Code-Switching and Language Choice in the Multilingual Content of Fiki Naki on Tik-Tok

Abstract

This study explores code-switching and language choice in the multilingual TikTok content of Fiki Naki, an Indonesian creator who uses languages such as Indonesian, English, Russian, and Spanish to connect with diverse audiences. Using a descriptive qualitative method and content analysis of five selected videos, the research identifies the main types of code-switching and their social functions. The findings show that tag-switching (58%) is the most frequent, followed by inter-sentential switching (37%) and intra-sentential switching (5%). These forms are used strategically to build social closeness through greetings, cultural validation, competence display, inclusive communication, professional consistency, and authentic limitation. Audience responses including surprise, validation, and continued interaction demonstrate that multilingual practices strengthen credibility, engagement, and identity. The study concludes that Fiki Naki’s use of code-switching is a deliberate sociolinguistic strategy that bridges cultures in digital spaces, and it suggests future research on other creators and platforms to broaden understanding of multilingualism in social media