Department of Humanities and Social Sciences

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Author: search.filters.author.Chouhan, Gajendra SinghSubject: search.filters.subject.English Language

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    India Calling English for Empowerment: Let’s Join the Bandwagon!
    (ELT Quarterly, 2021-07) Chouhan, Gajendra Singh
    In a global world of today using English is no more a fashion but an essential commodity. As one has to compete globally today, the knowledge of sound English becomes a facilitator and the lack of it a disqualification. No doubt, attaining the accuracy of native speakers is more than challenging. Yet we have amongst us people who display the use of English in the same spontaneity as the English speaking people. India has produced a good number of poets and novelists who are popular world wide because of their affinity and respect for English as a language. Nonetheless, there is a majority of people who despite their best potentials cannot compete with others because of their lack of exposure to English. Today when many languages are on the periphery and near demise, English stands on the summit. It is not an exaggeration to say that this language has attained significance after much struggle since its infancy. Since the acceptance of a language depends upon its users, English has proved its majority leaving its competitors far behind. English has gained so much relevance and authenticity that present day life without it seems a dreary desert. As a language it has brought such momentum that even technically savvy countries of the world seem tempted to use it accurately. The unifying quality of this language has globalized the world and thick ethnic walls too have started eroding. It is driving the world with its wand and creating immense opportunities for everyone right from a student to an astrologer. English as a lingua franca also seems to promote other languages of the world by borrowing numberless words whose interpretations enable people to be familiarized with the mores and cultures of other nations. Native speakers of English may derive immense satisfaction to see the dissemination of varieties of English. Its authoritative acceptance the world over has made other languages jealous.
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    Language Media and Society : Essence of Advertising Communication
    (Rawat Publicaiton, 2010) Chouhan, Gajendra Singh
    In modern language communication, advertising is one of the most striking to arouse strong feelings. Language empowers the advertising message. This book - based on research in India - takes interest in the subtleties of advertising communication and unravels the different intricacies of hidden messages. No matter how innocent an advertisement may appear, profound meaning and messages are continuously played out. To reinforce Chomsky's thesis, "while the surface structure is identical in all interpretations, the deep structure is not." Language, Media & Society takes an approach based on communication perspectives, starting from a wide variety of analytical frameworks, such as social theory or mindset. Advertising is not just a vigorous marketing module, but also an integral element of modern society and cultures. Its enchanting power recycles cultural models and practices through the multiple media exposure. The book digs up layers of linguistic marvels on the syntactical, psychologic In modern language communication, advertising is one of the most striking to arouse strong feelings. Language empowers the advertising message. This book - based on research in India - takes interest in the subtleties of advertising communication and unravels the different intricacies of hidden messages. No matter how innocent an advertisement may appear, profound meaning and messages are continuously played out. To reinforce Chomsky's thesis, "while the surface structure is identical in all interpretations, the deep structure is not." Language, Media & Society takes an approach based on communication perspectives, starting from a wide variety of analytical frameworks, such as social theory or mindset. Advertising is not just a vigorous marketing module, but also an integral element of modern society and cultures. Its enchanting power recycles cultural models and practices through the multiple media exposure. The book digs up layers of linguistic marvels on the syntactical, psychological, semantic, and semiotic levels of the advertising message. It also delves into the sociolinguistic setting of Arunachal Pradesh, power of code mixing in advertising, and the sexist language of advertising.