Promotion of Endangered Languages on Social Media: A Case Study of the Burushaski Language

Abstract

The Himalayan region, home to over 150 million people, hosts one-sixth of the world's languages, including the endangered Burushaski language. Pakistan, with 72 languages, hosts 26 of these, including the endangered Burushaski language. This study examined the role of Burushaski language pages and groups on Facebook, focusing on their protection, preservation, promotion, and revitalization efforts. The study employed a qualitative method, incorporating interviews from the admins of selected Facebook Burushaski groups and pages and thematic analysis, to identify key factors for Burushaski language promotion through Facebook. The findings highlighted the successful promotion of Burushaki through Facebook. The findings also indicate that research on Burushaski Facebook groups and pages can be beneficial for Burushaski language promotion by identifying the factors crucial to language promotion through these social media platforms. Online language activists and administrators should carefully evaluate these factors and only allow content that benefits the Burushaski language.