PERCAMPURAN KOD DALAM MEDIA DIGITAL TIKTOK

Nurul Fatin Amirah, Apandi (2024) PERCAMPURAN KOD DALAM MEDIA DIGITAL TIKTOK. [Final Year Project Report / IMRAD] (Unpublished)

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Abstract

This study examines the phenomenon of code-mixing in TikTok digital media, with a specific focus on cosmetic (Y.O.U), perfume (Perfumes by Bella Park), and food (Ayam Gepuk Lesung) business advertisements. Given that previous studies predominantly focused on print media and traditional platforms, this research was conducted to identify the types and functions of code�mixing occurring in the TikTok context, based on Hoffman’s (1991) theoretical framework. A qualitative approach was employed through observation and video content analysis methods. Primary data was obtained from TikTok business accounts that have a high number of followers but are not owned by celebrities or famous personalities. The study results indicate that the most dominant type of code-mixing is Intra-sentential, involving the insertion of English language elements into Malay sentence structures. Additionally, Intra-lexical and pronunciation change types were also identified, though with lower frequency. In terms of functions, this study successfully identified two functions from Hoffman’s (1991) theory, namely interjection and quoting somebody else, as well as two additional functions observed by the researcher: modern lifestyle and lack of precise terms in Malay. This study asserts that code-mixing not only serves as a linguistic tool but also as a crucial pragmatic and social strategy in conveying advertising messages effectively and relevantly to a bilingual audience in Malaysia. The findings of this study are hoped to contribute to the fields of communication and digital marketing, as well as serve as a practical guide for businesses wishing to optimize their use of the TikTok platform

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