Sindh Journal of Linguistics

The Acquisition of Allophonic Aspiration Contrast of English Voiceless Stops

2026-09-11T18:29:18+00:00

This study examines the acquisition of the allophonic aspiration contrast of English voiceless stops by Khowar speakers, whose native language encodes aspiration as a phonemic distinction. Drawing on the Speech Learning Model (SLM), the study investigates how first-language (L1) phonology and linguistic environment influence the acquisition of second-language (L2) aspiration patterns. A production experiment measured the Voice Onset Time (VOT) of English voiceless stops produced by thirty native Khowar speakers, divided into Pakistan-based and UK-based groups. The results show that Pakistan-based speakers tended to equate English aspirated stops with their unaspirated L1 counterparts, indicating strong L1 transfer effects. In contrast, UK-based speakers demonstrated greater overall accuracy in producing English aspiration, though their productions also revealed instances of hypercorrection, suggesting heightened sensitivity to the L2 contrast. These findings reveal the critical role of L2 input in phonetic category formation and support the view that sustained exposure and explicit phonetic instruction may facilitate the restructuring of L1-based phonological representations in L2 acquisition.

Multilingual Prayer Practices among Sindhi Hindus in Malaysia: Negotiating Heritage, Identity, and Change

2026-10-22T07:30:19+00:00

This study explores multilingual practices in prayers of Sindhi Hindus in Malaysia, discussing how multilingual choices in different religious settings reflect legacy support, personality arrangement, and adjustment in diaspora. Employing unstructured interviews conducted with eight participants, followed by observation of religious places and YouTube recordings, the study thematically analyzed generational differences and language choices in relation to prayers. Findings show that while older Sindhis conserve Sindhi and Hindi languages in communal prayers, more youthful Sindhis increasingly use English in private commitments, reconceptualizing prayer as personalized spirituality. Multilingual practices also underpin inclusivity, enabling Sindhis to take interest in interfaith religious prayers and practices. The study underlines the association of Sindhi with diasporic religiosity, the dominance of Hindi in customs, and the increasing affiliation of English with reflection and modernization. Finally, this study contributes to scholarship on diaspora multilingualism, religiosity, and heritage language maintenance.

Linguistic Strategies and Customer Engagement in Social Media Marketing: A Corpus-Based Analysis

2026-10-22T07:30:15+00:00

This study examines how in modern age the use of digital platforms has manipulated the way of communication between organizations and the consumer (Firat et al., n.d.). Though copious research on the online marketing has been paid a meager attention how the customer engagement via these online platforms. In this paper we investigate linguistic strategies employed in social media marketing and how they affect the involvement of customers is examined. The research involves the analysis of linguistic elements like emotional language, inclusive pronouns, imperative sentences, storytelling, humor, emoji, hashtag and call-to-action expressions, based on theories in persuasive communication and digital discourse (McGuire, 2025). A quantitative corpus-based content analysis is applied which yields authentic samples of social media posts from various leading brands on important platforms such as Instagram, Facebook and X. Linguistic characteristics are systematically coded and quantitatively analyzed with customer engagement characteristics such as likes, comments and shares. Based on statistical analyses such as descriptive, correlation, and multiple regression, the relationship between linguistic strategies and customer engagement was determined. Results have shown that linguistic persuasive elements evoke high involvement thereof significantly; the effect of the individual persuasive elements differs between the measures of involvement. The study also makes a significant contribution to applied linguistics, as it expands the knowledge of how language used in the field of digital marketing, and can prove relevant for digital marketers, content writers and communication practitioners looking into improving the efficiency of their social media marketing efforts. It further serves as a ground for doing further research on marketing content created by artificial intelligence and multilingual communication for digital media (Roy et al., 2015).

The Impact of English as a Lingua Franca on Indigenous Languages and Cultures

2026-10-30T07:41:34+00:00

The study used a systematic review approach to examine how English, as a lingua franca, has affected Indigenous languages and cultures. It sought to compile and evaluate the body of extant literature with an emphasis on scholarly sources that were pertinent. The study comprised books and journal papers on the subject, with ethical considerations guaranteeing correct attribution and citation. With more individuals studying it as a second language, English is the most frequently spoken language in the world. It is essential for global communication since it makes it possible for people to learn and find employment. Due to its ability to successfully bridge cultural divides, English is also crucial for intercultural communication. Teaching English as a lingua franca includes strategies including accommodation, meaning negotiation, and the use of a variety of communication tools to enhance understanding.The report highlights the need for financing and assistance to improve intercultural communication skills and English proficiency within the educational system, emphasizing their importance for Myanmar students studying abroad. The extensive use of English in a variety of discourses and communication contexts is dependent on syntagmatic linkages, lexicon composition, and pronunciation. English's effectiveness as a bridge for intercultural communication has been demonstrated by its successful use as a lingua franca in spite of obstacles. Future research should concentrate on creating fresh approaches and methods for instruction that highlight language as a means of international communication. Globalization, culture, and language have a complicated relationship; Sindhi as a first language is impacted by English as a second language. Although lexical borrowing improves Sindhi, it compromises cultural authenticity.. In Australia, Indonesian students face communication difficulties due to cultural differences and gaps in conversational English proficiency. Improved language instruction is crucial for intercultural communication. English has become universal due to globalization and technology, marginalizing regional languages while facilitating cross-border communication. English is a powerful tool for bridging linguistic gaps, improving educational chances, and fostering international unity.