The Urdu Language and the Younger Generation in the Contemporary Era: A Research Study on Its Promotion and Decline

Abstract

This research article examines the relationship between the younger generation and the Urdu language in the contemporary era. It explores the factors contributing to both the promotion and the decline of Urdu among young people. The study highlights the influence of globalization, digital media, English language dominance, and changing educational trends on language use. It also analyzes the role of social media in shaping the linguistic preferences of youth. Despite these challenges, Urdu continues to serve as a significant marker of cultural identity and literary heritage. The study argues that educational institutions, families, media, and policymakers have a shared responsibility in promoting the language. A qualitative research approach has been adopted by reviewing relevant books, research articles, and scholarly literature. The findings reveal that while the everyday use of Urdu is gradually declining in some contexts, opportunities for its revival remain strong through technology, education, and literary initiatives. The study concludes that practical and coordinated efforts are essential to preserve and strengthen the status of Urdu among the younger generation in the contemporary era.