{"title":"The Linguistic Landscape of Peshawar: Social Hierarchies of English and its Transliterations","authors":"","doi":"10.33195/jll.v6ii.363","DOIUrl":"https://doi.org/10.33195/jll.v6ii.363","url":null,"abstract":"This article explores the English and transliterated signs in the linguistic landscape of Peshawar. A total of 900 signs were selected out of 5000 signs collected from 36 different locations across the city. Sign locations were further categorized as rural, urban/semi-urban, and posh. The study also included twenty-one interviews with citizens featuring shopkeepers, students, teachers, waiters, and sign-writers. Informed by the signage, public perceptions, and policy documents, the study provides fresh insights into the study of English in the LL as a marker of socioeconomic status. More importantly, the Urduized transliterations suggest not only a glocalised form of language but a linguistic phenomenon indirectly proportional to the social class of the inhabitants where the signs occur.","PeriodicalId":330725,"journal":{"name":"University of Chitral Journal of Linguistics and Literature","volume":"37 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-03-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127050444","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Ethical Dilemma in TV Ads: A Case Study of Selected Pakistani TV Ads within rhetorical traditions","authors":"","doi":"10.33195/jll.v6ii.380","DOIUrl":"https://doi.org/10.33195/jll.v6ii.380","url":null,"abstract":"Advertising is an unavoidable reality in the modern consumerist world. The ambivalent nature of advertising has made it the subject of vibrant discussion among the marketing critics. But it is an undeniable fact that it has the sole objective of persuading the people to buy more products more often for more money. Pakistani TV commercials tread the same track and aim at influencing the consumers to the core for grabbing their hearts in order to get access to their wallets. In the quest for persuasion, these commercials make active use of rhetorical devices and logical fallacies. This paper examines some of the TV commercial ads within rhetorical tradition and attempts to show that advertising as a discourse is steeped in maximization of benefits of the stuff with a total disregard to any ethical consideration. The study makes a textual analysis of selected TV ads within rhetorical traditions. It concludes with logical, though not final, findings that ads coax the consumers with sneaky techniques and seductive images in order to attract their eyes.","PeriodicalId":330725,"journal":{"name":"University of Chitral Journal of Linguistics and Literature","volume":"22 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-03-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121501463","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Female Economic Exploitation: A Marxist Feminist Analysis of Woolf’s ‘The Duchess and the Jeweller’","authors":"","doi":"10.33195/jll.v6ii.356","DOIUrl":"https://doi.org/10.33195/jll.v6ii.356","url":null,"abstract":"This study aims to demystify the underneath realities of the social structure in the context of Marxist feminism. Although the world has gone modern, and one observes the modernization in almost every field of life yet when we observe through our experiential actualities around the existing world, we realize that women have always been a victim of capital under the control of men. Ehrenreich (1976) relates that we find Marxist feminism as a kind of theory that emerges as a reunion of Marxism and Feminism. These two theories Marxism and Feminism particularly focus on all the possible forms and types of structured and well-planned inequalities which lead one to the episodic happening of ordeals of disadvantaged and disempowered individuals. In this research, the writer has tried to unravel woman’s exploitation through class stratification; social and emotional oppression using Marxist feminism as a literary vista. This research takes Woolf’s short story ‘The Duchess and the Jeweller’ in the context of Engel’s book (1902). The study of the selected short story concludes that Marxist feminism states that capitalism is the only reason for the woman’s oppression and subjugation and second-class status in society which can only be possible by bringing change in social structure.","PeriodicalId":330725,"journal":{"name":"University of Chitral Journal of Linguistics and Literature","volume":"200 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-03-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114015112","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"A Marxist Humanist Study of Selected Short Stories of Katherine Mansfield","authors":"Kalsoom Khan","doi":"10.33195/jll.v6ii.349","DOIUrl":"https://doi.org/10.33195/jll.v6ii.349","url":null,"abstract":"Marxist-humanism is a significant and pertinent theory that critiques the exploitation of lower classes by bourgeois classes and lays emphasis on the value of individuals in present-day class-conscious societies. In the Marxist-humanist vision of human society, the freedom of a human being is the most important aspect of social existence which should not be usurped by elite classes. This research paper scrutinizes the Marxist-Humanist strains delineated in the thematic dimensions of the three selected short stories The Doll’s House, The Garden Party, and Life of Ma Parker by Katherine Mansfield. The nature of this paper is qualitative, and the researcher has attempted to unravel the process of dehumanization of the bourgeois sections of society which results in the alienation of the lower classes. Mansfield’s short stories have not been previously explored from a Marxist-humanist perspective and the present research contributes to the available research studies on Katherine Mansfield’s short stories.","PeriodicalId":330725,"journal":{"name":"University of Chitral Journal of Linguistics and Literature","volume":"107 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-03-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125034375","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Metaphorical Representation of Men in Pakistani Fiction: A Study of Hamid’s Moth Smoke","authors":"","doi":"10.33195/jll.v6ii.343","DOIUrl":"https://doi.org/10.33195/jll.v6ii.343","url":null,"abstract":"The purpose of conducting this study is to investigate the conceptual metaphors used for men in Pakistani society and highlight the conceptualization of the male gender prevailing in Pakistan. I have used Conceptual Metaphor Theory (CMT) as the theoretical framework of this study and the method of Content Analysis has been followed in order to conduct this research work. The famous novel Moth Smoke by Mohsin Hamid serves as the sample of this research work for the reason that it has been written within the Pakistani context and therefore, is considered to be a good source of the required data. The obtained data shows that the male gender is held responsible for earning money and feeding the whole family. Moreover, they are at liberty to live independently and spend a self-centered life. The results of the present work may prove to be helpful for future researchers studying the role of conceptual metaphors in the conceptualization of gender prevailing in society as well as their significance in literature for representing gender.","PeriodicalId":330725,"journal":{"name":"University of Chitral Journal of Linguistics and Literature","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-03-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131000873","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"A Cross Cultural Perspective: Comparative Analysis of UK & Pakistani Advertisements","authors":"Sarah Shamshad","doi":"10.33195/jll.v6ii.304","DOIUrl":"https://doi.org/10.33195/jll.v6ii.304","url":null,"abstract":"The UK ads are highlighting their own culture whereas in Pakistani advertisements although local culture is dominating yet still there is an assimilation of dominating culture, i.e. west. The reason is quite obvious that eastern advertisement companies are attracted towards strong economic conditions. That’s why in Pakistani advertisements there is a use of English words whereas no western or UK ad is using even a single word of Urdu. This is not the case of language only but also the dresses of Pakistani models are affected by west culture. The female models are wearing pant shirts and frocks with confidence and by speaking a foreign language and wearing other culture costume they are feeling confident and called themselves modern as well. So the linguistic and visual features of participants and their color shows acculturation that UK,s culture is dominant.","PeriodicalId":330725,"journal":{"name":"University of Chitral Journal of Linguistics and Literature","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-03-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131247485","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Portrayal of Female Characters in Train to Pakistan: An anti-feminist and Reader-Response Perspective","authors":"Zarina Qasim","doi":"10.33195/jll.v6ii.316","DOIUrl":"https://doi.org/10.33195/jll.v6ii.316","url":null,"abstract":"The study aims at exploring the portrayal of women in “Train to Pakistan” by Khushwant Singh. It is aimed to understand the way the female characters are represented as seductress, femme fatal, and as the angels by a male author through the lens of Reader-Response Theory along with the Anti-Feminist Theory. Being an anti-feminist, Khushwant Singh has presented the women traditionally in negative roles, negating all kinds of freedom and liberation to them. The study examines the ideological assumptions of patriarchy through the representation of women as being seductive and angelic characters. The writer has presented the women as alluring and charming whose purpose is to get the attention of the men for the sake of getting money, by completely negating the lustful and manipulative nature of the men who are exploiting women by taking benefit of their weakness. He has presented Nooran as unfaithful and disloyal to her father because of having an illicit relationship with a dacoit. Haseena is presented as a sixteen-year-old prostitute, serving a man as old as her father just to get money. Juggut’s mother is a good woman who is serving her child, enduring his all kinds of disrespect, insults, and humiliations. The study proves to be significant in order to understand the general and typical view of the men towards the women as the ones whose primary and only role is to serve their male counterparts socially, physically, emotionally, and sexually and to be faithful and loyal to them.","PeriodicalId":330725,"journal":{"name":"University of Chitral Journal of Linguistics and Literature","volume":"32 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-03-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127732122","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Land Deterioration and Environmental Damage: A Postcolonial Eco-critical Study of How Beautiful We Were (2021)","authors":"Musaib Junejo","doi":"10.33195/jll.v6ii.354","DOIUrl":"https://doi.org/10.33195/jll.v6ii.354","url":null,"abstract":"The paper tries to answer, how western corporations are responsible for land deterioration and environmental damage under the guise of development. It brings forth neocolonial forces into the limelight that have caused ecological damage. The study is guided by the postcolonial eco- critical model of Huggan and Tiffin (2010). Huggan and Tiffin assert the intertwined correlation among environmental violence, marginalization of the indigenous groups, and destruction of land by the neocolonial agencies. The findings are based on data supplied by textual analysis of the novel. The study reveals the ways in which oil corporations exploit the resources, contaminate the land, damage the environment, and cause economic inequality. It is a typical fictional study of neocolonial agencies’ ironic dreams of development and progress. The novel not only voices the environmental injustices and the disastrous consequences of Oil Corporation but also the cultural and social marginalization of locals. It has been suggested that western neocolonial corporations are the real culprits of ecological damage in Asia and Africa. Therefore, time is ripe for the world to reverse the damage and take a step towards inclusive and human-centered sustainable development.","PeriodicalId":330725,"journal":{"name":"University of Chitral Journal of Linguistics and Literature","volume":"28 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-03-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127104967","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Ecosophical Exploration of War and Violence in Graphic Novel Vanni: A Representational Visual Meta-Function Analysis","authors":"","doi":"10.33195/jll.v6ii.368","DOIUrl":"https://doi.org/10.33195/jll.v6ii.368","url":null,"abstract":"The present study focuses on the correlation between ecosophy and visual grammar. For this purpose, this study incorporates Guattari’s ecosophy through the model of Kress and Van Leeuwen’s visual grammar(2006) to trace the environmental crisis in the graphic novel ‘Vanni: A Family’s Struggle through the Sri Lankan Conflict’ (2009). The study is qualitative in nature based on multimodal discourse analysis. The findings of the study developed arguments for an ecosophical lens as a way of creating a change of vision within our ethical, social, and political spaces. Through the representational, interactive, and compositional meanings represented in Vanni's visuals, Felix Guattari's ecosophies highlight the trauma of war and its impact on people and the environment.","PeriodicalId":330725,"journal":{"name":"University of Chitral Journal of Linguistics and Literature","volume":"462 2","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-03-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131580476","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Climate Change and Media Representation: A Multimodal Discourse Analysis of Clean Green Pakistan Policy from Eco-linguistic perspective","authors":"Muhammad Haseeb. Nasir","doi":"10.33195/jll.v6ii.374","DOIUrl":"https://doi.org/10.33195/jll.v6ii.374","url":null,"abstract":"The study explores the constructive/destructive role of print media advertisements in disseminating ecological discourse. There has been a significant threat to climate and it has become imperative to understand the philosophy behind (re)production of text where language plays a central role in advocating such ecological narratives that protect/destroy our environment at large. Media, due to vast readership/viewership, (re)frames the ideology of people and paves the way for environmental balance/imbalance without much effort. This study also highlights how linguistic features such as salience, metaphor, and framing are materialized to make the discourses appear natural and persuasive. The data is comprised of 5 print media advertisements being published in popular English newspapers. The sampling technique is purposive and the selection of the advertisement timeframe is from 2019 to 2021. The conceptual underpinning of the study is Stibbe’s (2015) and Kress & Leeuwan (2006) model which helps the readers critically analyze the text. The study finds that these advertisements present layers of meanings metaphorically and highlight the importance of ecologically constructive discourse to bring about climate/environment sustainability.","PeriodicalId":330725,"journal":{"name":"University of Chitral Journal of Linguistics and Literature","volume":"36 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-03-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115102259","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}