Friday, 20 March 2015

Critical note on the Anti-colonial Struggle as depicted in Ngugi WA Thiango’s “A Grain of Wheat”


Ngugi WA Thiango:-
                He was born in January 5th, 1938 is a Kenyan author, formerly working in English and now working in Gikuyu. He is the founder and editor of the Gikuyu-language journal, Mutiri. His famous works are,
·         Hermit(1996)
·         Weep Not, child(1964)
·         The River between(1965)
·         A Grain of wheat(1967)
He arises the concept such as negritude nation and nationalism. Fanon defined anti-colonial nationalism. He might recap following points in the novel. He asserts the rights of colonized peoples to make their own self-definition, rather than he defined by colonizers. He offers the means to identify alternative histories, cultural tradition and knowledge which conflict with the representations of colonial discourse. He presents the cultural inheritance of the colonized people in defense of colonial discourse, etc. his prime focus is on ordinary people, not their leaders. His narrative constitutes a vital attempt to give voice to the people’s collective identity and history.
A Grain of Wheat:-
                A Grain of wheat is set during the four days leading up to Uhuru. Its central characters are the member of peasant society of Thabai Ridge, and through their memories Ngugi examines how the struggle for independence impacted on the ordinary lives. Much of the novel occurs in flashback and hears witness to the Mau Mau rebellion rule.
                Each character have their own chequred past of them, Kihika is remembered as one of the heroes of the anti-colonial movement and had fought as a freedom fighter in the hills. Another key is Mugo. He is celebrated for defending female villagers, Wamburu, from being beaten while digging a trench for the authorities. The novel focuses on a specific location common to all the character. Kihika attended a Church of Scotland school where he received a Christian education and became obsessed with the story of Moses and the children of Israel. Kihika’s knowledge of the Bible is used to resist the colonial teaching he is exposed to Kihika finds inspiration in the Biblical story of Moses which provides him with a way of rationalizing and mitigating Kenyan resistance Kihika preaches the importance of collective action that is rather than individual endeavor in his advocacy of anti colonial resistance.
                Throughout the novel there remains a tension between individual and collective action that is never fully resolved. A grain of wheat presents the village of Thabai as a community whose characters are obsessed with the discovery of a betrayer of the ‘Mau Mau’ revolution in the week before Kenyan independence. While uncovering the “Judas” betrayer other betrayals of the community are explored. ‘A Grain of Wheat’, with no central character, the communal consciousness is the village of Thabai itself.
                Novel published in 1967, which is his third novel. ‘A Grain of wheat’ more focuses on the sociopolitical domains, depicting the long-standing struggle of the peasants against British rule. He allows the reader to delve more deeply into the complicated psychology of the main characters both as individual subjects and community members who are profoundly affected by colonialism in different ways.
The Representation of the Mau Mau Movement:-
                Mau Mau rebellion has been known in Africa and worldwide as an anti-colonial movement, it has been recorded in the British memory and history as an atavistic and fanatic movement which resisted western modernity and civilization.
                                “What’s this thing called Mau Mau?”
                A grain of wheat can be called a traditional novel for Ngugi as its thematic focuses moves toward militant nationalism. Mau Mau has long been a controversial historical topic not only among the Europeans but the Kenyans themselves as they argue over whether or not it was a primitive and irrational movement lead by the religiously fanatic Gikuyu and how it should be remembered in national history. In a nationalist reading, a grain of Wheat can be said to be Ngugi’s project to speak for the Mau Mau movement as he tries to contest the history of the Mau Mau as written by the British. The contestation is significant in a sense that it aims at re-consolidating the collective identity of Kenyans in the post-independence era. 
Hybridity and anti-colonial resistance in ‘A Grain of wheat’:-
“Decolonization never takes place unnoticed,
 for it influences individuals and modifies them fundamentally.” -------- (Fanon)
                Although Hybridity theory is steadily gaining currency in the academic realms of literary and cultural studies, its critical opponents continue to assert the need to conceptualize identity in oppositional terms in context of anti-colonial resistance. Colonial structures are virtually impenetrable monoliths: they are able to withstand and co-pot potentially disruptive influences from the margins, while forcefully inundating those margins with dis-empowering colonial ideologies which act to strengthen and perpetuate colonialism.
                In many ways Ngugi WA Thiango’s ‘A grain of wheat’ validates such as a critique of Hybridity, for it demonstrates that synthetic process between colonized and colonizers are, if not of entirely unidirectional, at least heavily weighted in favor of the British at the expense of the Gikuyu. Hybridity operate to expose the contradictory violence inherent in the idea of a benevolent colonialism, the potentially disruptive process in neutralized, if not by the inherent rigidity of the Manichean colonial mind-set, then most certainly by the force of its supporting governmental structures.
                Gikonyo and Mumbi figure prominently in Ngugi’s critique of western individualization: the only hope for the renewal of their relationship and of the larger Gikuyu community whom they symbolize lies in a rejection of western influence in favor of the retrieval of pre-colonial conceptions of identity. Thiango qualifies this point, however, by demonstrating, through the character and example of Mumbi, that certain aspects of tradition (i.e. its patriarchal emphasis) must be revalued if the effects of Uhuru are to be pervasive and meaningful within Gikuyu culture.
                In terms of Gikuyu British relations, the text reveals the need for oppositional conceptions of identity crystallized in violent resistance to colonial oppression. On the other hand, however, the text gestures toward a whole-hearted embracement of a hybridized conception of identity within Gikuyu society as the basis for the revitalization of a community brutalized by the violence of the colonial encounter.
                A grain of wheat is firmly grounded in western cultural and literary conventions. The novels very title carries an intertextual reference to Christian discourse; and although Ngugi subverts the teaching contained in the scriptural passage by associating the “gain” with the Gikuyu tradition of anti-colonial resistance, the intertextual echoes which remain in the title point not to a discrete Gikuyu cultural identity but rather to a Gikuyu-European cultural syncretism.
                Thiango’s employment of a realist mode of representation throughout the novel, while serving to emphasize the horror of British colonialism by creating what M. H. Abrams refers to as,
                                “the illusion of actual and ordinary experience”
demonstrates once again the extent of Thiango’s own westernization and concern with British cultural conventions. Although novel was written prior to the author’s personal “radicalization”, however, the move toward decolonization and cultural self-apprehension, though largely absent from the novels title, language, and representational mode, is clearly evident in its characterization and thematic concerns, supporting Thiango’s own assertion that the novel is about the “Kenyan people’s struggle to claim their own space.”
                In dealing with an historical context marked by such total incommensurability between colonial and native interpretive frameworks, it is not surprising that Thiango constructs a rigid oppositional binary between colonizers and colonized in the novel. The absence of common ground between the two cultural groupings is emphasized dramatically by the very terms employed in the openings pages of the novel to distinguish them: settlers and indigene are refined to hot as “while man and black man”, but rather as the two entirely separate and discrete entities of “Whiteman” and “Blackman”.
                In ‘A grain of wheat’, the dynamics of colonial ideology are embodied most succinctly in the figure of John Thompson, whom many Kenyans perceive as “the symbol of Whiteman’s government and supremacy”. His subsequent transformation from liberal humanist thinker to colonial tyrant is not the result of ‘comparative collapse of ideas’, as peter Nazareth has suggested; his fall into infamy reveals, rather, severe problems with the ideals themselves. It must be remembered that the two men who inspire Thompson’s colonial vision are Africans “who in dress, in speech and in intellectual power were no different from the British”.
                In novel more set of contradictions in Thompson’s literal ideology found. These contradictions pertain to Thompson’s reactions to situations which he should view, according to his own “great moral idea” of global potential for human equality under British imperialism, as signifying the accomplishment of his colonists ‘mission’.
First: If Mau Mau supporters are criminals, then it follow that Gikuyu people who do in fact cooperate with British colonial law should be treated with the respect due to equals. Thompson’s habituated mistreatment of Karanja, the Gikuyu collaborator, the, reveals further the extent of his own hypocrisy, for Thompson’s refuses to acknowledge any dependency on Karanja, not to mention any praternity based on a shared vision or purpose. Indeed, to Thompson Karanja is an object of contempt. Despite the qualities witch the colonial regime attributes to him-“faithfulness, integrity and courage” Karanja can never be more than “a trusted servant”.
Second:Thompson’s attitude to Kenyan independence must be analyzed, for, according to his own youthful ideals, Uhuru could logically be seen as the ultimate accomplishment of the British endeavor “to reorient” its colonial subjects and to actualize their essential equality. Thompson’s characteristic not only helps to explain Thiango’s construction in A grain of wheat of a rigid binary separating Gikuyu self and British other, they also reveal and justify the need for violent anti-colonial resistance strategies on the Kenyan people.
                Mugo is the representative of the hybrid imagination in ‘A grain of wheat’. Certainly, he shows evidence of resisting the polarized viewpoint advocated by Kihika and his followers. His refusal of Kihika’s oppositional politics is made apparent in one chapter in the novel; when the aspiring revolutionary leader speaks at a meeting of the movement held at Rung’ei market, Mugo is repulsed by the violence of his words, for Kihika speaks,
                “of blood as easily as if he was talking of drawing water in a river”.
Throughout the novel Mugo resist all overt participation in the movement, continually seeking to escape the pressur of military conscription and political participation. When Mugo gives his first speech to the people after arriving home from the British concentration camps, he is the only speaker who does not employing an empty and formulatic nationalistic rhetoric crediting his survival to revolutionary inspiration.
                Mugo, in high contrast, gives a more truthful account of the feelings of the imprisoned man during political incarceration one which privileges the non-revolutionary forces of family and community over the pull of nationhood. The other former prisoners admire Mugo for speaking the truth rather than a homogeneous construction of “truth” based on an uncompromisingly appositional and largely fictious nationalistic favor; his speech becomes the stuff of legends, and engenders a desire among the villagers to have him lead them as their chief.
                In ‘A grain of wheat’, the relationship between Gikonyo and Mumbi best dramatizes the tension between individualistic and communal emphases of identity. Gikonyo change, largely attribute to the presence in Kenyan of colonial military violence and the ideology of western capitalist individualism, symbolizes the loss of communal world view and the advent individualistic dissociation in the colonized society.
                Gikonyo’s internal response to Mumbi’s challenge to his traditional authority, his knowledge “that in future he would reckon with her feelings, her thoughts, her desires-a new Mumbi”, suggest that a change in the status of colonized people must be accompanied by a change in the status of women in Gikuyu society as well. The gender based binarism which enables Gikonyo, after his return from prison, to co opt Mumbi’s voice and debate the nature of family and community life must be dismantled to open the way for the emergence of the “decolonized” women  and a new hybridized conceptualization of the relationship between men and women. If Mumbi is the archetypal women in ‘A Grain of wheat’, then Thiango does nothing less than question the suitability of the traditional archetype itself as a model for gendered behavior in the context of the new, post-colonial Kenyan. Moreover, Thiango’s open ended conclusion suggests, to a certain extent, that he himself will not presume to  prescribe the exact nature of the impending dialogue, examination, and planning between reforming Gikonyo and a “new, unspecified Mumbi”.
Reference

Advertising media are the means to transmit the message of the advertiser to the desired class people. What are the major types of advertising media ? Explain. What is advertising?

What is advertising?
                Advertising is a  powerful  communication force and vitalmarketing tool helping to sell goods, services, images, and ides through channel of information and persuasion. It is highly visible force in the society. Today all of us receive many messages daily. Now it’s necessary to the success of any type of business and industry. Today we can say advertising is a communication, marking, public-relation, information. Itsreaches us through a channel of communication referred as medium. Basically it is a medium of dissemination of information. It is a usually aimed at a particular segment of the population –the target audience.Advertising strategies are employed moreand more by non–business organization such as Government College and universities, public service groups, it’s one of the part of communication.
Definition:
                The word advertising come from the Latin word “advereter” means ‘to turn the mind toward’.
Advertisement has been defined differently by different persons. Like,
* According to Wood: -
                “advertising is causing to know to remember, to do.”
* According to Richard Buskirk
                “advertising is the paid form of non-personal presentation of ideas, goods or service by an
                  identified sponsor.”
                The above definition clearly revel the nature of advertisement. This is the powerful element of the promotion mix. Essentially advertising means spreading of information about the characteristics of the product to the prospective customer with a view to sell the product or increase the sell volume.
The main features of advertise are as under:
                It is directed towards increasing the sales of business. Advertising is a paid form of publicity. It is non-personal. They are directed at a mass audience and nor at the individual as in the case of personal selling. Advertisements are identifiable with their sponsor of originator which is not always the case with publicity or propaganda.
Webster’s new world dictionaries has mentioned advertising is,

                      Advertising is an important element in Indian culture because it reflects and attempts to change our life style. Actually advertising is directly related to the need of man to communicate his message and attract to each other. Early advertising can be tress back to the archaeological evidences available in Greece and Rome. Advertising is a father of journalism. Because the first Indian newspaper started by James August Hickey on January 29, 1780, was called the “Bengal Gazette.” Or “Calcutta General Advertiser.” By the down of the 19th century the pattern of advertising increases rapidly with growth of trade and commerce. The development of advertising agency was founded due to the development of Indian industries provided by the Swadeshi Movement of 1907 – 1977. During the mid- 17th century, newspaper started appearing in Europe. In England, some of the advertisement, which were known as a “pioneering advertisement” where coffee, chocolates and Tea.
                     The industrial revolution, discovery of the growth of transportation facilities advent of radio and television and revolution in printing technology discovery of the steam power in England and America had a king roll to play in the development of advertising. Print, radio, T.V and internet commercial have created deep impact on Indian advertising. In 20th century advertisement bloomed to its full form. More emphasis was laid on advertisement copy.
Roll of Advertising:
                Advertising is the message industry that places a major role in shaping the content and operation of the mass media. It plays and important role in our popular culture because it shapes and reflects our life style. It is one step ahead of other elements in our culture and is usually the first to reflect social trend. Now the scenario is that the average adult is exposed to uncounted number of advertisement each day. It plays two following roles in the socio economic land scape of a country.

                Advertising is basically an economic institution. It performs and economic function for an advertiser of affect economic decisions of the audience and is an integral part of the whole economic system. Here are some of the economic role and benefits of advertising:

                 At social level advertising plays upon, derives from and contributes the social texture of a country. Advertising reflect society and society reflects advertising. Various social changes are brought about or helped by advertising. It makes role models who can create societal changes. Adult education, family planning and pulse polio campaign also used to sell the concept of social advertising. It is a positive force in our society. It makes to the nation social welfare. There are five roles of advertising to social welfare:
A.      Efficient source of information for both consumer and industrial buyer for  product quality, new material or merchandise, new technology and cost.
B.      Reduces distribution costs through personal selling.
C.      Encourage competition; it increases product quality through solid brand identity.
D.      It creates publicity for material and cultural incentives offer literal enterprise society.
E.       It makes able media all mass media to maintain independence from government, political parties and other special interest groups.

Various media from advertising:
                Advertising media are the means to transmit the message of the advertiser to the desire class of people. Channels or vehicle by which an advertising message is brought to the notice of the prospective buyer.
Types of Media:
                There is no dearth of media today. It may be direct or indirect. Direct method of advertising refers to such method used by the advertiser with which he could establish a direct contact with the prospective hand involve the use of a hired agency for spreading the information. Most of the media are indirect in nature, examples: press publicity, cinema, etc. the various media that are commonly used for being explained here:
·      Newspaper Advertising:
                Newspapers (Hindi or English) are brought largely for their news value as such they are most appropriate for announcing new products and new development of existing product. The choice of particular newspaper for advertising depends upon many factors. i.e., circulation of the newspaper, the type of readers it serves, the geographical region in which it is popular, the cost of space and general reputation of the paper etc. there are several types of newspaper such as daily, weekly, retall , fully local etc. According to the NRS highest circulated dailies in Hindi is “DainikJagran” and in English is “Times of India”.
                In India there is population in regional languages, apart from the English and Hindi languages. Newspaper advertisements are also easy to prepare because Newspaper are relatively expensive medium, when used selectively.
                Magazines:-  Another medium under press publicity is Magazines and Journals. They offer a good facility because magazine are read leisurely when the readers are mentally prepared to receive advertisement.
·       Television Advertising:
                The T.V commercial is generally considered the most effective mass. Markey advertising format, as is reflected by the by the high prices Tv network charge for commercial airtime during popular T.V events. In August 1965 entertainment and information programmers were introduced and daily introduced and daily transmission was started in Delhi. Advertising on television was introduced in 1976. Advertising industries have welcomed the growth of television as popular and best effective medium. Some television commercials feature a song or jingle that listeners soon relate to the product. Virtual advertisement may be inserted in regular   television programming through computers.
                Infomercials:  An infomercial is long-form television commercial, typically five minute or long. The word “infomercial” is portmanteau of the words ‘information’ or ‘commercial’. The main objective in an infomercials is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised tool-free telephone number or website. Infomercials describe, display and often demonstrate products and their features, and commonly have testimonials from consumer and industry professional.        
·     Radio Advertising:
                Radio advertisements are broadcast as radio waves to the air form a transmitter to an antenna and thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the limitation of being restricted to sound, proponents of radio advertising often cite this is as an advantage. Radio is an expanding medium that can be found not only on air, but also online. According to Arbitron, radio has approximately 241.6 million weekly listeners.
·      Outdoor Media:
                It is the oldest kind of advertising. It was used a sign in the ancient Rome and Greece. In the present time, advertisers are increasingly recognizing the media value of outdoors. Basically the out-door media is known as posters, bill boards, boarding’s, road sign, high way advertising and transit advertising etc. These are used for movies and consumer item like toothpaste and soap. Posters have begun to be used effectively inside and outside in train and buses. Because it has usual appeal and can be changed frequently. SelvelAaren, M.P. Publicity, solus sine-fine, Asian thsesare the advertising agencies of the outdoor media in India. In India transit advertising is very popular and potential advertising medium also. Buses, trams and taxis are the popular vehicle for transit advertisement in metro cities.
·     Billboards Advertising:
                Billboards are large structures located in public places which display advertisement to passing pedestrians and motorists. Most often they are located on main roads with large with amount of passing motor and pedestrian traffic: however they can be placed in any location with large amount of viewers, such as on mass transit vehicle and in station, in shopping malls, or office buildings and in stadium. Billboards are also very useful media of outdoor advertising. The most notable users of billboards are Amul and AIR India. Amul hoardings are an excellent example where copy and visual are quickly changed.
Mobile billboard advertising:   Mobile billboards are generally vehicle mounted billboards or digital screen. These can be dedicated on vehicles built slowly for carrying advertisements along routes preselected by clients, they can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes. The billboards are often lighted; some being backlit, and others employing spotlight. Some billboards displays are static, while others change, for example, continuously or periodically rotating among a set of advertisements. Mobile display used for various situations in metropolitan areas throughout the world, including target advertising, one day, or long campaigns, conversation. Sporting events, store openings and similar promotional events and big advertisement for smaller companies.
·     Online Advertising:
                Online advertising is a form of promotion that uses the internet and world wide web for the expressed purpose of delivering marketing message to attract customers. Online ads are delivered  by an server. Example of online advertising are include contextual ads that appears on search engine results pages, banner ads, in text ads, rich media ads. Social networking advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.
·      In-store advertising:
                In-store advertising is any advertisement placed in a retail store. It includes placement of product in a visible locations in a store, such as at eye-level, at the ends of aisles and near checkout counters, eye catching display promoting a specific product, and advertisement in such places as shopping carts and in store video displays.
·      Coffee cup Advertising:
                Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an office, café, or drive-through coffee shop. This type of advertising was first popularized in Australia and has begun in growing popularity in the united states, India, and part of the middle east.
·      Street advertising:
                These type of advertising first came to prominence in UK by street advertising service to create outdoor advertising on street furniture and pavements. Working with products such as reverse Graffiti, air dancers and pavement advertising, the media became an affordable and effective tool for getting brand massages out into public spaces.
·       Sheltered outdoor Advertising:
                This type of advertising opens the possibility of combining outdoor with indoor advertisement by placing large mobile, structure in public places on temporary bases. The large outer advertising space exerts a strong pull on the observer, the product is promoted indoor, where the creative décor can intensify the impression.
·      Celebrity branding:
                This type of advertising focuses on using celebrity power, fame, and money popularity to gain recognition for their products and promote specific stores or products. Advertiser often advertises their products for example celebrity share their favorite products or wear clothes by specific brand or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products. The use celebrities to endorse a brand can have its down sides, however. One mistake by celebrity detrimental to the public relations of a brand. For example following his performance of eight gold medals at the 2008 Olympic  games in Beijing, china, swimmer Michel Phelps contract with Kellogg’s was terminated, as Kellogg’s did not want to associate with him after he was photograph smoking Marijuana. Celebrity such as Britney spears have advertised for multiple products including Pepsi, candies from Twister, Toyota, NASCAR and many more. 
·      Consumer generated Advertising:
                This involves getting consumer to generate advertising through blog, websites, wikis, and forums, for some kind of payments.
                In Aerial advertising we find sky writing. Like the recent example, ‘Bigboss 8’. When advertisement came on television season 8 is written through aircraft of sky.