A Study On Written Code-switching In Chinese Fashion Magazines Based On The Adaptation Theory

This thesis focuses on code-switching(hereafter CS)that is a frequent linguistic phenomenon resulting from language contact.Generally speaking,CS refers to the alternative use of two or more languages within a conversational utterance,which acts as an active communicative tool and a favored strategy in many aspects of life.To be more specific,this thesis investigates the language switching between Chinese and English in the context of Chinese-edition international fashion magazines that are highly aware of the significance of incorporating English in their magazine discourses.This definite awareness thus results in the widespread of C-E CS in the fashion magazine industry.Through a historical review of prior studies,an abundance of empirical and theoretical studies have been undertaken with regard to CS,especially oral CS,but few explored the written CS on fashion magazines from the perspective of a problem-oriented perspective.The author finds that whilst most C-E CS examples serve the magazines adequately,not all of them can be considered effective.Some switching failures exist that can give rise to misunderstandings and fail to generate the desired response from the readers.The research questions of this thesis are to figure out the types of C-E CS used in the specific fashion magazines,and the reasons why the Chinese mixed with English becomes a writing habit for fashion magazines.At the same time,it is observed that some C-E CS examples on fashion magazines demonstrate a feature of replication,and some are to a certain degree problematic.Consequently,the author tentatively creates a synthesized theoretical framework by using Yu Guodong's linguistic adaptation model as the matrix theory in combination with Heylighten's memetic selection criteria,as well as employs a qualitative research method toachieve the research purposes.In terms of the data,200 C-E CS examples are collected from two Chinese-edition fashion magazines Vogue China and Elle China.The collected data are classified according to a synthesized research model.Then further discussions about some typical C-E CS examples will be presented in detail regarding the validity and invalidity of these CS examples,and at the same time the different types of C-E CS adopted in fashion magazines will be illustrated.Through the detailed analyses under this research model,the research questions raised in this thesis are concluded.In Chinese fashion magazines,there are four types of C-E CS according to their purposes,that is,CS that adapts to linguistic reality,social conventions,psychological motivations,and collective utility.This classification is produced from the reasons for adopting C-E CS as a communicative strategy.Moreover,the employment of C-E CS in Chinese-edition fashion magazines becomes a writing habit because of the need to emphasize their market positioning,attract a wider readership and build cultural connections of the merging of Chinese and English.As a result,C-E CS becomes an indispensable part of the discourses in fashion magazines.However,C-E CS should also be treated with caution.In order to avoid switching failures that lead to unwanted consequences,taking the Chinese readers' preferences into account is greatly necessary.In summary,this thesis is interpretive research that offers a preliminary inquiry about C-E CS in Chinese fashion magazine discourses under a tentatively“expanded” adaptation model.In addition to exploring the types for the use of C-E CS in magazines from a new angle,it also points out some existing problems on C-E CS,in anticipation of providing some inspirations for the writing of fashion magazine discourses.