Journal of Communication and Cultural Trends

Impact of Multilingualism on Shina Language in Urban Setting: Issues of Language Shift among Youth

Yasmin Akhtar — 2025-05-14

The present study explores the impact of multilingualism on the Shina language in urban settings and examines issues related to language shift among native speakers of Shina. The sample consists of one hundred urban educated Shina speakers, aged 18 25 years, of both genders, who are studying at universities in Rawalpindi/Islamabad. The study adopts a mixed-method approach, utilizing both quantitative and qualitative methods. Data were collected through a questionnaire and group discussions. The domains used to design the questionnaire and group discussions are based on Sabiha Mansoor’s (1993) 'Punjabi, Urdu, and English in Pakistan: A Sociolinguistic Study'. Shina, an important language spoken in Gilgit-Baltistan, is endangered due to its speakers' social and economic need to learn English and Urdu for education and employment. The findings reveal that Shina is rarely spoken in the domains of interactions with strangers, social gatherings, and communication with teachers, with the exception of the home domain, where it is spoken by 81% of the respondents. The respondents exhibit negative attitudes toward Shina and positive attitudes toward English and Urdu. In urban settings, where a diverse range of languages coexist, languages inevitably influence each other—a phenomenon also observed in the case of Shina.

Exploring the Role of Language in Shaping Worldview and Actions in the Movie ‘Interstellar’

Arslan Ali — 2025-12-10

This study examines how language usage shapes Cooper, the main character in Christopher Nolan's Interstellar, in terms of his linguistic processing, in light of the Sapir-Whorf hypothesis. Using a straightforward qualitative content analysis procedure, the research examines vocabulary use, speech actions, and sentence structures based on the official script and audiovisual materials of the film. The findings indicate that Cooper's speech is
dominated by aggressive statements, with interrogative sentences accounting for around 22.26% of his speech. Furthermore, 58.57% of his speech is made up of just one to five words, indicating a direct and actionoriented speaking pattern. His pragmatic outlook, goal-oriented conduct, and emotional detachment appear to be reflected in, and made possible by these language traits. The research adds to controversies in film linguistics
and improves the weak version of the Sapir-Whorf hypothesis by demonstrating how film language constructs and conveys cognitive orientation.

Language as an Expression of Anger in Selected Namibian Novels: Masked warrior and Complicated

Elizabeth Kambwale — 2026-02-19

This article presents a cognitive stylistic study of anger in two Namibian novels: Ndinaelao Moses’ Masked warrior and Malakia Haimbangu’s Complicated. The study evaluated the lexical expressions of anger, figurative expressions, and features of anger discourse. The study applied textual world theory as a theoretical framework for understanding and analysing the texts. The methods of data collection and data analysis were qualitative. The results of the study showed that the texts had manipulated and maintained the readers' interest through the use of anger. The study found that words about anger are made more offensive by using figurative language terms. Additionally, the study showed that angry language might be used to show defensiveness, sorrow, or arrogance. The study found that creating writings with anger in them makes readers relate to the characters’ real-world experiences. It was further established that the use of figurative phrases to communicate and simplify complex ideas that are challenging to understand was also concluded. The study concluded that discourse influences how angry texts are written. The study suggests the use of alternative language and grammatical expressions that are consistent with Text World Theory, which emphasises the significance of using linguistic and cognitive strategies to create a cohesive and immersive fictional world.

Small Shifts, Big Impacts: Cultivating Intercultural Skills Through Online Global Classrooms

Ashar Johnson Khokhar — 2026-02-19

This study explores the impact of a structured intercultural learning (IL) intervention on students’ intercultural competence (IC) across Global Liberal Arts Alliance (GLA) member institutions. Implemented through the Global Course Connection (GCC) initiative, the intervention was evaluated using a pre-experimental, single-group pre-post design. A total of 178 undergraduate students from humanities, sciences, and social sciences completed the Intercultural Sensitivity Scale (ISS) before and after participating in the program. Results showed a modest but meaningful improvement (5%–7%) in students’ attitudes and behaviors related to IC, including cultural respect, confidence, engagement, and enjoyment. There was also a notable decline in negative attitudes like ethnocentrism and avoidance. The study confirms that even short-term, curriculum-embedded interventions can foster IC in diverse educational settings. It also highlights the importance of virtual international collaborations such as COIL, particularly for Global South institutions with limited access to physical exchange opportunities. Furthermore, the study calls for integrating reflective social media use into IC education, acknowledging its role in shaping students’ worldviews. The findings support expanding structured IL programs and enhancing North–South academic partnerships to cultivate globally competent graduates who are prepared to navigate and contribute to multicultural societies.

The Influence of Borrowing on Morphological Structures in Swahili

PRISCA BONIPHACE MAKULILO — 2026-02-20

This study aims at exploring the impact of borrowing on the morphological structures of Swahili language, with a view on loanword integration and its effects on the grammar of the language. The study adopts descriptive approach with a qualitative research design. The data were collected from Swahili texts, semi-structured interviews from 20 participants and field observations in various situations. Dictionaries and linguistic databases, including Kamusi ya Kiswahili Sanifu, were consulted to identify the source and integration of loanwords. Processes such as phonological adjustment, noun class integration, and formation of verbs are identified in the analysis. Some examples include: switching from the initial consonant-vowel (CV) structure of Swahili to a word like kitabu for book, or kompyuta for computer, but there are some, like basi for bus, that have morphosyntactic irregularities. Verbs such as ku-instal from ku- together with install, meaning ‘to install,’ are examples of English influence in technological area. Comparison with Bantu languages like Luganda and Zulu shows that different strategies are used in borrowing. Sociolinguistic factors like the prestige of the donor languages such as Arabic and English also influence the borrowing. Religious terms are mainly from Arabic and technical vocabulary from English. The findings further show how Swahili is able to incorporate new linguistic innovation without compromising on grammatical integrity and, in the process, provides some insights into the contact and development of language.