Intergenerational Pragmatic Shifts: A Study of Politeness Strategies and Speech Acts Among Generation Z And Generation Alpha in Pakistani Media

Abstract

The rise of digital media platforms has profoundly reshaped communication among younger individuals. This study explores the shifts in intergenerational pragmatics by examining the speech acts and politeness strategies employed by Generation Z and Generation Alpha in the context of Pakistani digital media discourse. Specifically, it investigates how these two generations navigate communicative functions, including requests, compliments, emotional expressions, and directives in informal settings like YouTube videos and online discussions. Using a qualitative research approach, the study analyses genuine conversational data gathered from six YouTube videos featuring participants from both Generation Z and Generation Alpha. The recorded exchanges were transcribed and subjected to qualitative content analysis. The analytical framework is grounded in Speech Act Theory, as articulated by J. L. Austin and John Searle, and Politeness Theory, as proposed by Penelope Brown and Stephen Levinson. Speech acts were classified into categories such as assertive, directives, expressive, commissive, and declaratives, while politeness strategies were assessed through the lens of positive and negative politeness. The findings highlight marked generational distinctions in communication styles. Generation Z participants tend to engage in relatively organized discourse, showcasing a balance of politeness strategies and heightened pragmatic awareness in digital media contexts. Conversely, Generation Alpha individuals display more direct, spontaneous, and expressive communication, a style significantly shaped by their exposure to digital media and informal interaction patterns. The study also indicates that digital settings promote a conversational atmosphere characterized by informality, humour, and straightforwardness, leading to evolving norms of politeness and pragmatic competence. The research enhances our understanding of how different generations communicate in today’s Pakistani society, especially focusing on the influence of digital media in forming new ways of interaction. The results provide significant perspectives for sociolinguists, educators, and media researchers who are exploring language evolution, digital communication, and how young people engage with one another.

Keywords: Pragmatics, Speech Acts, Politeness Strategies, Generation Z, Generation Alpha, Digital Media Communication