Advertising in the periphery: Languages and schools in a North Indian city  

Oleh:

LaDousa, Chaise

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Language in Society (ada di PROQUEST) vol. 31 no. 2 (Apr. 2002), page 213–242.
Fulltext: out(26).pdf (572.55KB)

Isi artikel

Written school advertising in Banaras, a North Indian city, creates corre- spondences between a language activity and central and peripheral places. In spoken discourse, complex relationships inhere between ways of describ- ing languages as varieties and the sociological value that is said to exist in the fit between a language variety and its domain of use. Education is one such domain because the educational system itself is organized in popular discourse by medium, Hindi or English. In spoken discourse, Hindi- or English-medium schools can indicate central or peripheral dispositions. Ad- vertising, however, includes a meaningful element unavailable to speakers in the flow of interaction – a distinction between lexical designation and its rendering in Devanagari or roman script. Therein lies its power to establish English as central and Hindi as peripheral. (Language politics, genre, lan- guage community, advertising, North India.)

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