Department of Humanities and Social Sciences

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    Characterizing Language Usage in Formal and Informal Webpage Text Corpus
    (Online Journal of Communication and Media Technologies, 2013-10) Nirban, Virendra Singh
    Language is an integral part of any culture. English has changed substantially in the last 1500 years of its use, reflecting patterns of contact with other languages and the changing communication needs of people. The significant changes in structure and use of language can be attributed to the effect of medium of communication. English is also the lingua franca of modern corporate world. With the advent of technologies that provide platforms for creation of virtual communities, the scope for influence of medium on language is substantial. Moreover technologies like World Wide Web and Internet has provided infinite communication avenues to corporate world, individual entrepreneurs and professionals to reach a wider clientele base for business. The ever increasing online user population is creating a vast amount of English text corpus which substantially reflects the patterns of language usage. This paper presents a perspective on the influence of computer-mediated communication on language usage in formal and informal context with special reference to empirical studies conducted using webpage text corpus. The issues considered in the analysis include language usage, special aspects of CMC, user population and the overall influence of communication technology on language and its repercussions in society.
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    India In-Between: Culture and Nation Representation in Jean Renoir’s Film the River (1951)
    (Taylor & Francis, 2020-10) Shekhawat, Sushila
    The above conversation from Jean Renoir’sFootnote1 film, The River, based on Rumer Godden’s 1946 book of the same name, is jarringly symbolic of the identity formation of India as a colonized nation. History, as documentation of past experiences and narratives, has predominantly existed in the form of written texts. Historical documents, journals and newspaper articles have elaborately discussed India under the colonial rule and during partition. The post-colonial experiences have also manifested itself in biographies, autobiographies and even in works of fiction such as that of Manto and Chughtai, to name a few. But with the advent of technology in the form of a camera, history and narration have found a novel way to manifest itself not just as written words but also as images. Further on, these still images have evolved into motion pictures. “In “The Ontology of the Photographic Image” Bazin argues that photography and cinema are discoveries that finally satisfy the obsession with realism… The photographic image is a mechanical reproduction of reality and we therefore accept as real the object reproduced or re-presented”.Footnote2 Set in the banks of the river Ganges in West Bengal, Renoir’s cinematography establishes the topography as the mise en scène while the camera captures daily activities of human lives in a realistic manner. Faulkner in The Social Cinema of Jean Renoir writes:Footnote3
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    Media, Culture and Ethics
    (Macmillan, 2018-01) Sharma, Sangeeta; Shekhawat, Sushila; Yadav, Anupam
    Media has become such a prominent source of information today that we just cannot ignore it. Apart from traditional media, the alternate media has occupied a major space in the life of an individual. With the dependence on media for information dissemination, responsibility of being correct is the major concern. Everyone has his/her own prejudices and is guided by whimsical thoughts, so it is imperative to have media literacy to understand the information transferred through any media. Today every individual has the power to generate news through social media. The accuracy of the information is decided by the reader, based on prerequisite information. Media and popular culture percolate in all aspects of our waking time. The unrelenting exposure predominantly guides our perception of reality, The formation of our values, our beliefs and attitudes and above all it defines self and society. This has become an extraordinarily powerful educating agent amongst majority of the population. The speed with which it is influencing the society has blinded us. Hence, it becomes imperative to have complete and true reflection of the cultures in which the stories are set.
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    Culture in advertising: model for Indian markets
    (Taylor & Francis, 2020-08) Sharma, Sangeeta
    Advertising is omnipresent and cannot be ignored. The advertisers intertwine the cultural practices prevalent in the country to make a lasting impact on the viewers. The culture of the nation has a deep impact on the psychology of the individuals and therefore can increase the recall value. India is extremely rich in culture and heritage; thus, the advertisers get opportunities to project cultural values in different ways. One such way is to use emotional appeals in the advertisements so as to reach the heart of the target audience. There are deluge of advertisements targeting young consumers which reflect Indian culture. The study attempts to develop a model for depiction of culture in the advertisements taking into account the rituals, clothing, language, jingoism, festivity, religion etc. The analysis of 200 print advertisements is done to identify significant cultural values that are transmitted to consumers. A model is proposed by using exploratory factor analysis and confirmatory factor analysis and then impact on recall value is determined.