Liberal Journal of Language & Literature Review
The "Liberal Journal of Language & Literature Review" is a groundbreaking scholarly publication dedicated to exploring and advancing the realms of language and literature from a liberal perspective. Launched in this journal seeks to foster a dynamic intellectual environment for scholars, researchers, and academics to engage in critical discussions, exchange innovative ideas, and contribute to the evolving landscape of language and literature studies.
Discovery Education & Research Institute
The Myth of Womanhood and the Politics of Otherness: A Feminist Critique of No Honor and Someone Like Her
Gender is an inevitable part of our daily life that is not biological but rather socially and culturally constructed. Simone de Beauvoir states, “One is not born, but rather becomes, a woman” (Beauvoir, p.15, 1949). The current study aimed to examine the portrayal of the myth of womanhood and otherness in Pakistani fictional literature, with a focus on Khan’s No Honor (2021) and Someone Like Her (2023). Beauvoir’s theory of gender construction is used. The study has explored how the selected novels depict the secondary status of women and gendered expectations such as submissiveness, purity, subservience, and domesticity within a patriarchal society in the Pakistani context. A qualitative research method is adopted. Through a close reading of the texts, the research has analyzed how the constructed ideologies regarding the female gender, such as myths of womanhood and the concept of otherness, shape women’s lives. It is found that Pakistani society is a patriarchal society where women are positioned as an inessential other and restricted to certain roles that deprive them of agency. Under the burden of these expectations, women live a marginalized and suppressed life. The analysis broadens the existing knowledge of the feminist critique of gender stereotypes in South Asian literature. Moreover, it demonstrates how Pakistani contemporary fiction reframes new perspectives on gender roles with time. This research asserts that Pakistani society is saturated with masculine privileges. In the future, scholars can extend this analysis to women’s writing. A comparative analysis would reveal whether male and female authors view gender issues differently in their narratives.
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THE AUTONOMOUS PROPAGANDIST AND THE DIGITAL WAKIL: AGENTIC AI AND POLITICAL COMMUNICATION IN THE GLOBAL SOUTH
The academic discussion of artificial intelligence in communication has been dominated by the ability of Generative AI to generate content. In this paper, it is argued that a more profound disruption lies with the advent of Agentic AI - autonomous systems that can perform goal-oriented, multiple-step communication campaigns. Although existing studies on this technology are mostly Western-centric, it will have its influence depending on local political and media ecological systems. The debate will be repositioned as Global South perspective with Pakistan serving as a critical case study. We start by distinguishing between the agentic and generative paradigm and define its consequences on the communication theories of authorship, authenticity, and trust. We then speculate on how Agentic AI, in the form of a Digital Wakil (agent or representative), might perform in the highly polarized and personality-based politics of Pakistan, and the ability to provide hyper-personalized outreach and control narratives on an unprecedented scale. The paper ends with a post-human research agenda that involves an empirical study of agentic outputs, audience reception research, and comparative regulatory policy. This work presents an indispensable critical framework that can be used to understand a technology that is going to redefine political communication and democracies worldwide.
EXPLORING WHITE-COLLAR CRIMES: A CRITICAL ANALYSIS OF LEGAL THEORIES AND IMPLICATIONS
The term "white-collar crime" is used to describe a broad range of non-violent and financially motivated offenses carried out by people who have gained an element of trust or authority over others. Because of their ubiquity and impact on society and the economy, white-collar crimes tend to be reported less often and investigated less thoroughly than street crimes, and their sanctioning usually does not meet the level of street crimes. In examining the reasons, methods, and continuation of these offenses, this study analyse major historical and criminological theories regarding white-collar crime differential association theory (DAT), rational choice theory (RCT), strain theory (ST), and labelling theory (LT) to determine how well each of these theories serves to explain the motivations for and persistence of white-collar crime. This qualitative research project employs a doctrinal legal analysis, as well as reviewing various statutory laws and decisions, landmark case law, and developing a comparative view of the regulatory frameworks in place in different jurisdictions. By reviewing the existing academic literature, government publications, and judicial decisions related to white-collar crime, this paper identify the theoretical relationships and gaps in white-collar crime enforcement. Additionally, the socio-economic impact of white-collar crime examined in relation to financial loss, erosion of public confidence, and many other areas. The analysis of white-collar crime indicates that existing legal theories on white-collar crime have many facets but must not be viewed in isolation. Therefore, a multi-theoretical approach is necessary to recognize the different effects of corporate culture, opportunity structures, and the influence of power on both perpetrators of crime and the response of the legal system to those crimes. Additionally, the analysis highlights substantial variation in prosecutorial discretion, leniency in sentencing, and lack of regulation which permits white-collar crimes to persist without consequence. The analysis also concludes that comprehensive and effective legal reform, strengthened regulatory oversight, enhanced accountability mechanisms for businesses, and ethics based education for individuals in professions that involve the use of financial resources are required to effectively combat white-collar crime. The analysis demonstrates that integrating criminological theories with the policy-making process lead to the development of proportionate sanctions and proactive measures for the prevention of white-collar crime. Future research include empirical examples and different national contexts in order to develop the theoretical framework of white-collar crime and improve the effectiveness of law enforcement and regulatory agencies against it.
The Commodification of Religious Identity: Economic Exploitation in Nadeem Aslam’s The Wasted Vigil
This study explores the religious identity commodification and economic exploitation in Nadeem Aslam’s The Wasted Vigil (2008), with the aim of analysing how religious leaders, jihadis, and religious institutions are presented with the pursuit of material gain taking precedence over religious and moral commitments. Primary data collection took place through the close reading of the novel, analysing select text passages that demonstrate financial dealings, materialism, or religious manipulation, supplemented by secondary texts concerning Islamic ethics, political economies, and literary interpretations. This study takes a qualitative interpretative methodology, with the use of thematic analysis techniques to determine patterns in the text including economic opportunism, corruption, or the use of religious power. This study takes Critical Race Theory and Political Economy as its theoretical framework to position the intersectionality of religious systems, economic motivation, and politico-social structures. This study finds that the novel represents religious leaders, institutions, and jihadis as exploiting religious power for economic motives, deconstructing the trust that religious institutions have with the rest of the public, as well as the corresponding lawful and right-minded principles behind the religion of Islam, while concurrently reinforcing misinformed ideas about Muslims.
Language as a Tool of Social Identity and Power in Chinua Achebe’s Things Fall Apart
This study examines language as a central tool for constructing social identity and power in Chinua Achebe’s Things Fall Apart. Using a qualitative research design, the study employs close textual reading and discourse-based analysis grounded in postcolonial theory and critical discourse analysis to examine key linguistic features in the novel. The analysis focuses on proverbs, ritual speech, gendered expressions, and narrative voice to show how language functions within indigenous Igbo society to establish authority, regulate gender roles, and reinforce communal hierarchy. The study also explores how colonial discourse, introduced through missionary and administrative language, undermines indigenous systems of meaning by redefining truth, legitimacy, and social order. The findings reveal that linguistic competence operates as a marker of wisdom and social status, while gendered language normalises patriarchal power and marginalises women’s voices. In contrast, colonial language functions as an ideological tool that asserts dominance through representation and discursive control rather than physical force. The study concludes that language in Things Fall Apart is an active social force that shapes identity and power relations and becomes a contested site during the colonial encounter.
Vision or Dream, or Something Between: Uncertain Knowing and Liminal Consciousness in John Keats’ Poetry
Romantic poetry frequently explores the fluid boundary between perception and imagination; moreover, John Keats’ Poetry is especially marked by moments in which vision and dream seem to merge. Consequently, his speakers often inhabit a liminal state of consciousness where knowledge remains ambiguous and unresolved, and therefore this study examines how Keats represents such in-between states of awareness and how they produce uncertain knowing. The study aims, firstly, to analyze how Keats constructs liminal states between waking perception and dream-vision in selected poems, thereby highlighting experiences of epistemological ambiguity; secondly, it seeks to interpret how these liminal states embody Keats’s philosophy of negative capability and furthermore reveal his acceptance of doubt and suspended meaning. A qualitative, constructivist approach is adopted; moreover, close textual reading and thematic analysis are employed to examine Ode to a Nightingale, Ode on a Grecian Urn, La Belle Dame sans Merci, and The Eve of St. Agnes. Besides this, interpretive literary criticism is used to explore how imagery, symbolism, tone, and language construct liminal consciousness. The findings indicate that Keats consistently represents consciousness as an unstable threshold between waking reality and dream-vision; consequently, his speakers are repeatedly suspended between perception and imagination. Furthermore, these liminal states refuse final resolution, thereby embodying negative capability as a meaningful acceptance of ambiguity. The study concludes that Keats’s poetry inhabits the space between certainty and doubt, dream and waking, presence and absence; otherwise, if certainty were imposed, the imaginative atmosphere and philosophical richness would diminish. Finally, it is recommended that future research examine Keats’s liminal consciousness in relation to wider Romantic and post-Romantic thought; furthermore, interdisciplinary dialogue with psychology and philosophy may deepen understandings of dream-states and uncertain knowing. Keywords: Liminal consciousness, Negative capability, Uncertain knowing, Romantic poetry, John Keats, Dream-vision. https://doi.org/10.5281/zenodo.18261185
Critical Discourse Analysis of Language used in Beauty Products Advertisement in Pakistan
This study examines the advertisements of beauty products in the light of critical discourse analysis. This study especially focuses on the language used in fairness and beauty products such as Faiza Beauty Cream, Golden Pearl Cream and Lux Soap used in advertisements on television in Pakistan. This study explains how language is used to influence people to buy fair products. Since language is the discourse, so advertisements are taken from media discourse. Fairclough famous Critical Discourse Analysis model is used as a theoretical framework to analyze how language influences and exploits the minds of customers to achieve their selling targets. The finding depicts that the different approaches, concepts and mindsets are drawn to buy those products. The study finds that people, especially women, are approached through exaggerated manipulations in discourse. The analysis shows that ads exploit the concepts of women for getting desired and accepted fair complexion. These advertisements, such as Faiza Beauty Cream, Golden Pearl cream and lux soap, have set their ideologies and representing confidence, career, opportunity, love and marriage. The study also finds that social structures are set in discourse to control people's minds and make unrealistic beliefs for getting privilege in life. Keywords: Discourse Analysis, Beauty Products, Faiza Beauty Cream, Golden Pearl, Lux Soap, Fairclough Model.
Standardization of Pakistan Sign Language (PSL): A Mixed-Methods Analysis from National Policy, Linguistic, and Inclusive Education Perspectives
The standardization of Pakistan Sign Language (PSL) constitutes a landmark advancement in Pakistan's inclusive education framework, linguistic equity paradigm, and disability rights architecture. Utilizing a convergent parallel mixed-methods design, this study empirically examines stakeholder perceptions, institutional preparedness, and pedagogical ramifications following the National Review Workshop on PSL Standardization (Islamabad, December 22-29, 2025). Quantitative data from 50 participants via Likert-scale questionnaire revealed robust consensus across awareness (M=4.48), educational efficacy (M=4.52), and training imperatives (M=4.61), while qualitative thematic analysis from semi-structured interviews with Deaf adults, educators, interpreters, and policymakers elucidated identity validation, capacity deficits, and policy-practice disjunctors. Integration confirms PSL as a foundational enabler of Deaf inclusion, contributing novel empirical evidence to Global South language planning scholarship while furnishing policymakers with operationalized recommendations.​
LANGUAGE AS RESISTANCE: A STYLISTIC ANALYSIS OF IMAGERY AND SOUND PATTERNS IN SYLVIA PLATH’S “DADDY”
The study is a stylistic analysis of the poem Daddy by Sylvia Plath, specifically how language, imagery and sound patterns all combine to create meaning and frame reader response. Based on the theoretical models of the literary stylistics developed by Leech and Short (2007) and Simpson (2004), the study adopts qualitative, text-based approach to analyzing the poem on the lexical, imagistic, and phonological levels, where style is seen as the primary denoting device instead of ornamental element. It is seen that Plath uses pretentious simple but violent diction, which is characterized by monosyllabic words, the harshness of consonants and repetitive syntax patterns, which create the effect of aggressiveness and amplify the emotional impact. The high occurrence of direct address further makes relationship between the speaker and the addressee intimate, yet confrontational and the readers are attracted to the psychological disturbances of the speaker. Furthermore, the poem is characterized by impressive and sometimes exaggerated imagery including metaphors of entrapment, violence, death, and historical oppression, and the purpose of which is to alienate inner trauma, but also widens the symbolic, ideological reverberation of the poem. These pictures are appalling to the reader and support the speaker in her fight against being controlled and suppressed. Along with that, sound patterns also contribute to the creation of the disturbing impact of the poem as rhyme, alliteration, assonance, and resultant nursery-rhyme rhythm establish a worrying contrast between the lighthearted musicality of the poem and the dark themes presented in it. This conflict adds to the emotional instability of the poem and helps it have a haunting quality. Comprehensively, the research shows that all these stylistic features work together as opposed to their individual roles, and the meaning is released as a result of the reciprocal engagement of form and content. This study can be relevant to the field of stylistics by emphasizing the significance of the micro-level linguistic strategies, which create strong emotional and aesthetic impressions, and provide a fresh perspective on one of the most controversially discussed poems by Sylvia Plath.
An Insight Into Language Polices And Development In Kohat: A Qualititive Study Of Language Development In Three Dissimilar Families
This qualitative case study examines family language policy (FLP) and its role in shaping children’s language development across three socioeconomically distinct families in Kohat, KP, Pakistan. This study is guided by Spolsky’s (2004) framework of language practices, beliefs, and management. In this study, Data were collected through semi-structured parental interviews and home-based observations. The findings reveal clear socioeconomic variations in family language policy. As the high-SES family prioritizes English for education and social prestige, the middle-SES family maintains Pashto for cultural identity while using Urdu and English for educational purposes and the lower-SES family sustains Hindko as the dominant home language with limited exposure to English. Likewsise, observational data corroborate interview findings, demonstrating that socioeconomic conditions, parental ideologies and access to linguistic resources that shape children’s linguistic environments. Finally, the study contributes to family language policy research by offering a localized, comparative perspective from a non-metropolitan Pakistani context.
THE SOVEREIGN'S DILEMMA: PLATFORM GOVERNANCE AND DIGITAL SOVEREIGNTY FROM A GLOBAL SOUTH PERSPECTIVE
The prevailing academic discussion of platform governance has been largely structured around the opposing paradigm of the American free-speech framework and the European regulatory framework. This dualistic construct, however, does not capture the complexities of the realities and particular issues of the Global South. As hypothesized in this paper, a radical change in thinking is necessary to create a more globally relevant conceptualization of platform governance, including shifting the emphasis towards the sovereign issues of post-colonial states. Using Pakistan as a focus case study, we explore the ways in which concerns of national security, political stability, and compliance with religious-cultural norms often override Western principles of unregulated expression. This paper, in its initial stage, questions the prevailing Western paradigms using a critical literature review. It then dismantles these paradigms by applying a Global South perspective to elucidate individual cases of platform-state confrontation in Pakistan. Our study is a part of this ongoing discourse since it suggests a more comparative, culturally-sensitive, and context-focused approach to research by proposing a decolonized research agenda. The aim of this work is to overcome a Eurocentric focus, and advocate a pluralistic approach enhancing the global perspective of digital sovereignty in the increasingly connected world.
DEVELOPING AI THAT DYNAMICALLY TRANSLATES AND LOCALIZES CONTENT TO SUPPORT MULTICULTURAL LEARNING
Globalized education increasingly requires culturally sensitive and multilingual instructional materials to support diverse learners. This study examines the effectiveness of a dynamic AI-based translation and localization system in enhancing multicultural learning experiences. Using a quantitative research design, 200 university students and educators participated in a study evaluating AI-translated content across multiple languages and cultural contexts. Data were collected via surveys measuring perceived content accessibility, learning satisfaction, and cognitive engagement. Multiple regression analysis indicated that perceived accuracy of AI translations (β = .48, p < .001) and cultural appropriateness of localized content (β = .42, p < .001) significantly predicted improvements in learner engagement and satisfaction (R² = .51). The findings suggest that AI systems capable of real-time translation and localization can effectively support multicultural learning and inclusive pedagogy.
Poetry as Protest: Social Injustice in the Poetry of William Blake and Langston Hughes
This study explores poetry as a form of protest by examining representations of social injustice in the selected poems of William Blake and Langston Hughes. Drawing on a comparative literary approach, the research analyses how both poets respond to oppression within their distinct historical and cultural contexts. Blake’s poetry exposes institutional, religious, and ideological injustices in late eighteenth-century England through symbolic imagery and visionary critique, particularly highlighting the exploitation of children, the poor, and the marginalised. In contrast, Hughes’s poetry addresses racial discrimination, economic inequality, and social exclusion in twentieth-century America using a direct and accessible voice rooted in everyday African American experience. The findings reveal that despite differences in style and context, both poets employ poetry as a powerful tool of resistance, challenging dominant ideologies and giving voice to marginalised communities. The study concludes that poetic protest transcends time and place, serving as an enduring medium for social critique and the assertion of human dignity.
LOVE, REVENGE, AND SELF-DESTRUCTION: A THEMATIC AND PSYCHOLOGICAL ANALYSIS OF HEATHCLIFF IN EMILY BRONTË’S WUTHERING HEIGHTS
The paper discusses a thematic and psychological analysis of the notions of love and revenge in Emily Brontë’s Wuthering Heights, with particular attention to the figure of Heathcliff. It aims to study how intense frustrated love becomes transformed into destructive vengeance and the way such a vicious circle furthers violence, suffering, and ruination throughout generations. Qualitative research methodology is employed in this study because close textual reading and thematic analysis, as its tools, are necessary to trace causes, development, and consequences of revenge within the narrative. Analysis reveals that the vengeful behavior of Heathcliff originates from social alienation, class prejudice, childhood abuse, and emotional betrayal, mainly Catherine Earnshaw’s denigrating her emotional commitment for social status. The research further discusses an intriguing connection between obsessive love and revenge; it indicates how passion, when strangled by social mores, acts as a catalyst for cruelty and moral degeneration. Most importantly, this study suggests that Brontë had denounced revenge as a self-deprecating impulse, and how such a cycle of revenge is retarded in the second generation through mutual comprehension, forgiveness, and nourishing love. By placing revenge as the central thematic force of the novel, this research contributes to a deeper understanding of Wuthering Heights as a psychological and moral exploration of human passion, suffering, and the possibility of redemption.
GRAMMAR WITHOUT VOICE: UNPACKING THE PEDAGOGICAL PARADOX OF GOVERNMENT SCHOOL STUDENTS' INABILITY TO TRANSLATE GRAMMATICAL COMPETENCE INTO PRAGMATIC FLUENCY IN ENGLISH
This study investigates the pedagogical paradox within Pakistani government schools where students demonstrate grammatical competence in English yet remain unable to translate that knowledge into pragmatic fluency. Despite English being a language of prestige and a requirement for the job market, public school students often reach only a basic level of spoken proficiency. To bridge this gap between having grammatical competency in English language and have no spoken fluency a mixed-methods approach, the research conducted a survey, written grammar tests, and interviews with 15 students of 8th class from Government Girls High School, Jamshoro. The data analysis reveals a significant gap between written and oral skills: out of the 15 students, 10 scored high on the written grammar test, while only 2 were able to speak English with low proficiency. This discrepancy is attributed to linguistic barriers such as limited vocabulary and L1 interference, as well as psychological factors including shyness and a fear of making mistakes. Furthermore, pedagogical issues—specifically the reliance on traditional grammar-translation methods (GTM) and a lack of classroom interaction—hinder communicative development. The study concludes that students are learning "about" the language rather than how to use it. To resolve this, it is recommended that schools implement interactive speaking activities, introduce technology, and create a supportive environment that encourages real-life English usage.
COMPUTATIONAL FRAMEWORK FOR THE DESCRIPTIVE ANALYSIS AND DIGITAL PRESERVATION OF CLASSICAL URDU POETRY
Digital Humanities (DH) researchers are largely interested in digitally privileged texts or European languages. There is very little research on classical non-Latin script literature using computational methods. Urdu is one of those languages. Urdu poetry has not received a substantial amount of attention for computational literary study despite the extensive poetic tradition and cultural value associated with its use within South Asia. Many of the challenges most associated with conducting computational literary analysis of Urdu poetry include the need to properly represent a right-to-left writing system, inconsistent encoding methods, and a lack of digital resources. The authors of this article are presenting a framework for creating a verifiable and reproducible descriptive analysis and digital preservation of classical Urdu poetry, using selected stanzas from Mirza Ghalib's Diwan-e-Ghalib (1797-1869) as a case study. This framework utilizes methods that are accessible via low-resource, reproducible, and transparent approaches. The core components of this framework are: (1) verification of all Urdu characters using the UTF-8 encoding standard, (2) processing of text as "right-to-left", (3) creation of a tokenization process based on rules, (4) analysis of lexical frequency, and (5) creation of a corpus pipeline associated with the use of Python programing language. This study analyses traditional Urdu poetry (i.e., the works of Ghalib) using computational methods without employing advanced machine learning models, therefore creating easier access to researchers working in low-resource environments and providing researchers with the ability to effectively conduct their analyses of literary works within the long-term preservation of these poetic traditions of Urdu literature. Additionally, the findings of this study support the idea that the earliest forms of computational analysis were applicable to other works that contain similar themes and styles to those of Urdu poetry. This framework provides a model for the development of Digital Humanities research beyond collections of Western-language corpora of literary works.
INTEGRATING NARRATIVE AND TRANSGENERATIONAL TRAUMAS: A CRITICAL ANALYSIS OF KOCHAI’S SHORT STORIES
Trauma narratives offer valuable insights into historical events by exploring the psychological turmoil experienced by the victims as well as the long-term effects. However, trauma research has focused mainly on Western views, often overlooking the diverse experiences of people and communities outside dominant narratives. A more inclusive approach is necessary to better understand the multifaceted impact of trauma on marginalized populations. Kochai's (2022) work presents a fresh, non-Western perspective on trauma narratives. This study explores the narration of non-Western trauma literature and illuminates the intergenerational transfer of trauma. Furthermore, it understands that trauma can have an inpact that is not only severe and prolonged but also intergenerational, which contradicts the Western-centric perspective of trauma as an individual experience. This recognition develops more successful approaches to trauma recovery and healing. By addressing this gap, the study aims at contributing to the development of the field of literary trauma studies and to provide important insights into the inherited and shared dimensions of trauma. A close reading of Kochai's (2022) text allows us to analyze how trauma is experienced, interpreted and passed down from generation to generation, and how it is further expressed through forms of various narrative and literary techniques in literature. This approach supports a dynamic relationship between narrative approaches and the intergenerational trauma in literature, which will facilitate the intersection of literary analysis and psychological inquiry and enrich our understanding of human condition. Keywords: Narrative Analysis, Transgenerational Trauma Theory.
HUMAN AI INTERACTION THROUGH A PSYCHOLOGICAL LENS: EMOTIONS, COGNITION, AND BEHAVIOUR
The growing application of artificial intelligence (AI) in personal, social, and work life has fundamentally changed people's interaction with technology. AI has come to be much more than simply a tool; AI now fills a near social duty reflected in emotion, decision making, and communication. From a psychological angle, this study looks at human AI interaction, emphasising the dynamic interplay among feeling, cognition, and behaviour. These develop user interest in artificial intelligence. Using insights from cognitive psychology, affective science, and human computer interaction studies, this article looks at the ways users create meaning, establish trust, and bargain control when using artificial intelligence systems. The emotional dimension of this life discusses how emotions in the form of trust, empathy, fear and anxiety develop in relation to AI systems particularly in sensitive contexts such as healthcare, education and finance. The cognitive dimension of this work focuses on attention, perception, reasoning and adaptive learning that contribute to how and for how long users are able to interpret or reconstruct algorithmic decision making in relation to their personal expectations. The behavioural layer considers user patterns of adoption, resistance, and long term use of AI, particularly as they reflect socio-psychological consequences of continued interaction with AI and technology whilst highlighting the dynamic interaction between humans and artificial systems in which human psychological states interact with systems use, as well as AI taking into consideration the emotional state of the user. The study also takes into account the ethical and societal ramifications of human AI interaction, which includes dangers of dependency or excessive reliance, cognitive offloading (which could allow the AI to perform entire tasks for the user), and disengagement or emotional distance, as well as the benefits of empowerment, efficiency, and personal, tailored support. It discusses ethical design principles, the importance of transparency in algorithmic decision making, and building user trust through human centric and empathic interfaces. Some practical suggestions for policymakers, designers, and stakeholders are provided to minimise harm and enhance psychological well-being through AI integration. In summary, the current study contributes to the growing academic research in this area, examining the user's psychology in understanding the interplay of emotion, cognition, and behaviour into human AI interaction. The gap in understanding the user's psychology contributes to human knowledge of AI as it relates to ethical considerations in human AI interaction, and it also has implications for creating this technology AI interaction and experience in practice.
LITERARY CARTOGRAPHY: THE EFFECT OF IMAGINATION AND REALITY IN S.T. COLERIDGE’S KUBLA KHAN ON THE ORDINARY MAN
The present paper revealed how imagination and reality interact in the poem Kubla Khan by Samuel Taylor Coleridge with the help of the literary cartography theory, discussing how the poem generates physical and mental landscape that influence the experience of the common reader. A prominent space, such as the pleasure dome, sacred river Alph, measureless den, sunless sea, and delight gardens, are used as symbolic space coordinates describing the fluctuation between of the mind between order and chaos, conscious and unconscious kingdom. The study, based on a qualitative, interpretive approach based on close textual analysis, Romantic theories of imagination and the beauty, and current spatial literary theory proves that Coleridge turns the imaginative experience into a cognitive and emotional map to readers. The results indicate that the spatial and symbolic architecture used in the poem evokes a feeling of awe, pleasure and significant involvement in the poem that makes the reader be able to actively explore the visionary scenery. In this way, Kubla Khan can be discussed as a living mental map, which helps to transcend and increase imaginative awareness. The work is a contribution to Romantic studies, literary geography, and the reader-response theory, which emphasizes the timeless ability of poetic imagination to work out and alter common sense in perception and aesthetic experience.
THE IMPORTANCE OF AI (ARTIFICIAL INTELLIGENCE) IN LEARNING OF ENGLISH AS A SECOND LANGUAGE AT DISTRICT SHANGLA KHYBER PAKHTUNKHWA PAKISTAN
This study explores the importance of Artificial Intelligence (AI) in learning of English as a second language (ESL) among university students in District Shangla, KPK, Pakistan. The research aims to analyze the role of AI, identify its benefits and challenges, and examine how students use AI tools like (ChatGPT, DeepSeek, Gemini, Perplexity and Meta AI) for language learning. A qualitative approach was used, with data collected through structured interviews involving 12 ESL learners. Thematic analysis revealed key findings. Students found AI tools accessible and user- friendly, helping them learn anytime and anywhere. These tools improved skills like vocabulary, reading, and writing, though speaking and listening received less focus. AI also increased motivation by providing instant feedback and interactive features. However, challenges were noted. Students emphasized that AI cannot replace teachers due to its lack of emotional intelligence and real-life experience. Concerns about data privacy, confusing responses, and reliance on internet connectivity were also raised. Despite these issues, participants viewed AI as a valuable supplement to traditional learning. Recommendations include developing offline AI tools, ensuring data privacy, and integrating AI into classroom activities while maintaining teacher guidance. Policymakers should promote equitable access to digital resources, especially in rural areas. In conclusion, AI enhances ESL learning by making it flexible and engaging, but it works best alongside human instruction. Future research should explore AI role in speaking and listening skills and address accessibility challenges. This study provides insights for educators, developers, and policymakers to optimize AI use in language education.
ANALYSIS OF INDIVIDUALS AND CONSTRUCTION OF THEIR PROFESSIONAL OR PERSONAL IDENTITIES ON SOCIAL MEDIA PLATFORMS (E.G., LINKEDIN, INSTAGRAM, TIKTOK). FOCUS ON LINGUISTIC CHOICES, VISUAL CUES, AND INTERACTION PATTERNS
The aim of the present study is for today’s youth, media and technology are major social elements, and they spend a substantial portion of their daily lives conversing via social media platforms i.e. Linkedin,Instagram,Tiktok. According to Rideout (2010), youth that use the media regularly have a large number of friends, get along well with their parents, and are pleased with their schools and institutions. Those that use the media frequently also say that they get into a lot of trouble, are frequently upset or unhappy, and are frequently bored. Individuals’ offline contacts with others decline as their spending on social networking sites increases, meaning that the majority of their socializing and sociability occurs in the glow of a screen. As a result, social media has the potential to influence an individual’s psychological well-being, particularly among teens, as well as identity building, modifying how people see themselves and others. Without needing to meet in person, people can utilize social networking to create an identity and communicate with others. It offers both chances and obstacles for developing a consistent, stable, and meaningful sense of self. The paper elucidates the impact of social media on young people’s self-presentation, social comparison, and self-esteem, as well as how it affects their identity construction. In today’s technology environment, most studies on social networking sites have focused on the bad effects. However, this paper focuses on the positive sides of social media and how it aids in the formation of identity.
To examine the Critical Thinking and Reflective Practices: Perspectives of Novice and In-Service Teachers
This study examines how novice and in-service teachers conceptualize critical thinking and reflective practices, as well as the extent to which these pedagogical orientations are operationalized within classroom contexts. Adopting a descriptive interpretive research design, data were collected through a structured questionnaire aimed at eliciting teachers’ perspectives on instructional practices, questioning strategies, reflective cycles, metacognitive processes, self-regulated learning, and the perceived role of artificial intelligence in education. The analysis of responses from 24 teachers revealed a strong consensus regarding the transformative value of reflective and critical pedagogies in enhancing teaching and learning processes. Despite this shared philosophical commitment, participants reported persistent challenges, including limited time for reflection, insufficient opportunities for professional dialogue, and inconsistent integration of higher-order cognitive strategies and digitally mediated instructional practices. The findings indicate a notable disparity between teachers’ pedagogical beliefs and their classroom enactment, highlighting the need for supportive institutional frameworks, targeted professional development, and sustained learning opportunities to facilitate the effective implementation of reflective and critical teaching practices.
A Critical Discourse Analysis of Language Used During Police Interrogation in Pakistani TV Serials
Police interviews are one of the most important interrogation methods that legal fields employs to find out the truth and resolve cases. The renown Pakistan serials police interviews are investigated according to the rules of law, which is oriented by the interview goal, and is influenced by facilitating factors to find out the strategies of criminals and suspects. This study investigates the strategies used by police officers and crime suspects during police interrogation in Pakistani TV serials. The researcher opted qualitative method and Descriptive research Design to find out the research gap . To collect qualitative data, interviews were observed and transcripted from six different selected Pakistani TV serials.Interviews are investigated through theoretical framework Territory model by Thornborrow. This study also deals with statistical measurement of statements in the form of percentage according to the division of questions in the model .The data from the interviews provides clear distinctions in the way of responding of both parties. The analysis of this study shows that the Information attained from the suspects who are being interviewed ought to consistently be looked at against what the police officer definitely knows .This involves that that suspects must not be told at the start about all of the pertinent information about the case. In any event, when the suspects chooses the option to be remain silent, the police officers still has a right to ask especially when physical remand is granted. Questions are valuable in order to obtain crucial information,as the best strategy by police officer when the questions are relevant and not repetitive. Moreover, police officers interrupted the Suspects between twice or thrice per interview, which is literally less than suspect interruptions in responded to questions. The presentation of solid proof and background knowledge about the suspects was the most frequently discovered strategy by police officers .Swearing to family, religious tactics, fake health issues dramas, strong support and overconfidence were the most observed strategies frequently used by the suspects. Results shows that when the interviewer interrogated, the suspects shows unexpected attitudes that are usually the results of exercising power or politeness. Police interviews that are set apart by authority are chiefly connected with a higher extent of refusals of cases and questions though a methodology set apart by humanity is altogether connected with the provision of data.The study also highlights the fact that by giving suspects a chance to explain themselves, officers might uncover details they wouldn't have found otherwise which means this approach can lead to more reliable information and even increase the chances of true confessions.
An Analysis of Syntactic Devices in Israel-Hamas Treaty: A Syntactic Perspective on International Discourse
This paper presents a syntactic analysis of the Israel-mediated peace treaty between the United States and Israel. The study examines structural sentence types (simple, compound, and complex), functional sentence types (declarative, imperative, interrogative, exclamatory, and optative), as well as the use of pronouns, adverbials, and coordinating conjunctions. The study uese qualitative methods to analyze treaty text, that is sourced from the official website. The findings reveal a predominance of simple sentences (based on one independent clause), eleven compound sentences (coordinating two independent clauses), and eleven complex sentences (an independent clause with at least one subordinate clause). Functionally, the text contains thirty declarative sentences, which serve to make commitments and define responsibilities, and ten imperative sentences, which provide instructions. Notably, there are no interrogative sentences, and only one exclamatory and one optative sentence, reflecting a reserved rhetorical style. Modal analysis shows that "will" appears thirty times to indicate intention and future promises, while "must" is absent. The coordinating conjunctions "and," "or," "for," and "so" are used, with "and" being the most frequent. Thirty adverbials enhance clarity and procedural sequencing. Pronoun usage is limited and selective, with only "we," "it," and "they" appearing, suggesting an impersonal, institution-based diplomatic tone. Future research could compare syntactic patterns across different peace agreements, explore cross-linguistic differences, or investigate how syntactic choices influence perceptions of authority, neutrality, and conflict resolution.
Exploring Individual Differences Among Second Language Learners In Esl Classrooms At Sbbu Sba: A Case Study Of Undergraduate Students
This article is about the individual differences among ESL Learners at SBBU SBA. Knowing about the differences among learners has remained as topic of debate since last many decades. It has been discussed that students are the result of many remote areas and similarly at the same time they possess different cultural, moral, ethical, religious and other various kinds of backgrounds which have their own impact on the learner’s personality. These all types of differences create individuality among the language learners. To know more about these individual differences this study is conducted within the premises of Shaheed Benazir Bhutto University Shaheed Benazir Abad. Current paper is qualitative in nature to investigate about the individual differences in second language learning in ESL classrooms at SBBU SBA. The core issue behind this investigation is to know about the judgment of individual differences and their management for learning purpose. Moreover, it is to say that what strategies and styles are adopted for this aim.
Displacing the Dominant Fiction: Historical Trauma, Psychic Disintegration, and the Anti-Heroic Real in Tim O’Brien’s The Things They Carried
This essay critically examines Tim O’ Brien’s The Things They Carried as a literary site of resistance, positioning it against dominant narratives of heroism, national, and moral clarity characteristically associated with war. Drawing on Kaja Silverman’s theoretical notions of “dominant fiction” and “historical trauma” and Kali Tal’s insights into trauma literature and mythologization, the paper explores how O’ Brien disrupts the ideological coherence of war stories through emotionally fragmented, metafictional narratives. Key events, such as the deaths of two American military officers, Curt Lemon and Kiowa in Vietnam are analyzed to reveal how trauma, absurdity, and emotional incoherence disrupts the myth of noble national sacrifice. The paper argues that O’Brien’s narrative strategy displaces the sanitized war memory and offers instead a raw, unfiltered, anti-heroic counter-memory grounded in loss, fragmented reality, and the impossibility of closure.
Digital Ecology: Linguistic Framing of Nature and Biodiversity in Social Media Discourse
This study examines the linguistic and multimodal construction of nature and biodiversity in Pakistani social media discourse, with a particular focus on culturally grounded expressions originating from the Hindu belt. Drawing on ecolinguistics and framing theory, it explores how ecological meanings are co-constructed through language, visual representation, and platform-specific affordances, and how these meanings reflect underlying cultural ideologies. Using a qualitative design, 200 public posts (100 from Twitter/X and 100 from Instagram) published between January and June 2024 were purposively selected and analyzed through an integrated ecolinguistic and multimodal discourse framework. The analysis identified four dominant ecological frames: Nature as Victim, Nature as Home, Humans as Guardians, and Nature as Economic Resource. Twitter discourse was characterized by crisis-oriented rhetoric and activist metaphors emphasizing urgency, while Instagram foregrounded aesthetic beauty, emotional attachment, and spirituality through visually rich content and bilingual captions. The findings reveal that environmental discourse in Pakistan's digital ecology is shaped by a balance between rational urgency and affective engagement, mediated by the platform's affordances. The study extends ecolinguistics into a multimodal, non-Western context, underscoring the value of culturally and linguistically grounded approaches to environmental communication. Keywords: Ecolinguistics; Framing theory; Multimodal discourse; Environmental communication; Social media; Twitter; Instagram; Pakistan; Ecological narratives; Linguistic framing.
SHINA ASTORI DIALECT (ASTORIJA) VERB INFLECTIONS AND THEIR FUNCTIONS IN PRESENT INDEFINITE TENSE: A MORPHOSYNTACTIC ANALYSIS
The study has carried out a morphological analysis so as to investigate the verb inflections and their functions in Astori dialect (locally known as Astorija) of Shina language specifically focusing on the inflections and their functions in the present indefinite tense. It is a descriptive research which involves describing the morphological structure of verb inflections in Shina (Astorija) in the present indefinite tense. The study examines the verb inflection systems in Astorija so as to identify their functions in sentences. Ten Shina verbs, targeting all the possible situations of verb inflections with different subjects, were sent through WhatsApp to fifteen educated native speakers of Astorija, and they were asked to use the verbs in sentences. The sentences sent by the participants, targeting the focused verb inflections, were selected for the analysis. The sentences have been analyzed in the framework "Inflectional Morphology" which deals with the study of inflectional morphemes.The study reveals that Astorija verbs are inflected with all the subjects, whether the subject is first person singular male or female, second person singular male or female, third person singular male or female, first person plural, or second person plural, the verb has to be inflected accordingly. The analysis also indicates that Astorija verb inflections (a single inflection) most of the time show several functions at a time. From the analysis of the study, it is concluded that morphology plays significantly a vital role in Astorija. Thus, Astorija can be considered polysynthetic as Haspelmath and Sims opine that when a language has an extraordinary amount of morphology and perhaps many compound words, it is called polysynthetic (Haspelmath & Sims 2010: 4, 5).
WOMEN AS A VICTIM AND PERPETRATOR OF VIOLENCE IN POPULAR CULTURE
With a particular emphasis on the superhero movies Captain Marvel (2019) and Wonder Woman (2017), the paper analyzes the representation of superwoman to examine the claim by liberal feminism that equal representation of women in numbers causes emancipation. Using post-structural feminism, the study investigates how language creates and places female characters in discussions of violence, power, and gender conventions. This paper conducts critical discourse analysis by employing the analytical tools of predication, presupposition, and subject positioning to deconstruct the meanings in dialogues of the selected movies. The paper emphasizes how popular culture upholds and challenges conventional gendered stories. Women are often depicted as passive victims molded by patriarchal narratives as well as forceful agents of violence in opposing attitudes. This dual positioning shows more general society debates on the interpretation of female agency in conflict. Using a post-structuralist viewpoint, the study does not treat identity as rigidly fixed having ingrained characteristics instead it observes identity as discursively constructed and motivated by power. By identifying the gap, the liberal feminism ignores the small discursive processes sustaining gendered power systems, the research endorses post-structuralist feminism.
Where Death Pauses and Death Boasts: A Comparative Study of Dickinson and Donne’s Poetry
This research examines the representation of death in the poetry of John Donne and Emily Dickinson through a comparative literary approach to understand how poetic language reshapes human responses to mortality. The study is introduced by situating both poets within their distinct historical and literary contexts and by highlighting death as a central and enduring poetic concern. The primary objectives are to analyse how death is personified and expressed through imagery, tone, and structure, and to compare the philosophical and theological perspectives that shape Donne’s metaphysical defiance and Dickinson’s lyrical restraint. Methodologically, the research adopts a qualitative design based on close textual analysis of four selected poems by each poet, supported by a comparative and stylistic theoretical framework. The analysis demonstrates that Donne presents death as a boastful force that can be challenged and overcome through faith and rhetorical control, whereas Dickinson portrays death as a paused, ambiguous experience marked by stillness and emotional introspection. The findings reveal that although both poets diminish the authority of death, they do so through contrasting poetic strategies shaped by their cultural and religious contexts. In conclusion, the study shows that poetry functions as a powerful medium for negotiating mortality, allowing death to be either openly confronted or quietly suspended through language and imagination.
The linguistic, historical and cultural relation between the Saraiki and Punjabi as wide concept of the Indo-Aryan languages. Both languages have deep historical roots of centuries migration, and cultural exchange in Indus Valley. Saraiki has often considered as dialect of Punjabi, modern linguistic research recognizes it as an independent language with specific phonological, lexical and grammatical features. It presents that Saraiki is not confined to Southern Punjab alone but is widely spoken across Sindh, Balochistan and parts of Khyber Pakhtunkhwa, specifically in regions like as Multan, Bahawalpur, Dera Ghazi Khan, Jacobabad, Kashmore and Ghotki. In this Saraiki has absorted significant influences from Sindhi, Balochi, Sanskrit and other languages of Pakistan that enhance linguistic diversity. These influences also demonstrate Saraiki’s role as a bridge language facilitating inter-community situation communication among provinces of Punjab. Scholars like George Grierson, Sajjid Haider Parvez and Dr. Gopi Chand Narang regarding the origin and status of the Saraiki language. There point of view Saraiki and Punjabi share a common linguistic heritage and exhibit extensive lexical overlap, Saraiki fulfills the criteria of a distinct language continued use of ancient vocabulary support Saraiki’s linguistic antiquity. Relationship between Saraiki and Punjabi is best understood as one of shared origin and matual influence rather than hierarchy. Recognizing Saraiki as an independent language its cultural identity . The paper emphasizes the need for academic acknowledgment and institutional support to safeguard Saraiki’s linguistics and cultural heritage for future generations.
ALTERNATIVE KINSHIP AND CULTURAL RESISTANCE: A CRITICAL STUDY OF ELIF SHAFAK’S HONOR THROUGH DONNA HARAWAY’S THEORY OF KINSHIP
Elif Shafak’s Honor (2012) offers a subtle narrative that questions notions of family, gender, and cultural identity within a transnational context of Turkey and London. The current study aims to explore how Shafak’s novel portrays alternative kinship as a form of cultural resilience against patriarchal norms, honor-based violence and rigid communal structures. Through the analyses of the central characters of the novels like Pembe, Jamila, Adam and Iskender and their relationships, the study focuses on highlighting how these alternative structures challenges traditional definitions of family, honour and redefines the notion of belonging beyond blood ties. Anchored in Donna Haraway’s theory of kinship (2011), the paper argues that Shafak’s narrative constructs a counter-discursive space where choice, empathy and agency undermine oppressive cultural practices. In doing so, Shafak’s Honor (2012) contributes to broader discussions on identity formation, agency and resistance in the contemporary migratory fiction. The study employs a qualitative methodology with a close textual analysis of the novel to highlight instances of resistance and transformation. The paper contributes to feminist and diaspora literature by offering new insights into how Honor (2012) redefines kinship beyond patriarchal constraints. The researchers emphasises the novel’s significance in reimagining kinship as a site for cultural resistance and the redefinition of familial belonging in the contemporary migrant fiction. The study point out that these redefined kinship structures function as a form of cultural resistance that empowers characters like Pembe to disrupt established oppressive cultural norms. Eventually, the paper demonstrates how Shafak’s Honor (2012) offers a novel perspective on kinship and skilfully highlights emotional and chosen relationships as alternative as well as transformative forces that reimagines the concept of family, identity and belonging
AUTHORS AS SOCIAL LEADERS: A CRITICAL DISCOURSE ANALYSIS OF COUNTER NARRATIVES IN POSTCOLONIAL AND MARGINAL LITERATURE
Literature acts as a dynamic situate of an ideological struggle where leading power organizations, especially those of historical conquest and colonialism, are both propagated and challenged. The current study aims to investigate how postcolonial and marginal authors played their role in social leadership by creating potent counter-narratives that counterfeit new identities, restore the lost histories, and model alternative futures. The objectives of the study is to analyze the linguistic and narrative strategies used in seminal novels; “Things Fall Apart” by Chinua Achebe, “The God of Small Things” by Arundhati Roy, “Beloved” by Toni Morrison, and “Season of Migration to the North” by Tayab Salih was examined to notice that how these colonial literature works to empower marginalized voices and proposition substitute models of social leadership. This study adopt qualitative approach, as methodology used Norman Fairclough’s three dimensional Critical Discourse Analysis framework. This consist of describing key literary elements such as metaphor and narrative structure elucidating their discursive process, and read between the lines their role within wide social practices of power and resistance. Findings of the study showed that authors played their role as an agent of “linguistic treason” by integrating local linguistic configurations into English, using language as a direct tool of resistance against power. Moreover, the use of disjointed, non-linear narratives successfully challenges official histories of a colonial state. It is concluded that colonial and marginal novels deconstruct dominant discourses and demonstrate the evolution of social leadership from solitary hero’s to collaborative forms, thereby colonial and marginal authors themselves played the transformative role of social leaders or social agent.
Clipping in Pakistani English: An Exploratory Study of Digital Discourse
This study investigates clipping in Pakistani English, where words are shortened while retaining their original meanings. Clipping, common in many English dialects, exhibits unique characteristics in Pakistani English due to the influence of local languages such as Urdu, Punjabi, Sindhi, and Pashto. By employing a qualitative approach, this research aims to identify and analyze unique clipping patterns. Data is gathered from social media platforms to understand speakers' attitudes towards clipped words, their usage patterns, and the appropriateness of such words in various contexts. This study's findings reveal distinctive clipping practices in Pakistani English, influenced by bilingualism and code-switching, and provide valuable insights into English language variation in South Asia. By comparing these findings with existing studies on clipping in other English varieties, this research contributes to a broader understanding of global English language dynamics.
AI, PSYCHOLOGY, AND MEDIA: DESIGNING FUTURE READY EDUCATIONAL EXPERIENCES
The evolution of learning environments, cognitive engagement, and media-based instruction due to rapid adoption of AI in Education has resulted in an unprecedented acceleration of cultural change in educational systems. At the same time, AI technologies have not yet produced large scale empirical documentation regarding the specific effect AI based media has on Student Psychological Readiness or Experience. The goal of this Quantitative Research is to identify using a Structured Survey Research Design how AI technologies, Psychological Factors and Media Engagement converge to create Future Ready Learning Experiences. Data obtained from students and teachers using a standardized Likert-type Scale Survey administered at both Secondary and Tertiary Education institutions. The sample consist of respondents selected through Stratified Random Sampling to ensure representation across the various levels of Academics and Disciplines, with the goal of obtaining an accurate representation of students and teachers. Descriptive Statistics, Correlation, and Multiple Regression analyses performed to identify and analyze the relationship of AI adoption, Motivation, Cognitive Load, Media Literacy, and Perceived Learning Effectiveness on participants' educational experiences and potential for Future Readiness. The results demonstrate a significant positive correlation between using artificial intelligence solutions to facilitate media education and three (3) dimensions of student experience: motivation, engagement, and perceived competency. Additionally, the data show that several psychological factors (self-efficacy and attitude toward technology) mediate the relationship between using AI tools and learning outcomes. Integrating the use of AI-enhanced media technologies (for example: intelligent tutoring systems and adaptive learning environments) with effective instructional practices results in much more personalized learning experiences. However, there are some potential drawbacks associated with relying on technology as the primary means of instruction, ethical issues, and disparities in access to digital resources. Finally, this research indicates that the best way to prepare for the future of education (creating a more equitable, socially and emotionally supportive, engaging and interactive) will be to integrate AI, psychology and media. Furthermore, this survey provides implications for curriculum developers, policymakers and educational institutions about how best to incorporate AI-enhanced media tools into their schools and to promote student mental health.
THE DECLINE OF THE PUNJABI LANGUAGE IN PAKISTAN: SOCIOLINGUISTIC, EDUCATIONAL, AND DIGITAL FACTORS AMONG YOUNGER SPEAKERS
This paper will look into the degradation of the Punjabi language in Pakistan by looking at the sociolinguistic, educational, and digital influences that alienate the language in the minds of younger generation speakers. The study reveals that language preferences are influenced by social prestige, power systems, and poor intergenerational transmission. These trends are examples of larger social inequalities as opposed to mere language abandonment. Based on the mixed-method research design, comprising surveys and digital discourse analysis of IIUI students, the authors discover that Urdu and English are perceived as high-status languages, but Punjabi is commonly perceived as informal or joking in the online community. Using the Theory of Language Shift by Fishman (1991) and the Theory of Linguistic Capital by Bourdieu (1991), the study reveals that language preferences are influenced by social prestige, power systems, and poor intergenerational transmission. Even though the Punjabi language is popular, it has little academic, professional, and digital significance, decreasing its upward mobility. The paper gives special emphasis on the importance of more effective educational inclusion, digital representation, and institutional support to promote the symbolic value of Punjabi and stimulate the use of this language. Key Words: Punjabi Language Shift, India, language shift, linguistic capital, sociolinguistic attitudes, digital discursive analysis, language prestige, marginalization of the regional language.
Identity construction through Urdu-English code-switching in mobile network Advertisements in Pakistan
This study investigates the role of Urdu–English code-switching in constructing consumer identities in Pakistani mobile network advertisements. Drawing on a qualitative discourse-based approach, the research analyses selected television and YouTube advertisements from four major telecom brands in Pakistan: Jazz, Telenor, Ufone, and Zong. The study examines how linguistic choices, particularly the strategic mixing of Urdu and English, are used to associate mobile connectivity with values such as modernity, empowerment, humour, inclusivity, and national belonging. The findings reveal that English is predominantly employed to index technology, speed, and global digital culture, while Urdu functions to convey emotional depth, cultural familiarity, and collective identity. Each brand adopts a distinct code-switching pattern to target specific audience segments and project a unique brand persona, ranging from empowerment-driven and lifestyle-oriented identities to humour-based and efficiency-focused representations. Overall, the study demonstrates that code-switching in Pakistani telecom advertising is a deliberate communicative strategy that reflects and reinforces contemporary bilingual practices while actively shaping consumer perceptions and identities in the digital age.