DIGITAL DIPLOMATIC DISCOURSE OF INDIA: HINGSLISH HASHTAGS

This article examines Hinglish, the pervasive Hindi-English hybrid produced by code-switching (CS), in the context of India's digital cultural diplomacy on Instagram and X.It relies on content analysis of the official activities of India's Ministry of External Affairs (@MEAIndia, @IndianDiplomacy), and three significant hashtag campaigns, i.e. #VaccineMaitri, #G20Bharat, and #DigitalIndia.This study employs sociolinguistic theories (Gumperz, 1982;Myers-Scotton, 1993;Poplack, 1980;Sahni, 2025) to assert that Hinglish hashtags simultaneously serve as identity markers, and soft power and narrative framing tools for domestic and international audiences.As a digital platforms, Instagram is analysed as an integrate aesthetic-visual diplomacy where Hinglish captions humanise policy and project heritage.On the other hand, Hinglish hashtags of X is the real-time diplomacy, provides a means to communicate policy.

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