English Prestige and Punjabi Marginalization in Lahore’s Linguistic Landscape

Abstract

This paper examines the limited presence of Punjabi in the linguistic landscape of Lahore, despite it being the most spoken language of the region. This finding draws upon the analysis of over 1000 shopboards and 150 billboards, covering different areas of Lahore with distinct predominant socioeconomic status. The study interprets this limited linguistic visibility as a mirror to linguistic hierarchy, power and social identity. The findings show a striking marginalization of Punjabi; visible in the restricted domain – food-related signage only. This pattern is not mere incidental. It indicates a systematic linguistic hierarchy according to which English is taken as a symbol of economic stability and prestige, Urdu as a valid expression of national identity, but, Punjabi as socially trivial but culturally significant unit. By examining the visibility of Punjabi through the lens of linguistic hierarchy, power and identity in South Asian context, this study demonstrates how linguistic visibility reflects and contributes to social inequality and cultural identity.