Date of Award
12-1-2025
Document Type
Dissertation
Degree Name
Ph.D. in Second Language Studies
First Advisor
Dr. Tamara Warhol
Second Advisor
Dr. Michael Raines
Third Advisor
Dr. Charles Joukhadar
School
University of Mississippi
Relational Format
dissertation/thesis
Abstract
With the initiation of Saudi Vision 2030, the social landscape of the Kingdom has witnessed an unprecedented shift. Entertainment, in particular, emerged as a key axis of change. This social transformation has significant implications for language use, especially in sports media discourse, with the revolution that has occurred in sports television shows and online platforms. Code switching has become a salient feature in these shows. Accordingly, this study explored Saudis’ attitudes towards code-switching by football commentators and the reasons that inspire such attitudes. Ninety participants completed a questionnaire designed to elicit their attitudes, and fifteen of them were chosen for interviews exploring the reasons that shape these attitudes. The results indicate that Saudi participants generally hold a positive attitude towards code-switching. However, findings further revealed that attitudes are influenced by a tension between reserved language ideologies, fueled by the Salafist mindset, and the modernist, reform-oriented movement promoted by Saudi Vision 2030. Functionality of code-switching emerged as the most prominent reason for this positive orientation, while linguistic ideology stood as the main factor that tempered the generally positive attitude. Positive views were also supported by motivations such as alignment with modernity, viewing entertainment as a permissive zone, and bicultural identity self-actualization. The findings suggest that attitudes towards code-switching are context-sensitive and culturally and socially anchored. These insights carry important implications for sports media outlets, which should consider audience attitudes and diversity when designing and delivering their commentary.
Recommended Citation
Aldawsari, Bader, "Saudi Audience’s Attitudes Towards Using Code-Switching in Football Analysis Shows" (2025). Electronic Theses and Dissertations. 3499.
https://egrove.olemiss.edu/etd/3499