AN ANALYSIS OF CODE-MIXING USED IN PROMOTING SPORTS PRODUCTS ONINSTAGRAM: A CASE STUDY

Abstract

Code-mixing is considered a sociolinguistic phenomenon that happens as the result of language variations. This phenomenon occurs due to the tendency to change and modify utterances as well as to simplify or even create new language styles in communication. The use of code-mixing can be found in real life or social media. As one of the most viewed social media, the use of code- mixing on Instagram can be found easily. Therefore, this study examined the types of code-mixing used and the reasons behind using code-mixing to promote sports products on Instagram through captions from the Bali United Store. The data were obtained using documentation techniques and analysed qualitatively. The results showed that the most common type of code-mixing used by Bali United Store in Instagram posts to promote their products were insertion and congruent lexicalization. Meanwhile, the reasons behind the use of code-mixing by Bali United Store in their Instagram posts were talking about particular topics, intending to clarify the content of the interlocutor's speech, and expressing group identity.