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Sci.Int.(Lahore),32(6),655-659,2020 ISSN 1013-5316;CODEN: SINTE 8 655
November-December
CODE SWITCHING AND CODE MIXING IN MULTILINGUAL SOCIETIES:
A CASE OF PAKISTAN
1Sundus Amjad, 2Shafiq Ur Rehman
1Linguistics, Institute of Liberal Arts, Department of Linguistics and Communications, University of Management and Technology, C-II
Johar Town, Lahore, Punjab 54000, Pakistan. E-mail: sundusamjad8866@gmail.com
2Management Sciences Department, Riphah school of leadership, Al-Mizan IIMCT Complex، 274 Peshawar Rd, Rawalpindi, Punjab 46000,
Pakistan. E-mail: shafiqsuper@yahoo.com
ABSTRACT: This study is to find out the frequency of the use of English language words in Pakistani advertisements. Other
than the daily conversations and discourse, this method is also used in media including advertisements. Code-mixing is very
common in societies where there is a system of bilingualism and multilingualism. The data have been taken from different
Pakistani channels including HUM TV, ARY Digital, GEO TV, and GEO Entertainment. The data have been recorded in 3
days. The data have been analyzed to view the frequent use of English words instead of Urdu words and how these English
words have become a common part of our conversations through their alternative words are present in the Urdu language.
After the analysis of 10 commercials, it is concluded that this code-switching has become the art of our communication and
media is promoting it through advertisements. This type of code-switching is common in multilingual societies. Due to the
frequent use, code-switching has turned into code-mixing where people are using the borrowed words unintentionally in
multilingual societies including Pakistan.
Keyword: Code-switching, Code-mixing, Pakistani media, Multilingual societies
1- INTRODUCTION
Code-switching is used in multi-lingual societies to make
communication effective and fluent. The history of
bilingualism in the Subcontinent goes back to the era of
colonialism when the British brought English with them and
people of the Sub-continent had to accept the foreign
language as a language of progress. People got this tradition
from their colonial masters in the legacy [1]. The people of
Pakistan speak almost 74 languages, out of which 8
languages are borrowed ones and sixty-six are local
languages and Urdu and English are enjoying the status of
official languages in the country [2]. Pakistan is a multi-
lingual country where almost seventy languages are spoken,
out of which eight languages are in competition with each
other to get the supremacy, but English is enjoying the status
of neutrality due to its global importance and also it enjoys a
status of the language of communication at the international
level [3]. To spread the sphere of the English language and to
enhance the speakers of the language, the speakers use the
method of code-switching, code-mixing, and borrowing of
English words in another language usage. Code-switching is
common in countries that are multilingual. It is hard for
language learners to talk fluently in a language which is not
their mother tongue, so code-switching becomes the need of
the hour in such situations. It becomes easier for people to
communicate effectively as well as easily by using the code-
switching method. "Code-switching" means the usage of
words of two different languages within the sentence or any
discourse" [4]. Code-switching has become common all over
the world in the past few decades due to colonization,
migration, educational advancements as well as technological
advancements. The world is becoming a "communication
globe" by these things, before the technologies, people were
isolated and were not aware of what is going around in the
world, but now technology has connected the world tightly
and this is the reason that code-switching is increasing day by
day. [5] Code-switching is enhancing the learning process of
learners. It helps the learners to work and learn more
proficiently. It becomes easier to learn the target language by
using the mother language and in this whole process, code-
switching is used [6]. Code-switching empowers the
learners, though in some areas it is considered as a danger to
mother tongue, teachers and parents in societies where
English is a second language, consider it better for their
children and learners to adopt English and use it more than
the mother language [7]. There are different reasons for using
code-switching in general, i-e; people use code-switching for
a purpose to compensate for a deficiency in speech, to show
solidarity to a particular group, and to share something in
their own language to avoid sharing it with others. Code-
switching is harmful when a language's dominance swallows
the importance and use of mother-tongue. Code-switching is
of three types, inter-Sentential, Intra-Sentential, and Tag
Switching. Code-switching and code-mixing are two different
things in a way that code-switching is the user‟s own choice
and he does it with purpose while code-mixing is not done
purposefully rather it is done when a person does not know
what exact word or phrase is [4]. English is an official
language of many countries, including Pakistan, where it
enjoys the high status and is considered a symbol of
prosperity and power. Due to which people of the country in
order to create an influence, switch from Urdu to English
frequently. Educated bilinguals of the country use this code-
switching technique more commonly in their daily lives. The
code-switching of Urdu and English is common in Pakistan
in conversations, homes, schools, and other institutions and
this has become common with the development of technology
[8]. Code-switching in Pakistan is found in institutions,
media, and also in other professions. Anchors of different
programs of different TV channels do code-switching and
code-mixing where it is required. Code-switching in Pakistan
in Urdu to English is done not because of the less knowledge
of any of these languages, but the reason behind it is that the
people doing code-switching know both languages better and
can use in a better way so code-switching does not create any
kind of problem for such people [9]. Only the language
whose words are replaced by the words of another language
suffers and gradually forget the use of these words. Code-
switching does not indicate that a person is not aware of both
languages but it happens when languages come in contact
656 ISSN 1013-5316;CODEN: SINTE 8 Sci.Int.(Lahore),32(6),655-659,2020
November-December
with one another. This case is not always the same as
sometimes it happens that a person does not have a command
of the English language so he has to code-switch from
English to Urdu to carry on the conversation [10]. In
Pakistan, code-switching is done at three levels, i-e; word-
class level, phrase level, and sentence level. The magnitude
of code-mixing is higher at the word level in Pakistan. The
daily use of code-switching, code-mixing, and borrowing of
English words in communication is increasing day by day
and it can be seen in newspapers, books, media, and
commercials and so on [1]. There are different types of
reactions towards code-switching and code-mixing in
Pakistan. Monolinguals oppose this phenomenon while in
multilingual societies, it is a common phenomenon,
sometimes the users do this thing deliberately, and then it
becomes a custom of speakers to use code-switching in their
language. Some scholars defend this conception by saying
that it is a need of an hour to use code-switching and code-
mixing in recent times.
Advertisements are made to grab the attention of the
audience. With globalization and the advent of technology,
advertisements are made to sell products globally.
Advertisements nowadays are comprised of texts, graphics,
pictures, music, societal issues, and discourse. Text is as
important in an ad as other things. Different slogans are used
to make people understand the importance of different things.
1.1 Objectives
I have done a lot of work on code-switching and code-mixing
in institutions and in general as well. The objective of this
study is to highlight how frequently English language words
are used instead of Urdu words and how this code-switching
has become common in a way that it is replacing Urdu words
with English words. People use English words, though the
substitution in Urdu is present. Though it is a gradual process
of replacement, the purpose here is to divert attention to the
point that the English language is affecting the Urdu language
and how it is impacting the viewers.
1.2 Purpose of the Study
The purpose of the research is to highlight the impact of the
English language, even on media advertisements and how
multilingual societies adopt different ways to make possible
the use of different languages at the same time.
1.3 Research Questions
How frequently code-switching and code-mixing are done
in Pakistani commercials?
What impact code-switching in commercials is creating on
its audience?
How English performs different functions in Pakistani
advertisements?
2- MATERIAL AND METHOD
The study is designed to find out the way code-switching is
done in Pakistani advertisements and how this code-
switching is replacing the words of Urdu gradually. English
in Pakistan is a second language and has the status of official
language. Regardless of this, people are not proficient in
English and lack a native accent as well. The data has been
collected both qualitatively and quantitatively.
2.1 Theoretical Underpinning
I have used two theories naming "Discourse Analysis
Theory" and "Critical Theory" to make insightful analysis of
data collected. "Discourse Analysis and Critical Theory have
been applied to this research.
2.2 DISCOURSE ANALYSIS
Different theories have different areas of concern, like some
theories focus on the grammar of the text, some focus on the
style of the text, Discourse Analysis is a theory which focuses
mainly on the analysis of the conversation going on between
the listener and the speaker. In this theory, the focus of the
theorist is on the point that what is being delivered and under
what circumstances it is being said and what time period is
the reason of such discourse. Van Dijk is the main theorist of
this area. Discourse Analysis considers the scenario of the
conversation, including the cultural scenario as well as the
social one. Discourse Analysis is different from grammar
analysis as its sphere is out of sentence structure and word
usage, it is a vast sphere where other things are considered
more than the common grammatical things [11].
I have used "Discourse Analysis" to explain the things from
the collected data. It has been mentioned that this research
has been done on Pakistani Advertisements. Speech during
the commercials has been analyzed properly. Words have
been counted and then the words that have been borrowed.
This has provided the researcher to have deep insight into the
words that have been used. Firstly the bilingual ads we see in
Pakistan. The researcher has thoroughly viewed what type of
code-switching has been done and to what extent. Words
have been embedded mostly in the sentences and very
instances of code-switching at the end or at the start of the
sentence can be seen. Secondly, common words of the Urdu
language have been replaced by the words of English. For
example, " fun" has been used instead of "maza", "horror" has
been used instead of "khofnaak", "strong" has been used in
place of "mazboot", "twist" has been used in place of
ghoomana". Sentences like "I am fed up" has been used in
place of "main thak gai hun", "I am sorry" has been used
instead of "main sharminda hun" and many more such
examples can be seen. Simple sentences and simple and
common words of English have been used so that any
educated person or a kid can understand what is being said in
the advertisement so it is easy to understand the things.
2.3 CRITICAL THEORY
Critical theory is different from other theories which explain
the societies, rather it helps to understand the factors hidden
beneath the social issues, how human being indulged in such
things and what effect it can produce. It considers both the
social perspectives and historical ones. It helps to evaluate the
issues and the ways through which the issue can be resolved
easily [12].
I have done a Critical Analysis of the content taken for the
research by using the "Critical Theory". I have observed the
pattern of using the method of code-switching in Pakistani
commercials. The scenario in which this code-switching has
been done is taken into account. Pakistan is a country where
there is multilingualism. Pakistan got the English language in
its legacy when taking independence from the Sub-continent.
Sci.Int.(Lahore),32(6),655-659,2020 ISSN 1013-5316;CODEN: SINTE 8 657
November-December
In the Sub-continent, the British brought English
languagesome sentences, the borrowed words have been
added in between the sentences and in some at the end or the
start of the sentences. The examples of sentences having the
borrowed words in between the sentences is much more than
the ones that are used at the end or the start of sentences.
Secondly, I have observed that the ads that are made on the
products solely made in the country have commercials in
more Urdu, very few such commercials have borrowed words
or sometimes no words from another language, for example,
in the ad of Dalda, only 4 words have been used of borrowed
language and in the commercial of "Zeera Plus", no word of
English has been used. Then the ads that are of products for
children have more musical lyrics to grab the attention of kids
than the other ads. These ads are easy to learn for kids.
Commercials are marketing strategies that different
companies use to grab the attention of the audience in order
to sell their products, so keeping in mind different themes and
scenes have been created to create an impression on the
audience. So different lyrical statements have been used in
this manner.
2.4 Data Collection
The first step of research is to collect the data. Almost ten
commercials of different Pakistani Channels have been
selected aired between 2019-2019 as a sample to check the
frequent use of words of English. These TV commercials
have been broadcasted on channels including GEO TV,
EXPRESS-NEWS, HUM TV, and ARY DIGITAL. These
commercials have been watched on YouTube for
transcription and analyzed o check the use of code-switching
and code-mixing. These commercials are related to different
products including edibles, biscuits, technology, spices,
house-hold products, oil, milk, etc. The quantitative method
has been used to analyze the commercials to find out the
percentage of the words that have been used. The researcher
has watched the ads carefully to count the total words used in
the ads, then to count the borrowed words and finally, the
percentage of borrowed words has been taken. The researcher
has taken the data through YouTube by watching the selected
advertisements on YouTube, again and again, to carefully
observe the data.
2.5 Sample and Demographics
Pakistani advertisements are used to find the impact of
multilingualism on advertisements through code-switching
and code-mixing. Different types of audiences are considered
of rural and urban areas equally without the discrimination of
class and age. Different ads have been carefully watched by
keeping in mind the ads for kids and for grownups.
2.6 Nature of the Data
I have used qualitative and quantitative data both Qualitative
data have been used to explain things while quantitative data
has been used to collect and count data from the selected
advertisements. Numerical figures have been used in the
research to mention the number of variables. I have used the
table to show the frequency of words used in
advertisements.10 different advertisements from different
channels has been watched carefully. The total number of the
words in these ads is 933, out of which 124 are borrowed
words.
2.7 Ethical Considerations
It is crucial to consider the ethical considerations in research
and have carefully been considered. The data has been
analyzed properly and with honesty. Real data have been
used by watching and analyzing different commercials and
any type of wrong assumptions have not been made. These
advertisements which I have used are easily available on
YouTube and are public so there is no reason for the violation
of privacy or copyright issues. The research has been done on
the whole society equally without the discrimination of any
specific class. Advertisements are watched properly to avoid
any type of use of the wrong data. Instead of data is examined
by carefully watching the ads twice and thrice to find out the
required results. As the advertisements are made to watch and
use openly by the public so there is no reason for the
violation of privacy and copyright issues which analyzing the
data.
2.8 Data Analysis
Data analysis is a way of using different techniques to
evaluate the data. It is the way to get the desired results by
using the data.
In Data analysis, words in the ads have been counted along
with the words of English used in the ads. Repeated words in
the same ad have been ignored. Code-mixing is taken as the
words and phrases of the English language used in the
commercials and code-switching is taken as the whole
sentences of English. Brand names have also been checked
that either the names are the words of the English language or
are of Urdu, for example, Lux, Knorr, Oreo, Ariel, Dalda,
Kenwood, Nestle, Slanty, Nestle Lactogrow, and the Blue
Band. These ads have been watched carefully to collect the
data. The total number of words are counted in the ads and
then the code-switched words are counted carefully.
3- RESULT AND DISCUSSION
Number
of
Channels
Number of
Commercials
Total Words
in the
commercials
Number
of code-
switched
Percentage
of code-
switched
words
3
10
933
124
13.29%
10 different ads have been carefully watched again and again
to check the frequency of English words used in Pakistani
commercials. Three different channels were observed and ten
different brands were selected to watch. The advertisements
have been watched on YouTube. Through these
advertisements, it has been found that almost all
advertisements include code-switching and code-mixing.
I have made this table after watching 10 ads carefully and
repeatedly. Three channels have been watched and then the
selected advertisements have been watched repeatedly on
YouTube. The first column shows the number of Channels
watched which there are. The second column shows the
number of advertisements, watched by the researcher which
shows the number 10. Then I showed the total number of
words used in all the ads in a separate column which is 933.
In another column, research has shown the figure of the
words that have been used as code-switched words and these
are 124 in total. In the last column, I have shown the
658 ISSN 1013-5316;CODEN: SINTE 8 Sci.Int.(Lahore),32(6),655-659,2020
November-December
percentage which he has calculated from the number of code-
switched words and total words.
Some ads have less borrowed words, while some ads have
more. The borrowed words are not dependent on the length of
the ad, as at times, it was found that the number of words is
exceeding 150 words, but the borrowed words are less in
number while in some cases the total number of words was
less and borrowed words were more in number. For example,
in the ad of the Blue Band, this ad has musical lyrics and the
reason is to attract the attention of the kids, almost 76 words
have been used, out of which 6 are the borrowed words which
mean that 6 times Urdu to English code-switching was made.
In this code-mixing, words like “big‟ and „strong” have been
used while there are the alternative words in Urdu language
but instead of those words big and strong are used because
these words have now become part of the conversation of
Pakistani kids and even with their parents.
In the second ad which is of Nestle Lactogrow, almost 87
words are used, out of these 87 words, 45 words are
borrowed from the English language. Here the frequency of
code-mixing is more frequent than the previous one. Code-
switching is used here when the English lyrics have been
used at the start of the ad to grab the attention of the kids.
Sentence of multilingual words has been used like "baby ki
tummy khush rahay ge", now, here the baby word has been
used while its substitution of Urdu word is present, similarly,
tummy word has been used instead of Urdu word.
In the third ad, the Oreo brand has been selected which is a
commercial for a biscuit. In this ad, almost 75 words have
been used, out of these 75 words 8 words are borrowed from
the English language which means that code-mixing is done 8
times at different levels. In this ad, words like 'twist, lick,
yum, control, hug" have been used instead of their Urdu
substitutions.
Then the ad of SLANTY has been observed, in which a total
word count of 30 is used and out of these thirty words, 5
words have been borrowed from the English language.
"Horror", "fun" words have been used which clearly shows
that their substitutions in Urdu have been ignored. The other
ad is of KNORR, this ad has musical lyrics to attract the
attention of the kids, and the total number of words in this ad
is 55, out of these 55 words, 11 words are borrowed words of
the English language. Code-switching has been done here.
In the LUX ad, words like "dear" have been used which is a
code-mixing of English and Urdu words. Then in the ad of
Kenwood, the number of English words has been used in the
ad which shows how code-switching and code-mixing have
become part of our communication. In the ad of Ariel, almost
135 words have been used, out of these, almost 20 words are
of the English language which is an example of code-mixing
of English and Urdu words to continue the pattern of
communication. In Dalda‟s ad, though the word count of the
ad is almost 172 words, only 4 words of English have been
used.
From this observation, one more thing has been concluded
that the product which is solely made within the country, the
ads of such products are made with utmost efforts to use
Urdu language only though in this ad 4 words have been
borrowed from the other language. In another ad of Zeera
Plus”, it has been observed that not a single word of English
has been borrowed to complete the sentence to make the
sense clear to the audience.
The conclusions through these results are:
95% of the Pakistani ads have been code-mixed and
code-switched.
The ads of kids' products are mostly in lyrical form to
grab the attention of the kids, and in these lyrics, code-
switching has been done, through such a thing it is easier
for kids to learn the ad.
Code-switching and code-mixing is used as a good tool
to continue the communication.
English words are more in use for the Urdu words.
People forget the Urdu substitution words of some
English words.
Media is encouraging to use the code-switching and
code-mixing method.
Parents feel good when their children use English words
instead of Urdu words and they feel it their symbol of
progress and prosperity.
3.1 Types of code-switching
Code-switching is basically of three types which include
inter-sentential code-switching, intra-sentential code-
switching, and tag switching [4]
3.2 Inter sentential code-switching
This type of switching is usually done at the end or in the
start of the sentence.
In this research, inter-sentential coding was also found, but in
very limited numbers while analyzing the media
advertisements.
For example, in the ad of Ariel, "so sorry" and "thank you"
are used as inter-sentential code-switching.
3.3 Intra sentential code-switching
This type of code-switching is done in the mid of a sentence.
In this research, while analyzing the advertisements, different
intra-sentential examples have been found.
For example:
“Tummy muskuraye to mummy muskuraye”
“Knorrr! Is ka magic he aur”
“Pehle twist kr phir lick kro”
”Bachay ko bnaye “strong” or “healthy”.
3.4 Tag switching
Tag switching is a use of a phrase or of a sentence of the
other language while speaking. For example, in this research,
research has found the tag switching in the commercials of
Pakistan.
For Example, I am fed up has been used while
communicating in Urdu and here this is a tag switching in the
same commercials. Though these tag switching has not been
found so frequently in advertisements.
3.5 Difference between code-switching and mixing
Code-switching and code-mixing are alike terms and it is
hard to find any difference in these terminologies. The most
common difference is that the borrowing of one language into
another to stay unique and to impress others is called code-
switching. When people borrow and use words of a foreign
language while communicating in their mother language
without any intention to impress others or to look unique or
to show themselves differently from others in class and
status, then this is called code-mixing.
Sci.Int.(Lahore),32(6),655-659,2020 ISSN 1013-5316;CODEN: SINTE 8 659
November-December
In the following research, the researcher has found that the
words that have been used in commercials as code-switching
words are too common in use. Though these word substitutes
are present in the Urdu language people are gradually
forgetting to use that exact substitution of Urdu. This thing is
minimizing the use of Urdu words and enhancing the use of
English words.
Though code-switching has become a part of communication
in multi-lingual societies, the main thing is that it is replacing
the words of the other language. People consider it right to
use code-switching in terms of multi-lingual societies, but on
the other hand, it is found a danger to other languages. For
example, when the Urdu language is code-switched to the
English language, loss of words takes place, like people
usually say "strong" instead of "mazboot" which is an
alternative word for strong in the Urdu language. Similarly,
people say "healthy" instead of "sehat-mand" which is a word
for healthy in the Urdu language. In the advertisements, the
same thing has been observed. The characters are using
different words in Urdu and English. A part of children,
adults are doing the same thing. This is a danger to the
mother language. People will it better to replace the words of
Urdu into English to present themselves differently, of
different class and status. Parents feel pride in listening to
their children talking in English or using English words in
their communication. Secondly, other than home, educational
institutions are the places where children and their teachers to
use code-switching methods to convey their messages more
effectively. Gradually, people will forget the original words
or alternatives for such words in Urdu. It is true that English
is a language of trade, prosperity, and global concerns, but it
is also true that this frequent use of words of English instead
of Urdu can harm the existence of other languages including
Urdu due to the power it exerts on the globe.
4- CONCLUSION
The conclusion from the data analysis and whole research is
that even the media is promoting the culture of code-
switching to get the attention of its viewers. To conclude, it is
to say that code-switching and code-mixing are the methods
through which two or more languages come into contact and
are considered good in multi-lingual societies. Code-
switching in multilingual countries has become part of the
discourse and communication. People find it hard to use a
single language when it comes to multilingual societies. This
is the reason code-switching and code-mixing are very
common in multilingual communities. Pakistan too is a multi-
lingual country and English is an official language of the
country, though it is a foreign language. Here in the country,
code-switching is a more common phenomenon in
communicating with the people, and code-switching of
English and Urdu are more common. People sometimes
intentionally do code-switching and sometimes do un-
intentionally. This code-mixing strategy has become so
common that the words of the target language are taking
place of words in the mother language. This habit is
becoming common in adults as well as kids. The researchers
on Pakistani advertisements have shown that borrowed words
of English in Urdu ads are the ones that are now frequently
used. These borrowed words are becoming a part of
communication in daily use and taking place of the words in
the mother tongue. Code-switching has become code-mixing
with time as it has become part of the communication of the
users
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