Inception-Journal of Languages and Literature
Inception – Journal of Languages & Literature (IJLL) is an open-access, peer-reviewed academic journal dedicated to the advancement of research in literary studies, linguistics, and language education. Founded with a vision to promote high-quality scholarship, IJLL serves as a vibrant platform for researchers, faculty, and students to share innovative and critical insights across diverse linguistic and literary landscapes. By encouraging contributions in English that address both regional and international literary spheres, IJLL aims to cultivate inclusive academic discourse and support interdisciplinary scholarship that enriches the study of language and literature.
Riphah International University Faisalabad Campus
The Discursive Construction of Elite Aspiration and Bureaucratic Power
This paper inspects the discursive formation of aristocratic aspiration, administrative power dynamics, and moral dilemmas in Umera Ahmed’s social-romantic novel Man-o-Salwa through the Critical Discourse Analysis of Sheraz Akbar’s transformation. It also applies a socio-political approach to highlight the broader discursive practices disseminated in Sheraz’s narrative throughout the novel. This research aims to investigate the role of discourse in reshaping the ideological constructs of social advancement, corruption, elite identity, and moral compromise in dialogues and narrative instances of Sheraz’s character. This study is grounded in Norman Fairclough’s three-dimensional model of Critical Discourse Analysis, which is an approach to studying discourse, viewing language as a social practice and communicative event. It adopts a qualitative textual analysis of selected excerpts from the novel and performs an intricate study to identify recurring linguistic patterns, narrative strategies, and ideological assumptions embedded in the text. The findings indicate that the protagonist’s moral decisions and elite identity formulation are shaped through discursive practices that construct success and respectability as outcomes of aligning with dominant socio-economic structures rather than individual ethical consistency. Overall, the study contributes to CDA-based research in Urdu fiction that reveals the interplay between language, ideology, and social power in the Pakistani context.
Copyright (c) 2026 Haleema Shahid, Farina Rana, Dr. Zahida Hussain Corresponding Author (Author) https://creativecommons.org/licenses/by/4.0
Reader Perception of Language Functionality
This research study analyzed the billboards of private schools in Sargodha pragmatically and the function of the language as well. This research did a fabulous job because it educate its reader about the emotive content used in billboard preparation and how it has a serious impact on the reader’s mind. This research deals with the pragmatic functions of the language everything used in the billboard’s preparation as well. This study grabbedur attention with the convincing words and sentences used on the billboards that hit our emotions and psyches and shed light on the attention-seeking designs of the billboards. The researcher used the Likert Scale built up a questionnaire applied it during an academic survey in the city, and collected the required data for the research. Opinions of citizens of Sargodha give the required results of that research as well. The research used Roman Jacobson’s model of functions of language. These six functions are the referential function, Emotive function, Poetic function, Conative function, phatic function and multilingual function. From the six functions of Jacobson’s model, the researcher used only the “Emotive functions” to achieve the aims of the study. The researcher also used different literary devices like Imperatives, Adjectives, Strong Verbs, Pronouns, Exaggeration, and involving the readers. This research sheds light on every aspect that can be used by any educational institution to try to improve the reputation of its school in the eyes of the people. The research fully proves that the school succeeds in persuading its billboards to a great extent by various methods. The language and arrangement of the billboards are such that the reader or viewer is immediately convinced and the original purpose of the private school is fulfilled.
Copyright (c) 2025 Muhammad Ali Shahid, Prof. Dr. Anser Mahmood (Author) https://creativecommons.org/licenses/by/4.0
Power Dynamics, Oppression and Resistance
This research investigates the postcolonial issues in Uzma Aslam Khan's "The Miraculous True History of Nomi Ali," (2019) by using the theoretical framework developed by Walter Mignolo. The research begins by discussing the intricate interplay between the power dynamic, oppression and resistance in the novel which sets the stage for an investigation of the postcolonial theme. The main research question will examine the way in which Khan's story confronts the lasting consequences of colonialism. it is the aim of understanding how marginalized voices are represented as well as their resistance forms. By utilizing Mignolo's theories of colonialism and power, as well as notions of border, this study seeks to discover the contribution of the novel to the debate of postcolonial identity as well as resisting decoloniality. this study highlights the power of Mignolo's theory-based approach to studying Khan's work and reveals how the novel doesn't just criticize remnants of the colonial power structure, but also highlights the resilience and power of the marginalized against ongoing discrimination and oppression.
Copyright (c) 2024 Shahbaz Khalid, Dr Mumtaz Ahmad (Author) https://creativecommons.org/licenses/by/4.0
Exploring the Complexities of Narrative Structure and Cycles of Illusion and Reality in Morgenstern’s The Night Circus
This paper deploys Bremond's theory, The Logic of Narrative Possibilities, to examine the narrative structure of Morgenstern’s The Night Circus. This research analyses the dynamic of the narrative structure of the plot, focusing on the intricate relationship of micro and macro events in The Night Circus and how characters' lives cycle between amelioration and degeneration. This analysis illustrates how the narrative structure is made up of enclaves and couplings, and how the characters' journeys are constructed by intervention, negotiation and aggression, leading to cycles of illusion and reality. Analysis of the non-linear narrative of the novel, use of alternative perspectives and embedded timelines have been employed to demonstrate the layered complexity of its narrative structure. Using the interpretivist methodology and narrative-structure analysis, the present research provides insight into the interaction between narrative functions and logical possibilities identified by Bremond. This study can advance the discourse in storytelling structures and analysis in narrative through Bremond's notions.
Copyright (c) 2025 Naila Fatima, Dr Saira Akhter, Aqsa Ubaid (Author) https://creativecommons.org/licenses/by/4.0
Religious Pluralism and The Remaking of National Unity in Aslam’s The Golden Legend
Pakistan is a multiethnic and multifaith nation which was created in the name of Islam. Afterwards, the founders of Pakistan wanted to govern the country on egalitarian basis but the succeeding elites established nationhood on religion and it resulted into asymmetrical relations between Muslims and non-Muslims. Instead of building the nation, religious nationalism caused majoritarianism, communalism and violence. In this paper, I have explored how fissures in religious pluralism affect the idea of a unified nation in Nadeem Aslam’s novel The Golden Legend (2017). I have used Abdulaziz Sachedina’s ideas about religious pluralism and Jürgen Habermas’ ideas of postsecularism, religion and citizenship for analysis. The findings have shown that there are power differentials between Muslims and Christians which often infringe the minority’s right to life due to religious nationalism as represented by Grace’s murder. Asymmetrical rights available to these religious communities cause compartmentalization between them due to which religious pluralism is disrupted and the nation disunited. With no developed sense of normative pluralism, encounters between Muslims and Christians are based on animosity. Lily and Aysha both represent a postnationalist stance which questions religious nationalism in Pakistan. Nargis, a symbol of religious pluralism, is a two spirited person due to her pretended conversion to Islam and makes a postsecular figure. In Pakistan, Christians’ right to worship has also been violated and they see themselves antagonistic to the Muslim majority which is not religiously tolerant and this disrupts national unity. Violence by the Pakistani state against religious minorities not only fractures religious pluralism but also causes disunity in the nation. Moreover, the solution to the issues in religious pluralism may be found in Sufi Islam.
Copyright (c) 2025 Sajjad Mahmood, Dr. Shamaila Dodhy (Author) https://creativecommons.org/licenses/by/4.0
Eco-Linguistic Features in Digital Marketing
This research examines the use of eco-friendly terminology by the most important Pakistani companies, such as Nestlé Pakistan, Khaadi, Telenor, Unilever, and Engro, in their social media advertising. The analysis covers a sample of 100 advertisements, amounting to nearly 20,000 words, and observes a constant use of green terminology like “sustainable” and “eco friendly,” as well as metaphorical expressions such as “journey to a greener future.” Furthermore, the research tourist attractions the frequent exploitation of collective pronouns and inclusive phrases, for example, “we,” “together,” and “for future generations.” These are employed to promote a sense of shared dependability among audiences. Through collocation and concordance analysis, the research demonstrates that positive, action-oriented language in these advertisements is effective in encouraging public engagement on ecological issues, all while direction-finding clear of a negative or awesome tone. Significantly, this research offers insights into how brands in Pakistan shape eco-friendly values and inspire consumers to make more sustainable choices. It provides a divergent observation on the communication of environmental messages beyond Western contexts, illustrating the exclusive strategies engaged within the Pakistani advertising landscape.
Copyright (c) 2025 Samrina Abdul Majeed, Dr. Ayesha Zafar (Author) https://creativecommons.org/licenses/by/4.0
War Trauma and Depression in Abawi’s A Land of Permanent GoodByes
The civil war has distorted the peace of the Syrians and compelled them to flee from the country for survival. As refugees, they have to encounter considerable traumatic occurrences, including xenophobia, the hunger crisis, casualties, exploitation, and violence. To analyze the repercussions of these crises, this study recounts the effects of war trauma and depression on the psyche of the Syrian refugees and their battles to cope with them. As an Afghan-born American author and journalist, Atia Abawi has witnessed the atrocities of war as her native country was ravaged by the Soviet Union. Being a refugee herself, she has a strong affinity for refugees globally. A Land of Permanent GoodByes presents the cataclysmic traumatized encounters of Syrians and the geopolitics that have played a decisive role in transforming Syria into a Civil War. Thus, by integrating the notions of Caruth's theory of trauma and Herman's theory of coping mechanisms, the study demonstrates how the coping mechanism enables the trauma survivors to re-establish a connection with life by embracing their circumstances and giving voice to the wounds that frequently scream out. Furthermore, it enables the refugees to fight back and encounter the afflictions in constructive ways.
Copyright (c) 2025 Maria Munawar, Dr. Rana Abdul Munim Khan (Author) https://creativecommons.org/licenses/by/4.0
Exploring the Persuasive Strategies in English Public Speaking
This article explores the persuasive strategies employed in English public speaking by analyzing TEDx Talks through a rhetorical lens. The study focuses on identifying and examining the diverse techniques used by TEDx speakers to effectively persuade their audiences, with a particular emphasis on the Monroe Motivational Sequence Model. By integrating principles of rhetoric and persuasion, the research establishes a theoretical framework that systematically addresses the persuasive process. A comprehensive sample of TEDx Talks delivered in English was selected for analysis. The study scrutinizes the structure of these talks, language choices, rhetorical devices, and delivery techniques to uncover the strategies utilized by the speakers. These strategies are then categorized and assessed based on their effectiveness in engaging and persuading the audience. The findings reveal a predominant use of action-oriented approaches, emotional appeals, linguistic devices, and logical reasoning techniques. This research enhances the understanding of effective public speaking and rhetoric, offering valuable insights for speakers, educators, and researchers aiming to develop communication skills and design impactful presentations.
Copyright (c) 2024 Muhammad Mohsin Rashid, Mr. Khurram Shehzad (Author) https://creativecommons.org/licenses/by/4.0
Trauma, Exile and Hybrid Identity in Shafi’s Leaves from Kashmir
This study highlights the political scenario of Indian occupied Kashmir that forces the people to migrate from their native land to new land and their struggle to modify themselves in a new environment. The larger collective understanding as responses to a political conflict governs and at times directs or even overpowers the individual’s sense of who they are or what they stand for and thus there is a potential dichotomy or split that holds one back. Shafi in her novel Leaves from Kashmir shows how power affects the identity of victims and leaves the catastrophic impacts on their psyche. She beautifully blends the events of trauma, exile and hybridity as diasporic people always relate themselves with their roots. Pain becomes the innate part of their personality as they become unaware of the fact that what the pleasure is. The present research also throws light on the brutality of Indian military due to which many people lost their loved ones and how they are living a repressed, agonizing life in their own region. Even though they live in their own state, still they are not secure as they are afraid of when this will be their last moment because they are treated inhumanly. Cathy Caruth and Bhabha’s theory helps to analyze and understand the catastrophic traumatic effects of the imposition of migration on the people in the selected novel Leaves from Kashmir and their dreams to see the valley as it used to be, ‘The Paradise on Earth’.
Copyright (c) 2024 Rana Abdul Munim Khan, Tayyaba Akram (Author) https://creativecommons.org/licenses/by/4.0
Reclaiming Liberation through Resistance in A Grain of Wheat: A Postcolonial Study
Resistance against colonial regime to regain liberation and independence is a pivotal dimension of study of postcolonial literature. Postcolonial literature confers the ideological, racial, ethnic and cultural concerns of the states which are suffering or have suffered under colonial domination. Similar concerns resonate in Ngugi Wa Thiong’o’s A Grain of Wheat. The work serves as a moving examination of postcolonial Kenya, capturing the peculiarities of liberation movements and the difficulties associated with establishing a new nation following colonial rule. Set within the context of postcolonial literature, the novel deftly explores the complex relationships between identity, power, and resistance in a country making the shift from colonial oppression to independence. The present research focuses on the lives of different characters of the novel in pre-colonial and post-colonial Kenya. The paper also analyzes the relation between whites and blacks and the difference between their socio-political status with certain negative and positive consequences under colonial ideology. Furthermore, the oppression and violence perpetrated upon Kenyans in the past as well as present by colonial powers is also underscored in the selected text. The colonizers’ unruly dominance stirs the rebellion and resistance in the colonized masses. This study aims to highlight the revolt and resistance of the colonized natives against colonizers in A Grain of Wheat with the theoretical underpinnings of Frantz Fanon’s views propounded in Black Skin White Mask and The Wretched of the Earth. This study examines the ways in which Ngũgĩ's A Grain of Wheat reflects the notions of resistance and freedom articulated by Fanon, providing a compelling story that highlights the work's significance within the larger context of postcolonial studies and the continuous fight for justice and autonomy.
Copyright (c) 2024 Hira Niyamat Ali, Saira Akhter, Muhammad Afzal Khan Janjua (Author) https://creativecommons.org/licenses/by/4.0
The current study aimed to comparatively analyze the transitivity patterns employed in the headlines related to the OceanGate Submarine incident published in Pakistani and International newspapers. The study also intended to explicate the way Pakistani and International newspapers framed the headlines. Moreover, the societal and cultural factors influencing the choices of transitivity patterns in the newspapers were investigated. The study adopted a mixed-method design as the data analysis involved both numerical measures and qualitative interpretations. The sample for the study consisted of 30 news headlines taken from three Pakistani and three International newspapers. From three Pakistani newspapers (Tribune, Dawn News, and Business Recorder), 15 news headlines were taken. Out of the 15 headlines, five headlines were taken from each newspaper. Similarly, from three International newspapers (The Guardian, The New York Times, and Daily Mail), 15 headlines, five from each, were taken as the sample. Halliday’s (1994) model of Transitivity was employed for the analysis of the data. The transitivity patterns were tagged and analyzed using the UAM Corpus tool. The results of the study suggested that headlines of Pakistani newspapers demonstrated emotional processes highlighting the cultural and societal factors, while international newspapers reported the incident in a more contextualized and detailed manner. Further, the cultural factors contributing to the construal of headlines in international newspapers were evident from the importance given to individuality. The findings of the study provide insightful implications for academicians and researchers in the field.
Copyright (c) 2024 Hafsa Bibi, Prof. Muhammad Shafqat Nawaz, Dr. Hafiz Muhammad Qasim (Author) https://creativecommons.org/licenses/by/4.0
Sources of Knowledge in Iqbal’s Philosophy of Education
Allama Muhammad Iqbal was a poet and philosopher as well as an educationist. Although there are no formal works of his on the philosophy of education, yet his poetry, prose and sermons contain ample educational guidance. In terms of education, the sources of knowledge are very important. Iqbal has thoroughly discussed the sources of education and has discussed revelation, intuition as well as teacher, curriculum and research. These ideas of his not only clarify the lines of his philosophy of education, but also determine a course of action for Muslim education.
Copyright (c) 2024 Dr. Muhammad Rafiq ul Islam, Prof. Dr. Muhammad Saleem Mazhar (Author) https://creativecommons.org/licenses/by/4.0
Subalterns’ Reclamation of Position as the Ultimate Response of Postcolonial Mind in Iranian Nights
This paper deals with the subalterns’ reclamation of their position as the ultimate response of postcolonial mind in the play entitled Iranian Nights by Tariq Ali and Howard Brenton. This re-appropriation of subalterns’ position, through the literature produced in the third world countries, is the counter attack on whites’ long hegemony in depicting them as uncouth, female-like, childish, brute, baboons, illiterate, and uncivilized. Subaltern, literally, refers to any person or group of inferior rank and station, whether because of race, cast, gender, sexual orientation, ethnicity or religion. By deconstructing the power structures and re-orienting the western taboos about the ‘Third World’ countries, this paper traces the process of re-Orientalism that is an attempt of the subalterns to renovate their history, reinstate their self-worth, and redefine their identity either through freedom of speech or writing back to the empire. In addition this research paper applies Gayatri Chakravorty Spivak’s notion of ‘Subaltern’ and extends its research compass in order to redefine the western thought about the portrayal of non-western woman.
Copyright (c) 2023 Faiza Jabbar (Author) https://creativecommons.org/licenses/by/4.0
A Discourse Analysis of Rhetorical Linguistic Techniques in Digital Marketing Brand Slogans for Consumer Attraction
The purpose of this study is to evaluate how rhetorical linguistic devices affect customer appeal in brand slogans for digital marketing under the roof of discourse analysis. Brand slogans are succinct means of delivering a strong impact image in the dynamic world of digital marketing influencing a great consumer purchase interest. This qualitative study analyzes 50 brand slogans that were chosen at random from a pool of 500, using the simple random sampling technique. Then, the researcher manually applies 10 chosen rhetorical devices from the book “A Handbook of Rhetorical Devices by Robert A. Harris” Harris, (1997) which are amplification, climax, personification, apostrophe, alliteration, onomatopoeia, anaphora, epistrophe, parallelism, and antithesis on those 50 brand slogans. This study shows that 'Amplification" is the most used rhetorical device in digital marketing brand slogans. This study intends to advance the conversation about effective consumer outreach in the digital age by providing a greater understanding of the communicative subtleties inherent in brand slogans.
Copyright (c) 2023 Mahnoor Amjad, Dr Syed Kazim Shah (Author) https://creativecommons.org/licenses/by/4.0
A Multidimensional Comparative Analysis of Promotional and Informational Facebook Posts of Pakistani Influencers
The present study aims to investigate the language functionality in promotional and informational texts on social media within the Pakistani context. The primary focus is on exploring the distinctions between promotional and informational content on social media platforms. To achieve this objective, data is collected from 10 influential Facebook users in Pakistan, with a balanced representation of both informational and promotional content creators. The collected data forms a corpus, and an analysis is conducted using the Multidimensional Analysis Tagger (MAT) as the chosen corpus tool. The theoretical framework for this research is based on Biber's (1988) first five dimensions. The results indicate marked differences in language functionality between informational and promotional texts. Across all dimensions proposed by Biber, particularly in Dimensions 1 and 2, there are similarities in the language features of both types of content, emphasizing a commonality in written and formal language use. However, variations are evident in Dimensions 3 and 5, where promotional texts exhibit a slightly more sophisticated language structure and a greater prevalence of spoken or interactive language. This study is valuable for researchers, marketers, and content producers seeking a deeper understanding of the linguistic shades in influencer marketing on social media platforms like Facebook. The findings contribute insightful information for those interested in navigating the complexities of language use in promotional and informational contexts on social networking sites.
Copyright (c) 2023 Ghulam Fatima, Faiz Ullah (Author) https://creativecommons.org/licenses/by/4.0
This research delves into the intricate linguistic challenges encountered by Pakistani students navigating the dual influences of American and British English, examining pronunciation disparities, vocabulary variations, and teaching material inconsistencies. The study underscores the critical impact of distinct accents on spoken communication in academic and professional settings, emphasizing the need for precision. Participants express challenges coping with vocabulary differences, advocating for focused language education programs. The absence of an official language policy in academic settings highlights the necessity for comprehensive reforms in national education policies. Inconsistencies in teaching materials underscore the need for teacher training programs, addressing pronunciation preferences and cultural nuances. The research recommends flexible language education programs, collaboration with foreign language schools, and standardized examinations covering both English versions. The study contributes valuable insights to linguistics, fostering a more inclusive educational environment and enhancing communicative competence in both American and British English contexts. Addressing identified research gaps, future studies could explore educators' perspectives, delve into sociolinguistic aspects, and assess technology's role in mitigating linguistic challenges, ultimately informing evidence-based policies and interventions for language education in Pakistan.
Copyright (c) 2023 Faiza Saeed, Dr. Aniqa Rashid, Amun Rasheed (Author) https://creativecommons.org/licenses/by/4.0
Insertion Transformational Rule (T-Rule): A Study of Parametric Variation Across English, Urdu and Punjabi
The paper compares insertion t-rules across English, Urdu and Punjabi to explore the parametric variations prevalent among these languages. Insertion as a t-rule in the construction of interrogative, negative and passive sentences adds a constituent in the Deep-structure. This constituent apparently lacks in the Surface-structure of the sentence and whether with a combination of a movement or without it transforms a declarative into an interrogative, a negative or a passive sentence. In interrogation wh-movement is mandatory and with fixed wh-fronting in English and optional and wh-fronting, wh-in-situ and wh-final are present in Urdu and Punjabi posing semantic and pragmatic variations. Similarly, in negation, Urdu and Punjabi are multidimensional languages proposing various locations of insertion with semantic variance yet English has limited and fixed syntactic positions for insertion rules. Contrastively, in passivization, Urdu and Punjabi have postpositions (in contrast to prepositions of English) added with verb inflection for perfective tense marking. The exploration of parametric variation is core to second language learning and have pedagogical implications.
Copyright (c) 2023 Sufia Maroof, Ayesha Zafar (Author) https://creativecommons.org/licenses/by/4.0
Examining the Speeches of Imran Khan (Ex-Pakistani Premier) After Regime Change Operation Through Fairclough’s Critical Discourse Analysis Technique
The primary aim of this study is to investigate the descriptive, interpretative, and discursive elements present in the speeches of Imran Khan, the former Prime Minister of Pakistan, following the regime change operation. The study will center on a thorough analysis of the language employed in these speeches to expose the underlying ideological influences shaping the narratives. Additionally, it seeks to provide valuable insights into the personal ideologies held by the speaker. Data for this research is collected from electronic media sources and analysed utilizing Fairclough's model of critical discourse analysis, incorporating a mixed-method approach to ensure a comprehensive data analysis comprising of both qualitative and quantitative techniques to gain an inclusive understanding of the speeches and conveyed ideologies. Qualitative analysis involves close reading to identify themes, rhetorical devices, and linguistic strategies used by politicians, revealing narrative structures and ideological foundations. Quantitative methods complement these findings, measuring linguistic patterns like word frequency, sentiment analysis, and rhetorical tropes to provide empirical evidence and enhance the study's rigor and validity.
Copyright (c) 2023 Fakiraha Batool Kazmi, Zahida Hussain, Syed Waqas Ahmad (Author) https://creativecommons.org/licenses/by/4.0
Rewriting the Palestinian Narratives in Barghouti’s I Saw Ramallah
This study highlights Mourid Barghouti’s struggle in I Saw Ramallah to raise consciousness in the silenced Palestinians for the reinvigoration of Palestinian narrative by recounting his personal experience and other Palestinian individuals’ life experiences. The life stories of the suppressed individuals contribute in generating the marginalized history because individuals’ narrative act as multiple voices which is against the constructed center. Through the confrontation against the constructed discourses, native intellectual draws alternative ways and these distinctive ways help in formulating the history of the silence people. This paper also examines how he has developed a Palestinian narrative by using his exilic experience even in such strenuous circumstances. Through his personal observance, he portrays how he has suffered throughout his thirty years of exile due to Israeli occupation. This study also explores his dissemination of the Israeli discursive practices against Palestinians by using the theoretical assumptions of Hutcheon about historiographic metafiction. Her theoretical assumptions help in examining how he problematizes the Israeli ideologies as well as developing Palestinian narrative through self-representation because one person is enough to represent the nation. As the representative of Palestinians, he counters world discourses and his memoir spots light on his efforts to regain the lost roots of his rich civilization.
Copyright (c) 2023 Rana Abdul Munim Khan, Amina Aleem (Author) https://creativecommons.org/licenses/by/4.0
Impact of the Pakistani Media in Shaping Public View
The current paper attempts to contextualize Jurgen Habermas’ theory of public sphere to the presentation of Imran Khan’s third wedding news through Pakistani media. The purpose of the current study is to see how the media presents the news in order to indoctrinate the public opinion and then directs it to formulate a specific approach on particular news. Furthermore, it highlights the strategies including lexical choices, use of pictures, and framing, which helps shaping the public opinion. The data for the present study consists of the news published in Pakistani leading Urdu newspapers of 20th February 2018 as well as the political cartoons shared on social media. For data analysis the study has its roots in Habermasian notion of “public sphere” particularly the role of media in re/shaping public opinion. In addition to this Kress & Van Leeuwen’s critical multimodal discourse analysis and Van Dijk’s textual model is used to analyze data. An open-ended questionnaire is also administered to seek people’s opinion on media’s role in maneuvering public opinion. The results indicate that the Habermas’ idea of public sphere has been reshaped by the media which presents the news in such a way that it changes public opinion about a political leader.
Copyright (c) 2023 Amna Naveed, Nadia Anwar, Dr. M Asif Ikram Anjum (Author) https://creativecommons.org/licenses/by/4.0
The study aims to investigate the Diasporic discourses in the English translation of the Urdu novel “Age Samandar hai” by Intizar Husain. Lexical choices and translation strategies are explored to know how Diasporic discourses are constructed in ST and TT, respectively. The basic aim of this study is to investigate how diasporic discourses are reconstructed in the process of their translation. The study is qualitative. Bhaba’s perspective is used as a theoretical framework in this study. This research examines the role of the translator in constructing the Diasporic discourses. The translator has chosen different translation strategies to manipulate the ST for the reconstruction of Diasporic discourses. For this purpose, this study compares both ST and TT. The researcher explores the use of translation strategies of foreignization, deletion, omission, and substitution that the translator used while translating diasporic discourses. The present study will contribute to diasporic studies and will bring a fruitful contribution for future researchers in diasporic discourse studies.
Copyright (c) 2023 Nazia Nisar Cheema, Dr. Muhammad Javed Iqbal, Dr. Hafiz Muhammad Qasim (Author) https://creativecommons.org/licenses/by/4.0
A Critical Discourse Analysis of Representation of LGBTQ in Slogans Used in Sindh Moorat March
The article presents the Critical Discourse Analysis (CDA) of representation of LGBTQs in slogans used in Sindh moorat march in social context. The study investigates how it lies on the basis of application of Fairclough version of CDA in the text of the slogans. Moreover, it explicates the appropriation of the slogans in context of social, cultural and political values in the light of text and framework. The results of this research put forth the persuasiveness of the language used in the slogans and the linguistic items that persuade the society into accepting these beliefs, furthermore, the reactions of the society are also recorded which gives an insight on what the society thinks about this march and the research reveals that it's not positive.
Copyright (c) 2023 Zunnoor Zafar, Hasnain Ramooz Jilan, Ghulam Murtaza (Author) https://creativecommons.org/licenses/by/4.0
Eco-Critical Discourse Analysis of Social Media Products Description of Beauty Companies
This study presents an Eco-Critical discourse analysis of Social media product descriptions in beauty Companies, focusing on The Body Shop as a case study. The aim is to examine how The Body Shop represents its products in terms of Eco-friendliness and sustainability on social media platforms and to critically analyze the underlying discourses and their environmental implications. The research employs a qualitative approach, drawing on eco-critical theory and discourse analysis. Additionally, the study investigates the alignment between the discourse presented in social media product descriptions and the company's actual practices regarding environmental sustainability. The findings reveal that The Body Shop utilizes various discursive techniques to construct an image of eco-friendliness and sustainability, including the use of natural imagery, appeals to ethical values, and claims of cruelty-free and environmentally responsible practices, and also used nature images for high ratings. They use ideologies according to the people’s mindset and erase all the chemicals which use in their beauty products and show images that are very close to nature like the use of fruits and seeds from different countries. The research highlights the importance of critically examining the representations of eco-friendly claims made by beauty companies on social media and calls for more informed and critical consumer engagement.
Copyright (c) 2023 Fatima Faiz, Warisha Waseem (Author) https://creativecommons.org/licenses/by/4.0
Efficacy of Primary Level English Textbooks in Gilgit Baltistan
Textbooks play a crucial role in Pakistan's education system. Due to its central role in ensuring that students retain the knowledge they acquire, the current revision and evaluation process has to be reviewed carefully. Therefore, the goal of this research is to assess how effectively present English textbooks for students in public and private schools in Northern Areas of Pakistan, often known as Gilgit Baltistan (GB), meet the needs of these pupils. This study examined the textbooks from five perspectives: content and relevance, social and cultural context, structure and presentation, productive skill practise (oral and written) in the textbooks, and overall effectiveness. The existing process for revising and updating English textbooks (class 5) was assessed using a checklist and the views of teachers via a qualitative questionnaire, indicating shortcomings. The results demonstrated the need for more frequent updates and adjustments to English textbooks. There were no extra materials or teacher guides available. It was felt that textbooks had a cultural slant and paid insufficient attention to language and speech skills. Based on the findings of this study, it is recommended that from this point on, English textbooks be updated every other year and incorporate more experiential learning opportunities for students. After updating textbook content, however, the modifications made must be implemented, and this requires local teachers to be taught through professional development courses according to the most up-to-date teaching practises. Additionally, rather than adopting the curricula of other provinces in the country, the GB government should create its own textbooks and educational board.
Copyright (c) 2023 Zahra Batool , Dr. Fareeha javed (Author) https://creativecommons.org/licenses/by/4.0
Theme of Black Suffering in Black Museum
In this study the researcher used Van Dijk’s Critical Discourse Analysis model to analyse the portrayal of race and racism in the TV series Black Mirror, focusing on the episode "Black Museum." CDA is a method of studying language that combines various disciplines to understand the social context, text, and social cognition. The study aims to explore how language and discourse are used to express and perpetuate discriminatory ideologies, particularly in relation to racial discrimination. By applying Van Dijk's CDA model, the research uncovers the discursive strategies employed in the episode to address race and racism. According to the finding, researchers revealed the harmony of racism, social discrimination, norms, culture, values and future of the blacks. In the social cognition, researcher shows the cruel perspective of racism, status inequality, and torture, researchers also observed that this particular episode stands out as the only one to explicitly address the topic of race and racism. However, researchers used dialogues, visual extract, and reviews to highlight the social perspective of the racial society under the shed of Van Dijk’s CDA model.
Copyright (c) 2023 Malik Haider Ali, Hafiz Muhammad Bilal Azam (Author) https://creativecommons.org/licenses/by/4.0
Ideological Duplicity Regarding Gender Role Reversal in Pakistani Society
One of the subfields of applied linguistic studies is critical discourse analysis. Critical discourse analysis is growing quickly in sophistication. Numerous specialists, such Teun A. van Dijk and Norman Fairclough, investigate, describe, and explain the essence of discourse analysis and even critical discourse analysis. Along with discussing language topics, van Dijk's theory places a greater emphasis than previous theories on social issues, condemns social gatherings, and all issues that arise in social life. The purpose of this paper is to highlight the gender role reversal in Pakistani Society and unacceptance of females doing something out of norm or tradition. This paper analysis how people having male dominant society react to them and why females cannot do anything reverses to their gender. Bakhtawar drama serial portrays gender role reversal and nuances. This research discusses the duplicity of unacceptance of gender role reversal in Pakistani society. This study shows that how women is being portrayed in dramas or how women treated in patriarchal society. How women suffer in male dominant societies where she faces harassment especially when a single woman is only bread winner of her house or family. This study also shows that how women struggle in her life in which she has no male at home and how she faces challenges that are given by patriarchal society. This research is highly qualitative. Qualitative research is synthetic or holistic. This research is to discover phenomena such as pattern of behaviors not previously described and to understand them from the perspective of participants in the activity. The sample of this study 25 episodes of Bakhtawar drama. Each episode consists of 36 to 38 minutes. Data collected through YouTube 25 episodes downloaded and relevant scenes/ visuals and dialogues have been transcribed. The study has been analyzed by CDA model of Van Dijk. CDA model of Van Dijk has been introduced in 1995. This model says that cognition and social levels both are important. Van Dijk focuses on the structure and mental awareness of text or speech producers. Van Dijk argues that participate of communicative situations for an effective interaction need to read each other’s mind in a metaphorical sense. Results through Critical Discourse Analysis model of Van Dijk showed that almost all aspects of a woman’s life personal, social, religious, economic and political in Bakhtawar drama serial continued to be influenced by the mainstream honor discourses and therefore, contribute to the construction of a specific kind of a feminist and males dominancy on screen. The struggle that women who lack male support confront, particularly in this region of the world, is a terrible reality that is vividly shown in the drama serial, ‘Bakhtawar’ being aired.
Copyright (c) 2023 Maryyam Yasin, Sadia Irum (Author) https://creativecommons.org/licenses/by/4.0
THE EFFECTS OF TECHNOLOGY-BASED TEACHING ON THE WRITING SKILLS OF EFL LEARNERS AT SSC LEVEL
Using computer technology in teaching L2 writing functions is not only a tool but also a part and parcel in generating and regenerating of knowledge. There is a developing need to examine different aspects involved in the use of technology. The impact of using technology in traditional pedagogical approaches especially of L2 writing learning seems a significant one. This research addresses the difficulties that EFL learners at SSC level face while writing. It also aims to shed light on the effect of using technology tools on students' motivation and attitudes when they learn a second language. According to the nature of research purposive sampling is selected. The sample of the study consists of 40 EFL learners at SSC level of a private school Aziz Fatima Educational Complex in Faisalabad, Punjab, Pakistan. Mixed ability EFL learners of equal writing proficiency are divided into two equal groups: a control group and an experimental group with 20 students each. Two research instruments are utilized in this research: Writing Performance Test and Writing Apprehension Test as pretest and posttest. Collected data is computed and analyzed via paired sample and independent sample t-tests through the Statistical Package for the Social Sciences software (SPSS). The findings revealed the clear difference between the performances of the both groups. By integrating the modern technology into the ELT classrooms writing performance of the experimental group was significantly improved however their writing apprehension was considerably reduced. In the light of findings and experiences gained during this study some recommendations are offered for the new researchers. This quasi-experimental research is significant for the teachers also, as it explored new methods of developing writing skills that is always a challenge for the EFL learners.
Copyright (c) 2022 Mudassara Muzaffar, Riaz Qadeer (Author) https://creativecommons.org/licenses/by/4.0
MALAYSIAN LANGUAGE LEARNERS’ PERCEPTION TOWARDS LEARNING ARABIC PASS THE CRITICAL PERIOD
Many people today have become aware of the outcomes and benefits that they would get from learning a second or third language. Some examples of the many benefits of learning more than just one language is that it increases people’s opportunity in landing jobs, expanding their social network and getting access to education. Though it is never too late for anyone to start learning a new language, it is widely proven by researchers that younger learners tend to secure better performance of the language compared to adult learners. Hence, this paper is an empirical study that employs a qualitative research design. For the methodology of this study, the researcher interviewed three participants who are among the undergraduate students at the Islamic University of Malaysia (IIUM) that are currently required to learn the Arabic language as one of the graduation requirements. The purpose of this study is to investigate the participant’s perception of having to learn a new language, the Arabic language, at a later age and how they are motivated to continue learning. In accordance with the findings, it was recorded that all three participants had a hard time comprehending the Arabic language, but they kept on learning because they all had one similar goal which was to complete the requirement. is considered as the most challenging activity and the most difficult language skill among EFL learners. This experimental study looks at how creative activities affect the writing abilities and attitudes of ninth-grade learners toward English. The study's pre- and post-testing strategy involved one group. The study was conducted during four weeks in 2020- 2021 academic year in an English medium school of Faisalabad, Punjab. The study included 15 ninth grade students, 10 of them were females (66.7%) and 5 of them were males (33.3%). When pre and post test scores were examined, it was observed that the experiment raised students' efficiency in writing skill. Students’ attitude to English course was also increased when compared after the experiment. Result revealed that using creative activities enhanced writing skill and also has a positive effect on attitude to English Language.
Copyright (c) 2022 Aiman Natasya Rosaidi, Gayle Mak Su Xin, Seera A.S. (Author) https://creativecommons.org/licenses/by/4.0
ANALYZING INTERTEXTUALITY IN COETZEE’S DISRACE
This paper aims at analyzing J. M. Coetzee’s use of intertextuality in his most phenomenal novel Disgrace. In postmodern literature, intertextuality plays a fundamental role as postmodern fiction sifts to historical and literary intertexts. Postmodern fiction points to the reality that by means of other texts we understand the past and that there is an intertextuality in all the historical accounts. Postmodern fiction tells us that only through its fragments, relics, and its textualized remains canwe know the past. This paper explores the intertextual presence of romantic poets in the novel and the influence of romantic period on post-apartheid minds. Lurie’s connection with the romantic poets is not of the kind to exchange of sources or sentences to assist his ideas or the transmission of his message rather he is affected to the point that he refers himself to them and follows their concepts of existence, females, history, and longing. Thus, the juxtaposition of Wordsworth, Byron and David Laurie will form the basis of this paper.
Copyright (c) 2022 Iqra Mazhar, Rana Abdul Munim Khan (Author) https://creativecommons.org/licenses/by/4.0
EFFECTS OF CREATIVE ACTIVITIES ON WRITING SKILL AND ATTITUDE OF SECONDARY LEVEL EFL LEARNERS IN PUNJAB, PAKISTAN
Writing is considered as the most challenging activity and the most difficult language skill among EFL learners. This experimental study looks at how creative activities affect the writing abilities and attitudes of ninth-grade learners toward English. The study's pre- and post-testing strategy involved one group. The study was conducted during four weeks in 2020- 2021 academic year in an English medium school of Faisalabad, Punjab. The study included 15 ninth grade students, 10 of them were females (66.7%) and 5 of them were males (33.3%). When pre and post test scores were examined, it was observed that the experiment raised students' efficiency in writing skill. Students’ attitude to English course was also increased when compared after the experiment. Result revealed that using creative activities enhanced writing skill and also has a positive effect on attitude to English Language.
Copyright (c) 2022 Iqra Shehzadi, Syed Kazim Shah (Author) https://creativecommons.org/licenses/by/4.0