Identity Construction through Language: An Examination of Billboards of Pakistani Automobile Workshops

Abstract

Aim of the Study: The study aims to explore the identity construction through language in the billboards of Pakistani automobile workshops. Language employed by the billboards communicates important messages to the costumers and constructs identity of the producers/ owners/ mechanics.

Methodology: Focusing on the language of billboards and the connection between language and identity, the study employs qualitative research method; and the data is collected from three localities in the form of pictures of billboard. The model adapted for the current research incorporates three theoretical approaches: Bhatia’s (1992) ‘Single Discourse Unit’, Tajfel’s (1979) ‘Social Identity Theory’ and Woodward’s (1997) ‘Theory of Identity and Representation’.

Results and Conclusion: The analysis shows how the language choices used to make headlines and body text of these billboards contribute in constructing different identities including professional, ethnic, community identity and in group and out-group membership.