From Language Loss to Cultural Change: Preserving Punjabi Heritage in Transition

This study examines the changing dynamics of language use within the Punjabi-speaking community, focusing on how ethnocultural continuity is challenged in the face of a growing preference for Urdu and English. The researcher considered the Punjabi Majhi dialect, spoken in the central Punjab region (e.g., Lahore and Amritsar districts), which forms the basis of Standard Punjabi. Majhi Punjabi is the prestige variety used in education, print media, literature, and formal communication in both India and Pakistan. Hence, the Majhi dialect serves as the standard Punjabi dialect in official and cultural domains. Drawing on a mixed-method approach, the research involves 100 participants (48 males and 52 females) from different age groups and socio-linguistic backgrounds, including hometowns, urban areas, and diaspora contexts from the districts of Sialkot, Lahore, Gujranwala (and Wazirabad), Hafizabad, and Sheikhupura. Qualitative findings were obtained through in-depth interviews and participant observation, and quantitative models were analysed to support emerging themes. Four main areas emerged as crucial to the language change: everyday language use at home, at work, and in the media; social and familial expectations leading to code-shifting; a lack of institutional or political support for Punjabi; and the broader impact of urbanization and globalization. Although many respondents still associate Punjabi with identity and emotional belonging, practical language choices are increasingly driven by external pressures and aspirations. The findings underscore the urgent need for language preservation efforts, particularly those that address both policy gaps and community-level revitalization.