Language and Society (Gender, Propaganda, and Cultural Studies)

1. Introduction to Language and Society

Language and society are inextricably linked. Sociolinguistics studies how social factors such as class, gender, ethnicity, and culture influence language use. In the context of TU and NEB exams, this unit focuses on three critical intersections:

1. Gender and Language: How language reinforces or challenges gender stereotypes.
2. Propaganda: How language is used to persuade, manipulate, or control audiences in media and politics.
3. Cultural Studies: How literature reflects cultural values, historical contexts, and social issues.

1.1 Gender Roles and Language

Traditional Gender Roles refer to the socially constructed expectations of behavior, responsibilities, and attributes assigned to men and women. These roles are often reinforced through language.

• Prescriptive Language: Language that dictates how a gender "should" behave.
  • Example: "Act like a man" (implying stoicism, aggression) vs. "Act like a lady" (implying modesty, passivity).
• Double Standards in Language:
  • A man who is assertive is "confident"; a woman who is assertive is "bossy."
  • A man who is emotional is "sensitive"; a woman who is emotional is "hysterical."

Textual Analysis: "Girl" by Jamaica Kincaid In the short story "Girl," the mother’s monologue to her daughter illustrates how traditional gender roles are imposed. The mother lists dozens of "don'ts" and "dos" that define the ideal woman in their society.

• Key Point: The text argues that girls are not born weak but are made weak by societal conditioning. The mother’s instructions restrict the girl’s freedom, limiting her to domestic roles (cooking, cleaning, praying) and suppressing her individuality.
• Exam Focus: Questions often ask how the text demonstrates the destruction of equality and women's rights. The answer should highlight the lack of dialogue (the girl never speaks back) as a symbol of the silenced female voice.

1.2 Propaganda Techniques

Propaganda is the use of media and communication to influence public opinion. In modern society, it is most visible in advertising and political campaigns.

Common Propaganda Techniques:

Worked Example: Advertising in Nepal Consider a typical mobile network advertisement in Nepal.

• Technique 1: Bandwagon. The ad shows a crowd of people using the service, implying that not using it means being left out.
• Technique 2: Glittering Generalities. Phrases like "Connect to the World" or "Unlimited Possibilities" are used. These are emotionally appealing but vague.
• Analysis: The ad does not focus on technical specs (speed, coverage) but on the feeling of belonging and success. This manipulates the consumer’s desire for social acceptance.

1.3 Cultural Studies and Literary Analysis

Cultural studies examines how culture influences literature and how literature reflects culture. In the Nepali context, this often involves analyzing post-Rana regime literature, which critiques the feudal system.

Key Texts and Symbols:

1. "The Parrot in the Cage" (Nepali Poetry)

   • Symbolism: The parrot represents the Nepali people, and the cage represents the Rana Regime.
   • Meaning: The parrot sings beautifully but is trapped. This symbolizes the suppression of freedom, speech, and cultural expression under the autocratic Rana rule. The poem critiques the loss of liberty and the artificiality of the social order imposed by the Ranas.

2. "The Clock Tower" (Nepali Poetry)

   • Realistic Image of Society: The clock tower is a symbol of time, progress, and modernity. However, in the context of the poem, it often represents the stagnation of society. While the clock ticks (time passes), society does not move forward.
   • Critique: The poet uses the clock tower to highlight the disconnect between the passage of time and the lack of social progress. It critiques the inertia of the traditional social structure.

3. "Lunatic" by Laxmi Prasad Devkota

   • Message: Devkota’s "Lunatic" (or Unmad) is a critique of a society that labels non-conformists as crazy. The "lunatic" is actually the one who sees the truth in a distorted society.
   • Cultural Context: It reflects the tension between individual conscience and collective social norms in Nepal.

1.4 Magic Realism

Definition: Magic realism is a literary genre where magical elements are presented in a matter-of-fact manner within an otherwise realistic narrative. It is often used to critique political and social realities.

Illustration: In Nepali literature, magic realism can be seen in works that blend myth with modern life. For example, a story might feature a character who can speak to ancestors, but this is treated as a normal part of daily life. This technique highlights the persistence of traditional beliefs in a modernizing society.

Global Context: Gabriel García Márquez’s One Hundred Years of Solitude is the quintessential magic realist work. In Nepal, authors like Krishna Bahadur Amatya or contemporary writers use similar techniques to explore the surreal nature of political upheavals and cultural identity.

2. In the real world

• eSewa and Khalti (Digital Wallets): These apps use propaganda techniques in their marketing. For instance, eSewa’s campaigns often use the Bandwagon technique ("Join the digital revolution") and Glittering Generalities ("Fast, Safe, Secure"). They appeal to the user’s desire for convenience and modernity, rather than just listing technical features.
• Daraz (E-commerce): Daraz uses Testimonial propaganda by featuring customer reviews and influencer endorsements. This builds trust and social proof, encouraging users to buy by showing that "people like you" are satisfied.
• NTC and Ncell (Telecoms): Their advertisements often use Plain Folks imagery, showing ordinary Nepali families using their services. This creates a sense of relatability and national pride, positioning the brand as a partner in everyday life.
• Gender Roles in Workplace: In many Nepali companies, prescriptive language still exists. Women are often expected to be "supportive" and "nurturing," while men are expected to be "decisive" and "aggressive." This language reinforces traditional gender roles and can limit career advancement for women.

3. Exam tip

• Gender Questions: When asked about "Girl" or gender roles, always link the text to social construction. Use phrases like "socially conditioned," "patriarchal norms," and "silencing of the female voice."
• Propaganda Questions: Identify two specific techniques from the table above. Do not just say "it is persuasive." Name the technique (e.g., "Bandwagon") and explain how it is used in the specific ad or text.
• Cultural Symbols: For poems like "The Parrot in the Cage," clearly state the symbol (parrot = people, cage = Rana regime) and the message (suppression of freedom).
• Magic Realism: Define it clearly and give one example from the syllabus text. Explain why the author uses it (to highlight cultural truths or political critiques).
• Writing Skills: If a question asks for a proposal or letter related to culture, ensure you follow the correct format. Use formal language and clearly state the purpose, content, and expected outcome.