https://journals.umt.edu.pk/index.php/jcct <p style="text-align: justify;">The Journal of Communication and Cultural Trends (JCCT) is a bi-annual, double-blind, peer-reviewed, open-access journal, edited by the editorial board of the journal. The <strong>JCCT</strong> mainly addresses the research articles under the domains of English (American and Asian) Literature, Applied Linguistics, Linguistics, TESOL, ELT, Intercultural Communication, etc.</p> Department of Linguistics and Communication, University of Management & Technology, Lahore, Pakistan en-US Journal of Communication and Cultural Trends 2706-9141 <p><a href="http://creativecommons.org/licenses/by/4.0/" rel="license"><img src="https://i.creativecommons.org/l/by/4.0/88x31.png" alt="Creative Commons License"></a><br>This work is licensed under a&nbsp;<a href="http://creativecommons.org/licenses/by/4.0/" rel="license">Creative Commons Attribution 4.0 International License. </a>Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a&nbsp;<a href="https://creativecommons.org/licenses/by/4.0/">Creative Commons Attribution (CC-BY) 4.0 License</a> that allows others to share the work with an acknowledgement of the work’s authorship and initial publication in this journal.</p> https://journals.umt.edu.pk/index.php/jcct/article/view/4878 <p>The present study explores the impact of multilingualism on the Shina <br>language in urban settings and examines issues related to language shift <br>among native speakers of Shina. The sample consists of one hundred urbaneducated Shina speakers, aged 18-25 years, of both genders, who are <br>studying at universities in Rawalpindi/Islamabad. The study adopts a <br>mixed-method approach, utilizing both quantitative and qualitative <br>methods. Data were collected through a questionnaire and group <br>discussions. The domains used to design the questionnaire and group <br>discussions are based on Sabiha Mansoor’s (1993) 'Punjabi, Urdu, and <br>English in Pakistan: A Sociolinguistic Study'. Shina, an important language <br>spoken in Gilgit-Baltistan, is endangered due to its speakers' social and <br>economic need to learn English and Urdu for education and employment. <br>The findings reveal that Shina is rarely spoken in the domains of <br>interactions with strangers, social gatherings, and communication with <br>teachers, with the exception of the home domain, where it is spoken by 81% <br>of the respondents. The respondents exhibit negative attitudes toward Shina <br>and positive attitudes toward English and Urdu. In urban settings, where a <br>diverse range of languages coexist, languages inevitably influence each <br>other—a phenomenon also observed in the case of Shina.</p> Yasmin Akhtar Maria Bibi Nishat Tarnum Copyright (c) 2025 Yasmin Akhtar, Maria Bibi, Nishat Tarnum https://creativecommons.org/licenses/by/4.0 2025-05-14 2025-05-14 7 1 01 24 10.32350/jcct.71.01