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Academic Paper

Title: Localization in Globalization
Paper URL:
Author: Debaprasad Bandyopadhyay
Email: click here TO access email
Institution: Indian Statistical Institute
Linguistic Field: Discourse Analysis; Language Documentation; Philosophy of Language; Sociolinguistics
Abstract: This paper describes the impact of global language in so-called local languages in the context of economic globalization. Though there are attempts to solidify the geo-linguistic boundary of a single language, on, in the domain of business, the language has become glocal (=Global Local). Macluhann predicted that the ads in the electronic age would be silent to cope with the global plurilingualism. Though MRF-tires followed Mcluhannian dictum, quite contrary to his prediction, now-a-days we have seen so called "local" (or rather glocal) phenomena depicted in the ads. The ad-code is also a mixed code, reflecting the centre's language:yeH Hey right choice baby, “this is right choice baby”; dil mange more “([my] heart wants more); " Don’t be a bandOr (monkey); "kuch jada hi solid (something more sold) “Sprite bujhaye only pyas, baki all bakwas” "Sprite means only thirst, all the rest are nonsense.";jite woHi who tastes the thunder "S/he, who tastes the thunder, wins."; jo caHo Ho jay, Cocacola enjoy. "That happens, whatever you like....."taja Sas longer (fresh breath.....); Its for everyone: maHaraja or proja" Its for everyone: King or subject." Apart from such syntactic constructions, there are some mixed compound words: coolmal “cool damsel” (mal in Bangla or Hindi means “luggage” and the word is derogatorily used to refer young female. No one bothers about such insulting and male-chauvinist connotation of the ad) net-guru, multimedia-guru, neteS “best (inter-)net practitioner” etc.. The Hindi-elements in these ads are written in roman script and thus preserve the footmarks of Euro-centric “global” as well as sub-global (Hindi) phenomenon. It is not merely a cohabitation of languages, but encroachment of global superstratum into the sub-global substratum that ultimately encroaches sub-sub-global (=”local”).
Type: Individual Paper
Status: Completed
Publication Info: Frontier, Vol. 31, No. 40, pp. 12-15, 1999

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