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The IUP Journal of English Studies

Focus

In all teaching contexts, the requirement of the three components—men, materials and methods—is duly recognized, but the `men' usually considered are the teachers and rarely the learners. A major paradigm shift in the educational theory and practice has been the crucial position accorded to the learner: the teacher ought to teach, not what (s)he knows, but what the learner needs. This has led to radical changes in the selection of teaching materials, and the methods—especially, in programs of English for Specific Purposes (ESP). Even in general contexts of learning Reading and Writing too, focus should be on the proper strategies.

Times may change, climes may alter, but the position of women in the predominantly patriarchal society continues to weigh against women. One may turn ultra-patriotic and fiercely nationalistic in the postcolonial era, but the contribution of certain "alien" civil servants of the British Raj to the discovery of some rich cultural resources and forgotten writers can hardly be overlooked. CP Brown in Andhra Pradesh and John Beames in Orissa are some of the illustrious literary savants.

In the first paper, "Bilingual Second Language Learning Strategies in Eritrea with Reference to Reading, Writing and Vocabulary", Tecle Ghebremuse, making use of strategy inventories, examines some issues such as memory, meta-cognitive and affective learning, but feels that they do not address mental and physical operations. The researcher examines the bivariate correlations between several strategies and the students' scores in sophomore examinations. The findings, though based on empirical research conducted in Eritrea, will surely help the teachers and material developers in India as well.

The analogous cultural matrix, in its distorted formulation, is increasingly evident in the works of women writers, all over. The plight of women locked in the cage of matrimony and desperately trying to flee from it and the anguish of being a woman have been voiced—sometimes raucously, sometimes softly—by sensitive writers, as discussed in two papers offered. Neena Arora, in her paper, "The Theme of Marital Discord in Nayantara Sahgal's Storm in Chandigarh and Doris Lessing's The Grass is Singing", examines the persisting problem, though the writers belong to different countries—India and Britain—and varied sociopolitical backdrops. They look at the problem from a feminist perspective, but conclude that militant approach can be disastrous to their selves, the family and even the society at large. They argue for harmonious and fulfilling relationships through mutual respect, understanding and communication between the sexes. Pradip Kumar Patra, in his paper, "Women in Gendered Enclosure: Canadian and Indian Experience in the Poems of Claire Harris and Eunice de Souza", examines the pained awareness of the difference implicit in the sex and incorporating it into their texts.

As most will be too willing to admit, the colonial hegemony India went through for about two centuries under the British resulted in considerable cultural and resource damage, but the occasional positive contributions of a few civil servants cannot be ignored. The services of William Jones, who competently translated Kalidasa's Abhignana Sakunthalam, to the revival of Sanskrit, of Caldwell and Brown to Telugu and of John Beams to Oriya should be gratefully acknowledged. It is proper therefore that the Alpha Foundation should set up CP Brown Academy as tribute to Brown for the yeoman services rendered by him to Telugu language and literature. The academy proposes to make nuggets of Telugu writing, like Vemana's, accessible to Telugu people, who cannot read Telugu script, but are anxious to re-root into their native culture. It is also proposed to encourage quality writing through instituting awards, including an award, equivalent to Jnan Peeth award, for lifetime achievement of a Telugu writer. It is in this context that we offer Sachidananda Mohanty's paper, "Colonial Administration, Language Politics and Regional Formation: John Beames and the Making of Modern Orissa", which, drawing on rich archival material from the Bengal Asiatic Society, demonstrates the salutary service of John Beames to the emergence of modern Oriya literature in varied genres.

The impact of place and environment on literary artefacts has been receiving increasing attention, of late. K Srilatha, in her paper, "Dwelling in Place: An Eco-Critical Reading of Sangam Poetry", attempts to read Classical Sangam poetry, translated by A K Ramanujan, as an ecological text with a distinct sense of place. Using the insights of deep ecology—dwelling place and reinhabitation—the author shows that Sangam poetry is the earliest literature of place, revolving around, tinai.

Globalization has its inevitable cultural fallout. It usually results in multiculturalism and transculturalism, with both positive and negative upshots: hybridization, fragmentation, assimilation, problems of adjustment and alienation. G A Ghanashyam and Devashree Chakravarthy, in their paper, "Grounding of Transcultural Imagination in Rushdie's The Ground Beneath Her Feet", examine the depiction of such hybridization and assimilation by Rushdie through the characters of Ormes, Vina and Rai in his novel.

Advertising plays a powerful role in the world of today. The discourse of advertisement employs several rhetorical devices and enticing visuals to reach the consumer. K Kanthimathi, in the paper, "Globalizing and Localizing the Language of Ads: A Study of Advertising in Tamil Media", argues that advertising techniques are often crucial for the success of a product; making effective use of language of the region, like Tamil, they have a wider outreach. Such studies widen the reach of literary studies and ensure optimum relevance to the increasingly commercial world of today.

Viswanatha Satyanarayana, doyen of Telugu literature, is better known as a novelist and an erudite classical poet. But he also wrote some exquisitely chiseled and skillfully narrated short stories, which are comparable to the best in world literature. S S Prabhakar Rao, in the paper, "Poignant Vignettes of Cultural Matrix: Short Stories of Viswanatha Satyanarayana", discusses the significant contribution of Viswanatha to the genre of short story in Telugu, bringing out the sensitivity and the expansiveness of author's inclusive response to the Telugu society of his time.

The catholicity of literary interests and the variegated engagements of S S Prabhakar Rao, author of The Golden Bouquet, have been brought out by P G Nirmala in the book review. The review focuses on the critical evaluations of writers, studies in the problems of translations, English Language Teaching, Telugu studies, a threefold exploration in a travelogue, translation of poems and short stories of some distinguished Telugu writers.

- S S Prabhakar Rao
Consulting Editor

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Automated Teller Machines (ATMs): The Changing Face of Banking in India

Bank Management
Information and communication technology has changed the way in which banks provide services to its customers. These days the customers are able to perform their routine banking transactions without even entering the bank premises. ATM is one such development in recent years, which provides remote banking services all over the world, including India. This paper analyzes the development of this self-service banking in India based on the secondary data.

The Information and Communication Technology (ICT) is playing a very important role in the progress and advancement in almost all walks of life. The deregulated environment has provided an opportunity to restructure the means and methods of delivery of services in many areas, including the banking sector. The ICT has been a focused issue in the past two decades in Indian banking. In fact, ICTs are enabling the banks to change the way in which they are functioning. Improved customer service has become very important for the very survival and growth of banking sector in the reforms era. The technological advancements, deregulations, and intense competition due to the entry of private sector and foreign banks have altered the face of banking from one of mere intermediation to one of provider of quick, efficient and customer-friendly services. With the introduction and adoption of ICT in the banking sector, the customers are fast moving away from the traditional branch banking system to the convenient and comfort of virtual banking. The most important virtual banking services are phone banking, mobile banking, Internet banking and ATM banking. These electronic channels have enhanced the delivery of banking services accurately and efficiently to the customers. The ATMs are an important part of a bank’s alternative channel to reach the customers, to showcase products and services and to create brand awareness. This is reflected in the increase in the number of ATMs all over the world. ATM is one of the most widely used remote banking services all over the world, including India. This paper analyzes the growth of ATMs of different bank groups in India.
International Scenario

If ATMs are largely available over geographically dispersed areas, the benefit from using an ATM will increase as customers will be able to access their bank accounts from any geographic location. This would imply that the value of an ATM network increases with the number of available ATM locations, and the value of a bank network to a customer will be determined in part by the final network size of the banking system. The statistical information on the growth of branches and ATM network in select countries.

Indian Scenario

The financial services industry in India has witnessed a phenomenal growth, diversification and specialization since the initiation of financial sector reforms in 1991. Greater customer orientation is the only way to retain customer loyalty and withstand competition in the liberalized world. In a market-driven strategy of development, customer preference is of paramount importance in any economy. Gone are the days when customers used to come to the doorsteps of banks. Now the banks are required to chase the customers; only those banks which are customercentric and extremely focused on the needs of their clients can succeed in their business today.

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English Studies