Reactions of Social Media Users to Trendsetters' Code-Switching: An Exploration of Linguistic Choices in Digital Spaces in South Africa

Authors

  • Maria Mushaathoni

    Department of Journalism and Integrated Communication, Faculty of Humanities, Tshwane University of Technology, Pretoria 0152, South Africa
  • Bongazana Dondolo

    Faculty of Humanities, Tshwane University of Technology, Pretoria 0152, South Africa

DOI:

https://doi.org/10.30564/fls.v7i12.11255
Received: 25 July 2025 | Revised: 13 August 2025 | Accepted: 26 August 2025 | Published Online: 18 November 2025

Abstract

This study examines the perceptual features of code-switching employed by social media trendsetters and their impact on followers’ engagement, trust, and communication effectiveness. Using the Communication Accommodation Theory (CAT), the researcher investigates whether switching between languages enhances relatability and credibility, particularly within South Africa's multilingual digital landscape. A quantitative survey method was employed, collecting responses from 163 participants through structured questionnaires that measured perceptions of trendsetters' code-switching practices. The data were analysed using descriptive statistics and independent sample t-tests to assess gender- based differences in perceptions. Results show that followers view code-switching as a strategic communication tool that boosts trendsetter confidence, facilitates the expression of complex ideas, and strengthens audience trust and engagement. TikTok, Facebook, X/Twitter and YouTube were identified as the primary platforms where code-switching takes place. The study also found no statistically significant gender differences in perception, indicating a shared appreciation of code-switching among both male and female followers. These findings support the convergence principle of CAT, where linguistic adaptation diminishes social distance and fosters relational closeness in online settings. While contributing to our understanding of multilingual digital discourse, the study acknowledges certain methodological limitations, such as convenience sampling and the absence of longitudinal data. Additionally, the potential exclusion of monolingual audiences and cultural differences in the acceptance of code-switching suggest caution when generalising the results. The research offers practical recommendations for trendsetters, advocating for a culturally sensitive and audience-specific approach to linguistic flexibility. Overall, the study emphasises the nuanced role of code-switching in digital communication and highlights its importance as a tool for inclusivity and strategic audience engagement.

Keywords:

Code-switching; Social Media; Trendsetters; Followers; Language Use; Lingua Franca; Digital Spaces

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How to Cite

Mushaathoni, M., & Dondolo, B. (2025). Reactions of Social Media Users to Trendsetters’ Code-Switching: An Exploration of Linguistic Choices in Digital Spaces in South Africa. Forum for Linguistic Studies, 7(12), 1236–1252. https://doi.org/10.30564/fls.v7i12.11255

Issue

Vol. 7 , Iss. 12 (December 2025): In progress

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Article

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Copyright © 2025 Maria Mushaathoni, Bongazana Dondolo

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This is an open access article under the Creative Commons Attribution-NonCommercial 4.0 International (CC BY-NC 4.0) License.