IDENTITY CONSTRUCTION THROUGH CODE-MIXING IN PAKISTANI YOUTUBE VLOGS: A CASE STUDY

Abstract

This research examines the construction of identity via English Urdu code–mixing in Pakistani YouTube discourse, using Irfan Junejo as a case study. The study indicates that code-mixing in YouTube Vlogs is a deliberate and meaningful strategy for constructing a pertinent, introspective, and modern Pakistani⁠ identity. The study has adopted the Matrix Language Frame Model proposed by Carol Myers-Scotton (1993) as a theoretical framework to study the structural pattern of language mixing and takes a qualitative research approach. This model is used to analyse the structural pattern of code mixing and the role of identity construction. The vlogs are selected randomly, and their verbal content is transcribed for further analysis. This study looks at how Pakistani YouTuber Irfan Junejo's vlogs use code-mixing between English and Urdu to construct their identities. The analysis identifies several patterns of code-mixing and explores how these linguistic choices contribute to the creation of a modern. The result indicates that code-mixing fulfils various communicative purposes, such as emotional articulation, self-identification, audience involvement, and the establishment of⁠ authenticity. The study concludes that code mixing is important for Pakistani Vlogs to balance the identity construction through language. Instead of indicating language deficiency, English–Urdu codemixing manifests as a deliberate and inventive activity that allows the speaker to concurrently traverse local and global identity. With the rise of digital media, YouTube has transformed into a prominent forum for the public performance of linguistic practices.