05-Jan-2017: The Department of Linguistics, Aligarh Muslim University in collaboration with the Indian Council for Social Science Research today started a three-day International Conference on â??Mediatization, Culturalzation and Language Alterationâ??.
Delivering the Keynote address at the Inaugural Function, Professor Poonam Arora said that during her student days at the St Stephens College and Delhi University, she always pondered on why all the information and knowledge needed for research has to be only in English.
â??I eventually found out during my Phd in the United States of America that cinema has a language of communication of its own, which is not dependent on popular English spoken all over the world,â?? said Professor Arora adding that this was when I started working and studying on Asian, African and African-American and ethnographic cinema.
Talking on the Indian Subcontinent, itâ??s culture and languages; Prof Arora said that South-Asia is a cultural region, which needs to be understood in North America and we need to have a convergence of cultures and ideas in between the global North and South. â??The convergence of various cultural regions will bring us to new knowledge,â?? added Prof Arora.
She further said that the world needs to build bridges in between people of various cultural regions and at the same time understand the points of difference in between people.
While presiding over the Function, AMU Vice Chancellor, Lt General Zameer Uddin Shah (Veteran) spoke on the effects of social media in the society. He said that while some believe that social media has done a lot of damage to spoken and written languages, but it is also true that social media has given us new terms, which now have their meanings in the dictionary.
He added that when words like LOL, ASAP and OMG are being used in the common spoken languages, we need to understand that languages keep on evolving.
General Shah pointed out that Hinglish is a convergence of English and Indian languages and there is no denying that this convergence has an impact on us. He further pointed out that any language, which needs to grow has to adopt new words.
Talking on the language used in advertising, Guest of Honour, AMU Pro Vice Chancellor, Brigadier S Ahmad Ali (Veteran) said that advertising uses short and crisp words and sentences to send across a message. He added that advertising is about innovation and this is why there is often a convergence of languages in popular advertisements we see on television and print media.
He further said that media in todayâ??s world is pre-dominantly about politics and it is imperative that the media strikes a balance in their regular stories and editorial content.
Brigadier Ali pointed out that Hindi Cinema language has always played a pivotal role in bringing about a bonding in society as words of various languages have always been beautifully amalgamated in popular movie dialogues and songs and these words have eventually become a part of lingua franca in India. However, in the conclusion of his address, Brigadier Ali urged young people to not depend on the social media language and speak and write languages in the proper manner.
During the Inaugural Address, Prof Tej K Bhatia from the USA said that advertising plays a huge role in shaping our societyâ??â??â??the way we see, think, understand and act.
He added that the advertising we are constantly consuming paints a picture of society, thus shaping how we view ourselves and what many aspire to.
He also pointed out that with the on-going demonetisation campaign; it is a very exciting time for advertising in India as people are predicting the long-term effects of demonetisation on advertising. Prof Bhatia pointed out that social media has brought with it new trends of advertising like the Twitter conversational cards; the LinkedIn ads, which allow people to target ads by job titles, demographics, and more and then there are pop ups while you are watching a story or events and Geofilter ads, targeted depending on your event.
Senior Journalist, Professor Om Thanvi said that it is important to write and speak in simple language spoken by masses to put across you messages in efficient ways but the alteration of languages is also leaving a negative impact. He pointed out that it is good to pick English words in Hindi, Urdu and other Indian languages, but these words should be picked with caution. He added that the language used in social media is also leaving a negative impact by replacing classical words of various languages.
Noted Journalist, Mr Iqbal Ahmad, BBC News Service said that media only picks words and phrases from the society to communicate with them in an effective way. He pointed out that these words and phrases have helped in the survival of many media forms. â??With the usage of popular words in FM radio programmes, it became easy to revive the dying radio listening culture,â?? said Mr Ahmad.
Prof Ali R Fatihi, Chairman, Department of Linguistics and Prof Mohd Zahid, Officiating Dean, Faculty of Arts delivered the welcome addresses.
Research Scholar Mr Bairam Khan conducted the programme while Dr M J Warsi, Organising Secretary of the programme proposed the vote of thanks.
On the occasion the Vice Chancellor and the Pro Vice Chancellor also released the Journal of Linguistics, AMU and the Conference Souvenir.
Later in the day, during a panel discussion, AMU Public Relations Officer, Mr Omar Saleem Peerzada spoke on how new media terms are making an impact on society and culture at large and the impact of language alteration. The Panel discussion also had BBC journalist Mr Iqbal Ahmad as moderator, Prof Om Thanvi, Ms Arfa Khanum from the Rajya Sabha TV, Dr M J Warsi, Prof Anand Pradhan, Mr Syed Faisal Ali from Rashtriya Sahara and Prof Ghazanfar Ali
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