AN EXPLORATION OF THE LINGUISTIC LANDSCAPE OF DISTRICT NOWSHERA- KHYBER PAKHTUNKHWA: A CASE STUDY

Abstract

The linguistic landscape of Khyber Pakhtunkhwa (KPK) - Pakistan, was explored with respect to employing various multilingual writing techniques. The current research compared and contrasted the multilingual top-down and bottom-up signs. It employed purposive and convenience sampling techniques to capture images of 200 multilingual signs. Photographs were subsequently analyzed using a mixed-method approach. The analysis was directed by Thongtong’s (2016) and Reh’s (2004) multilingual strategies. The results revealed that the top-down linguistic landscape actors primarily employed fragmentary and transliteration techniques. On the other hand, the bottom-up signs were dominated by transliteration and complementary techniques. Though, according to Pakistan’s 1973 constitution, Urdu was expected to gain official status within the next 15 years yet, the transliteration technique highlights the privileged and symbolic position of the English language despite bilingual language policy. Bottom-up signs are more varied than the top-down ones, as demonstrated by the supremacy of complementary strategy. The mismatch between language policy and its execution is demonstrated in this way. The significance of the linguistic landscape in revealing various forms of embedded identities and defining English as a potent linguistic tool, is discussed in this study.