Investors’ code-switching in reality TV shows

Abstract

This research investigates the phenomenon of code-switching employed by investors in Vietnamese reality television shows. Code-switching, the alternation between two or more languages within a discourse, is increasingly common in bilingual communities and media contexts. By combining both qualitative and quantitative methods, the research analyzes five episodes of Shark Tank Vietnam, focusing on the frequency, types, and communicative functions of code-switching used by investors (sharks). The findings indicate that code-switching is a frequent and strategic linguistic practice in the show, with intra-sentential switches far more prevalent than inter-sentential ones. These switches often involve business-related English terms embedded in Vietnamese speech, reflecting investors’ professional expertise and the influence of the show’s business context. Moreover, code-switching serves two key functions: a discourse-related function and a social function. The research concludes that investors’ linguistic choices not only reflect their bilingual competence and social identity but also contribute to the effectiveness and authenticity of communication in televised entrepreneurial discourse.