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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

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