From Formality to Familiarity: A Content Analysis of Linguistic Shifts in Written Arabic on YouTube

This study examines evolving language use within Arabic‐speaking communities, focusing on Standard Arabic (SA) and Colloquial Arabic (CA) in written texts. It explores how social media, especially YouTube, is altering the traditional associations of SA with formality and CA with informality. Using 2827 YouTube comments on popular serious and comedy shows produced in two periods (2010–2012) and (2019–2024), this study employs content analysis to assess SA and CA usage. It was hypothesized that older comments would use SA more frequently than more recent ones. Similarly, it was anticipated that comments on comedy content would more likely be in CA than those on serious content. The results show a consistent link between serious topics and SA, with a slight increase in CA in recent serious content. Comedy content sees a significant rise in CA, reflecting more informal language use. This study explores the impact of social media on language norms and concerns regarding non‐standard language use in academia. The findings suggest a shift in Arabic diglossia, warranting further research into its implications for formal communication practices.