Analysis of Code Mixing Used by Maudy Ayunda on the YouTube Channel
Keywords:
Bilingualism, Code Mixing, Code Switching, Digital Communication, Identity Construction, Maudy Ayunda, YouTubeAbstract
This study investigates the phenomenon of code mixing and code switching in the YouTube videos of Indonesian public figure Maudy Ayunda. Employing a qualitative descriptive method, the research analyzes two selected videos— “My Student Life at Oxford” and “My Stanford Graduation – What I Learned”—to classify instances of bilingual language use based on Muysken’s (2000) and Poplack’s (2004) frameworks. A total of 76 instances were identified, with insertion emerging as the dominant type of code mixing (32 instances) and intra-sentential switching as the most frequent form of code switching (23 instances). The primary motivating factor was topic relevance, occurring in 40 cases, indicating the strategic use of bilingualism to enhance communicative clarity, emotional resonance, and audience engagement. The findings reveal that Maudy Ayunda’s language alternations are not random but reflect deliberate strategies for identity construction and digital self-presentation. This research contributes to the broader understanding of bilingual communication strategies among public figures in digital media contexts, offering insights into the sociolinguistic dimensions of online personal branding.
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