Analyzing The Influence of Code Switching Toward Personal Branding On YouTube Program By Andovi and Kajo entitled School Tour

Abstract

This study concentrates on the phenomena of code-switching that occurs in one of Indonesian Youtubers. There are two video from selected Indonesian YouTubers, namely Andovi and Kajo that are used as the source of data. The categorization of the types of code-switching is the first research question formulated. In addition, this study also investigates the influence of using codeswitching toward personal brand of Andovi and Kajo. This study employs theory of code-switching by Hoffman (1991), and goal of personal brand by Montoya and Vandehey (2002). This study constitutes qualitative research. Moreover, this study applies two method namely, transcription and questionnaire. Transcription is used for gaining the whole utterance in term of written text. While questionnaire is used for obtaining the responses from participant to get to know what brand that is attached to Indonesian YouTubers. The questionnaires are distributed to 80 participants from English Department in academic 2020 until 2022. Later on, the utterances of two videos from Andovi and Kajo are analyzed using theory of code-switching by Hoffman (1991). It comprises tag-code switching, intersentential code switching, and intra-sentential code switching. The finding of this result reveals that there are three types of codeswitching that are used by Andovi and Kajo in two videos. There are 40 utterances that are categorized as code-switching that occurs in episode 3. Besides, there are 19 utterances that are belongs to code-switching that occurs in episode 4. Furthermore, the result of questionnaire analysis shows that there are 77 who have watched the videos. The language use, in this case code-switching, has an effect on their personal brand. 35% responses from participant describing Andovi and Kajo are positive. The three most frequently used adjectives to describe them are cool, slang, and trend