Headline wit in the Telugu press
The Telugu press often comes up with interesting headlines, and Eenadu comes out with the best. Unless explained, the innuendo can be lost in translation.
Innovative use of language has been a hallmark of journalism in Andhra Pradesh, says G. NAGAMALLIKA
The Telugu language, often referred to as the ‘Italian of the East’, is one of the sweetest languages. With similes and puns, rhymes and rhythms, the language can be fun and challenge the intellect. The Telugu press often comes up with interesting headlines, and Eenadu comes out with the best. Unless explained, the innuendo can be lost in translation.
There are all types of headlines and some that borrow from Sanskrit as the language has a base in this ancient language. 0n October 29th Eenadu said, ‘Polavaram was not given’ (Pola’varam’ ivvaledu). Polavaram is the name of a place where a hydel project was to come up, but a huge controversy surrounds it. ‘Varam’ which forms part of the word also means a ‘boon’, which shows that the Centre did not give sanction or boon of the project to the state.
An October 27 headline stated: ‘Two more die due to atrocities’ (Daa’runalaku ‘ maro iddari bali). The English translation is pale compared to the Telugu pun on the word, Daarunam’. It talks of two more suicides due to inability to repay loan. Here while ‘daarunalu’ means atrocities, ‘runalu’ mean loans. In essence, it says that non-payment of loans had resulted in two more suicides.
Another such headline on 29 September stated: ‘Laddu like decisions’. (Laddulanti nirnayalu). The usage of laddu serves two purposes; a good decision or a positive decision taken is often compared to that of a sweet decision. In Telugu laddu is also taken as a generic name for any sweet. The story is also referring to the size and taste of Tirupathi laddus about which there have been complaints.
‘Guripreet gets double’ (‘Guri’preet ku double) is a story about Gurpreet Singh who won a Gold medal in shooting during the Common Wealth Games. His name was changed to Guri, which means focus, the most important aspect of shooting.
On 29 September, the headline read: ‘Jalayagnam’s sour fruit’ (Jalayagnam’s chedu phalam). According to Indian mythology every yagna has a ‘yagna phalam’ or the fruits (results) of the yagna. Phalam means fruit as well as result in Telugu. In this context, it has cleverly been used in the context of the ‘Jalayagnam’ project started by YS Rajashekar Reddy’s government, which has not been completed due to various reasons. Moreover, since many irregularities have surfaced in the project, it is being referred to as a fruit gone sour.
Another headline ‘Third eye is blind’ (moodo kannu guddide) on 25 September is about the third party inspection of the Jalayagnam project which has been delayed and conducted in an improper manner. Third eye refers to Lord Shiva’s third eye which is meant to destroy all that is evil. In this case the third eye of those who were supposed to inspect the project is said to have turned blind against evil.
‘Magadheera’ a block buster Telugu film romped home with nine state government awards this year. Magadheera, meaning a ‘Hero’ or ‘Warrior’ was a ‘hero’ in winning awards too said the headline: Dheera even in awards (Awardullonu dheerude).
‘Sayodhya Theerpu’ is a very innovative headline, where ‘Ayodhya’ peeps out of the word ‘Sayodhya’ which means understanding or agreement. Theerpu meaning ‘judgement’, along with the word Sayodhya, truly reflects the spirit behind the judgment. ‘Vrudhha Devobhava’ (6 October) borrowed from Sanskrit refers to the special services extended by AP Road Transport Corporation to senior citizens.
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