EXPLORING LANGUAGE ATTITUDES THROUGH MATCHED GUISE TECHNIQUE: A CASE OF YOUNG KASHMIRIS OF AZAD JAMMU & KASHMIR

Abstract

This study seeks to determine the language attitudes of young bilinguals towards Kashmiri and Urdu, as well as their potential implications. Using the matched-guise technique, 34 Kashmiri- and Urdu speaking students from the University of Azad Jammu and Kashmir (AJK) were surveyed. Audio clips of each language were provided to assess the participants' attitudes towards Kashmiri and Urdu. On a Likert scale, participants evaluated a variety of personality traits of Kashmiri and Urdu audio speakers. The mean response scores were calculated and compared using SPSS and an independent t-test. The results indicate speakers have a more negative opinion of Kashmiri than Urdu. It suggests that the Kashmiri community has developed a negative attitude towards their mother tongue, which may eventually result in a community-wide language shift.