THE ROLE OF DIGITAL TECHNOLOGIES IN SHAPING THE LINGUISTIC LANDSCAPE OF SCHOOLS IN KARACHI

Abstract

This research focused on how schools in Karachi use digital platforms and forums to communicate with stake holders, which in turn shapes their educational identity and linguistic practices. Educational institutions rely heavily on digital platforms such as websites, social media and other communication forums to project their achievements. They also portray the different activities that take place within the campus and their institutional ethos. This study aimed to explore the linguistic strategies used by schools and how it impacts the perceptions and experience of the audience. A qualitative approach was adopted and data was gathered through a detailed content analysis of the digital spaces, to understand the language and the strategies used for their projection and communication with parents and students. Special attention was paid to audience engagement. The findings aimed to offer insights into how these digital practices impact the linguistic landscape of schools in Pakistan. It also aimed to contribute to a broader understanding of the evolving landscape in private institutions in Karachi.