Rethinking the India-Bharat divide vis-à-vis COVID-19: Implications for a sociolinguistics of health communication

Abstract

Language plays an important role in the dissemination of critical health information across human societies. Taking a cue from the sociolinguistic nuances of the role of language in society, this study probes the India-Bharat divide in the COVID-19 scenario as a potential hurdle to the sense making practices necessary for successful health communication. By delving into the dichotomous linguistic relationship between India and Bharat, this study contends that in order for this sociolinguistic dichotomy to be resolved and health communication to be effective, it is important that all concerned must be in control of the same code. The study raises questions ranging from challenges for health communication with respect to the linguistically diverse population in the country, access to reliable health information, to the problem of incomprehensibility as a barrier to the availability of proper health information. Through qualitative content analysis of the COVID-19 health information terminology mediated through popular Hindi news channels during the first phase of lockdown in India and the corresponding outcome reports across digital platforms, the study analyses the India-Bharat divide and suggests sociolinguistic strategies that can tacitly turn the structural pluralism into an organic pluralism making heath communication in India smooth and discernible.