MULTIMODAL CODE-MIXING IN DIGITAL DISCOURSE: A SOCIOLINGUISTIC ANALYSIS OF COMMENTS ON MAHIRA KHAN'S INSTAGRAM PAGE

Abstract

This research investigates the types and functions of code-mixing integrated with multimodal elements (e.g., emojis, hashtags, and visual references) in comments on Mahira Khan’s Instagram page. Employing a mixed-methods approach, data were collected from comments exhibiting code-mixing in Urdu, Arabic, and English, analyzed using Muysken’s (2000) typology for types and Gumperz’s (1982) functions. The study identifies two main types of code-mixing: insertion (24 instances) and alternation (5 instances), with no congruent lexicalization. Four functions were identified: quotation, interjection, message qualification, and personalization. From 29 instances across 29 comments, insertion dominated, often involving religious and cultural terms that reflect identity and solidarity. Multimodal elements amplified these, enhancing emotional, cultural, and political resonance in discussions around faith, politics, and social norms.