The Linguist

Chartered Institute of Linguists AUTUMN 2026 The Linguist 9 FEATURES Subtitles and dubbing have made Hindi films more accessible around the world via streaming services such as Amazon Prime Video and Netflix, and they are particularly popular in South Asia, the Middle East, Central Asia and Africa. Viewers are exposed to Hindi pronunciation and common Hindi words without the financial or time pressures associated with formal study. At the same time, the films familiarise audiences with Indian culture, resulting in an increasing interest in India and a subsequent boost to the economy. The industry also helps Indians living abroad stay connected to their cultures and to the Hindi language, bridging the gap that migration often creates. Suppression of the other The relationship between Bollywood and Hindi is not wholly positive for several reasons. As the writer Kaashif Hajee argues, the BJP party in India has to sought to make "Indian-ness synonymous with Hindu-ness". 3 I would go further to add 'with the Hindi language'. Bollywood plays a significant role in defining nationhood and by making Indian identity synonymous with Hindi, the notion of regional languages somehow being inferior is normalised. Furthermore, Bollywood has at times overshadowed regional cinema. There is not only competition for screens, but also a talent drain with many actors leaving local industries for Mumbai because it can offer far more in terms of salaries and recognition. Despite this, a large number of films are now made in other national languages, often rivalling Hindi language films. Indeed, 60% of the Top 10 highest-grossing Indian films of 2025 were in Malayalam, Tamil, Kannada or Telugu. However, there is little evidence to suggest that regional films have had the same impact on learning regional languages as Bollywood has had on Hindi. Furthermore, it is important to consider that language domination can vary between domains. Whereas Hindi may dominate Indian cinema, it may not dominate other areas of life in states where local languages are used, such as in schools, healthcare settings and workplaces. In terms of language learning, although Hindi is the most widely learned Indian language by non-native speakers, heritage learners will often prioritise the language spoken by their family, regardless of their exposure to language through Indian films. A greater issue for some is that Bollywood uses Hinglish (a mix of Hindi and English) rather than standard Hindi, which some argue may 'dilute' the Hindi language and confuse language learners. A complex relationship The relationship between Bollywood and Hindi language learning is more complicated than it may seem. However, Bollywood has certainly inspired and sustained an interest in the language, fostered familiarity with it among viewers, and encouraged some to take up more formal learning. Although Bollywood has played a major role in promoting India and Hindi around the world, the global relevance of both nation and language do not rest on the film industry alone. Other factors have contributed to their continued relevance. Migration and urbanisation, for example, have led to speakers of different Indian languages increasingly interacting in Hindi as a common language. Lastly, it should be noted that while Bollywood is the most powerful media industry in India, other forms of media, such as television and social media, have also propelled Hindi's influence and reach. Notes 1 Sunde-Brown, D (2021) 'Bollywood: Inside India's billion-dollar film industry'. In The Real World by Trafalgar 2 (2024) 'English Remains Most-Popular Language in World, Hindi Sees Rise: Duolingo language report 2024'. In Indian Express 3 Hajee, K (2024) 'Saffronizing Bollywood: How India's Hindu right is controlling its prolific Hindi film industry', MA Social Anthropology dissertation, SOAS blog LIGHTS, CAMERA, ACTION (Above, l-r) Vintage film posters in Rajasthan; a famous scene from 2007's Om Shanti Om with romantic lead Shah Rukh Khan; a still from 2025's Saiyaara starring Ahaan Panday and Aneet Padda; and filming on a Bollywood set © YASH RAJ FILMS © SHUTTERSTOCK © SHUTTERSTOCK

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