More than words: How 'linguistic reach' strengthens soft power

Language is not merely a collection of words that convey meaning; it is much more than that. From a semantic perspective, words do indeed combine to express a message. 

However, when language is studied from sociolinguistic, pragmatic, and discourse viewpoints, it becomes evident that its impact extends far beyond mere words. A particular language's influence reaches beyond its syntactic and semantic levels, weaving its way into the broader dynamics of our social, national, and international landscape.

For many years, language was considered a passive tool of communication. However, the hypothesis proposed by Edward Sapir, a renowned American anthropologist and linguist, and his pupil Benjamin Lee Whorf significantly shifted how we perceive the function of language.

According to them, language profoundly impacts people's thought processes, influencing their perceptions, worldviews, and behaviour. Since then, language has largely been viewed as a highly social and political phenomenon.

Economic superpowers delved into this hypothesis and began exploring the potential advantages they could gain through language. This is how linguistic hegemony gained traction in the 19th century. 

Even the acclaimed Italian thinker Antonio Gramsci linked language with hegemony, arguing that it shapes thought processes. Developed countries have established soft power through linguistic supremacy, giving them a strategic advantage over others.

For instance, while we often attribute the success of the world's most powerful countries to their economic strength, we frequently overlook the fact that these nations have been systematically leveraging the power of language. 

By employing different techniques to extend their linguistic reach, they have effectively enhanced their soft power.

In fact, this is one of the most intriguing ways in which language serves a country. Beyond economic strength, developed nations establish influence over others through cultural diversity, with language being an integral part of any culture.

Recognising the invisible but tangible power of language in exerting control, many countries have deliberately worked for centuries to capitalise on their cultural and linguistic assets.

France, China, and India provide compelling examples in this regard. France has developed an extensive network of cultural institutes, such as the Alliance Française, to promote the French language and culture worldwide. 

Founded in 1883 by renowned humanists, the Alliance Française has since been dedicated to spreading the French language and culture through various cultural and artistic activities.

Even in Bangladesh, Alliance Française de Dhaka is more popular among the youth than Bangla Academy. This has been possible because the cultural centre has played a crucial role in popularising the French language and culture among the urban population.

Similarly, China has extended its influence globally through initiatives such as the Confucius Institutes. In collaboration with various countries, these institutes provide training in the Chinese language and culture while fostering research opportunities in multiple fields.

India has also capitalised on the global appeal of Bollywood to spread its cultural elements to the farthest corners of the world. Over the years, Bollywood filmmakers have demonstrated exceptional skill in showcasing the intricate nuances of India's cultural diversity, which has significantly contributed to the popularisation of the Hindi language and culture beyond its borders. 

"Even in Bangladesh, Alliance Française de Dhaka is more popular among the youth than Bangla Academy. This has been possible because the cultural centre has played a crucial role in popularising the French language and culture among the urban population."

Likewise, Hollywood has played a similar role in propagating the English language.

Through such strategies, countries like France, the UK, the US, China, and India have established themselves as cultural and intellectual leaders. Given this influence, it is no surprise that English, Mandarin, and Hindi are the three most spoken languages in the world.

In contrast, Bangladesh has failed to position itself as a hub of cultural diversity, largely because we have not effectively showcased our rich cultural heritage to the world through our language, Bangla.

Unfortunately, we have not built upon the legacy of our mother tongue, which has resulted in its limited acceptance beyond our borders. The primary reason for Bangla's diminishing influence on the global stage is our failure to promote it strategically in a way that aligns with global trends. 

Consequently, our language has never attained significant cultural influence on a global scale.

Our foreign missions have been notably inactive in this regard. Unlike the cultural centres of influential countries, they have not undertaken meaningful initiatives to elevate the status of our language. 

Furthermore, we lack expertise in translation and quality filmmaking, both of which play vital roles in presenting a country's culture effectively.

Various creative industries, including film, music, and literature, serve as powerful vectors of soft power that shape global perceptions of a country. Bangladesh must prioritise these industries and support the individuals working within them to produce compelling works that highlight the subtleties of our culture and language.

If we could successfully bring the glorious history of our Language Movement to life through cinema, it would not only earn international recognition but also help showcase our rich history.

Meanwhile, it is regrettable that Bangla Academy has not fulfilled its intended role. Established in 1955 with the mission of promoting the Bangla language and literature, it has failed to meet expectations.

The academy could have played a pivotal role in expanding the global reach of our language by devising comprehensive plans focused on translating our vast literary heritage into dominant world languages. 

Sadly, Bangla Academy is now engaged in activities that stray far from its original purpose.

It goes without saying that language plays a crucial role in shaping opinions and perceptions about culture among those from different backgrounds. If we are to strengthen Bangla's position among the world's languages, we must explore ways to extend its reach by showcasing our linguistic diversity compellingly and dynamically. 

Otherwise, in the coming decades, our mother tongue, Bangla, may fade into obscurity like a drifting piece of logwood.

The author is a columnist who likes to delve deeper into the human psyche and social incongruities to explore the factors that influence these.