Abstract:

This paper investigates the role of TikTok content consumers in Brunei in shaping digital language through the emergence of Algospeak – a coded linguistic practice developed to evade algorithmic censorship. While prior research has focused predominantly on content creators and Western contexts, the following study addresses a critical gap by examining how Southeast Asian users, specifically Bruneians, adopt and innovate with Algospeak. Using a mixed-methods approach that combines online surveys and meta-analysis, the paper explores users’ motivations and the broader communicative implications of Algospeak both online and offline. Findings reveal that Brunei TikTok users employ Algospeak not only to bypass content moderation but also for emotional buffering, express political stances, and foster community through creative expression. The paper further identifies how Algospeak diverges from earlier digital languages like Netspeak and Leetspeak and challenges traditional language change theories by introducing a dynamic, user-algorithm interaction. It underscores the need for updated theoretical frameworks to account for the algorithmic forces now shaping linguistic evolution in digital spaces.