Same Language Subtitling of Bollywood Film Songs on TV: Effects on Literacy

Brij Kothari · Rajdeep Chatterjee

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Subtitles and Audiovisual Media Literacy, Media, and Education ICT in Developing Communities

Abstract

In addition to 273 million illiterates (2001 Census), India has an estimated 389 million officially “literate” people who cannot read a simple text. Same Language Subtitling (SLS), the concept of subtitling audiovisual content in the same language as the audio, has been promoted as a low-cost solution to addressing functional illiteracy using existing film songs on television that 740 million viewers already watch regularly. SLS was implemented for five years on Rangoli, a nationally telecast, popular weekly TV program of Bollywood film songs in Hindi. Data collection for the baseline (2002) and endline (2007) was conducted by Nielsen’s ORG-CSR on a number of literacy skill indicators in reading, writing, and self-perception. The agency drew a random sample from five Hindi states (n = 7,409). Self-reported regular Rangoli viewers (treatment or SLS group) were compared to those who saw it rarely or never (control or no-SLS group). For children in school (6–14) and youth/adults (15+), the SLS group showed substantially greater mean improvement on all the indicators of literacy skill than the no-SLS group. Regression analyses confirmed the significant effect of SLS on literacy.

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2000Intrinsic and Extrinsic Motivations: Classic Definitions and New Directions 1997Relations of children's motivation for reading to the amount and breadth of their reading.1999Children's vocabulary acquisition in a foreign language through watching subtitled television programs at home 1991Watching Subtitled Television 2005Education for all : literacy for life 2001Learning to read from television: The effects of using captions and narration.1992Attention Allocation with Overlapping Sound, Image, and Text 2004Effects of Viewing the Television Program Between the Lions on the Emergent Literacy Skills of Young Children.

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2020Could integrated subtitles benefit young viewers? Children’s reception of standard and integrated subtitles: a mixed methods approach using eye tracking 2021An Overview of Audiovisual Input as a Means for Foreign Language Acquisition in Different Contexts 2021The potential benefits of subtitles for enhancing language acquisition and literacy in children

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