Advances in Consumer Research
Issue 5 : 555-557
Original Article
The Gutenberg Gospel and the Vernacular Public Sphere: CMS Missionaries and Print Media in Colonial South India
 ,
1
Research Scholar, Department of Mass Communication and Journalism, Lingaya's Vidyapeeth, Faridabad, Haryana, India.
2
Associate Professor, Department of Journalism and Mass Communication, Lingaya's Vidyapeeth, Faridabad, Haryana, India
Abstract

Christian missionaries played a very important role in the introduction and expansion of the printing press in colonial India. Their efforts influenced vernacular language development. The current paper focuses on the contribution made by the Church Missionary Society (CMS). This paper examines the distinctive and measurable contribution of the CMS to the print media ecology of South India. For example, the CMS established the CMS Press in Kottayam (Chacko, 2018). Apart from that, the CMS designed and produced indigenous vernacular typefaces. They published the region's first indigenous language journals. This research uses a Historical-Qualitative - Analysis to explore their contribution and the historical development of print media. Data are obtained from missionary records and academic histories. Results show that the CMS promoted the standardization of languages and literacy.

 

Keywords
Recommended Articles
Original Article
Beyond the Mat: AI Yogic Avatars as Agentic Leaders in Shaping Consumer Online Food Choices and Digital Well-Being
Original Article
Digital Human Resource Management Practices, Employee Experience, and Organizational Commitment in Digitally Transforming Organizations: A Mediation Analysis
...
Original Article
From Corporate Social Responsibility to Consumer Preference the Mediating Role of Corporate Image and Brand Trust
...
Original Article
Retail Investor Behaviour and Options Trading Performance in India: the Role of Behavioural Biases, Financial Literacy and Risk Management
...
Loading Image...
Volume 3, Issue 5
Citations
636 Views
416 Downloads
Share this article
© Copyright Advances in Consumer Research