CODE-SWITCHING FOUND IN THE CAPTIONS OF SOMETHINC ADVERTISING POSTS ON INSTAGRAM

This study is about Indonesian-English code-switching (CS) that is found in the Instagram advertising posts of Somethinc, an Indonesian brand for makeup and skin care products. It aims to determine the types of CS by using Poplack’s (1980) theory and the motivations for CS by Bishop’s (2006). The source of data is the official Instagram account of Somethinc, which is @somethincofficial. The non-participant observation and the purposive and snowball sampling techniques are applied in data collection and qualitative content analysis is employed for data analysis. This study shows that from 36 Instagram advertising posts which are analysed, there are 165 form of utterances that contain code-switching. They can be categorised into 1) intra-sentential switching (68%); 2) inter-sentential switching (25%); and 3) extra-sentential or tag-switching with the least amount of data (7%). The motivation of code-switching can be classified into 1) language economy/facility (69%); 2) stylistic purposes in communication (29%); 3) making requests (1%), and 4) communication distance (1%). The use of language in Somethinc’s Instagram advertising posts indicates the existence of a language shift, that is from Indonesian into English language. The shift is very likely caused by the belief of the strength or power of English as the global language in increasing the selling value of a product