CaLLs : Journal of Culture, Arts, Literature, and Linguistics
Special Issue "SESANTI 2025"

When local meets global: Exploring multiculturalism beyond code mixing in Indonesian food endorsements on social media

Valiantien, Nita Maya (Unknown)
Setyowati, Ririn (Unknown)
Alamsyah, Alamsyah (Unknown)



Article Info

Publish Date
24 Nov 2025

Abstract

The use of code-mixing in social media has amassed significant attention as social media platforms have become prominent spaces for communication in recent years. This study aims to explore how code-mixing in Instagram captions serves as a reflection of multiculturalism in Indonesia. Through content analysis of posts from the Instagram account which focus on food reviews and endorsements, this research provides insights into the intersection of language, culture, and social media in a diverse, globalized context, The source of data is from Instagram account @sobatjajan.samarinda where the posts were manually reviewed, and captions that included food-related content and employed code-mixing were selected for analysis. The findings revealed 37 relevant captions, categorized into three main themes: (1) content promoting local food from the three major ethnic groups in Samarinda, (2) posts showcasing a broader diversity of Indonesian cuisine, and (3) content featuring foreign food influences. Through a linguistic analysis of these captions, the study illustrates how code-mixing not only serves as a promotional tool but also highlights the multicultural dynamics of the region, blending local and global influences in food culture.

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Journal Info

Abbrev

calls

Publisher

Subject

Education Languange, Linguistic, Communication & Media Social Sciences

Description

CaLLs (Journal of Culture, Arts, Literature, and Linguistics) published by Fakultas Ilmu Budaya Universitas Mulawarman and published in June and December. CaLLs welcome articles and research reports utilizing an interdisciplinary approach to the study of culture. The object materials of the study ...