Abstract:
The emergence of new digital technology has greatly altered and made a revolution in
telecommunication by providing new media for long expanse communication. It has
provided the opportunity to masses for interactive communication and for speedy
communication that help to deserve for the potential postmodern public sphere.
The agrarian rural social structure of South Asia was channelized and regulated by the
traditional mechanism of caste, economic divisions of labor, social categories and
arrangements on land in relation to the means of production within the structure of land
control and land uses. Transnational media from the center has power enough to unshackle
these traditional communication patterns, social bonds and the cultural guidance largely of
the anonymous audience in the periphery of the South Asian audience considerably over
three ways. They are C-Band spectrum (delivering row substances to the newscasters),
K U-Band spectrum (that allows reception with miniature roof antenna) and over the
formatted programs of the media co-operations in a massive scale of the South Asian
whole. In this milieu, the media owners are consolidating their power and authority to
control the periphery masses which is increasingly difficult.
The ultimate effect of these uncontrollable occurrences is homogenization of the media
content that engrossed audiences as well rather than enlightened them among the masses.
This perception is largely the outcome of the pervasive nature of the broadcast media. The
fact that television has come unswervingly into the home of the rural masses and that
viewers are to some extent a captive audience let them feel that they are being stripped of
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the authority to control their own living span under their own autonomous culture. The
older generation and the rural social organizations have taken dependability to shield the
public morality and behavior from the potential evil influence coming from the mass
media. ie: The Buddhist temples refused this magic box at the first decade in order to
shield their simplicity and to protect from the alien evil influences into their village which
is autonomous.
The research results reveal that the South Asian villagers exist in a transitional era with
well experiencing hybrid cultural formations deserved from the traditional world and the
modern. The hybridization of the rural masses is the growing impact and a torrent of
intensification of consciousness into the shrinking world which is brought by the dynamics
of this pervasive yet elusive process of the transnational media. This media culture has led
the creation for discrepancies in the rural, physical and social formats of the zone. The
influence on the family unit in this regard is exceptional. The information and
entertainment in the current media culture has outstripped the educational socio - culture
in strong influencing the rural masses. It contributes to educate the rural masses how to
perform in the consumer globe, what to imagine, satisfying their needs and buying and
selling, sentiments, believing, fearing and desiring or their opposite. These media devices
and technologies have been the prominent agents in changing the behavioral patterns of
the rural locales. Patterns of the traditional media have been greatly changed with the
influence of the transnational media in the rural social context of Sri Lanka. The
traditional media cannot endure themselves without mixing up novel structures in the
global context. If we line up to demarcate the traditional media and the transnational
media, each was not stand by itself without having a relationship. It has also built up
ideological domination.
The ideology that streams through continuous programs would inevitably seep into rural
consciousness through the stimulating of neuronal firing patterns. This image - conscious
trend has produced a larger effect on the emotional and behavioral traditions of the
masses. The hypnotic effects of media have glued the viewers to the screen and developed
a highly seductive ubiquitous structure in the social life of the rural locale. Though this
juxtaposition artificial stimulation dominates the super structural features of the rural
social structure, it still observes slow impact on the conventional attitudes. But media
saturation in the rural areas is high.
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Media has supremacy enough to de-relate the rural family integration and has oriented
their daily routine towards the global phenomenon. Social expectations of the masses have
been structured into the declining rate but at the same time it is observed that the life
expectations move into the increasing rate