Marvel’s rallying cry ‘Avengers, assemble!’ and the legendary fervour of ‘Mogambo khush hua’ from the famous Indian film ‘Mr. India’ is deeply ingrained in the lives of urban Indians, highlighting the substantial impact of fandoms on language and retention. Collaborating with YouGov, Duolingo has recently revealed the intricate influence of cultural phenomena and fandoms on everyday language and lifestyle, indicating their tremendous impact on Indian culture.
The survey, which highlighted numerous significant fandoms, revealed that 64% of urban Indians find influence in their language and daily life from Hollywood or Bollywood movies, web series, and music. 37% of Indians, in particular, believe that the universes of Marvel, DC Comics, K-Dramas, or Anime have had a significant impact, while another 60% attribute their improved language skills and daily experiences to fandoms in technology, science, or literature.
Expressions from beloved fandoms are easily integrated into regular conversations among metropolitan Indians. Phrases like ‘May the Force be with you’ from ‘Star Wars’ have permeated everyday English, suggesting feelings of friendliness or luck. For 62% of Indians, using terminology from fandoms or pop culture is more than just terms; it integrates fun and joy into daily interactions, resulting in an engaging and lighthearted atmosphere among enthusiasts with similar fandom references. For example, using a unique phrase like ‘Winter is coming’ from ‘Game of Thrones’ creates a fun and cheerful atmosphere among fans with similar fandom references.
The study additionally highlighted significant trends in linguistic upgrading through fandoms. Nearly 62% of Indians reported substantial gains in language retention and comprehension after including cultural or fandom references. Furthermore, 58% witnessed referencing fandoms to build connections with like-minded people, elicit nostalgic feelings, and foster common interests.
A significant proportion of Indians, 66%, expressed an interest in joining language learning conversations associated with their favourite fan organizations. This shift represents how fandoms have evolved language from a simple communication tool to an expressive reflection of shared passions.
Commenting on the recent study, Karandeep Singh Kapany, Regional Marketing Director at Duolingo, stated:
Our survey uncovers the interconnected relationship between fandoms and language, revealing how these cultural and artistic interests, ranging from Marvel to K-Drama, intricately shape our lives. It’s truly inspiring to witness how India’s enthusiasm for fandom fuels the pursuit of learning new languages and cultures. This vibrant fusion between language and fandom perfectly aligns with our commitment to enable the learning of diverse languages and cultures, bridging any language barriers and bringing enthusiasts closer to their cherished fandoms in an engaging and immersive manner.
Duolingo is a prominent language-learning platform and the world’s most downloaded educational app. Language learning with Duolingo is fun and engaging through bite-sized lessons that feel like playing a game. The company aims to develop the best language education globally and make it universally available. The platform offers over 100 courses across 42 distinct languages, ranging from Spanish, French, German, and Japanese to Navajo and Yiddish.