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 IIMC Dhenkanal, Monograph 26

Language, Culture,
and Identity

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 Contents

1. Language, identity, culture and Challenges of changing time

--Dr. Mrinal Chatterjee 7
2. Role of Language in Local Culture
--Dr.K.V.Vijayaveni & Prof. P.Bobby Vardhan 16
3. Joy of Learning in own Language!
--BinayPattanayak 19
4. Contribution of Women Writers to Odia Language in the Pre-Independence Era
---Dr. Chirasrota Jena 30
5. Language as a carrier of Social development
--Dr. Anurag Sahu 37
6. Role of Language in local Culture: A study on adoption of local language and culture in Advertising
--Dr. Pritha Chakraborty & Dr. Anvesha Sharma 44
7. Language – the bridge to a cultural journey
--Saikat Majumdar 51
8. The endangered Lepcha language and the role of New Media in its revival
--Souvik Acharya & Dr.anjani kumar jha 56
9. The Dying Languages of Northeast India: Strategies for Revival and Conservation
--Dr Joya Chakraborty & Dr Anjuman Borah 65
10. The Tribal’s Trouble: A Construction of Gopinath Mohanty’sParaja
--Dr. Chinmayee Nanda 79
11. Role of language in local culture; special reference to the state of Himachal Pradesh”
--Dr. Yogesh Kumar Gupta & Ms. Sweta 83
12. Child Rights, Culture and Learning of Language in Dhenkanal tribal pockets
--Biranchi Narayan Seth 91
13. Assimilation of Cultural Identities in Digital Age
--Dr. Charu Lata Singh 100
14. Mānabasā and the Lakshmi Purān: An agricultural ceremony for worshiping the goddess of rice and
caste issue. --Dr. Sanjaya Kumar Bag 106
15. Understanding the religious identities as means of communication: A study of the Ramnami sect of
Chhattisgarh --Dr.Manash P. Goswami and Anjali R 119
16. Diaspora Expression of Interstate Migrant Students:A Social Media Content Analysis
--Prof. Sapna M. S. & Muhammed Swalih 133

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17. The concept of ‘sacred groves’- A cultural aspect of Dimasa community of Assam
--Eishita Das 140
18. Totems, Tales and Tribes: Understanding the inherent message in the totems of Oraon Tribe
--Dr.Manash Pratim Goswami 149
19. The Origin Myth And Other Folktales Of The Santhals - Narrative Construction Of Human
Relationship: A Semiotic Study --Dr.M. Ramakrishnan 162
20. Role of Media in promoting local language & culture.
--Sambit Mishra, Samanta Biswabhusan Dhir & Dr.Gyanaranjan Mishra 173
21. Movies as markers for cultural change through the movies AshlilotarDaayeandSubh Mangal Saavdhan
--Arindam Basu 185
22. Countering Dominant Discourses of Culture and Language through Music: A study of Gully Boy in
reconstructing the Identity and Space of the urban slum-dwellers in Mumbai
--Dr. Sujata Mukhopadhyay 198
23. Iconography of Muslim Culture and identity in the Tamil film Thuppaki
--Dr.N.Nazini & AR Vimal Raj 210
24. Exploring and representing linguistic dialects through films: An analytic study of Telugu cinema
--Dr. Vurity Mounika & Prof. Peeta Bobby Vardhan 219
25. Role of Radio in preserving tribal culture
--Champa Devi 227
26. Popular Culture Influence on Local Cultural Identities in North East India: An Evaluation from the
Prism of Reality TV Shows --Souvik Das & Dr. Rishikesh Kumar Gautam 233
27. Cultural Transformation and Social Identity: Impact Of Cartoon Programs In Respective With Attitude
And Perspective Changes Among Children In Madurai
--Dr. S. Shanmuga Mohana & Dr. V. Monica Hepzibah Pushpabai 241

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 Language, Culture and Identity
IIMC Dhenkanal, Monograph
ISBN 978-93-5680-603-0

EXPLORING AND REPRESENTING LINGUISTIC DIALECTS

THROUGH FILMS: AN ANALYTIC STUDY OF TELUGU CINEMA
Dr. Vurity Mounika
Assistant Professor, KoneruLakshmaiah Education Foundation

Prof. Peeta Bobby Vardhan

(Former) Head of the Departmentof Journalism and Mass Communications, Andhra University

Abstract

Media is one of the greatest change makers in any society. Languages have been
promoted,explored and preserved through mass media for many centuries. One of the key
promotersand preservers of regional languages in current times is cinema. While a global
language istaking over all other languages in communications across the globe, films are
venturing outof the ‘one-language-for-all’ scenario. Telugu films, especially, are experimenting
withvarious dialects of Telugu, thus leading to a preservation of the linguistic dialects of Telugu.

In this paper, popular Telugu films are studied to analyse the representation of varied dialectsas
well as to identify any stereotypical reflection of particular dialects thus degrading orpromoting
their status in the society. A random sample of popular Telugu language films areselected and a
significant number of characters are classified based on dialects used by them.

These characters are analysed for parameters like behaviour traits, mental traits andphysiological
traits to see if there is any significant relationship between the dialect used bythe character and
the traits of the character.

Keywords: Dialects, Language Preservation, Tollywood

Storytelling can make or break societies, by

Exploring and representing linguistic writing and rewriting history, the law of the
dialects through films: An analytic study land, culture and the way of living of the
of Telugu cinema society. Language is the primary tool for
Storytelling is one of the greatest storytelling, while film is the most popular
influencing tools in human history. media in current times. Films, according to
Storytelling through mass media far multiple research studies, have a huge
surpasses this influence on the human mind. impact on the behaviour, attitude and
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perceptions of its viewers regarding any the ‘filmy Telugu’ that is not often in
subject. Films are said to influence the synchrony with spoken Telugu. Telugu
beliefs, customs, lifestyle, attire, attitude and language has three major dialects viz.,
mental traits of their viewers (Tina, 2020). A Telangana, Rayalaseema and Kostha Andhra
burden of social responsibility, hence, falls (J, 2017). There are multiple sub-dialects
on the shoulders of filmmakers to make specific to each district viz, Srikakulam,
films that are unbiased and non-stereotypical Visakha, Chittoor, Kadapa, Nellore etc.
towards any section of the society. Each dialect has a distinctive sounding,
vocabulary and syntax. For example, the
One of the key factors influencing the word ‘run’ in English can be translated as
impact of films on society is language. Films uruku, parugu, dauduetc in Telugu language
connect to people through language. It is depending on the region concerned. There
studied that films that speak the language of are instances of the usage of regional
the viewer have greater influence on the dialects in Telugu films now and then, but
viewer than films that have an alien not until recently did the lead characters in
language (Hong, 2021). Language, thus Telugu films use any of the regional dialects
plays a vital role in influencing film viewers. in their dialogues.
One of the key disadvantages of film and an
advantage of radio is that films speak only In the second decade of the 21st century, a
one language while radio speaks multiple considerable shift is noticed in this scenario.
languages for a varied population. One of the reasons cited for this shift is the
formation of the state of Telangana in the
Early Indian films used classic language year 2014.With the birth of a new state, the
from literature of a particular language. need for a new language arose. Telangana
Early mythological films from India used Telugu is slowly being etched into the
Sanskrit dialogues that most of the audience society as a different language. One of the
could not understand. Gradually, spoken key promoters for this project is films. The
language entered Indian cinema in each Government of Telangana encouraged
language. Telugu cinema also followed this promotion of Telangana dialect as a
trend by shifting from classic Telugu to language by subsidising tax on films that
spoken Telugu, Grandhikam to prominently used Telangana language as
Vyavaharikam. Though films adapted to their prime language (IANS, 2019). Most of
spoken language to better connect with their the films shot with a Telangana backdrop
audience, they failed to further progress by shifted to Telangana dialect from the regular
adapting regional dialects of the Telugu language.
geographical area chosen.
The introduction of Over The Top platforms
For many years films based out of varied to the Indian market is considered to be
geographical regions within Andhra Pradesh another reason for this shift. Netflix, a
had their characters speaking the same form popular OTT platform entered the Indian
of Telugu. This form gradually took over as
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market in the year 2016 followed by 2014 to study the shifting patterns over the
Amazon Prime Video. These platforms years. The presence of a distinctive dialect
changed the experience of movie-watching in each of these films is observed. For the
to a great extent. Their direct reach to all purpose of the study, a distinctive dialect is
sections of the populations at the same pace defined as the language other than the
and approach paved the way for routine Telugu language used in Telugu
experimental films. One of the films that follows no particular recognised
experimenting areas was considered to be dialect. Presence of a distinctive dialect in
linguistic dialects. Telugu filmmakers also these films is coded based on the language
followed this pattern. used by the majority of the characters in the
film.
Telugu cinema is currently experimenting
with multiple dialects as it could not Prominent characters out of the list of
experiment in the past many decades. The movies that exhibited a distinctive dialect
study aims at understanding this shift from were then identified. To study the
single language to multiple dialects in stereotypical representation of these
Telugu films and the presence of any characters that spoke a distinctive dialect,
stereotypical representation of popular the education and employment status of
characters based on the dialects they use. these characters is observed. The education
of these characters is coded as low or high,
Method treating below graduation as low and
graduation and above as high. Employment
Two research problems were identified for
status is coded as yes or no treating any kind
the study.
of employment as yes and other categories
1. Is there a significant rise in the number of business, farming, self employment etc as
of Telugu movies that are experimenting no.
with distinctive dialects of Telugu as
The observations are then analysed for
their prime language?
significance based on the hypothesis formed
2. Is there any shift in the stereotypical for respective research problems.
representation of characters based on
1. Exploration of Regional Dialects in
their dialects in Telugu Cinema?
Telugu Cinema after 2014
The study was conducted under two a. Exploration of a Distinctive Dialect in
categories, viz., distinctive dialect and Telugu Cinema after 2014
character.
The observations are analysed to note if
A total of 200 Top rated Telugu films from there is any significant relationship
2005 to 2022 were chosen based on IMDB between year of movie release and the
ratings. These films are further categorised presence of a distinctive dialect in the
into two categories, before 2014 and after movie.
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 H0: There is no significant relationship The characters with a distinctive dialect
between the year of release and the were analysed to see if there is any
presence of distinctive dialect in the significant relationship between the year
movie of release of a movie and the
representation of educational status of
H1: There is a significant relationship characters with a distinctive dialect.
between the year of release and the
presence of distinctive dialect in the H0: There is no significant relationship
movie between the year of release of a movie
and the educational status of characters
b. Telangana State Formation and
with a distinctive dialect in Telugu
Exploration of Telangana Language in
movies.
Telugu films
H1: There is a significant relationship
Prominent characters from the films that between the year of release of a movie
showed a presence of a distinctive and the educational status of characters
dialect were identified and the dialect with a distinctive dialect in Telugu
they used was observed. The movies.
observations were analysed to see if
there is any significant relationship b. Employment Status of Characters with a
between the formation of Telangana Distinctive Dialect in Telugu films
state and the usage of Telangana dialect
in the films. The characters with a distinctive dialect
were analysed to see if there is any
H0: There is no significant relationship significant relationship between the year
between the year of release and the of release of a movie and the
presence of Telangana dialect in the representation of employment status of
movie characters with a distinctive dialect.

H1: There is a significant relationship H0: There is no significant relationship

between the year of release and the between the year of release of a movie
presence of Telangana dialect in the and the employment status of characters
movie with a distinctive dialect in Telugu
movies.
2. Stereotypical Representation of
Characters that used a Distinctive H1: There is a significant relationship
Dialect in Telugu Films between the year of release of a movie
and the employment status of characters
a. Education Status of Characters with a with a distinctive dialect in Telugu
Distinctive Dialect in Telugu films movies.

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Hypothesis tests like Chi2 Test and Fisher's From the chart above it can be observed that
Exact Test were conducted to check the there is a significant increase in the number
validation of the hypothesis observed. of films that have a distinctive dialect for
their lead characters after 2014.
Observations and Findings.
Simultaneously a test was conducted to
1(a) Exploration of a Distinctive Dialect in observe the rise of the presence of a
Telugu Cinema after 2014 distinctive dialect in Telugu films from 2005
to 2022.
To study the data, a Chi2 test was performed
between the year of release of the movie and
the presence of a distinctive dialect in the
movie. No expected cell frequencies were
less than 5. It was found that there was a
statistically significant relationship between
Year and Dialect, χ²(1) = 58.77, p = <.001,
Cramér’s V = 0.54

This resulted in a p-value of <.001 which is

lower than the defined significance level of
5%. The Chi2 test is therefore significant
and the null hypothesis is rejected . From the chart it can be observed that a
steep increase in the presence of distinctive
Chi2 58.77 dialects can be seen after 2014.

Df 1 1(b) Telangana State Formation and

Exploration of Telangana Language in
p <.001
Telugu films

A Chi2 test was performed between the year

of release of the movie and most
prominently used dialect in the movie .
There was a statistically significant
relationship between year and dialect, χ²(2)
= 11.77, p = .003, Cramér’s V = 0.62

The p-value of .003 which is lower than the

defined significance level of 5% shows that
Chi2 test is therefore significant and the null
hypothesis is rejected.

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Chi2 11.77 significant relationship between Year and
Education Status, p = .001
df 2
The p-value of .001 which is lower than the
defined significance level of 5% shows that
p .003 the Chi2 test is therefore significant and the
null hypothesis is rejected.

Chi2 9.08

Df 2

p .011

Chi2 Test
The chart shows the steep increase in the
exploration of Telangana dialect in Telugu
p
films after the formation of the Telangana
state.
Left-sided 1
2.1 Education Status of Characters with a
Two-sided .001
Distinctive Dialect in Telugu films

A Chi2 test was performed between the year Right-sided .001

of release of a movie and the education
Fisher’s Exact Test
status of a character with a distinctive
dialect.

No expected cell frequencies were less than

5. There was a statistically significant
relationship between Year and Education
Status, χ²(1) = 11.89, p = .001, Cramér’s V =
0.62

A Fisher exact test was also performed and

it showed that there was a statistically

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From the above chart it can be observed that
Chi2 14.85
there was a significant increase in the
characters with a high education status using
a distinctive dialect after 2014. Df 1

2(b) Employment Status of Characters

with a Distinctive Dialect in Telugu films p <.001

A Chi2 test was performed between the year

Fisher's Exact Test
of release of the movie and employment
status of the characters that have a
distinctive dialect in the movie.

No expected cell frequencies were less than

5. There was a statistically significant
relationship between Year and Employment
Status, χ²(1) = 14.85, p = <.001, Cramér’s V
= 0.69

A Fisher exact test was also performed and From the above chart it can be observed that
it showed that there was a statistically there was a significant increase in the
significant relationship between Year and characters that are employed using a
Employment Status, p = <.001 distinctive dialect after 2014.

The resultant p-value of <.001 which is Discussion

lower than the defined significance level of The study shows that by the late second
5% showed that the Chi2 test is therefore decade of the 21st century, Telugu movies
significant and the null hypothesis is have significantly started experimenting
rejected . with distinctive regional dialects, moving
away from their traditional ‘one-language-
p for-all’ policy. Further studies can be done
in other regional languages to see if there is
Left-sided 1 a similar shift in language exploration across
the country.
Two-sided <.001 One of the key reasons for this shift
can be considered to be the formation of
Telangana State. From the observed findings
Right-sided <.001
it can be noted that the formation of
Telangana state has a significant impact on
Chi2 Test the exploration of Telangana dialects in
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Telugu cinema. This promotion of replicating the study to other regional films.
Telangana dialect as a primary language of The impact of the usage of distinctive
many Telugu films can be attributed to the dialects in Telugu films can be noticed in the
continuous efforts by the state government rising status of these dialects in the states of
to promote and preserve Telangana dialect Andhra Pradesh and Telanaga. Telangana is
as an independent language. From this almost growing to the status of being an
study, it can be understood that with independent language, rather than being a
constant support from the State, regional dialect of Telugu language. Films have such
dialects can be promoted and reintroduced a magnificent impact on language promotion
into the regular parlance of the society. This in a society. From the study it can be
experiment with Telangana can be taken as a understood that films can be used as an
model study to preserve other endangered effective medium to promote and preserve
dialects or regional languages. linguistic dialects.
The role played by OTTs in
catalysing this shift can be studied by

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