Instagram, code-switching, and cultural discourse: language learning using Malaysian muslim fashion captions

This article examines how Instagram captions posted by Malaysian Muslim women’s fashion brands can serve as pedagogical resources in language education. It explores how code-switching between Malay and English reflects Malaysia’s sociolinguistic landscape and creates culturally grounded opportunities for student learning. Data is drawn from captions by four prominent brands, which are known for appealing to modern Muslim women through modest fashion in Malaysia. Using Critical Discourse Analysis, the study focuses on lexical choices and how language constructs identity, normalises hybrid expression, and reinforces persuasive messaging. The analysis of captions and hashtags shows how digital discourse encodes Islamic values, projects femininity, and appeals to diverse audiences. Findings suggest that these captions mirror the everyday bilingual practices of many Malaysian students and represent a rich source of culturally meaningful communication. Instagram thus functions both as a branding platform and a discursive space that embraces hybrid language use, which can be integrated into classrooms to support critical literacy and awareness of local communicative norms. The article argues that students can learn to read, reflect on, and produce texts that affirm their multilingual identities while engaging with code-switching in purposeful and informed ways.