oDIH ikaksfokh iy oekalrKh

oDIH ikaksfokfha (visual communication) wdrNh udkj mKdufha wdrNh olajd j hhs'thg
m%ia;=; ldrKh jkafka oDIH ikaksfokh f;dr;=re ikaksfokfha m%n, uq,sldx.hla jk neKs' ikaks-
fokh lsug iy f;dr;=re yqjudrejg oDIH rEmfha n,mEu uq,sl jkafka f;dr;=frys YajdikShNj flfrys
th n,mE ldrlhla f,i l%shd;aul uhs'

ix{d ixfla; iy rEm Wmfhda.Slr .kska woyia ikaksfokh lsu oDIH uq,sl ikaksfokh f,i ykd.; yelsh'
fuh ikaksfokfha f;jk wjh f,i ie,lsh yelsh tk jdl ikaksfokh wjdl ikaksfokh iy oDIH ikaks-
fokhhs' fuu oDIH ikaksfokhg jI y;<siaodylg;a tyd .sh b;sydihla mj;sk nj meye,s lreKls' tk
f,ka ;% ".=yd ;% wdfhys f;dr;=re idOkfha th ;yjqre lr.; yelsh' i;=ka N= oYK fukau Y=oaO
wjldYhka o jia;= Ph njg m;a h' iudP mKduh;a iu.u oDIH ikaksfokh m%n, f;dr;=re jdylfhla njg
m;a h' tyss u;= jq m%Odk lreK jkafka ksiqka w: .%yKh lr .ekSf ix{d ixfla; j,ska mndysrj
thg tyd .sh wre;a .%yKh lr .kafka flfiao hk l%shdj,shhs'

fuys rEm ;=<ska rEmd:hka ^ Visual Visualizing & f.dv ke.Su is f' fuh wka; Ihsl (Inter
Disciplinary) nyq Ihsl (Multi-Disciplinary) iy mdr Ihsl (Trans Disciplinary);;a;ajhls' thg n,mdk
ldrKdjka lsysmhla mj;S' m<uqj wm lSu iy ne,Su folla f,i jgyd .; hq;=h' fuys ne,Su hk ldrKdjg
mok jk ;j;a wjfYaI ldrKdjka .Kkdjla mj;S' tu wjfYaI ldrKdjka w: ksIam;a;shg odhl f' fuys w:h
jkafka rEm jHdlrKhg .;s {dkSh w: f.dv ke.Sug mj;sk yelshdjhs' fuh mok lreKq ;=kla Tiafia
l%shd;aul f' rEm jHdlrKh tys ;dlaIKsl l%shdj,sh iy fm%alaIlhdhs fuh ;%sfldaKdldr inkaOhla f,i
fmkajd lah yelsh'fuh oDIH udOHg fYaIs;j w: lshf uq,sl ;;a;ajhhehs ie,l=fjdfyd;a tys oa;sl
;;a;ajfha nyq wre;a Pkkh lrhs' tk rEm Tiafia hula ikaksfokh lsf tys w:hka lshug ixialD;sh
iska lrk fm<Tuhs' th nysi%d lrka lshug ,la lsu ksjre f;dr;=re .%yKhg n,mE lrhs'

NdIdj Tiafia ikaksfokh lsf wod, ixialD;sl ikaoNh (Cultural Context) f;are.ekSu ukd ikaks-
fokhlg uq,drNhla imhhs' ikaksfokfha ixfhda.d;aul wre;a ksmou by; lS ixialD;sh u; mokj
.%y lr .;a g wod, ikaoNh f;are .ekSu isf' .%ylhd fyda fm%alaIlhd O jq wre;a oDIH udOH
weiqre lr .kska lshjd .kS' f u; nyq O kq iy f;dr;=re wdlD;Ska o kaokSh wdlD;Ska o f.dv ke.Su
is f' fuys fojk mshjr jkafka wm%lg f;dr;=re fkdfyd;a jHx.d:hka .%yKh lr .kafka flfia o hkakhs'
f i`oyd O jq kHdhsl iy m%dfhda.sl ;,hka mej;sh o oDIH udOHfha kalrKh Tiafia nyqO
f;are .ekS ^ Multiple Meaning & tldlD;sl ;,hla Tiafia mdGkh lsu jeo.;a jkafka kalrKfhys
wfmalaIs; ixPdkkSh wruqK u;hs'
oDIH udOHfha kalrKfhys Nd;h m%n, f' tk b;du fl ld,hla ;=< ;u mKsvh bm;a lrka
ta i`oyd fm<Tula we;s lrk w;r;=ru tu kau u;lfhys r`ojka , .ekSu i`oyd leue;a;la we;s lsu myiq
;;a;ajhla fkdjk neKs' kalrKfha ikakduhka ^ Brands & u;lfhys r`ojk w;ru NdKavh fyda fi-
ajdjd fN!;sl iajrEmfhka mj;shs' oDIH udOH uq,a lr .kska wkqkhS w,xldfrdala;sh ^ Persuasive
Rhetoric & oeka Tiafia f.dv k`.hs' fuh fohdldrhlska lah yelsh' tk .si .ekSu ^ Promise & iy
Tmamq lsu ^ Identification & tk hula thuehs ;yjqre lsu lah yelsh' fuys os uq,sl jYfhkau fuys
b,lalh jkafka , .ekSu i`oyd fm<Uuhs' fuu oDIH ikaksfokh jgyd .ekSu hk ldrKdf idlaIr;djho
m%n, uey;a ldrlfhla f,i l%shd;aul jk nj fYaIfhkau fm<Tu hk lrefKa fydjd lah yelsh'
fm<Uu Wmdh ud. 03 la hgf;a l%shd;aul fjhs' ufkda .;sl " iudP ixialD;sl " w: ksudK
l%fudamdh hkd f,ihs' fuu lreK ;%s;ajhu oDIH kalrKfha n,mdhs' tk fuys rEm udOH uq,a
lr .kska mdfNda.sl wdlYKh lrd .uka lsf wjOdkh " leue;a; " wdYdj u; l%shd;aul u is lrhs'
fuh AIDA ixl,amh f,i ykajhs' by; Wmdh ud. ;=kgu AIDA j n, meje;af' fuys oDIH hkak NdIdjla
njg m;a jkafka ikaksfokh i`oyd fhdod .ekSu;a iu.h th wm oDIH ikaksfokh f,i ykajhs'

kalrKfha ks;ru oDIH rEmhg yelshdjla mj;skjd w: f.dvke.Sug" rEm Nd; lrka fuf,i rEmh
uq,a lr.;a w: f.dvke`.S ldKav ;=kla hgf;a .%y lr lah yelsh' m<uqj fuys rEm wdlD;ska
ms<sn`oj ie,lSf fLd " yev;< " wiudknj " mudKh " huk wdh lah yelsh' fojk ldKavh jkafka
uqKlaIr oHdjhs fuys wl=re j, m%udKh wl=re w;r bv m%udKh " j.ka;s iy fo w;r wjldYh iy
wl=re j.h hk wdhhs' fuys wjidk ldKavh njg m;a jkafka jK iy wdf,dal Nd;hhs' fuh iq l meye
wka;rh iy t<sh wr Nd;h f,i oelah yelsh'

by; i`oyka lrk ,o ldKavhka ;=k ka Ys,amfha m%n, f,i Nd; lrhs' fuh mKsvhla {dkkh lsf w.h
^ Massage Cognition Value & f,i ykajhs' fuh ;SrKh jkafka oDIHuh rEmh Tiafia ksIamdokfha
yeisu " ksIamdok Yajdihka iy ,oS .ekSf woyi hk lreKq n,mdhs' oDIH ikaksfokfha m%Odk
jYfhka wduka;%Khg ,la jkafka fuu w{dksl ;;a;ajhka nj by; m%mxph ;=<ska ;yjqre f'

woH;kfha wm j;a fjka iskafka oDIH hq.hlh th wmf.a yeis rgdjka " Yajdihka iy jk rgdjka
flfrys iy tu ;;a;ajhka mj;ajdf.k hdu flfrys iDPqju uey;a ldrlhla f,i mj;sk nj woH;k iudPfha jk
iajrEmhka uYKfha ;yjqre f' wo fndfyda fofkla olsk foa u; ;Ska ;srK .kS' th ij imqK
l%ufohla fkdjqko ms<s.; yels ;;a;ajhla njg iudP iu;hkays ;yjqre we;' fuh ka Ys,amhg;a tf,iu
n,mdk iajNdjhls' fuh we,afvdaia ylaia,s ( Aldous Huxley ) iska rpkd lrk ,o Brave New World
and The Art of Seeing fmdf;ys olajd we;af;a The More You See The More You Know Tn
jefhka olsk ;rug Tn jefhka okS hkqfjks' th oeka Ys,amhg fYaIs; jq g i`oyka l< yelafla Tn
jefhka olsk ;rug Tn jefhka NdKav iy fiajd (Goods and services) , .ekSug fm<f hkqfjks'

fuu NdKav iy fiajd , .ekSug fm<fTk mdfNda.sl mx;sh fndfyda g m%;sreoaO wdLHdkhla
Wiq<hs' thg fya;=j jkafka wmf.a m%d:l iy oa;Sl wjYH;d ksKh lsug ukig ksoyia wjldYhla
fkdue;s uhs'

fujeks ;;a;ajhla ;=< l%shd;aul iajrEmfha wfmalaIs; ;;a;ajhkag ufkda uq,slj odhlj fjhs'kuq;a l%h
Yla;sh u; , .ekSu ;srKh lrkq ,enqjo ukiska th ri o wjidk jkakgo yelshdjla mj;S' ukao ish,a,
imqK lr .kska ksid ;u wjYH;d iy Wjukdjka ;Dma; lr fkd.kakd neKs' fuyss mdfyda.sl mx;sh
hkak n,j;a idOlhla f,i ie,lsh fkdyelsh' kuq;a wm ka ksIamdokfha mdfyda.sl mx;sh iy
mdfyda.sl mx;sfha wjYH;d ms<sn`o je wjOdkhla fhduq lrkq ,enqjo fuyss m%d:l ykd.eksf
whrfha ^ Awareness stage & th n,fkdmdhs' thg fya;=j jkafka ufkda uq,sl wjYH;djhkah' kuq;a
ms<sfj<ska Woafhda.slr " we.hq " w;ayod ne,Sf iy Nd; whrhka j, .%ylhd fydaa
mdfNda.slhd tu W;af;aPkhg m%;spdr lah hq;=u f' oDYH l,dj jeo.;a jkafka tu m%;spdr laf
l%shdj,shg th iDPqju n,mdk neKs' ukao NdKavhla , .ekSug fyda fiajdjla ,nd .ekSug fm<Tu
iy W;af;aPkh is jkq ,nkafka ukfiys w{dkslj igyka jk rEm iuqodhla ksid jk nj meye,s lreKls'
fj<`o ka Ys,amfhys who;k Nd;h ;=< kj ixl,am iy woyia f,i f.dv kef.kqfha fuf;la wm iska olsk
,o tfy;a wm iska fkdolsk ,o iqfYaI woyiah' fuys woyi jkafka ukfiys w{dkslj ;em;a lrk ,o
is;=,sh' fjd fndfyda g igykaj we;af;a ;a; rEm wdldrfhks fuu ;a; rEmhkag fuu woyia j,g ka
Ys,amh ;=, ,la kshu fjhs' fuh wf,lrK l%shdj,sh iu. iy inkaO f' wo jk g kalrKh mdfNda.sl
;;a;ajhka (Consumer Condition ) ;SrKh lrK wdkqYx.sl fldgila njg wkqhqla; we;'

ka oDIH udOH uq,a lr .kska wjfndaO lr.kakd g tys ixl,amSh lshug fukau iDPqju mdfNda.sl
wdlYK uq,h fj;go fhduq h yelsh' fuh iyPdk ksfhdaPk iajrEmhls' tk fi!kaohjd ,laIKhka
fu;=<g wka;.; lsu ;=< zz u hk ixl,amh kalrKh ;=<g wdrEV we;' .kg wkqj rEmjdys-
sksh i;H ;h m%lg lrk whqka kj ixialD;sl iy iudP w.hkaa ixfla;d;aul f,i jHjydrh muqKqjhs' fuu
ixl,am .; ls Tiafia ugk kalrKh ;=< oDIH rEm idlaIr;d {dkh mej;Su wksjdh f'

tfukau ixPdkkh hkako fuysos jeo.;a idOlhls' ufkdaoHd Ih ;=< zzixcdkk ixl,amh jeo.;a
;ekla .kS' f i`oyd perception hk bx.%Sis jpkh Nd;d lrhs' ,;ska NdIdf jpk folla jk perceptio iy
percipio hk jpkhkays ksrela;shla f,i fuu jpkh ys we;s nj ta ms<sn`oj uiSf jgyd .; yel' ye`k
.ekSu" ye`kSu" k.ekSu bkaShka Wmld lrf.k ndysr jia;= y`kd .ekSu h h lreKq kq u
zzixcdkkhZZ hkafkys jpkd:hka h' f inkaOfhka odYKslhka iy ufkda oHd{hka O ksjpkh
bm;a lr ;sf'

uydpdh ' t' wdiafg%dax mjik mos zzixcdkkh hkq j jia;=f mj;akd ;;ajh yd mirh iu`.
inkaO i;H fyda wi;H fyda Yajdih ,nd .ekSuls' tk ixcdkh jkdys f;dr;=re ,nd fokakd jQ m%jdyhls'
wm uq`Mukska u w{dKsl fkdjk wjia:djka ys fuu m%jdyh isfZZ
ixcdkkh hkq mqoa.,fhl= iska mirh ;=<ska ;u mxfkahkaf.ka ,nd .kakd W;af;aclhka
hlsis f;areula fok f;dr;=re njg m;a lsf miq lrkq ,nk f;dr;=re f;dard .ekSu^selection& ixOdkh^
^organization& yd w:l:kh ^Interpretation& hk wxY ;=klska hq;= l%shdj,shls'

fuu ksjpkfhka meye,s jkafka mqoa.,fhl= iska ;u jgmsgdj f;are .ekSu i`oyd
mxfkahkaf.ka Wlyd .kakd ,o W;af;aclhka ^rEm" Yo" .kaO" ri" imY& ufkdaoHd;aul
l%shdj,shla ;=<ska hlsis wdldrhg ilia lsula klrKh lsula lsfuka miq ta mqoa.,hdg f;areula f.kfok
f;dr;=re njg tu W;af;aclhka m;alr w: l:kh lsula is lrk njhs'

17 jk Y;jIfha %;dkHfha fcdaka f,dla ^1632-1704& ndlaf,a ^1685-1753& yHq ^1711-

1776&{dkh iy ixcdkkh ms<sn`o isoaOdka;h ^Theory of knowledge and perception& y`kajd
fokq ,eh' Tjqyq th .%y lsfoS ixcdkkh hkak iDcqju bkaSh ;=<ska isjkakla nj tlfy<d m%ldY
lr ishy' fcdaka f,dla kue;s odYkslhdg wkqj wmf.a l,amkdjka ud. 2 lska wdrN f'
1. ixfokh
2. ukfia l%shdld;ajh ms<sn`o zzixcdkkhZZ

ukfia l%shdld;ajh ms<sn`o zzixcdkkhZZ wNHka;l ye`.Sula f,i y`kajk Tyq wmg
ld,amkfhka muKla h ye`.Sula we;s lr.; yels jk nj olajhs' tu iEu l,amkdjlau w;alS mok fldg neka
wfma iEu kqula u w;alSulg fmr yg.kakla fkdjk nj meye,s f' tneka ixcdkkh kqu lrd <`.d jk
uq,a mshjr yd ta i`oyd n,mdkq ,nk wxYhla f,ig f,dla ia;r lrhs' ixPdkkh mok lr .kska oDIH udOH
;=< kalrKh idlaIr;d w:fhka .%yKh lr .; yelsh'

kalrKfha lsish jHuh fyda fiajduh ;;a;ajhla mdfNda.slhd lrd ref.k hdf m%jdyhla f,i
m%pdrKh l%shd;aul f' ue,al nkd ^ Malcolm Barnard & oDIH udOHla f,i ka Ys,amh
wdrN lrkakg h' fudyq oDIH l,dj iy .%e*sla flaI;%fha m%K YajoHd, wdpdhjrfhls' fudyq
t<suyfka m%oYk mqjre iy ka oDIH udOH uq,a lr .kska fmfkkakg ie,eiah' fuh oDIH
udOHfha kalrKhg fYAIs;j i,ld n,k g fuys ksrela;sh jkafka wkqkhkh iy wkqn,h f,i lh yelsh'
by; i`oyka lrk ,oafoa nkd iska bm;a lrk ,o .%yhhs' fuh ;j rg;a ia;r lrk ,o mqoa.,hka f,i
fuka ,shia ^ Raymond Williams & iy Pq;a ,shika ^ Judith Williamson & lah yelsh'
fudyq oDIH l,df kalrKh hkak .%y lr olajkqfha wNsu; " m%sh Wmojk iy NjHuh ldrKdjla
f,ihs' flfia fj;;a oDIH l,djg wjldY Nd;h fldfg iy fudkafgial= iska ykajd fok ,'
oDIH rEmh hkak kalrKfha os jdylfhl= f,i l%shd;aul fjhs' tk mKsvhu udOH njg m;a f'
woH;kh jk g fuh f.fhka jOkh jk udOHhla olajd .uka lr we;' fuh wka;Pd, udOH Tiafia oDIH
rEmh m%pdrKh Pkm%sh l,djla njg m;aj we;' fuh wdrNfha i`oyka l< m th Yajdih ;yjqre
lsf l%ufohla olajd meK we;' wm hula gq g th Yajdi lsu i`oyd uq,dY%hka fidhhs' tys
oDIH hkak jeo.;a idOlhls' fYaIfhkau kalrKh jeks lreKla uq,a lr.;a g th wm uqo,a fjka l< hq;=
udOHla ksid tys Yajdih jvd jeo.;a f' fuhg kalrKh ;=< nyqO l%ufohkaa fhdod .kS' ;dlsl
mok u; jq Tmamq ls olajd fuh irKh we;' fuys by; ioyka l< ixPdkkh fukau fm<Tuo kalrK-
fha ;srKd;aul idOlhls' ckudOH i|yd yqrejq ck;dj ke;fyd;a mdrsfNda.slhd fj<| oeka flfryso
wdlYkh ke;fyd;a wNsfm%arKh lr .ks' oeka iy uyck;dj w;r we;af;a im inkaO;djhls (Packard
vance, 1957). ksiqkaf.a Wm {dkfha we;s wjYH;d jgyd .ekSu oekaj, id:l;ajhg fya;=jk nj
meld iska fmkajd os we;'

mdfNda.sl wNsfm%arK l%shdj,sh i|yd u;= i|yka oE wvx.= jk w;ru ;j;a Wml%u rdYshlau
we;' fuysos fj,| oeka ksudKh lsfoS O idOlhka n,mE lrk nj ykd.; yelsh' fuysoS jKh" Yo"
;% oYk" PhdrEm" ixfla; NdId wdosh m%N,j n,mE lrkq ,ef'

mdfNda.sl fm<Uu iy ixcdkkSh l%shdj,sh tlsfklg inka; l%shdj,ska folls' fuysos

mdfNda.slhd ixcdkkh u`.ska wNsfm%arKdlaul ke;fyd;a fm<Uf l%shdj,shlg Nd;h uo"
wNsfm%arKh u`.ska ixcdkkh f.d`vke.Sfo isjk nj ykd .; yelsh'

flfkl=f.a iajhx ixl,amhfha meyeos,s fjkila we;s flfrkafka flfiao@ iajhx ixl,amhg phdjg
n,mE lrkafka flfiaoehs ks.ukh lsug Tyq$ weh ;u phdj ms<sn|j oek .; hq;=h' wm yeisfrkafka
flfiaoehs hkak wm flf;la mq,a f,i wm .eku mr lrkafkao hkak u; r|d mj;S' ;uka .eku we;s iajhx
wjfndaoh yd wjia:jkag W; f,i wkqj:kh ug we;s yelshdj iajhx mru (Self- monitoring ) hkqfjka
k fjhs' ;uka .ek fyd|ska mrYs,sj miq fjk mqoa.,hka iudh yelshdjka g wkqj:kh f yelshdjka
we;a;ka nj mejiS we;' ;uka .ek wvq mrula we;s mqoa.,hkag wjia:djg W; f,i wkqj:kh f yelshdj
ke; ^lreKdkdhl" 2014&'
NdKavhla ms<sn| fyda oDYHudk fkdjk we;s ;a; rEmhla fyda ye`.S ud;%hla flfrys Ih jkakdjq
bkash rEm mdfNda.slhdf.a ml,amkh ;=,u ixirKh fuka wka;j;S mqoa., ikaksfokh (Intra
personal Communication) mdfNda.slhd ;=, f.dv kef.a' oDIH ikaksfokh l=uk wdldrfhka
mqoa.,hka flfrys ;u wjYH;djh fhduq l<`o th ;SrKh jkafka mqoa., leue;af;a iy l,d;aul yelshdjkaf.a
Nd;h u; tys n,mEu fjkia h yelsh' oDIH udOH uq,a lr .kska NdIdj iy y`v o fhdod .kska wmg
ka ksudKh l< yelsh' kuq;a ikaksfokh lS g fndfyda fofkl=f.a u;h jkafka y`v uq,a lr.;a
udOHhkah' thg fya;=j jkafka rEmh ks;ru w{dksl iajrEmhla bis,Suhs'

oDIH hq.h ;=< fuu ;;a;ajh ksid ksiqka kej; m%:l mqj iudPhg .uka lrhs' tk fuh fmd wdldrfhka
fkkakg mgka .kS fuh mrdfrdamKh ug fkdyels ;;a;ajhls' kuq;a fgdma, Alvin Toffler f.a .%hg
wkqj ksiqka oHq;a l=rhla njg m;ajk nj Tyqf.a ;=kafjks ;rx. lD;sfhka bm;a lrhs' fuhg iudP
moku tys fjkia n,mdhs'

kalrKh ke;sk wf,lrK l%shdj,sh ;=,o fuu iudc moku .%y lr .; hq;= l%uf mok folls'

1. iuld,Sk f,i fuh wjfndaO fldg .ekSu

kalrK l%shdj,sh ;=, iudcfha fiiq idOlhkaf.a yeisu fuu kalrK l%shdj,sh ;=, jOkh
jkafka flfiao hkak jgyd.; hq;=hs'

2. wNHka;l iajrEmh wjfndaO lr .ekSfuka

tk ka ksudKlrejka ;u ka ;=,u wfmalaIs; wruqKq f.dkq lsu'

tk kalrK l%shdj,sh tu l%shdj,sh ;=,u wjfndaO fldg .ekSu jeo.;a idOlhls' tk wruqKq"
wfmalaIs; m%;sM,h ta ;=,u lSu

f ;=,ska h ugulska wf,lrKfha kalrKfhys ikaoNSh ;;a;ajhka ksudKh u l.; yelsh' th iudc
hymeje;au i|yd fhdod .; yelshs' kuq;a ish,af,ys wjika M,h ,dNhhs udOH fudidhsla (Media Mosaic)
;;a;ajhka ksudKh u ;=, f fudfydf;a udOHfha l%shd;aul jk kalrKfhys oDIH ikaksfokfha
l%shd;au moku jgyd .ekSu muKla is l< yelsh'
mdfNda.sl , .ekSf l%shdj,sh (Consumer Byer Process) ;=, wjYH;d ykd .ekSug bv ie,iSu
by; l%shdj,sh ;=, wfmalaId l, yelshs' rEmh hkak m%n, m%ldYK udOHhls' thska ksuqla;j ikaks-
fok l%shdj,sh .%y lsu lsis ;;a;ajhla hgf;a is l< fkdyelsh' rem NdIdj hkak kalrKfha m%n,
ix>glhla f,i l%shd;aul u wNsfm%arKh iy ixPdkkh u; ne mj;sk w;sPd; ixl,amhls' fuh fj<of-
mdf,ysu f.dv k.k ,o ixlsK ksudKhls'

uq,dY%

Buck, Ross. "Nonverbal Communication: Spontaneous and Symbolic Aspects," American

Behavioral Scientist, vol. 31, no. 3, (Jan/Feb 1988).

Rutledge, Pamela (June 2010). What is Media Psychology? And Why You Should Care.

Reeces, Byron and Daniel R. Anderson. "Media Studies and Psychology." Communica-
tion Research, vol.16, no.5, (October 1991): 597-600.

Castells, M. (2009). Communication Power. New York: Oxford University Press.

i;d ,laud,s fyajdm;srK

l;sldpdh " Y%S md,s uKavmh" fld<T YajoHd,h

BA (Special) Media, MPhil., Dip. (SLRC), CTHE (Colombo) , NDTHRD (IPM)