Linguistic Glocalization and Language Trends in Pakistani Linguistic Landscape

Abstract

This study aims to analyze the impact of the global language in marketing language in public spaces. The study highlights the status of both English and Urdu, reflecting their status as the displayed language of business, educational, and marketing fields. It also focuses to explore how the Urdu language is going into a shift through the inclusiveness of English lexical incorporation. The research is qualitative as it analyzes the phenomenon of language inclusiveness and linguistic glocalization on the landscape. For this purpose, the study employs purposive sampling, adopting photo documentation for analyzing linguistic impact and interviews to bring forth the perceptions of people about the choice of publicly displayed languages. The data include selected public writing from shops’ display boards, food shops, and wall banners. The data have been analyzed by employing a     model of the Linguistic landscape presented by Bourhis 2012. The results of the study indicate that Pakistani landscapes reflect domination English language inclusion either through code mixing or through transliteration form. The place of Urdu in marketing is far less as compared to the English while in overall public writing it has inclusiveness of English language.