LANGUAGE IN INDIA

Strength for Today and Bright Hope for Tomorrow

Volume 19:11 November 2019
ISSN 1930-2940

Editors:
         Sam Mohanlal, Ph.D.
         B. Mallikarjun, Ph.D.
         A. R. Fatihi, Ph.D.
         G. Baskaran, Ph.D.
         T. Deivasigamani, Ph.D.
         Pammi Pavan Kumar, Ph.D.
         Soibam Rebika Devi, M.Sc., Ph.D.

Managing Editor & Publisher: M. S. Thirumalai, Ph.D.

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Code-switching between Bangla and English in
the Advertisements in Facebook

Md. Mahbubul Alam, M.A.

Abstract

Code-switching has become almost an inevitable occurrence during linguistic communications among the bilingual speakers. Most notably, the imposing push of social media has made the individual make strong and easy collaboration with the global communities which has offered ample scopes of being bilingual and using more than one language and thus occurring code-switching in both verbal and written communications. The present study critically deals with the occurrence of code-switching between Bangla and English in the advertisements in Facebook. Also, it shows comprehensive details of code-switching, its types, causes and functions. The study reveals that there is massive incidence of switching between Bangla and English languages in the appealing texts of advertisements available in Facebook.

Keywords: Bilingualism, code-switching, Facebook, advertisements, code.

1. Preliminaries

The arena of our everyday life is about to be subjugated by the overwhelming power of post-modernism which is characterized with heterogeneity and multiplicity. It has affected almost every stratum of our life. The gush of post-modernism has tailored our choice of language too. We cannot, now a days, rely on one single language only while communicating with others, may it be while speaking or writing. This is a technology-based society where the thrust of social media has also accelerated the individual’s scopes for using more than one language. Language is the inevitable phenomenon of human life that is the only medium of complete expression of an individual’s inherent thoughts, wishes and imagination. Apart from dialects or local variations, usually we grow up with the attachment of a single language. But where there is the context of bilingual reality, or even multilingual, the speaker is influenced by the contents of second or third language. In this situation, as Annamalai (1989, p. 48) observes, “constituents of one language can be found with the constituents of another language in a number of linguistic phenomena, namely lexical borrowing, transferring, interference, calquing, diffusion, reflexification, codeswitching and codemixing, etc.” (Cited in Redouane 2005, p. 1921). Occasionally, in the speech of a bilingual speaker there occurs the use of the linguistic contents of some other language concurrently. The speaker switches his language into another and thus occurs language-switching or code-switching. This means “the alternation and mixing of different languages in the same episode of speech production” (Kharkhurina and Weib 2014, p. 01) that happens to the bilingual speaker “both consciously and unconsciously” (Bishop 2006).

This is only the beginning part of the article. PLEASE CLICK HERE TO READ THE ENTIRE ARTICLE IN PRINTER-FRIENDLY VERSION.


Md. Mahbubul Alam, M.A.
Lecturer in English
Pabna Cadet College
Pabna, Bangladesh
Post code: 6600
Contact: +8001737419068
mahbubdell06@gmail.com
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