CODE-SWITCHING AT THE MARKET PLACE : THE TRADER’S TOOL

The paper examines the medium of communication commonly used by the traders, particularly, of the makeshift evening and weekly markets of middle Assam, India. The first half of the paper deals with the introduction, definition, scope and methodology, while the second half lays the field data, their discussion and analysis. Situational change of language or code-switching is one of the tools of traders at such markets used to woo customers. Excerpts of this typical medium of communication from three of such markets have been empirically studied employing the Markedness Model of Carol Myers-Scotton which allows the researcher to find out what motivates a person to speak different languages at different situations but in the same conversation. Data recorded through participatory observations as well as non-participatory observations have been translated into English and discussed in the light of the Markedness Model to arrive at a stage of conclusion. The findings suggest that many of the traders of temporary and mobile markets in Assam use different languages to fulfill their various intentions in their attempt to promote business.