Understanding Multilingual Practices and Global Cultural Flows through Appadurai’s Scapes: An Analysis of Code-Mixing in MLBB x Naruto Instagram Comments

DOI

10.2991/978-2-38476-563-8_19How to use a DOI?

Keywords

Code Mixing; Instagram Comments; Mobile Legends

Abstract

This research analyzes the code-mixing usage in the comment section of an Instagram post by the official Mobile Legends: Bang Bang (MLBB) account, specifically the post announcing the MLBB & Naruto collaboration, published on April 11, 2025. The purpose of this study is to identify the types and functions of code mixing used by Instagram users and to interpret the dominant patterns using Appadurai’s theory of global cultural flows, with a focus on mediascapes and technoscapes. This descriptive qualitative research uses data collected from user comments written in both Indonesian and English, starting from the date of the post’s upload until the day of the collaboration launch, May 2, 2025. The types of code mixing are categorized based on Muysken’s typology, while the functions are analyzed using Hoffman’s framework. This study offers a new perspective, as the findings are further interpreted through Appadurai’s theory of globalization and cultural flows, highlighting how code-mixing practices reflect the influence of mediascapes and technoscapes in digital communication. The study shows that insertion is the most frequent type of code mixing, appearing 248 times out of 346 total instances (71%), while talking about a particular topic is the most dominant function, with 336 occurrences out of 620 total functions (54%). Under Appadurai’s concepts of mediascape and technoscape, these findings reveal how code mixing reflects two key phenomena in online communication: global cultural consumption and linguistic convergence, shaped by the influence of global pop culture and digital technology.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Khairunnisa Khairunnisa
AU  - Ahmad Muam
PY  - 2026
DA  - 2026/04/28
TI  - Understanding Multilingual Practices and Global Cultural Flows through Appadurai’s Scapes: An Analysis of Code-Mixing in MLBB x Naruto Instagram Comments
BT  - Proceedings of the 4th International Conference of Research on Language 2025 (IROLE 2025)
PB  - Atlantis Press
SP  - 240
EP  - 260
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-563-8_19
DO  - 10.2991/978-2-38476-563-8_19
ID  - Khairunnisa2026
ER  -