Analysing the Linguistic Strategies of Pakistani Street Vendors: a Critical Discourse Analysis
Year: 2026
Type: article
Abstract: This study explores the linguistic strategies used by street vendors in local markets of Pakistan and their impact on the customers’ perception and buying behaviour. Based on data obtained via questionnaires administered to 40 participants, and participant observations carried out in 10–15 markets, the study examines the ways in which vendors deploy language as a persuasive and social resource in informal commercial contexts. The study is based on Speech Act Theory, Entman’s framing theory and Fairclough’s three-dimensional model of Critical Discourse Analysis (CDA), which provide a multi-layered framework for the analysis of vendor-customer interactions.The results show that street vendors make use of four key linguistic categories in a strategic manner: modes of address, detailed product information, reasonable arguments supported by facts and emotional and social cues. The use of friendly address terms, rhythmic expressions, humour, and code-switching between Urdu, Punjabi and English are frequently employed to attract attention and build rapport. Also, vendors depend on assurances, claims based on experience, and convincing product descriptions to build trust and increase perceived value. Emotional stories, culturally embedded expressions also influence customer engagement and buying decisions.The study concludes that language in street vending is not merely a communicative tool but a powerful socio-economic tool that constructs trust, negotiates relationships, and drives consumer behaviour in informal markets. The findings complement the existing research of discourse analysis, sociolinguistics and market communication by highlighting the role of linguistic strategies in shaping everyday economic interactions in Pakistani street markets. Keywords: Street vendors, linguistic strategies, Pakistani markets, Speech Act Theory, Critical Discourse Analysis, framing theory, customer perception, code-switching, informal economy, discourse analysis
Author: Jawaria Kabir
Institution: Riphah International University
Language: English
Subfield: Language and Linguistics
Field: Arts and Humanities
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7224686780