Professional Documents
Culture Documents
Content
Introduction
Media forms
From Print to Internet
Radio and Television
Limitations of conventional media forms
Video-on-Wheels
Media Modalities
Wall advertising
Print advertising
Introduction
The function of language in South Asian media- multifaceted, colorful, and
distinct in a number of ways
Reasons- complex linguistic, social, political, historical, and economic situation in
the subcontinent
Wall paintings and Bollywood- forms the integral and distinct parts and symbolize
the economic and developmental vibrancy of the region
The reach of South Asian media- beyond the one-third of the worlds population
that inhabits South Asia
The focus- is to address the main issues that confront contemporary South
Asian media,
so in order answer the same, it will identity:
Conventional and nonconventional forms
The generalizations drawn- to a large extent, valid for written South Asian
media discourse, and to a lesser extent for spoken discourse
Major Issues
The dispersion phenomenon- a twofold challenge to advertisers and mass
communicators wishing to reach rural audiences:
Geographic dispersion: Rural audiences are scattered over many small villages,
many of which are still beyond the reach of conventional media, and corporate
giants and champions of rural marketing, such as Hindustan Lever are struggling
to reach them.
Linguistic dispersion: South Asia is a multilingual subcontinent with dozens of
major languages and hundreds of dialects/varieties.
Other variables such as the question of language and dialect choices, income
disparity, social stratification, and gender scatter, that can complicate the
problems.
The most urgent concerns of mass communicators, advertisers, and marketers are
1. How do media planners, advertisers, and marketers reach the unreachable
with the most suitable media to ensure maximal spatial reach?
2. How can the consumers be reached linguistically and effectively?
3. Assuming that one can reach rural masses, then the critical problem still
remains: how to mobilize villagers to the point of sale or the focal point of
action (e.g. for developmental campaigns such as family planning)?
Media forms
South Asia Media
Conventional forms
TV
Radio
Non-conventional forms
Wall advertising
Video-van advertising
Conventional media:
From print to the Internet
South Asian print media
The first newspapers in South Asia - in English for the local British expatriate
population
The first South Asian language- in Bengali in 1818
Daily
Biweekly
Weekly
Fortnightly
Monthly
Miscellaneous
Bangladesh
192
235
Bhutan
Maldives
Nepal
166
814
Srilanka
43
The lowest number are registered in Dogri Language (2), followed by Kashmiri (5)
and Bodo (5).
Bangladesh
India
Maldives
Nepal
Pakistan
Sri Lanka
Radio
0.035m
6m
99m
0.032m
0.89m
12.9m
1.7m
TV
0.0015m
0.85m
66m
0.0101m
0.79m
9m
3.8m
Note: m=millions
Radio
Has maximum reach but is still under a lot of government control;
Program options are limited;
No visual content;
Like TV, low involvement with ad messages on the part of listeners.
Print media
Low level of literacy and lack of availability at the right time and right place are
still problems.
Role of languages
Comprises a barrier to a worldwide community of debate and opinion
The translator has room to shift a bias by choosing weighed words for
translation
Language - a political factor in mass media
Media modalities
Domain and functional allocation of language
Wall Advertising
Slogan/ Product
quality
Attention Getter
Subheader
in hindi
Print Advertising
Targeting
Contemporary Advertising
Current topics
Roman script
Use of English
Company Name/Logo
Next to product names, company names show the most use of English among parts of ads
Even the names which are not English are given an English look (eg. SONY - Tokyo Tsushin
Kogyo - Totsuko)
Slogans
Structural Hierarchy
In order to reach the
highest step of the
staircase, English
must pass through all
those steps, which
precede it.
This hierarchy also
predicts the process
by which English
gains currency in
global advertising.
Language Choice
Target group made up of minorities
Ease of processing
Affective response
Political Factors
Globalization or glocalization ?
In the previous section we said that English is the linguistic cause of
homogenisation of advertising discourse
Doesnt mean that English is leading to complete homogenisation
The process of localization of English parallels the process of globalization
Use of local dominant English words in advertisements is a recognizable
feature in South Asia
Globalization or glocalization ?
Example: Fair and Lovely -> a popular facial cream
Uses the word fair, which refers to light skin
Not a predominant usage in British or American English
Hence, the ad uses a localised version of English
Globalization or glocalization ?
Example: Fair and Lovely -> a popular facial cream
Uses the word fair, which refers to light skin
Not a predominant usage in British or American English
Hence, the ad uses a localised version of English
It indeed is !
This is applicable not only for South Asia, but in the whole world
Conclusion
Amidst all linguistic and other challenges faced by media and advertisers to reach
1 billion people, they have been very innovative devising new media forms like
VoW
Mixing of languages and script is the hallmark of South Asian Advertising
In its role as the language of global advertising, not only is English leading to the
homogenization of the advertising discourse worldwide, but also diversifying itself
in a number of ways
References
Kachru, Braj B., Yamuna Kachru, and Shikaripur Narayana Rao Sridhar.Language in
South Asia. Cambridge University Press, 2008.
Bhatia, Tej K., and William C. Ritchie, eds. The handbook of bilingualism. John Wiley &
Sons, 2008.
Noriega, Jaime, and Edward Blair. "Advertising to bilinguals: Does the language of
advertising influence the nature of thoughts?." Journal of Marketing 72.5 (2008): 69-83
http://digitalcommons.macalester.edu/cgi/viewcontent.cgi?article=1447&context=macintl
https://en.wikipedia.org/wiki/Glocalization