available on Instagram.

Keywords : Code-Switching; Code-Mixing; culinary promotional; Language Strategies; social media.

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