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A Semiotic Analysis of Caste Signs in Hyderabad

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A Semiotic Analysis of Caste Signs in Hyderabad Amity Journal of Media & Communication Studies (ISSN 2231 – 1033) Copyright 2016 by ASCO 2016, Vol. 6, No. 1 Amity University Rajasthan Understanding Display Boards: A Semiotic Analysis of Caste Signs in Hyderabad Shiva Thrishul Punyamurthy University of Hyderabad, India Abstract In this paper I looked at the symbols of caste and its nature of commodification which are on the display boards that are used to represent the malls, shopping complexes and function halls. As the society transforms, new forms of representation emerge and the modern spaces are providing enough room for the accommodation of the older identities in the form of display boards. The ideological modes of production of the symbols and its commodification are discussed in this paper. Drawing the works of Jean Baudrillard, I explain how the ‘sign’ and ‘commodity’ becomes one and a new form of object was brought called ‘sign-commodity’. The functionality of the sign on the display boards and the commodified nature of the sign are elaborated in the paper. These display boards are not just representation of something, but it has a symbolic value which is being used to reproduce the hierarchical authorities. A case study of ‘Pulla Reddy Pure Ghee Sweets’ is taken as a sign to explain the commodification of the sign – ‘pulla reddy’. I will explain how ‘Pulla Reddy’ has become a status symbol and how the sign-exchange value of the commodity merges with the economic and symbolic exchange values. In-depth interviews and focus group discussions are used to collect the data. Keywords: Caste, Sign, Commodity, representation Introduction production, labor is measured in terms of its exchange-value and India is a society where a social system of ‘castei’ plays a the production of commodities becomes the production of capital major role in creating social identity. People represent their caste and so the labor-power gets commodified. The social identity through different means of communication. Semiotics is characteristics of the men’s labor will be reflected by the playing a significant role in representing one’s identity as a commodity as the objective character of the products of the labor. member of a community. The vibrant name plates and display These objective meanings are replaced from the ‘commodified boards that are used to denote the names of the shops, malls, labor’ with ‘labor of signification’ (‘symbolic labor’). Here, manufacturing centres, and marriage halls are being named along Baudrillard draws the connection between the ‘commodity’ and the with the identity of caste. ‘sign’ and inter connection of the signifier, signified, use-value and Caste, even in the 21st century was easily able to get exchange-value. The sign and the commodity becomes one and a accommodated in the newer spaces of trade activities. Caste new form of object was brought called ‘sign-commodity’.A theory represented modernity and capitalism too. This sign boards are the of text generation and interpretation and a general theory of signs evidences, in newer forms, of the traditional identities. This prove to be mutually consistent. The reader plays an active role in identity of caste representation has lead to multiple interpretations textual interpretation because signs are structured according to an of the display boards. The culture of using the social identity inferential model. Texts can say more than one supposes, they can (caste) for representation in the economic firms leads to generation always say something new because signs are the starting point of a of varieties of meanings. The display boards are not just process of interpretation which leads to an infinite series of representing the institutions but it possesses a value, a sign value. progressive consequences. Signs are open devices, not stiff Identities represent and reproduce “subject position” through signs armours prescribing a bi-conditional identity (Eco, 1981). and symbols that serve as ‘symbolic capital’ (Bourdieu, 1991). Caste operates as a system of signs, the colour of the Caste as a social identity of an individual is represented in the form skin, the turf, clothes worn, hair are the some of the signs of of ‘visual images’ which is serving as a symbolic cultural capital. identifying caste (not necessarily all places). In the urban spaces This paper focuses on how the symbols that are linked to identity this identity was represented in the form of display boards. These not only create the solidarity that they point to, but also reproduce boards acquire a sign value and a symbolic power besides an hierarchies of status in society. Identity in this paper will be read as economic value. They are not just representations of economic a ‘signifying practice’ and refers to people’s use of range of sign centres but are representations of a symbolic and sign power. vehicles in an ongoing process of communication. As Marx explains about the fantastic form of relation Objectives of the study between the commodities which are the products of the labor • To know whether these display boards are reflecting the where a fetish character is acquired by the commodities, existing caste system. Baudrillard moves further and looks into the ideological modes of • To understand the procedure of modern representative production of the structure of capitalist system. In the capitalist system of caste. 26 Amity Journal of Media & Communication Studies (ISSN 2231 – 1033) Copyright 2016 by ASCO 2016, Vol. 6, No. 1 Amity University Rajasthan • To check whether these display boards are leading to further study on the sur names which can be taken as signs of caste. favouritism. Many Veg-restaurants titled with ‘Balaji’, ‘sampradaya’, • To analyze whether trade activities are being ‘Aakruthi’, ‘agarwal’, ‘udipi’, ‘Raghavendra Bhavan’, ‘kamat’ monopolized on caste lines. ‘gayathri’, ‘suprabhaat’, ‘Nandini’ have a great significance which is very closely connected to a caste identity with a very specific Methodology food cultural practice that can be read and interpreted as a common Semiotic analysis is used in this study. Since the study is symbol for a definite cultural practices. about the reading and interpreting the display boards, I preferred to Modernity of Caste choose a huge commercial area in Hyderabadii i.e., Kukatpally. I The forces of globalization alter the social relationships have chosen this area since it is one of the major spots in and identities. Power equations are defined differently in urban and Hyderabad where there are huge display boards and high rural India. The liberalization process, initiated in India through commercial transactions occur. I took the pictures of the display market reforms in the early 1990s, was a driving factor behind a boards from this area and interpreted their significanc e . M y heightened class consciousness. As the market was now open to pictures include the name plates of the petty shops, trading centers, the entry of new players, without the prerequisites pertaining to malls, complexes, theaters, marriage halls, apartments, educational caste affiliations, class consciousness began to set foot. institutions. For example: Some display boards titled as “Reddy The modern sector of contemporary Indian society is a Exide battery” to an automobile shop, “Chowdary enclave” to an series of institutions and organizations structured according to apartment, ‘Mahesh goud constructions’, “Yadav granite world” to western models, and located very largely in cities. These include a tiles shop, , ‘Pulla Reddy’ sweet shop, and ‘Khamma sangham’ universities, schools, scientific laboratories, hospitals, business to a function hall. I studied these display boards as modes of firms. Most of the institutions and organizations are structured in representation and the identity that they are carryingiii. I conducted terms of a hierarchy of offices, but the principles of this hierarchy semi-structured interviews or non-standardized interviews with are not those of ‘pollution’ and ‘purity’ related to ritual, as in those people who are the owners, proprietors of the shops. traditional caste hierarchy. Rather, the new underlying principles My method of enquiry is explorative since my objective are those of productivity, efficiency, coordination of effective is to know whether the display boards are used to represent the activity, and maintenance of order – in other words a rationalized social status and, to know whether the same hoardings are also bureaucratic hierarchy. However, certain proportion of the used as symbolic product of caste identity attaining symbolic population actually participates in them, and such participation is benefits apart from monetary profits. My sampling is purposive differently distributed among different caste groups. Some castes sampling so as to focus on particular characteristics of population have successful access to modern education and occupations earlier that are of interest which will enable me to get answers to my than did others and they control and monopolize over those research questions. institutions. Limitations of the Study Caste plays an important role in the modern urban The study was just limited in interpreting the signs of economy. For example, ownership of industry in India has only few castes which are clearly visible in the form of their caste historically been concentrated in the hands of a few social/cultural identity. Only caste signs of Reddy, Yadav, Chowdary, Vysya groups, and jobs at the top are always kept within close networks signs of caste were interpreted in this paper. However there are based on kinship (Munshi, 2006). Recruitments for other jobs are many other caste signs with titles of Goud, Mudhiraj, Naidu etc opened to outsiders only when the required personnel are not those symbols were not studied in detail. Since the geographical available within the community or the wider kin-group. ‘Caste area of study is Kukatpally and only 3-4 caste signs were found, begins to reproduce itself in the form of a hierarchy of network the research was only limited only to these castes. through degrees of monopolization over social and cultural Scope of the Study capitals’.
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