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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. / 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 th
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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 /  2 Undergraduate in Psychology, University of Sri Jayewardenepura, Nugegoda, Sri Lanka.  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
INFLUENCE OF THE VISUAL SEMIOTICS OF MEDIA AND THE SOCIO-CULTURAL CHANGES OF THE RURAL MASSES IN SRI LANKA (A SOCIOLOGICAL ANALYSIS) Dr. Dharma Keerthi Sri Ranjan Faculty of Mass Media / Center for Media Research (CMR),  Sri Palee Campus,  University of Colombo,  Horana, Sri Lanka.  / Abstract The concepts of semiotics and visual communication in the media landscape have become popular themes in the 21 st  century. These have formed a new conceptual and theoretical frame as a new carrier in the field of social sciences. The masses experience the world predominantly through perspectives. Unique power of the vision of the man constructs the visual perception through worldly matters and discerns the meaning and notices the differences between them. Signs and symbols are influential in visual communication and they can be described  denotative  and  connotative . Syntactic, semantic and pragmatic are the main theoretical
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.  / 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