Media and Society                                                                                                                                                                                                          

Culture is a system affiliated with the general beliefs and beliefs of a society. Man interacts with other people on the basis of culture. Humans are different from other animals because of their culture. The standard culture of the society in which the person lives from birth to death must be followed. There are over 6000 ethnic groups in the world. Each of those races has a unique culture. Culture is the way of life of the people. They have built their culture according to the environment and society in which they live. Culture is a creation of people. It is a system that has evolved among humans over time. Culture has become a factor that makes mankind different from other human beings.

Culture includes rituals, customs, clothing, customs, clothing, food, drink, laws, art, religion, beliefs, beliefs, language, and means of livelihood. Different ethnic groups vary from culture to culture. From prehistoric times, primitive man has been cultivating culture through his way of life. Over time, it was modernized by adding new elements to the culture.

So Culture exists everywhere in the world. Man lives according to the culture in which he lives. The process of transferring the standard cultural elements of the society in which one lives is socialized. So culture is something learned. We have to live according to the socially accepted way of life. TB Tyler, the father of anthropology, analyzes culture in his book Fictional Culture.

 "Culture is the complex whole of knowledge, beliefs, beliefs, art, customs, laws, morals, including the habits and abilities that man has developed as a social animal."  

According to sociologists, man is an animal. He adapts to the approved way of life by the general acceptance and appreciation of the society in which he lives. It is clear from this definition that society transfers culture to the individual. It has been stated that human habits, thoughts, and behaviors are man-made. Vulgar culture is civilized by culture

E.B Tyler points out that there are three important elements of culture.

1. A culture does not build all at once, it builds over time.

2. Culture is something that man has learned.

3. Culture shapes human behavior. You have to live accordingly

Anthropologist Raymond Firth provides a definition of culture. He commented on the sociological adaptations that exist in culture. Points out that it is not a natural creation but a human creation. "Culture is how people are organized within a lifestyle." This shows that culture is built on the way of life of individuals. Prehistoric human culture began with the grouping of humans. Many factors, such as geography, diet, and security, led to the development of such lifestyles. Culture has evolved from people from the earliest times to the present day. Language, occupations, arts, laws, beliefs, etc. were all created. Identify how a group of people have come together to organize.

Ralph Linton states, "Culture is a way of life that is passed down from generation to generation." Culture is a heritage. It is a body of knowledge that has been passed down from generation to generation over time. It is clear that beliefs, customs, tools, food, rules, etc. are all transmitted over time. From the older generation, children share their knowledge of cultural elements.

Joseph Dynamic defined culture in his 2010 book, Dynamic of Mass Communication. "Culture is a process. Culture includes common values, beliefs, social activities, laws, and hypotheses that bind society together." Culture is intertwined with society. It is clear from this that culture exists in all aspects of people's life activities. Human activities are all built on culture.

B. Malinowski's 1944 book The Scientific Theories of Culture describes culture as follows. Culture is a social heritage of "equipment, consumer goods, structural features of different social groups, human concepts, crafts, beliefs and customs as a whole." In the culture that man has built up over the desert, the diversity of social groups, individual attitudes, and patterns of behavior can be clearly identified.

Cultural elements began to flow from generation to generation. And folk culture by traditional culture. The culture of honor was also built by folk culture. The media emerged in the 18^th, 19^th and 20^th centuries after the Industrial Revolution. The media became a factor in creating new cultural elements, sharing culture, and socializing. The rise of media influence created a media culture in societies.

Communication scholar Marshall McLuhan has called twentieth-century religion communication. The culture that the media builds becomes its own culture. Today, it is the media that introduces new cultural elements to society and shapes people accordingly. Modern media has become a way of life, not a tool.

 

 

The relationship between media and culture can be illustrated in several ways.

1. The media builds culture.

2. The media transmits culture.

3. The media protects culture.

4. The media promotes culture.

5. Culture influences the media.

Media culture is the culture of a society where media influence is powerful. As people's media use increases, the various cultural elements presented through media messages are added to their way of life. When the media exerts various influences on the individual and society, the media adapts to the culture it builds. The culture built by the media recognizes religions, morals, languages, beliefs, ideologies, customs, dress. Media culture has become a way of life for people.

Media culture builds and maintains the way business dominance is needed. Media is an industry. The profit motive works. Media Economy All media programs are media products. They sell to a customer called a customer. Media culture is created based on business needs. Money flows to the media in terms of sponsorship and advertising. Therefore, it is important for business people to create the right kind of media. The reason for this is the existence of business finance sponsorships for media institutions. All cultures built by the media are deliberate, not natural.

People adapt to media culture. People's attitudes and beliefs change due to the influence of various media communication content such as advertisements, tele dramas, star programs, movies, music videos, cartoons. Media culture is extremely attractive. So people are extremely fond of it. This reflects the desire of the society to be modernized. Media culture affects people in both positive and negative ways. Individuals must have the ability to recognize it properly.

Culture is transmitted from generation to generation through the media. Adapts people to culture. The media also works to preserve existing culture. Contributes to the preservation of cultural heritage and its transmission to another generation. During the Sinhala Hindu New Year. som auspicious times, customs, folk dances, folk songs, rituals, folk beliefs, folk poems etc. are transmitted to the people through the media. It gives an understanding of that to those who do not know the culture. It seeks to preserve the culture and pass it on to another generation.

Media culture is based on Western culture. Western culture is therefore promoted. Broadcasts Western media programs such as tele dramas, advertisements and movies. Socializes Western culture such as new wedding customs, divorce, living together, fast food, eating habits. People consider them superior. Programs such as Voice Sri Lanka telecast on Sirias TV are Western media programs. From it Western culture provides basic food, beverages, fashion, entertainment, etc.

When culture is influenced by the media. There are times when culture influences the media. People are against it when they realize that the media is changing the accepted culture of the society. When religious concepts, rules, beliefs, etc. are affected. Culture controls the media. Alcohol and cigarette advertisements in Sri Lanka cannot be advertised in the media. Advertisements for beef dishes in India cannot be advertised in the media. The media has to work to preserve the existing culture. Even companies like McDonald's, Pizza Hut and KFC cannot advertise such food in India. Have to adapt to the culture. Or may be rejected.

Characteristics of media culture

1. There is a business influence.

2. Dynamic.

3. Binds with technology.

4. Creates new economic patterns.

5. Promotes popular culture.

6. Has a close relationship with globalization.

Media culture is a dynamic concept. Media culture changes with technological trends. Today, the new media and social media are more powerful than the modern media, newspapers, radio and television. Usage has increased. So today a culture has been created by the new medium. Today we are in the fifth generation of technology. (5G) The digital media has created a separate social system based on activism.

media is an industry; new cultural elements are introduced to the society according to the business needs. Therefore, there are business needs in the media culture. In marketing their services and products through advertising. Changes consumer attitudes and behaviors. Builds trust. Creates new food, beverages, fashions, customs, habits, habits, etc. Take, for example, a Coca-Cola ad that says "Coca-Cola after a meal." It is described as a soft drink that increases appetite when eaten. Elephant Drink Company has created ads such as "Don't Eat Without EBG" and "Youth Poppy Charm Cream Soda". The cream soda ad is for young people in international schools. media culture uses culture to attract targeted customer groups through ads. The media receiver becomes a consumer. A consumer mentality is created. There are artificial needs.  It is caused by the media culture.

Media culture promotes popular culture. Prof. Sunandra Mahendra has also described folk culture as a popular culture. TV tele dramas, star shows, cartoons, cooking shows, women's shows. Various cultural programs are created through various media programs such as religious programs.

So Popular culture is a simple and shallow culture. Socializes various cultural elements such as customs, customs, clothing, food and drink. Children, youth and women are the people who are most interested in this. Popular cultural groups have joined in by watching Indian tele dramas. Wedding ceremonies, food, drink, clothing, sports, dancing, etc. are all included.

This is due to the influence of the media on the purchase of various products and services by the media, which causes artificial needs in the society. Maggie & Prima installs and markets a wide range of products such as instant Noodles, Risbury and Candos Chocolate, Newdel Yogurt, Maliban Biscuits, Sunsilic Shampoo, Lux Soap. It has led to the emergence of new cultures in society.

Media culture is closely linked to globalization. Many companies that provide advertising and sponsorship to media organizations are the world's leading multinationals. Therefore, the medium enables them to implement their business needs and agendas. Media culture has engulfed local producers with no opportunity. It has been a cause of cultural aggression and cultural shock. The media presents media messages in the West and elsewhere. So new cultural exchanges take place.

Media culture has no durability. When madness presents something new, another culture is subdued. There is a closer connection between culture and reality. All media activities are done as the media in the society is specialized. It can be assessed that a media culture has been created by the influence of the media. This better identifies the relationship between culture and the media.

02.

The emergence of mass media in the industrialization era changed the course of communication. The Oxford Dictionary defines mass media as a medium that addresses a diverse and invisible receiver community spread over a wide area. There are two main types of media. Printed media (books / newspapers / magazines), electronic media (radio / television). Mass media is used to convey information to a geographically dispersed, numerically and quantitatively compatible subscriber aggregate. Television is one of the most popular forms of electronic media. Audio is fascinating because it is a visual medium. John Logie Baird designed the world's first television set. Today, television has become a powerful medium for changing people's consciousness. There are media channels that run television services. Since media is an industry, television is an industry today. It has become the most popular household medium today.

Characteristics of electronic media

1. In audio and video media.

2. There is a transmission and reception process.

3. Information can be transmitted instantly.

4. Communication disruptions occur.

5. Literacy is not required.

Television is an electronic medium. It therefore has a transmission and reception process. Programs are broadcast from the TV station. Television is an audio and visual medium. Because television is an audio-visual medium, it has the potential to present a very attractive television program. Education, Information and the media has become a major carrier of entertainment. An electronic medium has the ability to exchange information more quickly and instantly.

Television audiences can understand messages more simply because literacy is not essential and image and sound are paramount. Because television media is based on an institutional process, it prepares programs in a highly planned and organized manner. so other media, television programs take a lot of effort, a lot of people, a lot of time. The reason is that air time must be constantly filled with programs. Etc. broadcasts various things.

 

TV Media Features.

 1. An audio and visual medium.

 2.Good use of small screens alike.

 3. Programs can be viewed at personal discretion or by the whole family.

4.There are different program formats.

 5. The duration of messages is limited.

 6. Information can be transmitted instantly.

7. A medium associated with light.

 8. There is a formal organizational structure.

9. National and international level TV channels are active.

The small screen of the TV uses a similar sound. This is because the image takes precedence and the sound is used to enhance the image quality. Television is a medium of color. Watch TV in the light. Cinema has a wider screen usage than TV. A medium associated with darkness. Because cinema is a millionaire medium, it has to be watched from the dark. Although in the past television showed black and white images. Color television has emerged today. There are TVs called LED and LCD. The technology and size of the TV screen has become a determining factor in the value of television. There are TVs of various sizes on the market. There are TV screens in various sizes such as 24 inch, 32 inch, 40 inch, 44 inch, 55 inch, 60 inch.

There are many types of television programs available. There are a variety of format programs, such as television, tele-drama, cartoon, film, music, political dialogue, news, religious programs, and agricultural programs. This television has become a medium of sophistication. The TV viewer has the ability to watch television at will. There is also a television program for the whole family to watch. But TV time is extremely limited. There is more value in air time. Therefore, all programs are organized in a timely manner. The limitations of subscription are minimal and the programs are designed to be understandable to anyone.

Because television is an industry, it makes money from business sponsorships and advertising. Media Stop Media There is fierce competition among the media and all media institutions are trying to be the number one media channel. The leading media channel among the survey reports attracts the attention of the business community.

There are professional communicators on television. That is, a group of people who are engaged in media work as a job. All employees, from the owner to the media entity, are affiliated with the media industry. A television station is well controlled. It is governed by state private ownership. We are all journalists, TV news directors, program producers, editors, cameramen, staff reporters and so on. The concept of door-to-door control of television media institutions is operational. Not all messages to the media are received in the same way. Kapakota removes parts, adds new parts and blocks. The TV producers, announcers, reporters, cameramen, etc. who join in are called gatekeepers.

Television channels operate nationally and internationally. Therefore, the influence of television today is active not only nationally but also internationally. Media outlets such as the BBC, CNN, and Al Jazeera can be pointed out as international television channels. Media institutions are active nationally in Sri Lanka. . Television in Sri Lanka is a public-private partnership. The state media institutions are National Television and Independent Television. Private media institutions include derana, Sirasa, hiru, swsuwarnavahini, siyatha and many more. There are various channels such as National Television Tamil Channel Nethra TV, Independent Television Tamil Channel Vasantham TV, Sirasa TV Tamil Channel Shakthi TV etc.

The TV media club has become one of the most attractive and popular media. Due to the increase in the use of television media, the influence of television on the individual and society has become stronger. The television media has the ability to change personal attitudes and beliefs and even change individual behavior patterns.

Television news outlets seek to build and change public opinion. One of its new trends is the implementation of media expansion by television. I report more and more about an event without formal information and try to build public opinion by gaining more social attention. It has the ability to socialize one opinion and even create another opinion to suppress it. Television plays a role in reporting on socio-political, economic, health and military information.

 The quality of TV shows has declined due to competition between the channels that are trying to become the number one best TV channel. Star programs attract the attention of the society by conducting singing and dance competitions and introducing new stars. Examples are voice teen, voice sri lanka, hiru mega star. Television has become one of the main means of satisfying the needs of the people. But the media has created program content that motivates consumers to buy the products of fruitful business companies while fulfilling their business needs.

TV commercials make the TV viewer a consumer. Television is a very motivating medium. People are motivated to buy a service or product by teasing them. It creates a consumer mentality in the TV audience. Artificial needs are created other than existing needs.

The separation of violent scenes from the television media has become a cause of social violence. Religious and racist conflicts, rapes, immorality, robberies, intimidation, murders, bloodshed, shootings, hacking, heroic scenes, suicide scenes are performed. They are unethical. People come to engage in such activities by watching such scenes. It is the influence of the television media. Indian superstar sushanth Sing suicide scene was televised and many people imitated it and committed suicide. Such incidents are often heard in the society when rapes and robberies are reported by the media. The reason is media influence.

Crime Re-Creation Recreational Fingerprints, Sun TV programs such as Eva, as well as newscasts depicting crimes committed by graphic creations can lead to a recurrence of such crime. Now people are also suffering from trauma. Watching foreign teledramas leads people to learn about their different cultures and social behaviors.

Television is an extremely influential medium so it can have both positive and negative effects. How can TV viewers make a media impact by critically understanding media messages with good media literacy? Television has become a major driving force in society. The person has adjusted his daily life according to the lineup of TV media programs. A daily agenda has been built. Television has become an integral part of life. It has a profound impact on the individual and society.

 

 

05.

This is how UNESCO defines the newspaper. "A newspaper is a daily or weekly publication that covers the general interests of the majority of the population in a particular geographical area. The newspaper is a print media. The world's first newspaper is the Landan gazette paper. It has become a newspaper by adding advertisements etc. to it. Today, the newspaper has become a powerful medium that has changed public opinion in society. The newspaper contains information that is of interest to the public. The newspaper includes a variety of news items such as current news advertisements, cartoons, business information, foreign information, arts and sports information.

The newspaper is printed on a piece of paper called newspapering as a printed publication. A paper file that has not been pinned together is attached. Compared to the electronic media, the newspaper has become a medium that the snake can use at will. Language literacy is required to read a newspaper. A newspaper is created using simple and common languages. Presents information in a way that is easy to understand, even for those who know any language

The newspaper cannot provide instant information. It is a passive medium. The newspaper does not have the ability to receive messages all at once like television or radio. A newspaper is published daily or weekly. Important information about that period is published by a newspaper. The newspaper should be bought at a lower cost. It can then be used at the discretion of the customer. Can be stored for a period of time. Can be re-read as needed.

The newspaper has a potential that the electronic media does not have. The ability to preserve that information. Also, the press presents information in a more detailed and analytical manner than other media. In media such as radio and television, air time is limited and information has to be presented in a very short time. But in the newspaper it is possible to present the relevant details in more detail. Hence the consumer social confidence in the newspaper is high. Unlike other media, news cars are known as a formal and reliable medium.

The main content of a newspaper is in three parts.

1.News

2.Advertisements

3. Featured Articles

 

As the newspaper is published daily and weekly, it is published in the relevant periodical newspaper. Published in local and foreign news. Social, economic, political, military, sports, and political events are reported. The newspaper mainly publishes advertisements. Published as single page, half page, column. By publishing cash flow ads to a newspaper. Therefore, the newspaper pays more attention to advertisements.

Also pay special attention to the feature pages of the newspaper. Professor Sunandra Mahendra has defined newspaper features as articles that feature controversial articles in newspapers and highlight articles that bring the reader many additional subject matter rather than reports. Features include sports, environmental exploration, travel, religion, film reviews, food preparation and fashion for women, agricultural articles, columns, and more. Newspaper features include articles based on news, current affairs, reviews, interviews, etc.

The newspaper is of an industrial nature. Profit making is paramount. As a newspaper I receive money and send advertising. A newspaper agency is well organized and functional. The head of a newspaper agency acts as the editor-in-chief. Under Editorial Board Editors, Editors, Writers, Media Reporters etc.

Prints and publishes Sinhala, English and Tamil newspapers in Sri Lanka. Vijaya Newspapers, Sumathi Newspapers, Upali Newspapers, Awe Newspapers etc. Newspapers are produced by newspaper companies such as Uthyan group of newspaper - suder oli, associateed newspaper - Thinakaran, Thinakkural publication - Thinnakkural, Udayan group of newspaper - Uthavan, express newspaper -virakesari. Tamil newspapers are the biggest sellers in the Tamil-majority Eastern Province. You publish important information about the Tamil people in the newspapers.

The newspaper has become an ideologically influential medium for society. The newspaper has been a very popular medium since ancient times. But at present the situation in Sri Lanka is extremely bad. Many of the newspaper's readers have escaped. Newspapers are in a state of disarray. This should be looked into.

The newspaper is one of the oldest developed media in the world. Although there was an attitude that when a new medium joins the society, one medium will be submerged in the society, but the attitudes of the paper did not alienate the society in that way. With the advent of radio technology and television technology, the electronic media became extremely popular, but the newspaper developed a separate identity. Anyone who is language literate can easily buy and read a newspaper for a small fee But the newspaper industry is in some decline. Newspaper receipts have dwindled.

Some newspapers in Sri Lanka have become unsustainable and threatened with closure. They have to follow other methods today. Due to the decline in newspaper sales, advertisements from sponsors have become obsolete and journalists have become unable to even pay. But it will never do that because the newspaper recognizes it as a more reliable medium than other media.

The newspaper is a must-buy medium on a daily basis. Since it is issued weekly or daily, you have to spend money and buy it. But electronic media is not like that and subscribers do not have to spend money. Perhaps the use of the newspaper will be reduced due to another test to buy the newspaper. Countries like Europe and America have a different culture with a newspaper. Even having breakfast reads a newspaper. There are also free newspapers in those countries. The newspaper covers its expenses through advertisements. Therefore, it is possible to provide the newspaper to the subscribers free of charge. There is no such journalism in Sri Lanka yet.

According to UNESCO, literacy is the ability to read and write. The language of a newspaper is very simple and common language is designed to be easily read and understood by anyone. In a country like Sri Lanka where literacy is high, literacy is not the reason for people to shy away from using newspapers. Newspapers are now raining in Sri Lanka and more and more new newspapers are being started. The main reason for the decline in the use of newspapers today is the increasing use of radio and television, the audio-visual media, and the use of new media and social media.

Tv newspaper news programs are an analysis of a summary of the relevant news in the newspaper, so some people are accustomed to reading the newspaper only on the television program instead of buying the newspaper. Unlike other media, the newspaper provides detailed and investigative information.

But radio or television do not have that capability. One of the reasons why people are getting used to TV or radio newspaper programs is to reduce the use of newspapers. Programs like Swarnavahini, Hiru, Derana aruna have become very popular.

People's tastes have changed with the advent of the Internet and social media, and it's possible to spend more time in those media than reading newspapers. Alternatively, many newspaper companies maintain their newspaper websites through an official website. Although the newspaper is a medium that does not provide instant information, the website can provide instant information. Enemies can be updated. The reader is also given an opportunity to express their views. This has become extremely popular. Some newspapers have stopped publishing, but the website continues to run the newspaper. It has become a very profitable method. Some newspaper companies have used the app to reach out to readers. Paperless digital journalism has begun.

Such tendencies can be seen in the newspaper from time to time. The newspaper is never a social outcast because it has more credible content than other media. The newspaper does not have the audio-visual quality, but today there are alternatives Due to the QR code and VR video link published in the newspaper, it is possible to scan them from the mobile phone and watch the relevant videos and read the articles. This is a new trend. Also, some newspapers have maintained social networking sites such as Facebook, twitter, Instagram, YouTube and are now addressing a large audience community.

 

 

06.

 There is an inextricable link between technology and man. People were always eager to find new technology to make their way of life easier. Traditional media methods were developed for the exchange of information and later the media was created. The emergence of new media is a new turning point in the world of communication.

The media that emerges with the advancement of digital technology is called the new media. The main component of the new medium is the Internet. It allows faster communication over the Internet. The Internet was introduced to the world in the 1960s. The U.S. military's top investigative agency, Arpanet, has used the Internet to share military information. Internet technology is built through computer networking Tim Berners the Internet was first introduced by Tim Berners-Lee around 1962. It is called the World Wide Web and is abbreviated as www. Computers, laptops, mobile phones and tabs made it easy to access the Internet and access information.

The Internet allows you to exchange information instantly with anyone from anywhere in the world. The Internet has made it possible for people to exchange information over time and space, overcoming geographical barriers. All media tools based on the Internet

There are four main types of communication through new media.

1. one to one (imo, viber, snapchat, Email)

2. one to many (Instagram, WhatsApp group, massager group, zoom, MS teams)

3. many to many. (FB page, YouTube channel, web site, telegram, twitter)

4. many to one (linkdin, fb page) .

The new media today has influenced various fields such as socio-political technology. Due to the existing converging job of the new media, it is easy to move from one medium to another. But it is not seen in the media. Convergence has made the new medium extremely popular. Moving from one medium to another faster, copying data, uploading data, downloading, exchanging data can be done in more successful ways. Also today the subscriber of the new media has become a multimedia user. Focuses on using media with different content. An electronic market has been created for new media and the consumer is demanding new technology. This technology is evolving day by day.

The new media are digital media. This is because communication is based on digital signals. It is possible to reconstruct any data using the two numbers 0 1. New media are built using the electronic codes 0 (no) and 1 (yes). Even new media tools such as mobile phones, laptops, etc. are digital media. It has the ability to convert anything like photos, videos, text messages, words, audio, etc. into digital data. Data can be displayed in different sizes such as bit, bite, mega bite, Gb, Tb. Since new media are digital media, information exchange between media can be done easily.

New media are networked. Computers, laptops, mobile phones, and other devices around the world are all networked. Social networking sites are networked so new media have the potential to move from one medium to another more quickly.

Users have the ability to use new media as they see fit. When the communicator captures something, the respondent receives the communicator more quickly. Therefore, interactive communication is activated during delays. This is called interaction. When a WhatsApp message is sent, it gets a reply quickly, and when a photo is posted on Facebook, it gets a like, a comment, a share. This shows that the new media receiver is not an inactive person but an active planet.

All of that is still being programmed. Is automated. It minimizes human activity and is more convenient and attractive. It is clear from this that the media based on artificial intelligence will emerge in the future world. Examples include receiving automated weather data reports, receiving news, etc. automatically, and notifying us that he received the message when he forwarded it to another person.

New media operate in international languages ​​such as English. But local languages ​​are popular for writing in foreign languages, using short sentences, punctuation, and symbols.

One of the unique features of new media is its ability to store and store data. It has the ability to store data more securely and more easily, editing and sharing when needed. This capability is called cloud computing. You can store data in Google drive, one drive, mega drive etc. Google drive can store up to 15GB, mega 20GB of data. You can increase the amount by paying if required.

New media have the ability to exchange high speed messages. This capability is due to the fast internet communication. fiber optic technology, broadband routers, wife area, etc. have enabled me to use media faster. Are the main functions performed by the new media. There is a possibility of compiling information. News websites, social media, online news alerts, etc. share information faster. Man uses new media to keep a constant eye on the living environment. New media are also used for educational purposes. The new medium has been very helpful in carrying out distance education activities during the epidemic. Various media methods such as educational websites (LMS), YouTube tutorials, MS team, zoom have been used for this purpose. The ability to apply audio-visual communication to a more practical classroom experience.

The new medium has become a major form of entertainment. YouTube, Facebook, Instagram, tiktok and many other media subjects have become popular. Programs that have even gone to television and radio stations have had to be broadcast on new media. It is a new trend. The ability to watch various programs such as songs, movies, tele dramas.

The new media has created an electronic market system today. It operates internationally and locally. This market has been successful due to the fact that electronic money transactions are more secure and systematic. I can buy any product or service anywhere through websites like ebay, amazon, Alibaba. Various commercial websites such as dadaz, ikman.lk, patt patt, sambole have been created locally. Payments, visas and other forms of online money transfer have made it very easy to make and receive payments.

An online banking system has been developed that enables banking using the app. Digital marketing concepts have come to the fore through social media such as Facebook, YouTube and Instagram. Also, many people are more inclined towards colonial advertising than traditional advertising methods. This is a trend in the new media.

The new medium has the ability to be used at will and to increase security by adopting security strategies. This is evolving day by day with new technological trends. New media has become an essential media tool for people .It has become a major factor in fulfilling the various needs of the people. The impact of the new media on society and the individual is also immense. New media should also be used with understanding. Also, due to the existing rules and ethics, the citizen should use the new media responsibly.

08.

i. Alternative media

Alternative media is a sub-stream that operates outside the mainstream media in a country. The alternative media is mainly run against the ruler of the country, the government. Alternative media was created because alternative ideas could not be highlighted by the mainstream media. Presents information that does not emerge from the mainstream media. Disclosure of information on various political, social, military and economic structures. An alternative media stream emerges in a country when there is strict media control. Alternative newspapers, magazines, pamphlets, secret radio stations, websites, etc. can all be cited as alternative media. The alternative media has the potential to change public opinion and have a powerful impact.

The alternative media is run for ideological work. Criticisms of the government, criticizing corrupt rulers, exposing the misappropriation of state funds, exposing various agreements and spreading protests are done through alternative media. Therefore, the alternative media is run for extremist purposes only. Operates for a non-profit purpose. It has the potential to create ideological temptations by arousing curiosity about information.

Alternative media is often kept secret. A small group is run together under less facilities. No government registration of any kind. I produce this medium under technical facilities. The main reason for the emergence of kalpa media is the strict control of information in society and the hegemonic control of the media, so an alternative medium emerges against it.

Alternative media have been used in the history of alternative media during the Russian Revolution of 1917. V.I. Lenin and others used this medium to spread protests against the Tsar, to mobilize the masses for revolution and to spread socialist ideology. He used alternative newspapers such as Aththa , Praweeda, Akuna a.

Mahatma Gandhi, the pioneer of the Indian independence struggle, used the sarjan and young indian newspapers as anti-English alternative media. It socialized anti-English concepts. The people were persuaded to go on strike and fast against the British.

Anti-English alternative newspapers started during the colonial period of Sri Lanka. There were many alternative newspapers such as Kawata Muttha, Kawata Kathikaya and Kawata Andare After 1930, a newspaper called Worker emerged to win workers' rights. After the 1940s, due to the division of the left parties, newspapers in the New Shakti, Mawbima and New World have emerged as alternative newspapers. There have been instances where even the editors of those newspapers have been arrested for socializing anti-English ideologies.

Following the takeover of Lake House by the government in 1973, public news was widely disseminated. Due to the grace of the Sri Lanka Broadcasting Corporation being a government channel, there was no opportunity to raise alternative views. A number of media outlets were banned during the youth uprising. Newspapers such as Eththa and Ravaya that existed at that time were sometimes banned.

When there is strict information control, alternative media emerges when the state media is powerful and there is no opportunity for kalpa ideas to emerge. It can be seen that the alternative media is building public opinion and socializing anti-ideologies.

 

iv. Face book

Facebook is one of the most popular social networking sites in the world. Mark Zuckerberg, a university student at Harvard University in the United States, created this website to share information with his friends, called the Face Book. This was launched on February 4, 2004. Facebook is currently based in California, USA. Billions of people use the face book every day. The face book is extremely popular among the people due to its ability to express various features. Ability to share photos, videos, text messages. Face Book has created a digital social space. Due to the simple technology used, many people join to use the face book. Today, the face book has become a platform for people to exchange information, have fun, share current affairs, protest and present their creations.

So we can add friends from any country in the world to your Facebook network. Can become their closest friends. You can add a large number of people by maintaining Facebook pages and Facebook group. Today, Facebook has created a number of new trends. Facebook has become a medium of digital marketing. Many people sell their products and services through the face book. Many manufacturing companies do their advertising through face book. This is a very successful method as it can provide relevant ads to the target subscriber himself.

Anyone of any age on Facebook can sign up. You will need to provide your email address and mobile number. You can use a strong password to use this media securely. They have the ability to add friends they want and remove unwanted friends. Although it was originally used as a medium for sharing information on social media, today it has become a multi-functional medium.

Mark Zuckerberg has become one of the billionaires in the world with the proceeds from the face book. He then turned to his agency to buy different social networks. Facebook currently owns media rights such as whatsapp, instragram, messager, tiktok . There is no charge for using this social media. The media can be used in accordance with the existing rules and regulations. Sistrom & Maick Crigear released instragam in 2010 for sharing photo location videos. . Purchased by facebook company. WhatsApp, an online chat app for mobile phones, was developed in 2009 by Brian acton & jan koum. It is currently owned by Facebook. Tiktok was launched in 2016 by a Chinese company, bait dahan, which can post extremely popular short videos among young people. Mahinda Vahinda now owns Facebook. The face book has become one of the most powerful social media platforms in the world today.

 Sameera Herath 

BA (sp) Hons. Public Relation & Media Management , University of kelaniya 

smcherath95@gmail.com

mylecturer.lk