A Sociolinguistic Study of Reels (Short-Form Videos) and Their Influence on Language Use Among Undergraduate Students at Quaid-i-Azam University, Islamabad

Abstract

The growing popularity of short-form video applications like Instagram Reels and Tik Tok has introduced a tangible shift in language practices of undergraduates in the age of digital era. This paper holds the thesis that regular use of Reels has a significant impact on the vocabulary and the style of communication, as well as language use overall in general, promoting the use of slang, abbreviations, emojis, and code-switching between English and Urdu in daily communication. Based on a mixed-method study design, a sample size of 50 undergraduate students at Quaid-I-Azam University was used to gather primary data based on a structured questionnaire with closed and open-ended questions. Quantitative data were interpreted through descriptive statistical procedures to determine the pattern of usage, and the responses given through the qualitative theme analysis to explain the personal experience of the students and their perceptions. The results indicate that Reels facilitate informal, expressive, and humor-based communication, which facilitates conversations by making them quicker, more interesting, and social. Simultaneously, the research also raises the issue of informality being excessive and mixing the digital slang with the academic language. The discussion is based on the Social Learning Theory that was proposed by Bandura (1977) that clarifies that students imitate and adopt language fads through repeated exposure to language on Reels. Finally, the research shows that Reels can serve as a strong force of linguistic change, and it is highly important to train awareness of the situation-appropriate language in both academic and social contexts.