Putting Our Scripts in Their Mouths: Orthography, Semiotic Ideologies, and the Embodied Publics of Name Changes in Eastern India

This is a case study of an official orthographic change in eastern India, which I approach as a debate about semiotic ideologies. In 2012, an Indian constitutional amendment changed the names of one of India’s eastern states, Odisha, and its state language, Odia, in Devanagari and Roman scripts. Building on recent studies of multilingual and multiscriptal orthographies on public signs, I examine official parliamentary and popular media arguments about the orthographic correspondences between Odia, English, and Hindi names for the state and its language. As the debaters propose contrasting models of official naming and justify them, they build on different orientations to the material embodiments of linguistic signs. These different assumptions also support contrasting social imaginaries of Odisha in relationship to the nation. This article proposes that orientations to the body and embodiment can be an important component of the semiotic ideologies of orthography.