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 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.</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 https://journals.umt.edu.pk/index.php/jcct/article/view/6228 <p>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 <br>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 <br>and improves the weak version of the Sapir-Whorf hypothesis by demonstrating how film language constructs and conveys cognitive orientation.</p> Arslan Ali Faran Shahid Javed Iqbal Copyright (c) 2025 Arslan Ali, Faran Shahid , Javed Iqbal https://creativecommons.org/licenses/by/4.0 2025-12-10 2025-12-10 7 1 25 50 10.32350/jcct.71.02