Abstract
ABSTRACTThe tools of Swalesean genre analysis have been used for a variety of purposes in applied linguistics including in the teaching of English for Specific Purposes and in tracking historical change of specific genres. Another research area gaining significance in applied linguistics is code‐switching. The purpose of this study was to use the tools of genre analysis to investigate code‐switching in an online multilingual environment and to evaluate the genre approach by trying to identify any significant relationships between code‐switching and specific communicative purpose. Forty Facebook retail transactions were analysed to investigate Brunei Malay and English code‐switching. It was found that code‐switching was an unmarked feature in the genre and it was used as a specific tactic in specific parts of the interactions to help both buyers and sellers achieve their communicative goals.
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