code-switching cases and the least frequency was 43 diglossic code-switching cases.
B. Possible Reasons for Code-switching
After classifying the types of code-switching which occurred in Cita Cinta
, Femina and Kartini Indonesian woman magazines, the researcher found some possible reasons of the phenomena based on several experts in the review of
literature.
1. The Topic Under Discussion
One of the reasons for code-switching proposed by Poedjosoedarmo 1975 is the topic under discussion. The researcher found three degree of the use of
code-switching because of the topic being discussed. First, the writer intentionally used the terms to get a more impressive expression than using the original
Indonesian word. Second, there was still possibility to find the Indonesian translated version. However, English terms are more familiar and widely used to
the topic being discussed. Third, it was hard or almost impossible to translate into Indonesian word.
Some articles with a particular topic have already had their own English terms although Indonesian words can still be placed to represent the terms. For
example there were some pages of articles about the recent fashion style of distro or distribution outlet in Femina Magazine. Eventhough the word T-shirt was
possible to be replaced by Indonesian word kaos, T-shirt was recognized to be more impressive. The writer also used the word branding, department store and
full print which still possible to be replaced by the Indonesian words.
In particular cases, some words were difficult to be replaced by the representative Indonesian words. Moreover, the readers were more familiar to the
English terms since the terms were already widely used in the society. This case was mostly found in woman’s product such as eyeliner, lipgloss, lipbalm, eye
shadow, shading and blush on.
The third case, where it was almost impossible to replace the English terms into Indonesian, can be recognized by the following utterances:
Film yang dianggap underdog, menjadi box-office dunia dan Berjaya di festival film utama.
1
st
Femina Magazine, page 17
The word underdog and box office if they are translated into Indonesian, the meaning will be far unrepresentative. Other phenomena existed in words such as
make over, kitten heels and hotline service.
In addition, there were some English terms which directly followed by explanation in Indonesian language. The writer might be trying to introduce or
explaining unfamiliar English expression to the reader. The researcher found this phenomenon which can be one of the reasons of code-switching. In this
phenomenon, it was the writer effort to help readers understand the terms. These can be recognized by the following utterances in one advertisement about
chocolate product: ….truffle permen cokelat mini dari ramuan 70 dark chocolate Valrhona,
ganache krim cokelat, dan minyak truffle minyak dari jamur hutan yang harganya sangat mahal.
2
nd
Femina Magazine, page 96 Ciri khas desain saya memang cute, tapi juga avant garde terdepan dalam
tren. 4
th
Femina Magazine, page 51 PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
In such cases, the writer might be aware and realize that not all readers could grasp the meaning of each term he used. Thus, to avoid misunderstanding or
confusion to the reader, the writer deliberately provided the meaning of the terms he used.
2. The Writer Quotes Others’ Expression