THE IMPACT OF GLOBALIZATION ON REGIONAL LANGUAGES IN SOUTH ASIA: A CASE STUDY OF PUNJABI LANGUAGE IN PAKISTAN

Abstract

This research seeks to understand how Punjabi speakers in Pakistan perceive the impact of globalization on their language. The purpose of this study is to get a better understanding of how the impact of globalization on the Punjabi language in Pakistan has changed its use, development, and appreciation.  Used a mixed-methods strategy that combines quantitative and qualitative techniques. This research utilized two theoretical frameworks: the Dominant Language Theory, which proposes that English might exert pressure on Punjabi use, and the Language Ecology Framework, which explains how English and Punjabi vie for the same linguistic "habitat." The data for this study collected from surveys and semi-structured interviews with people on their language attitudes and experiences. The relevant language policies and media portrayals were examined via document analysis. The results showed that people are generally supportive of Punjabi's cultural importance, although they do indicate that its use on the decrease, especially in comparison to English in educational and media arenas. This study took a close look at how globalization has affected Punjabi, shedding light on the pros and cons of this phenomenon. The study proposes measures to ensure that Punjabi in Pakistan remains vibrant in the face of globalization by actively supporting bilingualism and cultivating a strong language ecosystem.