The process of communication is primitive but the role of mass media is modern. With the advancement of technology, especially digital technology, the mass media can communicate with the people within fractions of a second.

In this age of globalization, communication plays an important role. People sitting in remote villages can view a television programme simultaneously along with the metro city dwellers. These advantages not only help the rural people to update their knowledge but also make the rural community, especially the youth community in the remote places upgrade their life-style in tune with the urban youth. This facility helps to overcome the depression that we have been seeing among the rural youth and perhaps it is one of the major causes of insurgency prevailing in the developing countries.

The success of communication always depends on how effectively the communicator sends a message. In any kind of publicity, the medium is the most important tool to convey a message effectively. Good literature is always a part of an effective campaign. In print media it can be called as the heart of any matter. Although electronic media is to be called as an effective medium to generate any kind of publicity campaign as it attracts a large number of educated and uneducated masses at the same time, the message printed on paper is still very popular to generate and formulate any kind of social awareness campaign.

There are several ways to spread the message from one place to another. In print medium, the most common and effective tool of spreading message are newspapers, magazines, journals, leaflets, posters, banners, hoardings, etc. Yet, another medium has gained popularity nowadays; it’s the messages appearing on shirts and T-shirts that has come to be known as ‘shirt literature’.

Literary writing on the shirts can capture people’s minds easily. In mass media, this technique can be used to form public opinion and generate social awareness on issues such as AIDS, environment protection, prohibition of child labour, drug abuse, domestic violence and global warming et al. This medium is also an important tool for a public relations practitioner. It is also a very popular tool for product advertisement and business promotion.

One can easily understand what is prevailing in the society with just a glance on the write-ups appearing on shirts and T-shirts: “No friend?/No girl friend?/No job?/Come to Delhi!!” This write-up provokes the small town dwellers to visit Delhi by creating a picture in their minds, as we all know that in the capital city Delhi, one can lead a carefree life. Moreover, Delhi is a suitable place for job hunters.

Some write-ups not only entertain the people but also educate them. The mother of newborn babies by looking at this writing can easily understand the solid food requirement of their babies when they are six months old — “Yummy, I am six months old; it’s time for my meal.” Again, messages appearing on baby’s banyan like “Lots of love and cuddle needed” easily remind the mother of newborn baby that tiny tots need special care and attention.

Some messages appearing on shirts not only give entertainment but are a pleasure to read: “I can only please one person a day. Today is not your day/Tomorrow does not look good either.” Then there are messages like “If you can’t laugh at yourself, I will do it for you” or “Just I have completed my MBA: Master of Beer Administration.”

As language is the most popular tool to generate any kind of public awareness, it should have some sort of social responsibility. Apart from this, message transmitted once would be very difficult to take back or rectify the same. Hence the campaigner and advertiser or any user of language who wants to propagate a message should use languages precisely and carefully. Racist and sexist language, slang, and anatomical words should all be thought about before use.

Rose Mahanta