“Prestige, and Preference: A Study on Language Choice and Xenocentrism in Female University Students”

Abstract

International travel, media, and the rapid advancement of communication technologies have led to an exposure to diverse cultures. As a result, xenocentric attitude has been develop among students and gives prestige to non-local languages rather than their own native language. This study investigated the impact of xenocentrism on the language preference of female university students in daily life and academic spheres at PMAS Arid Agriculture University. The current study adopted an exploratory research approach, employing the purposive sampling technique. For data collection, indepth interviews were conducted. Further, structure questionnaire were developed for quantitative data, such as respondents' demographic characteristics and to describe the attitude of respondents towards other languages. For socio-demographic characteristics, descriptive statistics were used and presented in frequency and percentages. Thematic analysis was carried out for qualitative data analysis. The findings of this study highlight the dominance of English in academic and digital spaces. Results has shown that people stopped using their original languages because it helps or hinders their everyday life. Students across the interviewees stated that Punjabi, Saraiki, Balochi, and Balti seem outdated and attract negative peer reactions because these languages do not help students advance their academic and professional goals. To address these challenges, policymakers, educators, and cultural institutions must advocate for inclusive linguistic policies, support local creative industries, and foster cultural pride through education and media representation. By striking a balance between global engagement and cultural preservation, Pakistani society can navigate the complexities of modernity while safeguarding its rich heritage.