Navigating Multilingualism, Colonial Power Dynamics, And Cultural Representation: A Multimodal Discourse Analysis Of The Linguistic Landscape Of District Vehari, Pakistan

Abstract

Despite the prevalence of English even on public signs, which reflects the backlash of colonialism, although this is evident in Pakistan itself. This is the true condition of Pakistan, where even in semi-urban areas like District Vehari, people consider others as invaders or outsiders, reinforcing notions of a superior and dominant civilisation. A significant gap in linguistic landscape research exists because little research has focused on such underexplored contexts; most studies concentrate on large cities. Filling this gap is crucial to understanding how visual and linguistic elements collaborate to shape cultural identity and sustain postcolonial hierarchies. Using Postcolonial Theory and Multimodal Discourse Analysis, this research examines the balance between Urdu and English on shop signs, interpreting font, colours, and imagery as semiotic resources. Data was collected through purposive sampling and photographing around 12 signs in Vehari's main areas . Results suggest that colonial aesthetics persist, with coded prestige through the use of English and the imitation of Western design patterns, thereby reinforcing social and linguistic hierarchies. The paper advocates greater awareness of these power relations and recommends that future studies incorporate community voices and compare such processes in rural and urban areas to deepen understanding of multilingual practices in Pakistan’s emerging modern spaces.

Key Terms: Linguistic Landscape, Multilingualism, Colonial Power Dynamics, Postcolonial Theory, Cultural Representation, Semiotics, Multimodal Discourse Analysis (MDA), Urdu-English Bilingualism, Shop Signage, Visual Aesthetics, District Vehari, Orientalism, Hybridity and Mimicry, Public Space Communication.