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

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.