Linguistic Imperialism on Instagram in Pakistan: A Study of English Dominance and Its Impact on Indigenous Languages

Abstract

Linguistic imperialism is defined as the supremacy, dominance, and to the imposition of a powerful language over the other languages, often resulting from control, power dynamics, colonization, and cultural hegemony. The aim of this is to study explore this phenomenon on Instagram, with the focus on English language dominance and its impacts on indigenous languages in the online interactions among young female students in Pakistan. By the use of a qualitative triangulation that combines netnographic observation and semi-structured interviews, the study analyzes the Instagram activity of 20 female undergraduate students at Begum Nusrat Bhutto Women University (BNBWU), Sukkur. Over observation period from May to September, 100 Instagram captions, stories, and comments were gathered, and analyzed, and codified. The findings highlighted a clear dominance of English (76%), limited use of Urdu (13%), some code-mixing (11%), and a complete absence of regional languages such as Sindhi, Pashto, and Balochi (0%). Interview responses revealed that English is preferred for its perceived global reach, wider audience reach, modernity, visibility and association with education and status, while indigenous languages are viewed as less prestigious, less visible and unsuitable for public digital expression. These patterns reflect how Instagram not only reflects but also enforces linguistic hierarchies rooted in colonial legacies. The platform's design, user trends, and engagement algorithms also appear to contribute to the marginalization of indigenous languages, creating a form of digital linguistic imperialism. The study concludes that without conscious efforts to promote linguistic diversity online; through education, inclusive platform policies, and public awareness, local languages may continue to lose visibility and cultural significance in Pakistan’s digital future.