LANGUAGE IN INDIA

RESURGENCE OF HINDI IN THE WAKE OF GLOBALISATION
Gajendra S. Chauhan, Ph.D.

THE WINDS OF CHANGE AFFECT HINDI AND OTHER INDIAN LANGUAGES

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.

RESURGENCE LINKED WITH AUDIO-VISUAL MEDIA

The paper illustrates how Hindi has come out of its shell and carved its place as a market friendly and popular language. The positive impact is that, due to the expansion of media network in the past decade, pan-Indian Hindi is developing mainly through the audio-visual media. During this period, Hindi is able to make greater impact on non-Hindi speaking states. Non-Hindi speakers in India are like passive smokers of Hindi. Impact of media like television, radio and films is enormous (Mallikarjun.B: 2004)

SAY HELLO TO HINDI

The rebirth of Hindi as the new power language and the Hindification of India has left the brown sahibs baffled. For decades, they were brought up to believe that firangi education, angrezi accent and western nakhras were the passport to social acceptance. Suddenly, it is the other way round. The language has become desirable as it sells. From the morning cup of tea (chai hoto aisi) to hoardings (Mujhme hai woh baat), from SMS messages (aati kya?) to TV commercials (Thanda Matlab Coca-Cola) from Hindi Archies cards to children’s cartoons and full pages ads in English publications that have slogans in Roman Hindi, from Hindi classes in finishing schools to Hindi folk songs blaring in the discos, there is an entire Hindustan thriving out there. (Shafalee V: 2004) Even USA’s George Bush loves it and that’s why recently Hindi became one of the languages to be taught in American schools.

HINDI ADVERTISING

Gone are the days, when advertisers would think that this particular brand is only for English newspapers. Today, Hindi and other regional newspapers hold an equal importance in the media plan for any brand. The entire Hindi newspaper business has grown in terms of readership and advertising revenue. Today, even brands like Mercedes Benz are advertised on Hindi newspapers. Apart from these, there are lots of other highend products like expensive watches, luxurious cars and other life-style products that are marketed in Hindi language.

THE HINDI-WALLAH IMAGE IS NOW CHANGED

The image of Hindi speaking person too is breaking boundaries. It is no longer associated with those who wear Saris and Dhotis. Now even the social elite accept that Hindi is the ‘lift Kara de’ language. It is boom time for Hindi copywriters and advertising professionals. With this Hindi high trend, all the global brands want local flavour and local language. This is recognition of the fact that to stay in Indian Markets, the multinationals need to use a language that overcomes linguistic barriers and cultural differences.

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Heritage Language Learning - Parents' Perceptions and Children's Attitude -
A Study of Afghan Immigrants in the United States | Pristine Use of Language - Sanskrit Stotras |Resurgence of Hindi in the Wake of Globalisation | Techniques Utilized for Vocabulary Acquisition | Speaking Anxiety of Students of Medicine in English Language Classes -
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