CODE-SWITCHING AS A STRATEGIC COMMUNICATION PRACTICE IN DIGITAL COMMUNICATION ‘A CASE STUDY OF INDONESIAN PODCAST’

Abstract

Code-switching is a common linguistic phenomenon in multilingual communities and has become
increasingly visible in digital communication. Podcasts as one product of digital media shows the
use code-switching to negotiate meaning, identity, and audience engagement. This study
investigates code-switching as a strategic communication practice in an Indonesian podcast. The
number of podcast is taken randomly from YouTube platform. This research adopts a qualitative
approach by analyzing selected podcast episodes. The data were collected by applying observation
method through watching, transcribing, note-taking techniques. The analysis was done by applying
the theories of code-switching proposed by Poplack (1980) and Audience Design Theory by Bell
(1984) to identify the types and functions of code-switching. The findings show that code-switching
is used strategically to emphasize important information, express identity and solidarity, clarify
meaning, and index modernity and expertise. English–Indonesian code-switching frequently occurs
in discussions of technology, popular culture, and professional topics, reflecting globalization and
digital discourse practices. The study concludes that code-switching in podcasts is not random but
functions as a communicative resource to enhance interaction and audience engagement. his
research contributes to sociolinguistic studies of digital discourse by demonstrating how code
switching operates as a strategic communicative practice in Indonesian media.