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Title: Growing ineffectiveness of tradition forms of communication (media) in the sustainable development of Sri Lanka:THE SPREAD OF NEW MEDIA AMONG THE YOUNGER GENERATION
Authors: Hapuarachchi, Ajantha
Issue Date: 12-Mar-2012
Citation: Ontario International Development Agency. ISSN 1923-6654, 1923-6662
Abstract: Abstract: This study encompasses how the rural youth interacts with the traditional media to exchange development messages more than the media of the main stream. Also attempts to find out their knowledge of the usage of traditional media. In traditional media, the oral tradition included verbal arts or expressive literature which consisted of forms of utterances spoken, sung and voiced. Some of them are such as songs, tales, poetry, ballads, anecdotes, rhymes, proverbs and elaborate epics. Furthermore, material culture can be seen in traditional motifs, architectural design, clothes, fashions in various human groups. Also in social folk customs, followed at birth, marriage, death or annual celebrations, festivals, fairs, ritual and ceremonial gatherings, market occasions and meeting at villages, these forms of traditional media can be seen. The performing arts such as traditional music masquerades, dance and drama are functions where these forms can be seen. In this study, the main purpose is to understand how rural youths are connected through these traditional media and how their family members work together with them. The research problem is to find whether the Sri Lankan traditional media messages contribute to the development of the rural masses and to find the nature of the interaction between the two. To achieve this objective, this study used the new entrants of the faculty of Arts in the University of Colombo as the sample. This research used a random sample method for the selection of the sample that included 200 students in their first year from rural areas, who have come to the university of Colombo from all over the country. For this research a questionnaire was used to collect data. The experiment was conducted from 9th June to 31st December, 2008 covering one entire semester. It was found out that the students were aware of the traditional communication media that had worked as a tool kit to distribute messages. Yet, those forms were used only for entertainment. Most of the students have seen those forms on television as TV programmes. Soon after entering to the University of Colombo, these students’ attitudes changed radically within a short period of time. At the end of first semester, 85% of them use mobile phones. But after one year at the university, many of them are made to use new media.
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