Youtuber’s Communicative Strategies: Code-Switching Usage by Windah Basudara in “Black Myth: Wukong” First Gameplay

Abstract

This study explores how an Indonesian YouTuber, Windah Basudara, uses code-switching as a communicative strategy in his first gameplay livestream of “Black Myth: Wukong”. The study aims to identify the functions of his code-switching and how it reflects his public image. The data were collected using a transcription technique in the “Black Myth: Wukong” first live-stream and identified all his use of code-switching. By using descriptive-qualitative method, the data were then analyzed within Gumperz’s framework of code-switching functions: Quotation, interjection, message qualification, reiteration, addressee specification, and objectivization vs. personalization. It was revealed, there are 31 instances of code-switching used toward the audiences, functions to share game information, express emotions, add humor, and build audience engagement. His use of code-switching between English and Indonesian also reflects his gamer identity and helps him build a friendly relationship with his viewers. Overall, it was concluded that code-switching not only as a mere casual linguistic phenomenon but also one of communicative approach that builds Windah Basudara’s image as an engaging and relatable gaming YouTuber, showing the influence of language choice in building closeness in online gaming communities.