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A Sociological Analysis of the Global Hegemony of Mass Media and Its Influence on the Americanization of Sri Lankan Media


Dr. Dharma Keerthi Sri Ranjan1 , Pavitra Umayanganie2 
1 Senior Lecturer, Faculty of Mass Media, Sri Palee Campus, University of Colombo, Horana, Sri Lanka ranjan@spc.cmb.ac.lk / ranjan2007@gmail.com
 2 Undergraduate in Psychology, University of Sri Jayewardenepura, Nugegoda, Sri Lanka. kpavithrauma@gmail.com

 Abstract: The imperialism of the culture of mass media of America has shaped and reshaped the individual life of the masses of central and peripheral countries in the world. The modern electronic colonialism is leading to a new concept of empire and has led the masses to a cultural tsunami. The present transnationalism of Americanization builds up a psychological or mental empire which influences the minds, attitudes, values etc. of individuals of the world. The e Colonialism of the US media and communication adopts the values, norms and cultural trends in order to promote the western ideals of capitalism. The advancement of the technology of satellite and the cable television has accelerated globalization and influences more and more individuals. As a result of this, nothing is blocked any longer from the masses according to the structuralist view of the global system. This comprehensive media of the west also produced and modernized the information underpinning of global capitalism and the political hegemony. This trend of Americanization being a one-way flow of cultural influence promotes and dominates the lucrative businesses in the markets. In this research, I concentrated on the theory of structuralism, conduct the research adopting the mixed method. As the result of this research I found that the sub-systems such as the organisms, personality, the social systems, the cultural systems etc. have been changed by the American culture brought in by the mass media.
Key words: Americanization, Social System, Hegemony, Media Consumerism, Neo-Imperialism


 http://www.sciencepub.net/newyork

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