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Deviprasad Goenka Management College of Media Studies

Language and Culture

By Prof. Kanchan Luthra

June 27, 2018 at 03:11 PM



WHAT IS HEARD, WHAT IS SPOKEN

Media plays an important role in affecting the use and growth of language in a society. The language used in media content is like a mirror of the wider society and culture. Indian media has undergone a drastic change in the past two decades.

Media Reflects the Spoken Word

We have seen phenomenal changes, not only how it is presented to the audience but also how the audience is seeking more variety and accepting this change. This change has taken us through an era of comparatively pure language - pleasing to the ears, where abusive language was a choice made by the person, to the present era of slang and abuse, where it seems slangs and abusive language has become a compulsion. This has become the trend as it offers the youth not only acceptability to the group but also an identity for themselves. This is the reason that both television and films are resorting to more and more change in language. The names of the movies, the songs and the dialogues are written in the format that is easily remembered by the youth i.e. the receiver is appreciating the change and is looking and asking for more. In addition, the channels and films are getting more TRPs and better openings to their films.

Media – Whats thy language?

Media language can tell us things both about media and about language. TV content uses youth lingo to redefine their relationship with the audience. Slangs are increasingly becoming part of youth lingo. Certain facets of youth language, especially slang innovations, are frequently attributed to media influences. The goal of most media messages is to persuade the audience to believe or do something.

Youth generate their language. Its not just to communicate information, its also in order to include people into a group or exclude them from the same. Young people are growing up with a new form of composite language. Language isnt just about communication; there is a strong cultural, social, political and emotional charge to it. The language of youth has changed, and now, television content must adapt to keeping up with the younger generations newer interests and ways of communicating.

A language gets acclimatized

Today, language has to acclimatize itself according to the global trends. These trends are spreading at a fast pace. Media is shared and spread around the world which causes it to become globalized, because of the interest from different cultures. Whether one likes it or not today language has to mould itself accordingly to the slangs of the modern society. To say it in brief, there was a day when the language was the identity of the youth. Today, the youth have become the identity of the language.