Entrepreneurship; Entrepreneurship Research; Entrepreneurship Theory and Practice; Theory and Practice; Literacy Development; Songs; Film Songs; India

Abstract

India's efforts in basic primary and adult education are turning an increasing number of non-literates into semi- and neo-literates. But due to a serious lack of literacy skill practice opportunities, many relapse into illiteracy. Same Language Subtitling refers to the idea of subtitling television and/or film programmes in the "same" language as the audio (e.g., Hindi programmes subtitled in Hindi). This paper proposes the use of SLS in the enormously popular film-song-based programmes on state and private television networks, as a subliminal way to integrate literacy skill practice into people's everyday television viewing. Film songs are the core of Indian popular culture, offering a unique opportunity to strengthen audio-text associations. The main advantages, which do not exist in regular dialogue. is that songs are inherently repetitive and people subconsciously anticipate song phrases. An appropriate format for subtitling song-programmes was arrived at. Sample SLSed songs were shown to impromptu audiences in Ahmedabad city slums. at the railway station, and some villages in Gujarat. Overt evidence of reading, such as lip movement, was recorded on video camera. The subtitling format chosen drew few objections; interference with the visuals. if any, was not problematic. Audience feedback confirmed that SLS invites reading. The technique does not compromise entertainment but enhances it. thus. making it useful for both the literate and the partially literate. Enhanced entertainment results from SLS because it offers viewers an opportunity to sing along and know the song lines. SLS gives definition to poorly audible sound common in group viewing situations and/or a noisy ambience. The deaf and hearing impaired would benefit especially. Considering the social and entertainment gains. SLS extremely inexpensive and easily implemented on television and film