Urdu Literature: An Exploration of Its Decline Among Emerging Generations

The primary aim of this research is to determine the factors contributing to the decline in the popularity of Urdu literature among the younger generation in Pakistan. The research design follows a descriptive approach, utilizing both primary and secondary data (which includes research articles and papers). Our target demographic for this study consists of Pakistani youth aged 18 to over 30. The sample size for this research is comprised of 150 respondents. The research tool employed for this study is a structured questionnaire using a 5-point Likert scale. The statistical methods and techniques applied include descriptive statistics, correlation analysis, t-tests, and regression analysis. This research is specifically focused on Karachi, Pakistan, and will explore the reasons for the decreasing interest in Urdu literature, particularly in relation to novels and short stories. There is a significant lack of research on this subject. The findings indicate that the primary reasons for the declining popularity of Urdu literature in Pakistan include a lack of interest, the prevalence of Roman Urdu (Urdish (Roman Urdu)), parental influences favoring English, advancements in technology, the perception that Urdu is not relevant for jobs, courts, or power, and while it serves as a lingua franca for business in Pakistan, it is not seen as significant as English. Additionally, people tend to undervalue the importance of a language or anything that does not provide employment and resources. This research will be advantageous for educational institutions (schools, colleges, and universities), publishers, and Urdu educators.