Pilihan bahasa dalam domain perdagangan di Malaysia

Abstract

English is an important second language in multilinguistic Malaysia. This study is designed to explore how in multilingual Malaysia, Malaysians (Malay, Chinese and Indian) actually use and alter their language (s) when interacting with each other. Giles, Taylor, and Bourhis ( 1973) have developed the Accomodation Theory to explain language use, and evaluation in terms of social psychological processes operating at interpersonal levels. Their major focus has been on the language strategies of convergence and divergence. As normative demands of situations are important factors governing language choice this study focuses on language choice in service encounters. One of the aims of the research in observing the language used in such setting was to determine whether Malaysian vendors converge to the customers' language or vice versa. This.field study of actual language behaviour in service encounters in the city of Kuala Lumpur disclose that code switching, i.e. the use of two or more codes or languages in an utterance has become an established feature in the Malaysian repertoire of languages. This article also discusses other factors like status, in-group solidarity and linguistic capabilities which have caused the emergence of distinct linguistic variety, i.e. code switches in the Malaysian speech repertoire.