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RESEARCH OF SOCIAL SCIENCES (SMC-PRIVATE) LIMITED(ROSS) & PAKISTAN SOCIAL SCIENCES REVIEW (PSSR) adheres to Creative Commons Attribution-Non Commercial 4.0 International License. The authors submitting and publishing in PSSR agree to the copyright policy under creative common license 4.0 (Attribution-Non Commercial 4.0 International license). Under this license, the authors published in PSSR retain the copyright including publishing rights of their scholarly work and agree to let others remix, tweak, and build upon their work non-commercially. All other authors using the content of PSSR are required to cite author(s) and publisher in their work. Therefore, RESEARCH OF SOCIAL SCIENCES (SMC-PRIVATE) LIMITED(ROSS) & PAKISTAN SOCIAL SCIENCES REVIEW (PSSR) follow an Open Access Policy for copyright and licensing.

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How to Cite

Marked Code-Switching and its Functions in the Pakistani Fashion Journalism

Abstract

Code-switching is a common phenomenon that means a shift from one language to another during a discussion, conversation, and writing. The aim of the present study was to find out the trends of Urdu-English code-switching inPakistani Fashion Journalism. For this study, the data was collected from Pakistani electronic and print media. Twenty-five Dunya Sunday Magazines, from the year 2018, and only six recordings of Good Morning Pakistan shows from the ARY Digital channel from the year 2017, were selected. Myers-Scotton's (1993) Markedness Model was applied as a theoretical framework to analyze the type of marked code-switching and functions (reprimand, expansion, emphasis, humor, clarification, confirmation, and finding difficulty in words) of Urdu-English code-switching. Eight examples of marked code choices were found out from electronic media and only one from print media. The findings demonstrated that code-switching was not only an impact of colonization but also a trend of fashion in Pakistani society; rather it was considered a valuable method to perform particular functions during a conversation.

Authors

  • Miss Saira
  • MPhil, Department of English, GIFT University Gujranwala, Punjab, Pakistan
  • Saqib Mahmood
  • Assistant Professor, Department of English, GIFT University Gujranwala, Punjab, Pakistan
  • Ahmad Mujtaba Ali
  • Lecturer, Department of English, GIFT University Gujranwala, Punjab, Pakistan

Keywords

Code Switching, Electronic and Print Media, Functions of Marked Code Switching

DOI Number

10.35484/pssr.2021(5-I)78

DOI Link

http://doi.org/10.35484/pssr.2021(5-I)78

Page Nos

1029-1043

Volume & Issue

v5-1

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Creative Commons License
Pakistan Social Sciences Review (PSSR) by RESEARCH OF SOCIAL SCIENCES (SMC-PRIVATE) LIMITED(ROSS) is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Based on a work at https://pssr.org.pk/

Copyright 2016 PSSR Journal, Developed by M. Yaseen

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