IMPACT OF SOCIAL MEDIA MEMES ON THE USE OF PUNJABI LANGUAGE IN UNIVERSITIES

Abstract

This study delves into the intricate dynamics of social media memes and their consequential impact on Punjabi speakers, particularly focusing on the sociological and psychological ramifications. The research aims to comprehend how these memes construct a false representation of the Punjabi language, contributing to its perceived threat and lack of prestige among its speakers. The research questions investigate the sociological and psychological influences of these memes on Punjabi speakers and explore the potential role of age in shaping these impacts. Through a comprehensive literature review, the study bridges existing gaps and explores the varied perspectives surrounding the declining significance of the Punjabi language. Drawing on the theoretical framework of media ecology, the research employs thematic analysis to discern the psychological impacts of memes on Punjabi speakers and their language usage, utilizing data collected through interviews from students and teachers across universities in Islamabad. The findings illuminate diverse reactions among participants, highlighting the multifaceted nature of perceptions towards social media memes and their effects on the portrayal of Punjabi language and culture. Furthermore, the study unveils the influence of socio-economic status and age in shaping individuals' responses to these memes, shedding light on the complexities of language perception and identity formation within the context of social media influence.