THE PERVASIVE INFLUENCE OF SOCIAL MEDIA: A CRITICAL DISCOURSE ANALYSIS OF UMERA AHMED'S ZINDAGI GULZAR HAI

Abstract

This study examines the influence of social media–like discourses in by Umera Ahmed’s Zindagi Gulzar Hai (2012), focusing on their role in shaping identity, interpersonal relationships, and societal expectations. The study employs Critical Discourse Analysis as a theoretical framework, to conducts a close textual analysis by exploring how communicative patterns and social interactions in the novel parallel dynamics commonly associated with contemporary social media. Although the narrative does not explicitly incorporate digital platforms, it reflects key features of mediated communication, including misinterpretation, social comparison, and the construction of public image. These elements resemble the ways individuals engage and present themselves in modern online environments. The study further contextualizes these insights by drawing comparisons with current social media practices in Pakistan, particularly among younger populations. The study suggests that the novel anticipates many of the complexities associated with digital communication, demonstrating that technological platforms intensify rather than transform existing social structures and the continued relevance of literary texts in understanding the evolving relationship between communication, society, and identity in the digital age.