SHIFTING LINGUISTICS: THE IMPACT OF ENGLISH MEDIA ON ALBANIAN LANGUAGE USE AMONG STUDENTS"

There is cause for concern regarding the linguistic and cultural landscapes of non-English speaking nations due to the widespread influence of English media, especially music, TV shows, and films. The consequences that media consumption in English has on Albanians, aged 21 to 26, are the subject of this study. The main topic of inquiry explored in this study is how younger generations' use of the Albanian language is impacted by exposure to English media. According to the theory, exposure to English-language media regularly alters cultural identification and results in a notable integration of English terminology into conversations. Using Albania as a case study, a thorough literature analysis demonstrates how English has spread throughout the world via the media and how it has affected languages in various countries. Using a mixed-methods approach, the study collects data on media consumption patterns, the frequency with which English vocabulary is used, and perceptions of linguistic and cultural transformations through the use of both quantitative surveys and qualitative interviews. The majority of participants routinely consume English-language media, according to the findings, which results in their frequent usage of English vocabulary in social and academic contexts. The study concludes that English-language media has a significant impact, encouraging the usage of mixed languages and posing issues with the preservation of Albanian culture and language. The necessity of balanced media intake and language preservation methods is highlighted by these findings.