Skip to main content

The Ideological Impact of Postmodern Media in the Process of Structuring Hyperreality in the Consciousness of Rural Masses (A Case Study in Sri Lanka).

Dr. Dharma Keerthi Sri Ranjan, G. D. 
Head, Department of Computer Studies / Center for Media Research, 
Senior Lecturer, Department of Mass Media, Sri Palee campus, University of Colombo, 
Sri Lanka. 
ranjan2007@gmail.com / ranjan@spc.cmb.ac.lk

Abstract: The main aim of this paper is to discuss the social changes and challenges that the rural masses face, brought by the postmodern aspect of the global media. The macro and micro level perspective of this research shows the evidence of cultural dominance of the postmodern features of the media and the media imperialism. According to the evidence of this research, the postmodern aspect of media has been influencing the perception, all the behavioral patterns of the masses and the social structure of Sri Lanka at micro and macro level. Accordingly, this result shows that this influence has not been confined to the customs, traditions, languages, material artifacts, and the entire body of the myths, legends, beliefs and all the other behavioral patterns of the rural masses. But this postmodern aspect of mass media has already led the masses into a hybrid formation. This mediatization and postmodern aspect of the programs compel them to form a semblance and simulacra through the semiotics. Media semiotics in the post modern thoughts of the media is very powerful to create a secondary reality which is more real than the social and physical reality that exists in the current society. In the other way, it means that the media constitute a ‘hyperreality’ in the human consciousness of Sri Lanka. Symbolic world of the media has always been dominating the existing world and attempts enormously to replace them with the virtual world. Contemporary post modern sense of media has encouraged the masses into the social disintegration from the consciousness of the social integration of the rural masses. Masses are able to expose their contacts, events and phenomena to the faraway places in the world and are able to expand their opportunities into the new virtual sphere of the world. 

Keywords: Postmodern Media, Media Influence, Cultural Change, Social De-integration, Virtual Sphere, Hybridizations of the Masses

 http://www.sciencepub.net/newyork

https://www.res.cmb.ac.lk/spc/dharmakeerthi

Popular posts from this blog

Sino-centric: socio-culture and economic development and growth of potentiality of Economic Integration.

Sino-centric: socio-culture, economic development, and the growth of potentiality of economic integration.   Abstract Professor Dharmakeerthi Sri Ranjan Department of Mass Media  Sri Palee Campus,  University of Colombo, Sri Lanka. China has been strengthening their structural transformations determining the large population and their cultural traditions from the ancient period of time despite the endless power influences and challenges coming from the outer world. The economy and the power of the products have increasingly been developing into a service-oriented status, different from the basis of the agricultural manufacturing process. Realizing the opportunities for exports and the process of liberalization and their neoclassical frameworks of the immense economic and social development approaches, they have been emerging with market-friendly labor, with generated outputs and policies strengthening the impact on the regional economies and other service sectors. The outbound inve
Read more

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 te
Read more
M edia Influence on the Attitudinal Changing of the Present Monastic Buddhist Monk in Sri Lanka. Dr. Dharmakeerthi Sri Ranjan Faculty of Mass Media / Center for Media Research (CMR)\  Sri Palee Campus, University of Colombo, Horana, Sri Lanka. ranjan@spc.cmb.ac.lk  /  ranjan2007@gmail.com Abstract: Theravāda Buddhism, also called Vinaya, is composed of hundreds of rules in vignette form in Sri Lankan society that regulate the lives of a fourfold community, monks, nuns, laymen and ,laywomen. The individual unconditional renunciation is the basis for the Buddhist deliberation, as well as the distinction between the worldly and the supermundane. So, communal stipulations are not absolutely insignificant but are secondary to individual freedom and religiously less meaningful. Though the Buddhist monastic renounced secular affairs, society has never completely been segregated from the local, social and material issues. As such, social, technological and media formations have
Read more