Department of Humanities and Social Sciences

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End date: 2009Subject: search.filters.subject.Humanities

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    Resurgence of Hindi in the Wake of the Globalisation
    (LANGUAGE IN INDIA, 2006-12) Chouhan, Gajendra Singh
    Modern India is a multilingual nation. Hindi has come a long way since its adoption as an official language by Indian constitution in 1951.It is recognised as a national language in India and it knits the different mother tongue speakers together. In fact, Hindi doesn’t have much success stories in the past. Its adoption as an official language sent a ripple of resentment through the southern part of the country. The topsy-turvy journey of Hindi as a national language has come to an end and it has fitted in with the requirement of today’s generation and market. It is only after 1990 that revival of Hindi started taking place with globalization and media revolution in India. In today’s highly competitive scenario, globalisation is less a choice and more a compulsion. The term ‘globalisation’ is not merely confined to economics; it has also extended to our inner self i.e., our culture and society. Consequently, the winds of globalisation are bringing about a sea of changes in society and economy. Language and society go hand in hand. While societies undergo transition, so does language, both in its popular and in its purest form. The touch of marketisation has not left the linguistic scenario of India untouched.
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    Sex in Advertisements: The Magic Mantra of Marketing
    (Excel Books, 2007) Chouhan, Gajendra Singh
    Sex sells. More so, if the brand is associated with a woman. Sex is a big word in advertising. It is okay with other nations, but in India, people still shrink from it publicly. Most of the MNCs and their products ride on it to land safely in the global market. Does it sound good with the Indian products and the image of India? Can’t our products survive without sex and female nudity? Our nation, India is a potential global market player and also a country with a rich ancient heritage. It would be a rational marketing strategy where we unite our present and past and forges a new relationship with our buyers that is based on trust and understanding, a strong bond that is free from sex, greed and envy. This paper illustrates how our desi markets are flooded with sexual slogans and sensuous images to compete with the other global products. It further endorses that an effective communication strategy doesn’t necessarily rely on extreme sexism.
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    The Semiotics of Visual Communication in Print Advertisements: How to Read between the Lines
    (SSRN, 2008-04) Chouhan, Gajendra Singh
    Advertising being a study of human behavior and responses is subject to unpredictability and lack of clear answers. Its answers are at best probabilistic and never ever universal truths. As advertising is a lot about strong images and perceptions, the intensity of the imagery is quite understandable. Apart from the intense imagery, advertising also generates a lot of heated debates and "opinions‟ among people…Yet , opinions, likes and dislikes on ads will keep coming from all corners because having opinions and expressing them is part and parcel of being human. The subjectivity of such opinions will also continue. After all advertising is seen and felt by most of us in our 'personal‟ domain' what we can identify with (what we like) and what we cannot (what we don't like) (Tiwari Sanjay 2003). The current paper seeks to find how the visual messages are formed and given meaning through the semiotic analysis of the advertisements. The practitioners of semiotic school believe that the meanings of pictures are not in the pictures, but rather in what we bring to them. Since visual interpretation is based upon perception through cognition and language and is affected by social, cultural, and personal frames, we strongly believe that semiotics will help us explain the complexity of visual communication while processing visual information and producing meaning from the advertisements. This concept of semiotic is the major force of the present paper. The primary goal is to establish the underlying conventions, identifying significant differences and oppositions in an attempt to model the system of categories, relations (syntagmatic and paradigmatic), connotations, distinctions and rules of combination employed.
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    No Kidding, All Business: Children, Advertising and Society
    (Indian Journal of Youth Affairs, 2008) Chouhan, Gajendra Singh
    Ours is an ancient nation with traditional values. We have been groomed on the staple diet of “Boond Boond Se Sagar Bharta.” Till 15-20 years ago, children were not expected as potential consumers. How to save money was the mandatory lesson to be learnt by every kid in Indian families. After the school hours, they were after grandma to tell them a story or they went to nearby park to pluck mangoes or catch a butterfly. Children hardly received any pocket money. If they had money, it was for saving, not for spending. They would always save up for a cricket bat, football, annual picnic or school fee. But now the kids are no more the same. In fact, children rule the world of brand marketing. They have not only changed but have also had a profound effect on the way we buy, shop and live. They don’t play with their siblings and cousins but they enjoy computer games, watch Cartoon Network and do surfing. And the change is not restricted to play alone. Changes seem to have taken place in all their activities they are involved in.They avoid wearing shirts, jeans or sneakers but are proudly after branded wears like Arrows, Levis, Nikes and Reeboks. They don’t eat penny candy, drink nimbu pani or relish Sattu, rather they slurp Pepsi and Coke, eat Lays, McDonalds, Nestles and Cadburys. Children understand market well and they go to Big Bazars, Shopper’s stops, Gaps and Benettons.The paper represents the existing advertising practices and reflects the common concern that marketing communications in the context of children need to be both sensitive and responsible towards children, families and of course, society.
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    Hinglish on A Platter: A Toast To New Global Bhasha
    (IUP, 2008-12) Chouhan, Gajendra Singh
    The world is in transition, and no language will remain same. There is no language in the world that can claim to be pure, permanent and safe in its structure. Changes are inevitable. Languages will change and incorporate new patterns of contact with other languages and the changing communication needs of the people. The code switching and code mixing are very well known traits in the speech pattern of an average bilingual in any human society the world over. As a multilingual and multicultural society, India is not an exception. Hinglish, a combination of Hindi and English has become a new medium of masses in India. It is a wonderful medley of arbitrary words from Hindi and English and enjoyed effortlessly and spontaneously in different domains. It is widely practiced in houses, offices, markets, playgrounds and almost everywhere The resurgence of Hindi in the recent years is one of the prime movers of Hinglish in India and it has given a tremendous boost to its functional relevance in the present linguistic environment. Hindi no longer considers English as its archrival. The equation has changed globally. English and Hindi have come closer and they deliver just perfect, when they work in tandem. Now, it is a winning blend. This blend becomes a new mantra in social acceptance, prestige, and success. It has a great cementing force that connects people and places equally with ease. The paper draws together the different threads of Hinglish, its origin, growth and traces the various reasons that lead to its pervasiveness in India and abroad.
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    Travails of an Immigrant: A Study of Jhumpa Lahiri’s ‘The Namesake’
    (Atlantic Publishers and Distributors Pvt. Ltd., 2006-01) Shekhawat, Sushila
    Since its inception in 19th century, Indian writing in English has coruscated worldwide and the English works of Indian authors have been highly appreciated even by the people of English-speaking nations. Not remaining confined to the restricted gamut of themes and style of olden days, Indian writing in English has made its Dent in myriad human concerns at the hands of great number of Indian writers. In the present anthology, a sincere attempt has been made to provide an in-depth study of the works of reputed Indian authors like bhabani Bhattacharya, Amitabh Ghosh, Shashi Tharoor, Raj Kamal Jha, Arundhati Roy, Jhumpa Lahiri, br> Shobha de, Manju Kapur, Anita Nair to name but a few. Aiming at encouraging variegated opinions without conforming to fixed and rigorous critical canons, the anthology not only focuses on novels but also on the other forms of literature that are brilliant evocation of historical, philosophical and social Issues of great importance. It also traverses through psychological and subliminal issues. Contributors to the present anthology have explored the varied aspects of literary works of the noted and award-winning writers, besides analysing critically and impartial the question of equal rights for women raised by the eminent Indian writers in their works. It is hoped that Indian writings in English would prove indispensable for the students of English literature and would even appeal to those interested in the English works of Indian writers. It will undoubtedly enkindle in readers an avid interest towards their works and also help them sharpen their critical understanding with its ample food for thought.
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    Inner Progression of a Repressed Psyche in Anita Desai’s Fasting Feasting
    (Atlantic Publishers and Distributors Pvt. Ltd., 2009) Shekhawat, Sushila
    As the academic literature is growing, the vibrant field of global analysis is increasing. Shining a light on the pertinent aspects of postcolonial writing, new urges in postcolonial literature, which is an anthology of scholarly articles, brings together emerging critical voices to engage in the major debates within existing postcolonial studies, addressing issues such as hybridization, subaltern voices, decolonization, multicultural and border cultures. The authors critically examine the relevance of postcolonial theoretical perspectives and discuss the issues of empowerment and empowerment; tensions between modernity and tradition; and ideas of development as connected to understandings of race, gender, caste and subalternity. The book engages with the issues raised by contemporary practitioners, and offers a variety of illuminating insights on the fascinating subject of postcolonial studies which will enlighten the students, researchers and teachers of English literature.
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    Shifting Images of Woman in Anita Desai’s Cry the Peacock
    (Atlantic Publishers and Distributors Pvt. Ltd., 2004) Shekhawat, Sushila
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    Understanding the Impact of Advertising on Children and Redefining the Laws of Living in India
    (2009) Lata, Pushp
    The objective of this paper is to explore the harmful effects of advertising on children’s mental and physical health. The study includes the analysis and the impact of various advertisements, which appear on television screen in India. It also discusses at length how parents can help their children make better use of media by educating them regarding the susceptibilities of advertisement.
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    Communicating at Work: Shifting Paradigms and Emerging Trends
    (Jain Brothers, 2005) Sharma, Sangeeta