ERASURE OF THE GREEN LAND FOR A PROMISING FUTURE: AN ECOLINGUISTIC STUDY OF SOCIAL-MEDIA DISCOURSE IN HOUSING ADVERTISEMENTS IN PAKISTAN

Abstract

This paper looks at the way major housing societies in Rawalpindi and Islamabad use social media as part of their promotional drives to support urban development with hardly any mention of its environmental consequences. The research analyzes persuasive language and attractive imageries posted on Instagram by Bahria Town, DHA Islamabad, Park View City, Gulberg Greens, and Capital Smart city that construct narratives of modern, green, smart living under which ecological degradation and social inequality actually lie. The analysis is made from an ecolinguistic perspective supported by critical discourse analysis and multimodal analysis to illustrate how particular words, metaphors, and pictures collude in appealing and convincing ways to make environmental harm appear aesthetically pleasing and socially desirable. It discusses the way digital ads use eco-friendly language to cover up the real price of land conversion, deforestation, and fast urban growth. “That version of digital storytelling contributes to reframing environmental loss as an indicator of progress by the public’s perceived view on development and how communities relate to nature.” By bringing to light the implicit messaging within these promo narratives, this study hopes to advocate more honest and accountable communication practices that would recognize ecological realities in urban growth.  In the long run, what this study shares are that linguistic framing has a very pivotal role in instigating collective attitudes which can work both as a support and also become an impediment to the efforts towards sustainable urban futures.