Perception and attitude of language shift: A study of Punjabi language in District Khushab

Faiza Kiran

doi:10.51611/iars.irj.v15i2.2025.271

Authors

Faiza Kiran University of Lahore (Sargodha Campus), Pakistan

DOI:

https://doi.org/10.51611/iars.irj.v15i2.2025.271

Keywords:

Attitude, Punjabi language , Language Shift

Abstract

Punjabi is the most popular language of the world, but unfortunately with the passage of time, it has lost its charm. This study investigates and explores the perception and attitude of Punjabi speakers in district Khushab, Pakistan. The study draws upon rich data collected through semi-structured interviews, and non-participant observations conducted in both rural and urban tehsils. Using the theoretical Frame of Simon and Lewis EGID and domain analysis, the research explores that media, and social factors are strongly involved in Punjabi language shift. It also delves into community language attitudes and patterns of intergenerational linguistic transmission.
The study reveals the various aspects that are involved in the language shift for example the attitude and perception of new generation, they feel hesitation and shyness while speak Punjabi language. Influential forces driving this shift include formal language policies in schools, urban migration, digital media influence, perceived socio-economic value of Urdu and English, and inter-dialectal marriages. While emotional attachment to local languages remains strong (“our own tongue”), practical aspirations lean towards Urdu/English, creating a duality that accelerates language shift. Communities with deep-rooted cultural identities and mosque-led informal education exhibit stronger linguistic retention. The study found that the Punjabi language is most integral part of community, it also plays an important role for the identity of culture and beliefs. The attitude of old participants is quite optimist regarding the preservation of Punjabi language. Nonetheless the majority expressed the positive attitude towards Punjabi language and transmit Punjabi language to the next generation.

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