Linguistic Diversity in German youth media—the use of English in professionally produced instagram memes and reels

While speakers of German have adopted many loanwords from other languages throughout history, recent diversification of language use in Germany is mainly driven by the global mobility of English. Previous research has therefore focused on various domains in which English linguistic resources are used, particularly in traditional media and social media communication. Furthermore, many studies on social media communication have also examined English language internet memes more broadly. Despite this plethora of research, little attention has been paid to how English is used in internet memes and reels produced by professional journalists in Germany. Playing a significant role in communication amongst young people, internet memes and reels are used by many German youth media organisations. In particular for youth radio stations in Germany, which have become multimedia outlets, online communication via Instagram is vital for their audience interaction. This paper examines the use of English linguistic resources in a professionally produced Instagram corpus of internet meme and reel captions produced by journalists working for one of the largest youth radio stations in Germany. Data for the analysis of Instagram content were collected as part of the larger ethnographic research project CIDoRA (funded by the European Union). For this project, a mixed methods approach was applied. Methods of data collection and analysis include linguistic ethnography both at the youth radio station and on the station’s Instagram profile page, informal interviews and 20 semi-structured interviews with journalists, and a quantitative and qualitative analysis of 980 meme and reel captions produced for the station’s Instagram profile. Since the youth radio station’s Instagram profile functions as a means of the station’s online self-advertisement, the analysis of this article also draws on a previous study by the researcher. This study analysed possible facilitating factors for the use of catachrestic and non-catachrestic anglicisms in radio station imaging (radio self-advertisement) of six German adult contemporary radio stations. The article therefore includes an analysis of the possible facilitating factors lexical field, brevity of expression, diachronic development of the pragmatic value of lexical items and semantic reasons for the use of English in Instagram content. It thereby explores the differences in anglicism use between these two media formats (radio broadcasting and social media communication) and whether possible facilitating factors for the use of English in adult contemporary radio station imaging are also facilitating factors for the use of English in meme and reel captions produced by the youth radio station.