Modernity and English mixing: A study of Nepali television commercials

Authors

  • Khagendra Acharya Lecturer at the Department of Languages and Mass Communication in Kathmandu University

DOI:

https://doi.org/10.3126/bodhi.v3i1.2812

Keywords:

television, commercials, modernity, Nepal

Abstract

In this paper, I investigate the issue of English mixing in Nepali television commercials. More specifically, based on qualitative data taken from a total of four hours of Nepali TV commercials broadcasted on the major Nepali television stations - Avenues Television and Kantipur Television from 7am to 9am and 7pm to 9pm since 1 July to 1 October 2009, I examine the motivations for English mixing in Nepali TV commercials. For the analysis, primarily I categorize them into two major types, Nepali-only (NO) and English mixed (EM). NO includes commercials aired in Nepali only and EM includes advertisements aired in Nepali in juxtaposition with English. After it, I study the differences between EM and NO as the dichotomous treatment of NO and EM is critical in examining the purpose of English-mixing. The findings suggest that English-mixing in Nepalese TV commercials is a carefully constructed exemplar of the marketing of modernity.

DOI: 10.3126/bodhi.v3i1.2812

Bodhi Vol.3(1) 2009 p.53-60

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Author Biography

Khagendra Acharya, Lecturer at the Department of Languages and Mass Communication in Kathmandu University

Khagendra Acharya is a Lecturer at the Department of
Languages and Mass Communication in Kathmandu
University, where he teaches Philosophy, Public Relations and
Communication Skills. His research interests are implication of
collage in literature, trauma and media, and postmodern
theories especially their relation to creative writing. His
scholarly and popular articles have appeared in journals and
various newspapers. His book Theorizing Collage in Literature
is in print. At present, he is working on the nature of trauma
representation in Nepali novels on Maoist war. Email:
khagendra@ku.edu.np

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How to Cite

Acharya, K. (2010). Modernity and English mixing: A study of Nepali television commercials. Bodhi: An Interdisciplinary Journal, 3(1), 53–60. https://doi.org/10.3126/bodhi.v3i1.2812

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