A SOCIOLINGUISTIC STUDY OF CONGRATULATORY WHATSAPP MESSAGES: LANGUAGE, IDENTITY, AND SOCIAL HIERARCHIES

Abstract

This study explores the sociolinguistic dimensions of congratulatory messages exchanged on WhatsApp, a prominent medium of digital communication in Pakistan. Such messages, shared to celebrate personal or professional milestones, are examined as linguistic acts that construct identity, express solidarity, and negotiate social hierarchies. Grounded in Brown and Levinson’s Politeness Theory (1987), the research investigates how linguistic choices particularly the use of English serve as markers of power, prestige, and social distinction in digital discourse. Adopting a qualitative approach, the study analyzes 50 naturally occurring congratulatory messages collected from participants of varying ages, genders, and professional backgrounds. Using thematic discourse analysis, the research identifies patterns in politeness strategies, linguistic forms, and code-switching between English and Urdu. The findings reveal that formal English is often used to convey respect toward higher-status individuals, while informal tone, humor, and bilingual expressions are employed in peer interactions to signal intimacy and solidarity. The study concludes that WhatsApp communication reflects, rather than diminishes, social hierarchies, with language functioning as a key tool for enacting identity and managing social relations.