MEDIA INFLUENCE ON ENGLISH LANGUAGE PROFICIENCY: A STUDY ON ESL LEARNERS OF SIALKOT, PAKISTAN

Abstract

This study explores the influence of various media forms on English language proficiency among ESL learners in Pakistan, addressing the challenges they face in improving their language skills through traditional methods. It aims to understand how different media, including television, radio, print, and online platforms, impact vocabulary acquisition, pronunciation, and overall language proficiency. We collected data through semi-structured interviews, observations, and focus groups with 30 ESL learners from diverse educational and socio-economic backgrounds, employing a descriptive qualitative research design. The theoretical framework integrates Vygotsky’s Socio-cultural Theory (1978) in his work Mind in Society: The Development of Higher Psychological Processes to examine how media serves as a cultural tool and meets learners' specific needs. The findings reveal that media exposure significantly contributes to vocabulary acquisition and positively shapes learners' attitudes toward English. This study offers valuable insights for educators to develop more effective language teaching strategies and for media producers to create content that supports language learning, ultimately enhancing ESL education practices in Pakistan.