ARTICLE

PROSPECT OF ELECTRONIC MEDIA AS CURRICULUM IN

NON-NATIVE CONTEXTS
By
JURI DUTTA * ASIMA RANJAN PARHI **
* Ph.D. Scholar, Department of English, Rajiv Gandhi University, Rono Hills, Doimukh, Arunachal Pradesh, India.
** Professor &Head, Department of English, Rajiv Gandhi University, Rono Hills, Doimukh, Arunachal Pradesh, India.
ABSTRACT
In the context of India in general, and places where English language functions as a second language in particular, the
prevalent idea that our students have to support their language learning capability through the native accent
(pronunciation) structures is a myth. The paper takes up the following hypotheses:
1. Listening to BBC English or Standard English need not be the criteria for good English.
2. Speaking and appropriating the native speech is cumbersome, neo- colonial in approach.
The study takes the objective of developing a learner friendly curriculum that is modeled on the basis of materials from
the electronic, and other mass media in non-native contexts. It was proposed that reading all kinds of material instead of
the defined, the canonized and formal text books is the pragmatic study in this direction and while writing, the learners
could experiment with all kinds of Englishes around without appearing ridiculous.
Keywords: Electronic Media, Advertisement, Formal Classroom Contexts, Non-native Contexts.

INTRODUCTION order, such an exposure to the new products, the use of a

Teaching practice and methods vary from one generation very trendy vocabulary and structures appear to be selling
to another. The hard objective and purely academic well in the context of English as a second language.
methodology of the past generation has become totally Students take the electronic medium as fun and the formal
obsolete taken into consideration the modern day use of classroom curricula as a burden. So, if they are exposed to
English in non-native contexts. Both at the school and various such use of the English language through the
college level, learners have been widely influenced by electronic media, they may absorb the data as well as its
various factors happening all around them relating to their intended purpose easily. This would pave way in
exposure to English language. Electronic media is one entertaining, and educating them by a method that is
such very important medium. The extent of influence that more pragmatic today. This paper takes into account
the student is exposed to is considered by television and certain data collected from electronic media in India, and
other such media since young learners are easily claims to utilize them as model material in curriculum
influenced by them. At the present time, even remote renewal of English.
villages have a television set. The village Panchayats are Enriching the Mass Appeal
provided with such gadgets, and network through which a In a globalised India, English studies require more careful
very passive and effective learning have been taking attention. The drive for regional languages, and a step
place. School and college students happen to constitute motherly attitude towards English in recent times has been
the biggest percentage of its viewership. Games, disheartening and acted in the worst possible extent
advertisements, cartoon, and entertainment channels against socio-economic development. Like many other
appeal to them the most. The commercial advertisements languages, English also represents a substantial section of
have a great role in shaping the perception of the our society. It is by making English elitist, cozy, and confined
youngsters in lifestyle, choice, fashion, and use of to only a textbook approach that our attitude has been
language. In a fairly commercial and globalised world shaped. It needs to be busted, making room for the

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popular appeal that goes behind its use. English has 'speech community' is problematic. Their argument has
consolidated itself as an effective language of our country emphasized on the issues of multilingualism and stylistic
at all levels. It is a valuable asset left with us to our diversity:
advantage influencing, and getting influenced by our ‘Issues of multilingualism, dialectal and stylistic diversity,
socio-cultural context. In learning and teaching English in and a shared set of socio-cultural and linguistic norms
India (2006), Ravi Sheorey says: become central to the task of defining a speech
‘In today's independent India, the continued use of English, community’.
and the preference for the democratic form of Apart from functioning as a means of communication,
government have now become part of the national language also plays the role of an identity marker. Agnihotri
consciousness. In the case of English, developments in and Khanna consider the role of language as an identity
science and technology, communications, global trade marker to be more powerful. The English language holds a
and more recently, the Internet has only reinforced its significant place in the socio-cultural life of India. Indian
importance’. English has evolved into a distinct variety as a result of
The type of English used in print and electronic media researches carried out by linguists over the years. English
reflects the influence of Indian culture, and other Indian has gained the status of a powerful language in the length
languages. Thus English in India has deviated from its and breadth of India. Rather than following the standard
standard form and has shaped itself in Indian context. A.R. form of its native speakers, we need to mould this language
Parhi in Indian English through Newspapers (2008) writes: into a respectable mixture form, asserting our power and
‘In order to make English plain, we have to associate it with status in the world. Different linguists are of the view that
the local, regional, national ethos, and tongue, our deviation of a language is more convenient in a
language, our culture. The content of the newspaper can multilingual society. To cope with different contexts,
be an alternative text for the language learners. In other hybridization of language would be a better option.
words, the text can be built taking the words, structures that Deviated form of a language is no more considered
appear in the newspaper as we have seen in our inferior. It rather contributes for the development of the
examples. The students can easily take up the nuances language. As language has been promoted as a
governing the new entries and their associated meaning’. commodity, the market is exposed to all types of English’es.
The print and electronic media make ample use of this kind
In a multilingual country like India, a single language
of English. As a result of its extensive use, it is gaining
cannot serve the various commercial, official and socio-
popularity and acceptability. This type of English is
cultural purposes. Therefore, English language with an
presented in an appealing way to attract people with
Indian flavor appears suitable in the various
commercial intentions as well as linguistic change.
communicative/ pedagogical purposes. The language
experts are of the view that monolingual solutions are not The teaching of literature in English language classrooms
effective in multilingual and multicultural countries. The today seems to be insufficient in fulfilling the target since
process of Indianization of English has been an apt field of the tools, i.e. material on the basis of the parts of speech,
study in order to investigate the way in which our literary terms, grammatical devices are filtered for
multilingual contexts have got reflected in our use of a teaching language use in the same class evoking a sense
language that did not originate here. It is the print and of redundant exercise and stale, spent out skill. Then how
electronic media where such English’es flourish. would one arouse a curiosity in the learner in both the
literary piece and its hidden language practice?. With such
R.K. Agnihotri and A.L. Khanna in ‘Problematizing English in
motives, the communicative teaching came into effect.
India’ (1997) have viewed monolingual idea of language
This method aimed to enrich the knowledge of a learner
as defective. They have advocated the use of the
about a language through drills of it in specific contexts. In
multilingual context for language use and remark that,

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‘Learning and Teaching English in India’ (2006), Ravi c) Vision of approximating the historical, royal (queen),
Sheorey has pointed out some of the defects in Indian and so on.
language classrooms: The paper cites here the innumerable examples with
‘The typical method of teaching consists of teacher's analyses ascertaining the above assertion:
reading of the text in small portions, explaining its meaning, a) While going on a train journey, a common man
and the allusions and figures of speech in simplified English unaware of the intricacies of the English language often
and/or the regional language, and an occasional uses it, and gets exposed to it. The vendor shouts 'Time
discussion of grammar points, with a question or two thrown pass', the people around go on gossiping, 'crossing',
in. The teaching is rarely student-centered, and most 'halting', 'A.C. Coach', 'signal', 'RAC', 'waiting list', 'engine
students have neither the chance, nor the motivation to failure', and scores of related terms.
actively participate. English is as an academic subject and
b) The advertising world presents a wide range of
not as a medium or mode of active, constructive
products through which the mass is exposed to the
communication or intellectualization’.
language used in various ways. Everywhere one finds
English Language’s outreach to the mass via Ads hoardings, banners, clippings that speak of the trendy
The text of Advertisement is a technique manifest in world of English’es. Through that, the common men with a
language; that of de-familiarization referred to by Viktor little knowledge of the basics of the language learn the
Shklovsky. This Russian formalist critic in his essay, 'Art as stylistics of usage, poetic, and imperative models of the
Technique' cites instances of literary writing using de- language.
familiarization as a method to sharpen our perception of A list of some common ads below would explain the way
the everyday, habitual objects. In fact this is not something one could teach language skills as well as the persuasive
absolutely new. Wordsworth and Coleridge in their critical use of language in English:
essays developed this technique of de-familiarization too
(i) Thums up – Taste the Thunder (alliteration)
by the modifying colors of imagination (Wordsworth, 1800).
(ii) Eat Cricket, Sleep cricket, Drink Pepsi (metaphor)
The use of language in advertisements and promotional
campaigns apply the same in order to put the object in its (iii) Raymonds – The complete Man (Idea of personality)
abstract form than as an object in itself. In this context we (iv) Brings home the Leader (Videocon ad, metaphor)
may cite Shklovsky here: (v) Neighbor's envy, Owner's Pride (Onida ad, antithesis)
‘After we see an object several times, we begin to (vi) Suzuki – The 'No Problem' bike (persuasive, literary
recognize it. The object is in front of us and we know about it, language)
but we do not see it. Hence we cannot see anything
(vii) Matiz car – The big small Car (Oxymoron)
significant about it. Art removes objects from the
(viii) Wills – Made for each other (Poetic, Proverbial)
automatism of perception in several ways’.
(ix) Hero Honda – Fill it, shut it, and forget it. (witty and
For example, the Slice juice advertisement in its three
creative use of language)
versions tries to de-familiarize the object, i.e. mango juice
and makes an attempt to make us perceive it as a regal, (x) Good Day (a Biscuit brand that so unassumingly
sensuous, and erotic experience. So many factors are teaches a greeting)
involved in such a text which, in order to move us by our (xi) Acquire Josh status, Drive a Ford ikon (code switch and
instinct, takes a route of infinite discourses that refers to a vernacular idea of enthusiasm)
woman's fantasy of: c) The above things, and many such clips are also
a) Sensuality frequently reaching the mass’ eyes through multimedia,
b) Aesthetic appreciation of all such symbols of love print media, and so on. Apart from that, the electronic
media through its different programs, acquaint the viewer

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of structures that are common like 'good night', 'good day', rules of the language. There has been a perceivable
'Thank you', 'Pardon me', etc. which give a sense about benefit towards language study by the rapid growth of
functional English and English patterns of politeness, information technology. So, in order to make the
address etc. teaching of a subject communicative, career oriented,
d) In places where English studies are not discouraged, effective, a package has to be prepared on all the items of
especially in some of the North Eastern States, the use of the language teaching apparatus.
English has been an easy going way of life. The common Instances of some Advertisements correlating with the
illiterate business man, milk man, barber and laborer may present society
shock us with an apt use of the language pattern who are The discourse of the ad-world is a reflection of the socio-
also well aware of the basic usage of the language in the cultural process. The ad-world has realized the need of the
social functional context. fusion of different regional, and cultural associations to
Approach to Practice English Nationwide reach the consumers of different fields and areas. So it is
In other words, English studies have been assimilated in the trying to produce the films of different products in a more
cultural ethos of the place concerned giving it an identity appealing way by blending new colors from different
with validity. In order to make English familiar and easy, this regions and cultures with a coherent story. Such tendency
approach has to be taken seriously. of blending a familiar concept with a foreign language
draws more attention. Instead of imposing the burden of
a) English in globalised India cannot afford to remain
learning a foreign language, we should seek ways to native
elitist and strictly academic. It is very much an available,
the language by employing different strategies. The
familiar medium for us; with all local coinage, new words
English’es in electronic media can be used as a source to
borrowed from specific cultures and social ceremonies to
implement this process. The text of advertisement is a
make it appear user friendly. Even they have a market value
portrayal of the real world. It is an imitation of the reality in a
like commodities; saleable and catchy for popularity.
rhetorical mode. Apart from manipulating the language,
b) In ethnically rich societies of India, the varieties of
the electronic media employs different literary experiments
English used in different parts can be seriously thought of
to create a rhetorical force. Generally, these literary
rather than imposing a strict British or American stamp over
practices are not recognized by the viewers as we are
it. A language has to be firmly attached to a culture within
confronted with such usages every now and then. The
which it operates to develop comprehensively, and English
study of such literary practices from different contexts will
can achieve a status of mass friendly language in this
be fruitful, and innovative in the literature classrooms.
respect. The chief reason behind it is the approach towards
Following are a few examples:
the language. It is a rich heritage, not alien and foreign.
1. YepMe store
This has to be the motto behind the very effort of English
teaching in India. We get the picture of a girl not trendily dressed, coming to
meet her boss. So she doesn't get proper response. In the
c) The English that we meet around us, through the
next moment, she is smartened by the dresses from YepMe
advertisements, street banners, and so on have to be a
store and she captures the attention of the boss. It indirectly
major content of the teaching curriculum. At the primary
shows that the administrator can be moved by the outward
stage, the basics of a language can be taught. Later on,
appearance. It may convey a wrong meaning as a
such words and structures which a person is frequently
stereotype that men are influenced by certain traits. Same
watching, listening or using need to be the data for analysis.
is true for the other sex also.
Many such usages like the English poetic usage, rhyme,
rhetorical and figurative use, commands, imperative/polite 2. Tanishq
approach, address etc. can very easily be taught to young In this ad, initially we see a bride who is also the mother of a
learners without any rigorous practice of the stereotype child getting ready for her marriage. Here we find the

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instances of the material aspects of life, love, affection woman, and finally finding a space through shopping,
where the child is gracefully accepted by the groom as his outing and having fun through the 24x7 network of the cell
daughter. The concept of remarriage of a widow or a phone service. It has a clear reference to the idea and
divorced woman is a taboo in many places of India. This ad prevalence of the independent, assertive single woman
defies the idea of stereotypical brides, and promotes the concept today with a partial reference to the
concept of remarriage. It again follows a story telling advertisement of the telephone network.
method. It can be used as study material of certain leading 8. Clinic Plus
theoretical trends.
In this ad, we see a mother taking the side of her daughter
3. Cadbury Dairy Milk convincing all the family members for her rights equal to
This ad narrates a scene of how a boy approaches a girl for her son. It seems to be a plot, narrating a story of a girl who
a conversation. We see a girl eating chocolate in the bus- lives in a patriarchal society. It is no less a text for gender
stop. The boy suddenly comes and asks for a share of the studies.
chocolate. Finally the girl is convinced with the boy's 9. Sprite
explanation, and gives him a bite. The ad shows a decent
We get the picture of a student who enters into a
way to enter into a conversation. It almost develops the
competition with his classmates in order to please his music
script of a love story.
teacher. Finally, he manages to spend time with the
4. Blenders Pride teacher even despite his poor performance by impressing
In this ad, we see a model with certain suggestive and her because of the supposed smart behavior ignited by
provocative actions in course of her walk through a city Sprite. It narrates a story in a chronological, and concise
street. She walks in the streets of London, and distributes all form. It can be used as an example of the play of irony in
her belongings to the passers-by who are mostly from the visual text.
opposite sex. She appears to be seductive by personifying, Ad Captions as influencing factors for ELT preparation
and fetishizing the idea that the passers-by are influenced
In the ELT curriculum, a learner can freely collect any
by her and she is a subject of gaze. It can be taken up as
number of usages of English he/she finds out around
material for gender studies.
him/her as a part of field study, analyze the data on the
5. Coca-Cola respective headings like poetic, metaphoric, ambiguity,
A girl missed her bus for college. Suddenly a rickshaw puller spelling variation etc., and utilize according to his/ her
(who is also her admirer) offers her lift in a very attractive, convenience. In this, the teacher's role would also be
and tricky way. The rickshaw puller overtakes the bus, and limited and marginal in providing a creative impetus to the
drops the girl at the college on time. It has maintained a young learners. In this paper, a few advertisement captions
sequential narrative of a love story. were taken from newspapers, magazines, T.V. channels
6. Imperial Blue etc. to study the influence of print and electronic media in
popularizing Indian English, and opening fresh avenues in
Here we see a man entering inside the lift without waiting for
theory of language learning and material preparation. A
anyone to get inside it, as he was getting late for his office.
few examples and analyses of such data are given
But suddenly, he changes his destination as he sees a
below:
beautiful lady. The ad gives us a stereotypical idea that
men are fascinated by beautiful women, and can behave 1. Find your ‘we’ time
so. (Advertisement of 'TVS Wego' on T.V. Channels)
7. Vodafone Here 'we' is grammatically incorrect but appealing (A
We find the picture of a single woman, desolate, and in a deviant use but catchy in nature).
state of shock at first, then growing up into an independent 2. Khushiyaan lutao, crazy kheloa

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(Advertisement of 'Coca-Cola' cold drinks on T.V. (Title of an article in ‘The Week’, Aug 19, 2012).
Channels). It is an ironical statement. Ganga is a sacred river
A mixture of Hindi and English. The purpose is to attract where people take dip with a motto to wash away the
the majority who would easily connect to Hindi sins, and by doing that pollute the same river.
language. 10. Say yes to less.
3. Very very hot. Very very sexy (Advertisement of 'Panasonic' electronic goods in T.V.
(Advertisement of 'Set Wet' deodorant on T.V. channels).
channels). Here 'yes' and 'less' alliterate and the ironical use
It has made the product eye catching. attracts the learner to the deeper meaning that less
4. Kiss me. Close your eyes. I can lead your lips on your refers to less consumption of electricity.
fingertips and happiness in your eyes. 11. Make the world a stylish place
(Advertisement of 'Cadbury Dairy Milk' chocolate on TV (Advertisement of 'Blenders Pride' whisky on T.V.
channels). channels)
Two lovers are shown eating chocolates. The It stands for style, gives a new meaning to style. It
chocolate is personified and appears poetic. motivates the learners indirectly.
5. X-FACTOR. India at its hottest, wettest, windiest, oldest, 12. Your perfect match. Your i- Pad, tablet PC and Smart
coldest… Phone just got Bigger, Better and Smarter.
(Cover title of ‘The Week’, 19 Aug, 2012). (Advertisement of 'Seagate' in ‘India Today’, Dec 26,
Here 'X' means extreme. It is a form of deviation, but 2011).
novel in its use. Here phones and PCs are compared to a lover. 'Bigger,
6. Because noise should be seen. Not heard. better and smarter' makes it trendy.

(Advertisement of 'Fenesta Windows' in ‘The Week’, Nov 13. Push karo khush raho
25, 2012). (Advertisement of 'Good Knight' on T.V. channels).
It appears to be the setting of a poem or fictional It is an example of code switching.
writing. Generally seeing is not associated with noise. It 14. How do I step into my Boss's shoes? Wear socks
is used with the purpose of promoting the product by preferably warm and certainly clean. Do the man
presenting it in a unique manner. thing.
7. Hi, Come to my Home. I am a Red Crab waiting to (Advertisement of 'VAT 69' whisky in ‘Outlook’, Feb 13,
receive you at Talasari Beach, Odisha, India. 2012)
(Advertisement of 'Odisha Tourism' in ‘The Week’, Nov It gives a masculine effect as if whisky is something
18, 2012). macho.
Here a red crab is shown inviting the tourists in an 15. Awesome Threesome
attractive way.
(Cover page, ‘Outlook’, Feb 13,2012).
8. Men will be men
It is an example of alliteration.
(Advertisement of 'Imperial Blue' whisky on T.V.
16. Gaze. Amaze
channels).
Discover the ways of the wild this festive season. Your
It is a sexually charged statement trying to sell hard
way.
drinks with a macho image.
Advertisement of 'Taj Lodge' in ‘The Week’, Nov 18,
9. Rivers of sins

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2012) functional needs in multiple contexts simultaneously learning

It gives a rhyme effect. the tricks of persuasive use of language in literature. Through
this kind of English, the print and electronic media contribute
17. Shake 'em up with scootygiri
immensely for making Indian English gain a status of its own.
(Advertisement of 'Scooty Pep+' on T.V. channels).
More and more such data may be incorporated in formal
Scootygiri is an example of code switching. classroom contexts for our benefit.
The following data collected from an issue of a newspaper References
affiliate to a highly poetic mode. They are persuasive in
[1]. Agnihotri, R.K., and Khanna A.L., (1997). Problematizing
nature:
English in India. New Delhi: Sage Publications India Pvt. Ltd,.
1. Chronicler of love and loss
[2]. Nagaraj, Geetha., (1986). English Language Teaching.
(Title of an article in ‘The Hindu’, May 6, 2012). Cambridge: Cambridge University Press.
2. In the wild woods (title of an article in ‘The Hindu’, May 6, [3]. Parhi, A.R., (2008). Indian English Through Newspapers.
2012). New Delhi: Concept Publishers,.
3. I guess I was born under a lucky star [4]. Richards, Jack C., and Rodgers, Theodore S., (1986).
(Title of an article in ‘The Hindu’, May 6, 2012). Approaches and Methods in Language Teaching.
4. In the line of faith Cambridge University Press.

(Title of an article in ‘The Hindu’, May 6, 2012). [5]. Sheorey, Ravi., (2006). Learning and Teaching English
in India. New Delhi: Sage Publications India Pvt. Ltd,.
Conclusion
Magazines/Newspapers/TV
Our brief analysis and data above is a pointer towards
curricular innovation and experimentation. We propose and India Today, New Delhi
argue for emphasis on authentic texts as well as press for The Outlook, New Delhi,
policy decisions against a tabooed and museumised The Week, Mumbai
concept of 'Standard English'. There is a move in such
The Hindu, Kolkata.
material which paves way for developing a mass theory in
Cable TV operated ad- films
language learning. It could help the students meet their

ABOUT THE AUTHORS

Juri Dutta is a Ph.D. Scholar in the Department of English at Rajiv Gandhi University, Arunachal Pradesh, India.

Asima Ranjan Parhi is currently Professor and Head of the Department of English, Rajiv Gandhi University, Arunachal Pradesh.
Specialising on ELT, he has published a book, Indian English Through Newspapers from Concept, New Delhi, and many research
papers published to his credit in journals like JEFL (EFLU), SHSS (IIAS, Shimla), Dialogue ( Lucknow), and so on. He has delivered
lectures on Indian English, and language in print and electronic media at conferences in India and abroad (Liverpool Hope
University, UK), chaired sessions, delivered keynote, Plenary as well as Resource Person's address in seminars and workshops.

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