Critical Discourse Analysis of Pakistani Showbiz Actors’ Talks to Analyze Code Switching as an Effective Strategy of Communication

Abstract

This study conducts a critical discourse analysis of conversations involving Pakistani showbiz actors to examine code-switching as a strategic communicative resource and a marker of identity. Drawing on an extensive literature base in critical discourse analysis, multilingualism, bilingualism, and language politics, it investigates discourse features and the sociocultural functions of code-switching in celebrity interactions. Using a mixed-methods design, purposive sampling selected interviews of ten prominent actors and actresses from diverse linguistic and cultural backgrounds, sourced from YouTube. The data were transcribed manually, with instances of Urdu–English code-switching catalogued into a corpus and analyzed through Fairclough’s three-dimensional model alongside quantitative content analysis. Findings reveal patterned use of intra-sentential, inter-sentential, and tag-switching to construct multifaceted identities, negotiate audience rapport, and align with both local and global cultural frames. While the study is limited by its sample size, reliance on secondary media data, potential transcription inaccuracies, and its temporal scope, the analysis offers substantive insights into how code-switching operates within the identity work of Pakistani celebrities. Recommendations highlight the need for media practitioners, researchers, and cultural stakeholders to embrace linguistic diversity, enhance methodological rigor, leverage digital platforms, and maintain ethical research practices.