IARS' International Research Journal
Not a member yet
173 research outputs found
Sort by
Perception and attitude of language shift: A study of Punjabi language in District Khushab
Get PDFPunjabi is the most popular language of the world, but unfortunately with the passage of time, it has lost its charm. This study investigates and explores the perception and attitude of Punjabi speakers in district Khushab, Pakistan. The study draws upon rich data collected through semi-structured interviews, and non-participant observations conducted in both rural and urban tehsils. Using the theoretical Frame of Simon and Lewis EGID and domain analysis, the research explores that media, and social factors are strongly involved in Punjabi language shift. It also delves into community language attitudes and patterns of intergenerational linguistic transmission.The study reveals the various aspects that are involved in the language shift for example the attitude and perception of new generation, they feel hesitation and shyness while speak Punjabi language. Influential forces driving this shift include formal language policies in schools, urban migration, digital media influence, perceived socio-economic value of Urdu and English, and inter-dialectal marriages. While emotional attachment to local languages remains strong (“our own tongue”), practical aspirations lean towards Urdu/English, creating a duality that accelerates language shift. Communities with deep-rooted cultural identities and mosque-led informal education exhibit stronger linguistic retention. The study found that the Punjabi language is most integral part of community, it also plays an important role for the identity of culture and beliefs. The attitude of old participants is quite optimist regarding the preservation of Punjabi language. Nonetheless the majority expressed the positive attitude towards Punjabi language and transmit Punjabi language to the next generation.
Influence of TV Food Advertising on Tanzanian Children Food Preference: A Case of Mahina and Alliance Schools
Get PDFA study was conducted to examine the effect of television commercials promoting food on children\u27s eating habits in Tanzania. The study specifically determined the extent at which children are exposed to TV food advertisement, identified the types of foods children prefer after exposure to TV food advertisements and examined what are parents’ perception regarding the influence of television food advertisements on children food choices. The study was conducted at Mahina and Alliance primary schools within Nyamagana District in Mwanza, Tanzania. Quantitative and qualitative methods were used to collect data including questionnaires and focus group discussions. The findings obtained from a total of 184 respondents (parents), while 60 children participated in focus group discussions. Findings revealed that more than 50% of Mahina and Alliance primary school pupils are highly exposed to TV food advertisements. There was consensus among all respondents that television food advertisements significantly impact children\u27s food preferences, with the majority of children being prompted to ask for these products. Furthermore, the findings showed that 45% of the participants thought that they have a detrimental effect as they can lead to obesity in some children. In contrast, 45% of the remaining respondents reported that television food advertisements positively influence kids to develop a taste for food and enable parents to find new food items. The study\u27s results revealed that all participants shared a consensus, the more children watch TV commercials for food, the greater their desire will be for products featured in these commercials, as commercials aimed at children frequently employ tactics and gimmicks to sway their preferences towards unhealthy foods showcased on television programmes. As a result, this study recommends that national health organisations, such as the Tanzania Food and Nutrition Centre (TFNC), implement public awareness campaigns to promote healthy eating habits among children
Fundamental Considerations on the Role of Culture in Contemporary Language Education
Get PDFThe categorization of world cultures into binary oppositions —high-contact vs. low-contact, individualism vs. collectivism—has long influenced applied linguistics in general and language teaching methodologies in particular. However, in today\u27s globally digitalized and interconnected world, these frameworks appear increasingly far from adequate. The present paper aims to critically look into the enduring reliance on such binary oppositions, contending that they are too much dependent on essentialist assumptions that ignore intracultural diversity, generational change, and situational fluidity. Drawing upon empirical studies, the study reveals how digital communication, migration, and transcultural exchanges have blurred traditional cultural boundaries; for instance, new generations in supposedly "collectivist" societies tend to exhibit individualistic tendencies, while "low-contact" cultures increasingly display greater comfort with collaborative digital interaction. The paper also touches upon the inadequacies in Hofstede’s individualism-collectivism spectrum and Hall’s high/low-contact paradigm, mirroring their inability to account for hybrid identities and contextual adaptability. Building on existing research literature, we advocate for a fluid, dynamic, and non-essentialist approach to culture in language education—one that prioritizes situated practices over static classifications. The paper concludes with recommendations for culturally responsive pedagogy, encouraging educators to move beyond \u27essentialism\u27 and adopt more nuanced, adaptive strategies that are more compatible with the evolving realities of 21st-century learners
Leveraging LVCT Health’s Facebook Page to Enhance Youth Feedback on HIV Information in Homa Bay Town, Kenya
Get PDFRecent empirical studies demonstrate how Homa Bay Town in Kenya experiences a disproportionate burden of HIV and AIDS among its youthful population. Within these studies’ findings, it is possible to recognize that Homa Bay’s HIV prevalence rate exceeds that of the country’s national average. While existing research emphasizes broad-based interventions, limited attention has been given to understand how social media interventions, particularly through Facebook, are generating feedback on HIV-related issues. This study, therefore, investigates how LVCT Health, through its Facebook page, garners feedback from young people in Homa Bay Town regarding the HIV-related information it disseminates. The study addresses this objective by adopting a qualitative case study design, employing purposive sampling to select participants comprising 24 young residents and 4 LVCT Health personnel from the communication department. Data collection methods included focus group discussions and in-depth interviews, with thematic analysis employed to interpret the findings, which are presented narratively
Exploring Online Shopping Trends and Customer Experiences in the Digital Age
Get PDFDigital commerce, commonly known as e-commerce, refers to the buying and selling of products and services via online channels. This process occurs through digital platforms and computer networks, primarily utilizing the Internet. It includes a diverse array of technologies, such as mobile commerce, electronic payment systems, supply chain logistics, web-based marketing, online transaction processing, electronic data interchange (EDI), inventory control systems, and automated data gathering tools. Contemporary e-commerce usually incorporates the World Wide Web at some point during the transaction process. Additionally, it integrates various other technologies, including email, mobile apps, social media networks, and telecommunications tools
Resilience by Sindhi Protagonists in Tryst with Koki
Get PDFTryst with Koki by Sindhi academic Subhadra Anand can be deemed partition literature/historical fiction which focuses on the resilience shown by an 18-year-old Sindhi protagonist called Sheila in the pre and post partitioning of the Indian subcontinent. In this study, we describe the demonstration and growth of her resilience and that of her brother Suresh in the face of the numerous setbacks they encountered. The characteristics of what makes for this resilience are said to be the characteristics of the Sindhi community. The author uses metaphors and similes to portray how fear and lack of confidence is overcome by love and care for others - both family and community and results in resilience
The Symbiotic Scholar: A Framework for Integrating Artificial Intelligence in Academic Writing While Upholding Ethical Integrity
Get PDFThe proliferation of generative artificial intelligence (AI) represents a paradigm shift for the academic community, presenting both disruptive challenges and transformative opportunities. This paper presents a comprehensive framework for the ethical and effective integration of AI into the academic writing process. We analyse the spectrum of AI applications, from ideation and literature synthesis to drafting and language refinement. Concurrently, the paper critically examines the significant challenges posed by this integration, including threats to academic integrity, the potential for algorithmic bias and factual inaccuracies, and the risk of eroding essential critical thinking skills. We argue that a prohibitive stance on AI is both impractical and counterproductive. Instead, this paper advocates for the urgent development and adoption of a robust framework of ethical guidelines and revised pedagogical strategies. Such a framework should empower researchers and students to leverage AI tools responsibly, fostering a new form of "AI literacy" that complements, rather than replaces, traditional scholarly skills. By navigating this new technological frontier with clear policies, adapted pedagogical approaches, and a steadfast commitment to transparency, the academic community can harness the symbiotic potential of human-AI collaboration while preserving the core principles of scholarly inquiry
Importance of Effective Branding in Social Marketing
Get PDFThe twenty-first century has provided organizations and individuals with many possibilities, also altered the manner in which companies and their consumers interact. Social marketing is a strategy for creating activities that seek to change or sustain people\u27s behavior for the benefit of both individuals and society as a whole. Consumers will create good word of mouth in online communities and increase brand loyalty if a business is effective in establishing a customer-brand connection. With the assistance of successful social marketing companies, the function and significance of branding in social marketing is discussed in this article
INTERNET OF THINGS (IOT): Privacy & Security Issues and their Solutions
Get PDFIoT is a term which is used commonly to show the connection of billions of devices across the globe through internet. The devices used in IoT are majorly used for data collection and sharing. IoT is anticipated to permeate almost every element of life, from smart cities to the medical field, precision farming, supply chain management, and retail, as well as smart living and smart ecosystems. IoT applications are increasing every day. With the rapid increasing applications privacy and security issues can be seen. In fact, if security is not proper in IoT, it may outweigh the benefits. This paper presents an introduction to IoT, architectures along with the privacy, and security threats. Based on the research findings, the possible existing solutions to this problem have been discussed
Narrate, Direct, Commit, Express and Declare Acts in the Official Communication at the Workplace: A Case Study
Get PDFThe best medium for professional communication in workplaces is email writing. However, it requires intercultural awareness and pragmatic knowledge. Previous empirical studies in Pakistan have focused on public discourse of leaders, online communication on social media and lack of training and grammatical errors in email writing. The present study fills the gap by examining the illocutionary acts and perlocution outcomes of the official emails in the workplace. For this purpose, A qualitative case study has been undertaken using purposive and convenience sampling. The data has been analyzed using Searle’s (1969) give categories for descriptive analysis. The findings of the study showed that the employees wrote different assertive, directive, commissive, expressive and declarative emails. Furthermore, the informative emails performed direct and indirect actions. Similarly, the emails had multiple actions to be performed within a single email. The Congratulating emails showed that mutual congratulations were expressively ordered and achieved by the perlocution outcome. In the same manner, directive email had different orders which were explicitly achieved by the perlocution acts by the addressee.