Personalization The Reasons of Code Switching Used by Radio Announcers in the “Sunset
53 switching was classified into smaller unit such as phrases code switching, clauses
code switching, and whole sentences code switching. In this research, there were some reasons for using code switching in the
“Sunset Drive” program of Swaragama FM radio. Firstly, the announcers switched languages because they were lack of linguistic deficiency. The
announcers used English terms than the translation because they might have difficult to find the translation of some terms in Indonesian language. Secondly, it
was quoting someone statement. The announcers preferred quoting the original words than translating into different language. Furthermore, the least frequent
reason for code switching in this research was quoting someone statement.. Thirdly was qualifying message. There were some messages that would be better
when the announcer used both languages to qualify the messages. The fourth reason was personalization. The announcers usually switch their language into
certain language because of the certain topics of discussion. This research showed that the linguistic deficiency which was related to physiological aspect as the main
reason for code switching used in the “Sunset Drive” program of Swaragama FM. The fifth reason was attraction. The announcer switched the language as a strategy
to communicate with the audiences which were young people. The sixth reason was showing the identity with group.