Pakistani English and cultural identity: A critical discourse analysis of English-Urdu code-mixing in social media advertisements

Abstract

Critical Discourse Analysis (CDA) has been employed through qualitative study to investigate about use of English-Urdu code-mixing in Pakistani social media advertisements and how it builds cultural identity. 05 social media advertisements of JAZZ, a cellular company has been taken from its Facebook page by using purposive sampling technique to analyze textual features (types of insertions), discursive strategies, and ideology including modernity, National belonging, class aspiration. Results show that Urdu words create cultural identity while words from English lexicon represent tech-savvy and modernity advancement. They create a hybrid identity that is for youth, and ambitious. Inter-discursive blends of nationalism, consumerism, and digital youth culture have been deployed through 5 Jazz advertisements to accept bilingualism and market involvement as markers favorable for citizens. The current research contributes to knowledge of Pakistani bilingual advertising and Pakistani English by representing how linguistic hybridity purposes semiotic reserves for cultural identity construction in digital marketing.