Impact of gender on frequency of code-switching in Snapchat advertisements

Bibliographic Data

ID21239923
AuthorsMohammad Almoaily (0000-0002-7804-499X, King Saud University, corresponding author)
Year2023
Volume9
Issue1
Publication date2023-12-15
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueOpen Linguistics (JOURNAL)
Journal identifiersISSN: 2300-9969 • E-ISSN: 2300-9969
PublisherWalter de Gruyter GmbH (PUBLISHER • DE)
DOI10.1515/opli-2022-0270
OpenAlexW4389829525
LanguageEN
References cited28

Although the phenomenon of code-switching has been a subject of interest to sociolinguists since the 1970s, to date, little research has been conducted on the impact of gender on the frequency of code-switching, especially in oral communication. The current study is an attempt to bridge this gap by comparing code-switching instances in Snapchat advertisements made by 40 Saudi influencers (20 males and 20 females) who roughly belong to the same age group. The first 100 words made by each advertiser were included in the 4,000-word corpus. Although the female sample produced more instances of code-switching ( n = 60) than males ( n = 42), the hypothesis that there is a significant difference between males and females in the frequency of code-switching was rejected because the difference was not statistically significant either in the number of instances ( p value = 0.116) or in the number of English words ( p value = 0.149)

Advertising · Business · Code-switching · Epistemology · Influencer marketing · Linguistics · Phenomenon · Significant difference · Statistics · Computer Science · Digital Communication and Language · Linguistic Variation and Morphology · Mathematics · Multilingual Education and Policy · Philosophy · Psychology · Social Psychology · Marketing