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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. ranjan@spc.cmb.ac.lk  /  ranjan2007@gmail.com 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,...
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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 a...
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