GENTRIFICATION AND LANGUAGE: A CRITICAL DISCOURSE ANALYSIS OF HOUSING SOCIETY NAMES AND SOCIAL CLASS IN PAKISTAN

Abstract

Housing societies continue to expand day by day in all corners of the country due to the growing population and industrialization and commercialization. Even though, in the villages many societies were developed as development project. The connection between language and gentrification in PAKISTAN, it will be investigated that how the private housing societies gave names to their societies like DHA, Ali Waris City, Airport Enclave etc. these names are not neutral expressions but they are effective discourse to bring some differentiation between individuals. It is secret ideology that causes the retention of these types of names. Through the critical discourse analysis, theoretical frame work of three-dimensional model of Fairclough (text, discursive practice, social practice) will be applied in analyzing the naming practices of housing societies and what is the reason of such naming practices. About the names of housing societies in other regions in Pakistan will be included in housing society names and the promotional taglines will be examined in a bid to determine the dominant lexical patterns, semantics and ideological discourses of gentrification, neoliberal urban development, and elite identity formation. The research paper will be relevant to sociolinguistics and CDA because it will provide a new and context-specific study of urban discourse in Pakistan.