PUNJABI LANGUAGE IDENTITY, REVITALIZATION, AND CULTURAL LEGACY

Abstract

Health or vitality of a language depends upon a number of societal factors such as its status in a community, the number of its speakers, and the institutional support it has. Language tends to be one of the most cherished and beautiful heritage of a culture. It is a very crucial component of any culture. The bases of ethnicity, identity and nationalism are set by the languages and they also help to preserve and represent one's national heritage. This thesis explores the preservation and revitalization of the Punjabi language in the context of Pakistan’s linguistic diversity. Studies suggest that, despite of being mother tongue or Mah-boli and one of the most widely spoken languages in Pakistan, Punjabi faces significant social and cultural challenges, as it is often perceived as informal or even derogatory language by its own speakers. Modernization and globalization have negative impact on indigenous languages as it is diminishing them. It is believed that the wave of globalization is destructive since it mingles cultural identities, it westernizes people rather than modernizing them which has also been discussed by Abid Ghafoor Chaudhry. Some other factors such as urbanization and migration, travelling and tourism, language mixing, language shift, marriages, lack of institutional and government support are leading indigenous languages to the verge of danger. Punjabi stands as a profound cultural legacy, carrying the weight of centuries-old traditions, folklore, poetry, and wisdom passed down through generations. Its rich linguistic heritage embodies the identity, resilience, and spirit of the Punjabi people, deeply woven into their music, literature, and communal practices. A person’s identity is also shaped by its native language. According to (Adel Dastgoshadeh, June 2011), loss of language means loss of identity. So, we will not be able to maintain Punjabi identity if Punjabi is no more. Preservation and promotion of Punjabi thus becomes not only about safeguarding words but also about protecting a vibrant cultural tapestry that defines the region’s soul. The objective of this research is to revitalize and promote Punjabi language through multimedia approach. This research aims to reintroduce Punjabi language through available digital platforms and visually captivating design.