Structural Types and Social Functions of English Slang in YouTube Vlogs

Abstract

Language functions as a dynamic social practice through which individuals construct identities, negotiate relationships, and express group membership, with slang representing one of its most flexible linguistic forms. Although previous studies have extensively examined slang in written digital communication, comparative analyses of spoken slang used by urban and rural content creators remain limited. This study aims to investigate the structural types, distributional patterns, and social functions of English slang in urban and rural YouTube vlogs. A qualitative comparative approach was employed by analysing transcriptions from eight unscripted vlog videos. The data were examined using Allan and Burridge’s (2006) structural classification of slang and Eble’s (1996) functional framework. The findings demonstrate a clear structural distinction between the two groups. Urban creators predominantly employ structural reduction, including clipping and acronyms, together with fresh and creative slang expressions. In contrast, rural creators rely primarily on semantic innovation through fresh and creative expressions. Functionally, urban creators use slang to project identity and signal subcultural affiliation, whereas rural creators emphasize sociability and reduced formality to foster interpersonal closeness. These findings highlight the continuing influence of geographical and cultural backgrounds on informal language practices across contemporary digital media.