Httpsnie - lkpdffilestgeGr13TG20Com20&20Media - PDF 3

G.C.E.
(Advanced Level)
Communication and Media

Studies
Teacher's Guide
Grade 13
(To be implemented from 2019)
Department of Sinhala
Faculty of Languages, Humanities and Social Sciences
National Institute of Education
Maharagama
Sri Lanka
Website: www.nie.lk
Email: info@nie.lk
Communication and Media Studies
Grade 13
Teachers' Guide
First Print 2021
© National Institute of Education
ISBN 978-955-25-0699-4
Department of Sinhala
Maharagama
Sri Lanka
Website ( www.nie.lk
Email ( info@nie.lk
Printed by ( Department of Government Printing

Colombo 08.
Published by ( Educational Publications Department
ii
Grade 13 Communication and Media Studies
Message of the Director General of the National Institute of Education
"The real awakening of the intellect is like rays of sun that dawn upon the human being and the
eath". – N. F. S. Grundtvig.
The prime responsibility of the government and the Ministry of Education is to bestow children
with competencies that suit to the 21st century and the 4th Industrial Revolution to the nation and
by now education reforms that are needed to produce a complete child equipped with those skills
through out education system have been planned and they are now being implemented.
The school education provides the basis for the promotion of cognitive flexibility to the human
being who is a being engaged in education from birth to death. The school teacher performs the
powerful role in school education to grow and fertile the earth called the human being through the
real awakening of the intellect which is like the rays of sunlight. The empowering of the teacher in
all aspects rises as the prime responsibility of central education institutes.
The National Institute of Education is the curriculum developer of the Sri Lankan Education as well
as the institute that guides the teacher to establish the relevant curriculum in the learning teaching
process. This teacher instructional manual facilitates the teacher to orientate the learning teaching
process in the right direction. That contributes to empower the teacher in a large extent. I take this
opportuity to appreciate the external experts and my staff who dedicated themselves towards this
endeavor.
The responsibility, of implementing the learning and teaching process in a creative manner through
imagination by understanding the duties and responsibilities expected to put into operation in the
system through these instructions, is entrusted to the teacher. The goal expected to achieve through
that is to bestow citizens with complete personality. The wholesomeness of the attitudes of the
teacher also contributes to achieve this goal by surpassing the subject content. I think that it is a
pride for you to be a teacher who is given the opportunity equal to that of a service rendered by an
artist who create a work of art with clay.
I consider myself blessed to be able to provide an incentive to your service in creating the future
of Sri Lanka while growing with pride.
Dr. Sunil Jayantha Nawaratne

Director General
iii
Foreword
The great service rendered by the teachers in proiding the light of education to the children of the
nation is immeasurable. A great support is provided to make that task more meaninful by teacher's
guides. Apart from the task of producing textbooks, I would like to mention with happiness that our
department is always ready to make the task of providing education to all a success while actively
engaging in printing and distributing teacher's guides from 2015.
Many resources required to implement the syllabi effectively are included in these teacher's guides.
The responsibility of producing children who could be victorious in the future world of work and
who haven't destroyed their virtues is entrusted to you. I would like to remind you that this teacher's
guide should be utilized as a ray of light to encourage the students to achieve the best beyond the
school while facilitating them to achieve the competency levels connected to the syllabi.
Only you could add value to the great wealth spent by the government towards these teacher's guides.
I wish that you will be able to enlighten the path of students by utilizing this tool effectively in the
learning and teaching process. I would like to bestow by thanks on all those whom contributed
towards thi national task.
P. N. Ilapperuma
Commissioner General of Educational Publications
Educational Publications Department
Isurupaya
Battaramulla
iv
Message from Deputy Director General
Learning expands into a wider scope. It makes life enormous and extremely simple. The human
being is naturally excellent in the skill of learning. A country when human development is considered
the main focus uses learning as a tool to do away with malpractices identified with intellect and to
create a better world through good practices.
It is essential to create valuable things for learning and learning methods and facilities within the
adhere of education. That is how the curriculum, syllabi, Teachers’ Guides and facilitators join the
learning system. Modern Sri Lanka has possessed a self – directed education system which is a
blend of global trends as well as ancient heritage.
It is necessary to maintain the consistency of the objectives of the subject at the national level.
However, facilitators are free to modify or adapt learning teaching strategies creatively to achieve
the learning outcomes, competency and competency level via the subject content prescribed in the
Syllabus. Therefore, this Teachers’ Guide has been prepared to promote the teachers’ role and to
support the students as well as the parents.
Furthermore, at the end of a lesson, the facilitators of the learning- teaching process along with the
students should come to a verification of the achievement level on par with ones expected by a
national level examiner, who evaluates the achievement levels of subjects expected. I sincerely wish
to create such a self-progressive, motivational culture in the learning- teaching process. Blended
with that verification, this Teacher's Guide would definitely be a canoe or a raft in this endeavor.
Ven. Dr. Mabulgoda SumanarathanaThero

Deputy Director General
v
Resource Contribution
Consultancy and Approval - Academic Affairs Board, National Institute of Education
Subject Coordinator - P. T. M. Ratnayake - Senior Lecturer,

Subject Consultancy and Supervision - Professor. Sunanda Mahendra - Emeritus Professor -

University of Kelaniya
Panel of Writers
Emeritus Professor Sunanda Mahendra - Emeritus Professor, University of Kelaniya
Dr. Maheem Mendis - Senior Lecturer, Open University of Sri Lanka
Professor Ariyarathna Athugala - Senior Professor, University of Kelaniya
Professor Kamal Waleboda - Professor, University of Colombo
Professor Thedore Fernando - Professor, Open University of Sri Lanka
Dr. S. Raguram - Senior Lecturer, University of Jaffna
Dr. Tudor Weerasingha - Senior Lecturer, Sripali Campus, University of Colombo
Mr. M. A.S. Harischandra - Senior Lecturer, University of Sri Jayawardenapura
Mr.Wijayananda Rupasingha - Senior Lecturer, University of Kelaniya
Mr. Dammika Bandara Herath - Senior Lecturer, University of Kelaniya
Mr. Aruna Lokuliyana - Senior Lecturer, University of Kelaniya
Mrs. Thiwanki Abeywardana Wicramasingha - Senior Lecturer, Open University of Sri Lanka
Ms.G.T. Madubashini - Senior Lecturer, Open University of Sri Lanka
Mrs. Mihiri Kumarage - Teacher Service, Don Pedric Maha Vidyalaya, Horana
Mrs. Indeevari Jayasekara - Teacher Service, Ananda Balika Vidyalaya, Kotte
Mr. Prasanna Wimalasuriya - Teacher Service, Dodangolla Maha Vidyalaya, Bibila
Project Team
Mr. M.R.W. Madduma - Director, Department of Sinhala, NIE
Rev. Dr. Wawinne Pangnananda - Assistant Lecturer, Department of Sinhala, NIE
Translated by
Professor Sunanda Mahendra - Emeritus Professor, University of Kelaniya
Mr. Bernard Jesuthasan - Teacher Service, St. Peters College, Colombo
Language Editing
Dr. S Rajadurai - Senior lecturer, University of Colombo
Cover Design
P. T. M. Ratnayake - Senior Lecturer, National Institute of Education
Assistance
Mrs. Indrani Manike - Department of Library and Education Museum,NIE
vi
CONTENTS
Pages
Message of the Director General iii

Foreword iv
Message from Ven. Deputy Director General v
Resource Contribution vi
7. Creative Communication 1 - 29
8. Public Relations and Event Management 30 - 51
9. Communication for Development 52 - 72
10. Communication Policies and Media Monitoring 73- 89
11. Media in Sri Lanka and the Contemporary Trends 90- 103
12. Communication Survey 104 - 122
Bibliography 123 - 124
vii
7. Creative Communication
Competency : 7.0 With an understanding of the basics and the importance of

creative communication, makes opportune use of different
media in messaging.
Competency Level : 7.1 Explains that creative communication is a more effective

communication strategy.
Periods : 16
Learning outcomes : • Identifies and explains what creative communication is.

• Explains the necessity and importance of creative
communication.
Instructions for planning the lesson:
Make use of the facts given below to plan the lesson.
Introduction:
Human being, by nature is a creature who uses creative communication. The past ancient
heritage and the use of arts depict that the humans have over the years utilised creative and inno-
vative strengths, in many ways. Those ancient cultural forms have been shaped into more modern
forms at present in the field of media and other communicative activities. These forms have taken
gradual growing processes.
The simplistic meaning given to creative communication goes as the dissemination of a message
to an intended receiver in the way that is most understandable. This may wary from situation
to situation as well as from intention to intention. In this direction, a person is given a chance
to think creatively. The following is the meaning of the term creativity as given in the Oxford
dictionary: “The use of imagination or original ideas to create something inventiveness”.
In the treatise on what is art, as written by Leo Tolstoy, the term 'art' is defined as an entity as
aesthetically graded by a person from areas such as rhythms, lines, colours, sounds as well as the
combination of words etc. (The work is translated by Prof. A.V. Suraweera titled, ‘Kalawa Yanu
Kumakda?’). With the growth of print and electronic media and technology, the dissemination of
messages came to be more creative and the impact on the recipient more intense. The necessity to
disseminate too came to be more fascinating and creative. Here the communicator had the chance
of sending the message in a better and a more creative manner.
Sunanda Mahendra in his Sinhala text, Creative Communication (Nirmanathmaka Sannivedanaya)

states the following: “The obtaining of better response is seen as an achievement in the use of
1
media. The communicator at the outset comes to know its phenomenon as a social need. Secondly,
he realises the significance of that achievement, and imparting of the essence to others in an
effective manner denoted by the term, effective communication, and creative communication. The
achievement is drawn in whatever the language, and the way of the same used that addressed a
universal quality of expression.”
The aesthetic and artistic creations embrace human communication as the fundamental
expression. The ultimate success of the particular objective reaches its success as a result of
the strength of the creativity. It has utilised as an inserted message in communication. This
factor helps to understand the interlinked and faced to each other, as an inseparable entity.
1. The communications used by the human in the past had a gradual transformation as later
art forms.
2. In particular, in human groups, the humans have been influenced by their contemporary art
forms. For example, Da Vinci for arts, Shakespeare for literature, Beethovan vor music.
These together with other forms of art have collectively influenced humans.
3. All the media as a matter of fact embrace creative communication, and craft as effective
forms of communication.
The nature of creative communication
The primary nature of the universe is creativity. It is not considered as a result of any external
force. Further, the nature of the creative communication possessed by all living creatures makes that
particular being lives isolated from others and links its being into an activity closer to
communication activities.
Innovation is a basic nature of creative communication. The intentions and objectives in

innovations embrace such aspects and developing skills, imaginative intention fullfilments, and the
promotion of activities.
• As man became more civilized, the methods of creative communication came to be

linked with dance forms, vocal music forms, instrumental musical forms and other
forms of artistic expressions.
• During the medieval period, (14th and 17th centuries), there arose an arts renaissance
and an education renaissance which gave way to several modern artistic developments.
• Human communication forms have given way to the development of human cultures.
While industrialisation gave way to a media technology, that in turn gave an impetus
to the creative communication trends of the day-to-day human activities, and got
closer to the same.
2
• In this manner quite a number of media visual creative forms came to be formulated.
• As a result, quite a number of features came to be planted in the field of mass media.
Therefore, it is necessary to study the aspect that emerged in a variety of facts that gave way
to the modern media trends.
The need and the importance of creative communication
• Creative communication can be considered a necessary component for the man to

strengthen and stimulate his personal and professional life.
• Creative communication has the ability to transform the inactive citizen into a new and an
active citizen.
• Creative communication is needed for entertainment, relaxation, spiritual stimulation and

therapeutic treatment.
• By engaging in creative communication activities, one can overcome the issues related to
complex and stressful human conditions prevalent today.
• Creative communication helps understand profound concepts and philosophies, and

encourages one to appreciate the middle path in life by widening one’s horizons through
alternative knowledge.
• Creative communicative skills are essential to be a strong communicator in the subject-

based intra-personal, interpersonal, group, mass and virtual communication fields.
• By engaging in effective creative communication skills, communication functions such as

education, entertainment and information can be well performed with motivation.
• It is through creative communication that a recipient can be intensively attracted to a message.
• James Watson (1985), a scholar in communication studies, named a chapter in his book,
What is Communication Studies? as ‘Creative Communication’. Watson’s intention was to
explain 10 facts that can be realized through creative communication. He made an artist
draw a human figure with its arms stretched giving each of their finger a fact/point. The
achievement of creative communication can be understood by them.
1) Helps problem solving

2) Develops motivation
3) Helps enthusiasm
4) Helps generate ideas
5) Helps challenge the obvious
3
• The aforesaid are considered as belonging to one hand (of creativity) while the following
are in the other, in that creativity,
1) is exploration
2) is vital in group work
3) helps appreciate creativity in others
4) is open ended and divergent
5) provides work satisfaction
Assessment:
1) Explain the term, ‘creative communication’.
2) Discuss the need and the importance of creative communication.
3) List out 10 activities that have used creativity effectively in their messages.
4
Competency Level : 7.2 Recognizes the basics of creative communication and uses
them to suit the situation.
Periods : 24
Learning outcomes : • Recognizes the basics of creativity and describes them with
understanding.
• Presents creative messages for different media to suit the

situation
The basics of creativity
The knowledge of the basics of creativity includes the understanding of the main characteristics
of the creative artiste and creative work. Due to the prevalence of varying ideologies, it is difficult
to identify a definite set of features of creativity. In order to understand the concept, creativity,
however, the creative work (creation), the creative thought (creative thinking), the artiste (creator)
and the creative composition are of paramount importance.
(i) Creation
• The meaning of creation is “unprecedented” which means “not existed before”. So, it can
be called as an innovation as well. A creation is different from what is existing; a new
entity, a novelty. Mahendra (1991) states that as per the dictionary meaning, creations
can be called as “creating” or “generating”.
• The Oxford dictionary defines creation as “The act or process of making something that
is new”.
• An unprecedented creation comes to be because of a person’s creative abilities and skills.

As such, a creation comes to be as a result of multiple factors such as skills, intuition,
imagination, proficiency, constant practice and mastery (being well-versed) as well as
philosophical thought and objectives of an artiste coming together.
• The term, creation, is used differently in different media. When making creative work
for different media, the artiste should have a thorough understanding of both media and
media technology.
5
(ii) Creativity
• Creativity is the skill and the strength a creative artiste possesses to craft a creation.
It is known as “Intuition” in the Oriental Aesthetics and is further described as
something inherited and a blessing as well. It is a quality that results from a person’s
inner awakening, imaginative powers and insight.
• The main features of creativity can be considered as the ability to perceive the world
in an unprecedented manner, to see its hidden patterns, to innovate relations between
entities that seem otherwise distant and to be able to solve problems.
• Leonardo Da Vinci (1452–1519) identifies 7 elements of creativity.
The Italian painter Davinci is known to have been knowledgeable in music, sculpture,
mathematics, engineering, astronomy, geography and botany. His views on painting
can be used in the field of media in modern times as well.
a) Curiosity
b) Demonstration
c) Sensation
d) Sfumato
e) Balance of art and science
f) Balance of body and mind
g) Connections
• In addition, the following has been identified as significant in engaging in creative work
through various studies.
a) Sensation
b) Imagination
c) Cognition
d) Perception
e) Reappraisal
f) Topical exploration
g) Constant practice
h) Skills and use
• It is very useful to be enriched by the knowledge of the basics such as the above for
effective exploitation of language for oratory purposes, writing and performances.
6
(iii) Creative thinking
• A creation comes to be as a self-expression of a creator. To this end, the creator

makes use of his experiential knowledge that comes to him in 3 main ways:
a) One’s own experience
b) Experience of others
c) Media or other experiences
• A creator absorbs experience by means of any of the said ways, engages in

imagination using his own creativity before he makes his creation. Imagination is
the strength of the creator to generate concepts and visual images required for his
creative work.
• As such, intuition, proficiency and constant practice are of extreme importance in

order to sharpen the imagination of a creator.
• The conceptual and perceptual flexibility to accept diversity and new ideas as well
as the ability to synthesize the concepts or to rearrange them to build new concepts
are included into creative thinking.
• It is accepted that creativity is built upon reflectivity, and critical and analytical
thinking. Graham Walls (1926), in his work ‘The Art of Thought’ identifies 4 stages
related to the process of creative thinking.
1) Preparation, conscious attempt to explore the topic
2) Incubation, fostering what was explored
3) Illumination, enlightening the mode of illumination
4) Verification, reassessing what is explored
(iv) Creator
• Creative artiste is the creator of a creative work. Oxford dictionary defines a

creator as the “Person who has made or invented a particular thing.”
• It is neither the result of a short term training that makes a creator nor does it
happen involuntarily. It is something that has to be developed through the conscious
experience of the arts, society, culture and the political system, and by continued
studies in sociology, psychology and anthropology. A creator comes to possess the
ability to act with knowledge, imagination, intuition and professional experience
through the continued mastery of his craftsmanship.
• Everyone is born with some kind of creative ability. If it is not nurtured and
developed, it may fade away eventually.
7
(v) Creative writing
• Creative writing is a piece of writing that is done by a creative artiste with a style.
It could be a narrative, a novel, a short story, a poem or any creative work.
• Creative writing can be defined as a piece of writing that is written with a novel
style to attract a reader.
• The objective of creative writing is to create a mental status in the reader packed
with an emotional aesthetic sense.
• Verse, lyrics, novel, short story, biography and literary criticism can be considered
as creative writing. In addition, screen play writing, radio script writing, columns
and scripts of features and advertisements can also be included.
• The language that is used for creative writing is interesting: filled with implied/
symbolic meaning; awakens imagination; soothes the mind; evokes feeling of
happiness, sorrow, etc.
• An excellent piece of creative writing has a profound meaning between the lines.
Such a depth fosters emotions of the reader and widens his horizons. An excellent
piece of writing elevates the wisdom.
Assessment:
1) Explain the concepts namely creative communication and creative thinking.
2) “The basics of creativity helps to foster creative communication successfully”. Discuss

with examples.
8
Competency Level : 7.3 Recognizes and explains the creative use of language and
the creativity in different publishing media.
Periods : 15
Learning Outcome : • Explains possibility to use language creatively

for communication.
• Prepares messages for various media using creative language.
Introduction
• The most outstanding achievement of man in the history of civilization is creating the
human language. With the advent of language, human communication developed rapidly.
• The end product of this gradual process of communication evolution enabled the man
with a language-based, unique communication skills.
• Language is generated non-verbally as well. An infant who listens to its mother’s soft
murmurs falls asleep not by listening to a meaningful song, but the murmurs of mass
sounds. The infant who listens to these rhythmic sounds enjoys the musical element of
it.
• Man has the ability to organize, think rationally, retain something in the form of language
and recollect it from memory to make decisions when needed. Also he can store knowledge
in the form of written language, read the knowledge that has already been found and
understand it.
• Human groups were created by language. When those groups lived together, taboos,
customs and rituals, and rules and regulations were developed. Therein, written and oral
forms of language played a vital role in transmitting them from generation to generation.
• Language was the reason for the creation of various cultural groups in the human society.
Based on the cultural features that were specific to particular groups, various races
were formed. Races, in turn, demarcated their territories paving way for the creation of
countries.
• The power of a country is decided by the technology and economic development resulted
from its knowledge generation. Creative thinking is the key to such a development process.
The pinnacle of the creative use of language is creative thinking.
9
• The inherited creativity of language produced the norms and styles inherent to the written
language. Writer-unique and media-specific language uses were formed as well. The
basis for such a development was the possibility of using a language imaginatively and
creatively.
• Reader groups were developed along with creative writing. A generation of writers were
born too. Language, as a medium, facilitated the historic extension of the legacy of human
thought.
• Language served a major purpose for writers and readers alike with its inherent creativity.
Creative literature such as novel, short story and poem were developed and philosophy,
political thought and religious diversity were spread rapidly as a result of creative language
becoming a popular media among the common man at the early stages.
The use of creative language
• Language is the most powerful creative expression of man. It is created by man with the
use of creative skills. Different cultures in the world created different languages. Those
languages shaped the contours of culture and creativity of their respective societies.
The diverse use of language is prominent especially in the arts.
• The creativity of language is built upon speaking (oral), listening (aural), writing and
reading. According to the primary definitions of creative language, all the characteristics
of language is considered creative (language).
• Language shaping its contours according to the medium is a highly complex phenomenon
Broadcasting is based on sound and audibility. The connection between the auditory
organ and the mind is of utmost importance in this respect. It is a very intricate process.
By means of audibility, concepts and/or incidents are created through language.
• In print media, the basis is the written language while visual images are used as well.
The creative nature of different combinations used in different print media has to be
studied as per the purpose.
• Television language is considered as an extension of audio and visual languages. This

is because, the television is developed not as an extension of the cinema but as an
extension of the radio. Depending on the type of item, creative language strategies are
used in the television medium.
• It is important to study the creative genesis/nature of the television language such as

the realistic approach in tele-drama and the psychological approach in advertisements.
• Image is considered as the language of cinema while editing is regarded the

grammar. Cinematic language is considered as an extremely powerful creative semantic.
10
• New media use creative language approaches in more subtle ways than before in
communication. The technological know-how as a necessity is significant in the creative
language use in modern media.
• The basic purpose of creative language is to communicate the message creatively using
language. Therein, written, verbal, non-verbal, visual and aural communication modes
are used.
Newspaper and the use of creative language
• Print media was discussed in 4.2 competency level. The main purpose of mass communication
is served by newspapers. Therefore, it is important to examine the newspaper and its creative
features.
• The newspaper language is consisted of text and images.
• The language of newspaper consists of text and image. The text means the use of written
language. The making of a text is visible in the news, features and advertisements.
• The creative use of language varies as per the context. The image of a newspaper means
photos, drawings, graphics, various elaborations/illustrations and colours, and page layout.
i) News
• A simple and straightforward language is used in the news. However, in special

circumstances, it can be seen resembling a literary text.
For emample, at a funeral of an eminent personality, there may be a straightforward

reporting of the events while a literary embedded narration of the events can be
unfolded as well: “The one who conquered the stage for decades in making the
spectators…” Or “In this twilight, the versatile personality that is seen taking leave
of the nation…”
• The best space for creative language used in the news is with its heading. Let’s
examine some of such creative headings given below:
For example, “In a motor accident, dedenek bere, thidenenk Beire”1. (“In the motor
accident, two escaped while 3 were in the Beire Lake”). There is a pun on the word
“bere and Beire”. The first bere means escaped while the second Beire is the name
of the lake.
“Wee malla wikuna booru polata ringa”. “Selling the sack of paddy and sneaking
into the gambling ground”.
----------------------------
1
This heading and the news item was written by Dr. Anuradha Malalasekara (Nee Hettiarachchi)
at the time when she was working with the Lake House.
11
ii) Features
• Newspaper features include feature articles, columns, the editorials, short stories, comics,
criticisms, discussions, opinions, photography, film descriptions, etc. that are neither
news nor advertisements.
• The editorial denotes the opinion orientation of the newspaper. It is known as editor’s
note as well. The editorial contains the identity/style of the editor. This can be understood
by examining the editorials of a few newspapers.
• For feature articles, catchy headings can be appropriated to attract readers.
E.g.: “Super highway causes tears falling”
“Squash the flowers of heart on flatten rubble
Who goes where in this road?”
(Translated from Sinhala)
• In columns, the columnist has a strong term in his style and structure. For instance, a
column can be presented in the form of a letter, narrative, descriptive report or a verse.
iii) Advertisements
• Advertisements can be categorized as significant, classified and advisory which means

not merely propagating, but instructive. Significant advertisements take up a large area
of the newspaper while the classified uses a small space. Advertisements are moulded
on morals and ethics. As such advertisements that contain degraded text and contents
are censored.
• Advertisements in print media use language creatively. Often, the newspaper group itself
undertakes the creation and/or editing of the advertisements.
iv) Books/Prose
• Books are a creative print medium.
• The creativity of language is most evident in the printed books. Creative literature is
significant in this context in that novel, short story, poem/verse, biography, exploratory
accounts and translation manifest the great strength of the creativity in language.
12
• Unlike in the medium of newspapers, in the production of creative literature, the
rasa bhaawa (aesthetic emotions) and imaginative power are significant. The use of
creative language differs from one creative writer to another.
• Through comparative studies between ancient prose literature such as Jathaka potha,
Saddharmarathnawaliya, Amawathura and Buthsarana, and modern narratives such
as novels and short stories, one can discern the creative linguistic patterns adapted by
the respective writers.
• For a skillful communicator, the knowledge of indigenous and foreign works

irrespective of their past and the present heritage may benefit. Furthermore, other
literary and translated works may be of influenced value in order to develop his/her
capabilities.
v) Periodicals/magazines
• The use of the language creatively in the varying aspects could be seen in the printed
works that emerge as periodicals and magazines. In these periodicals, one sees the
subject topicality in the print format. Furthermore, magazines are proliferated in
keeping with the short time schedule. This is the reason why they are denoted by the
term ‘periodicals’.
• Magazines and periodicals are aimed at taking a target audience into consideration.
As such, they visualize the use of language in varying creative forms.
• In the production of the magazine/periodical language use, the rhythm of the language,
the type of letters, pictures, photographs, colour combinations and page layout are taken
into consideration.
Electronic media creativity and the use of creative language
Sound medium - Radio broadcasting
• Radio is a broadcasting medium that embraces the multi-forms of voice nuances. Wherein,
it is a unique sound media unprecedented. The language of the media envelopes, the
human voice as well as music, natural sounds, sound effects, and silence as well. There
are various types of programme formats involved. They include areas such as news,
songs, commercial advertisements, radio plays, reports, magazines programmes.
• The most important person in broadcasting occupied by the listener is at the receiving
end. The mode of systematising the radio programme depends on the target of audience
members, who gauge the validity of the response as well as the novelty.
13
• Radio programmes could also be categorised taking into account the subject it envelopes.
They include the subject such as religious, educational, developmental, medical,
agricultural, sports and children and women.
• There lies several communication factors that go into making of various types of radio
programmes. They include factors such as, simplicity, comprehension, qualities,
instant grasping power, the dosage of winding sentence patterns, the quality of listening
that enables an intrapersonal communication pattern of transforming various types of
experience in order to fulfil the expectater of the target audience.
• In radio broadcasting, the type of mental images are grasped by the different types of
listeners. It is facing of the challenges of the creative transfer of the sound images of the
listener that matters. It is an endeavour of facing a creative challenge.
• The radio broadcasters, the radio artistes, programme participants of all types made use
of their voice of the dominant factor. As such, they ought to possess a creative voice that
suits the content as well as the expressions of the same. In this direction, the articulation
via voice, the modulation of it, the clarity of pronunciation as presentation discipline are
primary matters that should be focused.
• The veteran radio playwright cum-producer, Sugathapala de Silva in his work Handa
Naluwa has underlined several cardinal factors that are significant as regards the use
of language with reference to the writing of radio play, that embrace the areas such as
strength and imaginative factors in the use of the language in rate plays.
• Radio play writing is denoted as a creative function that enables the primary ability of
an imaginative art. The listener makes use of the faculty of the imagination in order to
grasp the content and expressions that emerge as sound communication.
• The enjoyment on the part of the listener depends largely on the audio imagery as created
via sound. Furthermore, several factors are presented to help perceive the strength of the
media images or sound symbols. The radio scripts should enable to form sound pictures
in the minds of listeners.
• The attraction of the listener to the sound media depends on the factors like clarity of
sound, the verbal pattern of pronunciation, the emotional content in the expression, as
the creativity that involve taken as a whole entity.
• Sugathapala de Silva, supplies an example drawn from the script written on the subject
by Stan Freeberg who presents the area denoted as ‘broadening the imagination’ of the
listener concerned as follows:
Man : Radio? Why should one propagate through the radio? What can one see in
it? There is hardly any picture seen by the eye.
14
Fellow : Listen for a while ... Radio can do wonders that are unimaginable through
the TV.
Man : We’ll see how it’s done and wait until that time.
Fellow : OK, look at this (he clears the throat). On my signal, be ready. Now see how
the hot choco liquid poured into the river Michigan. The river is filled with
it. At the Bank of the river, there is an ice cream mountain formed. It is
boiling to the brim, and now look, it is overflowng to the effect that the air
force too comes to the place, and the airplanes are deployed in order to mix
dry raising into it, and I see 10 tons of it, getting mixed into it, as a spray,
and about 25,000 people are watching all these, and they go on making loud
applauses with loud cries.
(Sound of the turning cream mountain into the cream liquid)
Fellow : Now recreate the sound of the air force
(Sound of aeroplanes)
Fellow : Now bring of 25,000 applauses and loud cries.
(Sound of a lot of people reaches a climax. Then fades off)
Fellow : See whether it is possible to do it over television.
Man : But ..... then .....
Fellow : So you saw how the sound media could be made use of to kindle the
imaginative powers of a listener. It is the mind that grasps all those affects.
(This is translated from a Sinhala source.)
• According to the above example, it is the fact that imaginative factors fused to sound
observed as the main driving force in the creation of the sound imagery. It is also
the art of creating a world of imaginative imagery in the mind of the listener that
matters, and enhance the stimulation of the same.
Television
• As a medium, TV happened to be instrumental in giving about a global transition.

It is a medium that has enhanced the moulding of the human character of a more
informative and understanding individual in the context of world citizenry. It is also
an amalgamation of the two media formats of sound and visual. As such, it embraces
some unique creative factors inherent of the medium. Television and a medium too
is recognized as an extension of the radio sound medium. It too gives prominence
to the sound as well.
15
• As the TV screen is small, it is not only regarded as an art medium. Comparatively,

the TV screen is smaller than the film screen. By the virtue of the fact ,TV has
become a domestic item. It is also a public medium. It addresses all the members
of a family simultaneously.
• As TV, a medium does not pave the way as a classical medium, it is more acceptable
as a glamorous medium. As a result, if embraces most nuances of fascinating features
of attraction popular as well as creative features in the utilisation. In the direction,
more emphasis is drawn to the newness, the usefulness, and the originality in as the
dominant embedded factors. Further, there is also an impact of the medium seen
on the spectator or the receiving audience. This enables one to undertake studies to
identify the motivation and creativity as well as the flexibility of the tele medium
underlining the creative use of the same medium.
• There are a number of tele programmes. They are chiefly divided into two groups,
namely the narrative group and the non-narrative group of programmes. News
casting, documentaries, variety programmes are classed as non-narrative items.
Narrative programme are predominantly teleplays, tele-films, cartoon strips. Some
more classifications include such programmes designed for children, women, travel
and interlinked subjects like sports, travel etc.
• The television as a medium depends on tele creating, tele technology and creative
industry. In order to follow the strength of the tele medium, it is also necessary
to understand various aspects of tele technology as well. At the same time, it is
necessary to perceive the facets of culture, values, beliefs etc. This too underlines the
study of the disasters that cause due to defamation at the violation of ethical codes.
The kinds of tele programme that adhere to the violation of such social ethics have
to be earmarked in order to prevent the children seeing them seated together with
the adults before the tele screen.
• The efforts that go into the making of a good teleplay include the selection of the
central subject, the characterization, the writing process of a script, how a story line
flows how the suspense is created, the pattern of the dialogue, the use of music in
the best creative form etc.
• Tele play production is regarded as a collective task. A teleplay director cannot make
his function alone. He needs the assistance of a camera director, arts director, an
assistant director, a producer, actors and actresses, sound recordists, editors, music
directors and the performer persons for crowd purposes etc.
• The foundation of tele creations is the tele-writing process as television is the a

medium is a blend of sound and visual. The function of the designing of the pictorial
or the visual is a functional need. In both, the film medium and the television medium
as the common factor lies fundamentally in the visual writing process.
16
• As such, there is a scholar affinity in the writing of a film or a cine media as well as
the tele media.
• It is also important to lay emphasis on the aspects of lighting camera techniques,

and performer modes to be taken into consideration as vital aspects in the production.
They too have to be handled creatively. The strength of this creativity enables the
creativity in the total production as extended by the creators.
Cinema
• Cinema has reached as one of the top art forms in the world. The cine medium has
embraced a particular grammar and rhetoric in the growth. The main categories of
cinema include, action, adventure, animation, biopic’s, cartoon comedy, documentary,
horror, romance, music, science fiction, thriller and war.
• The aspects of cine media envelopes cine aesthetic or film aesthetic. But some creations
discern it as transcending the new barriers of aesthetic uplifting the function, based on
a philosophic vision. As such, they state that the media could be utilised for deeper
levels of human and socio political links explorative in its function as a media.
• The terms such as popular and classical are addressed to the cine media. But it is
also seen that at times this division is not quite functional. As a matter of fact some of
the works cannot be classified into the two divisions that go as popular and classical.
This is a factor as maintained by some of the cine researchers.
• In order to perceive a sound cine critical knowledge, the study of the different cine
trends as well as the creativity behind the cine works should also be studied.
• In the field of study linked to the creative communication of the broader outlook
of the world communication patterns, the study of cine communication is seen as a
vital study process. In that, the aspects like, seeing content analysis, technology, cine
classification, cine use, the creative use of cinema, the production aspect linked to
cinema, are possibilities in the total study process.
• This also includes detailed links to the pre-production and the post-production factors
as well.
• In cine study, the script writing, direction, cine technology and editing are factors that
need to be emphasised.
• The creative entities in cinema go as factors leading to cinematic, kinesthetic, sonic,

temporal, narrative, dramatic miss-en-scene etc.
17
• In cine creations, the terms motif, metaphor and symbol are used. These are exemplified
in screen play writing process. In order to broaden the horizons of the same, it is
necessary to read the process.
• Another aspect linked to cine creations emerge as acting or performance. This also
includes degrees and levels of creativity in order to foster better results in creativity.
It is not only the acting that matters but also the dress patterns, designs, clothing,
make ups, the backdrops, editing techniques, sound effects and musical effects.
• In the aspect of camera techniques, the necessity to possess in camera distances and
angles, are important. In both tele and cinema, the aspect is considered a creative
aspect of the camera. They include both theoretical as well as practical aspects that
could be considered as creativity.
• The following diagrams display camera distances and angles.
Close Up - CU Big Close Up - CU
Extreme Close Up - CU
18
Medium Shot - MS Medium Close Up - MCU
Medium Long Shot - MLS
Extreme Long Shot - ELS Very Long Shot - VLS
Long Shot - LS
19
Medium Close Up - Low Angle Long Shot - High Angle
• A creative audio vision scene emerges as a result of the shifting of the camera in keeping
with the required angles. This aspect initially triggers it as a result of the theoretical
perspective, that gives way to a more practical aspect.
• Quite a number of ideas too emerge as a result of the process. The examples drawn
from the novel Gamperaliya by Martin Wickramasinghe gives a classic example to
us. The shots are designed by Dr. Lester James Pieris who functioned as the director
of the film.
• The spectator from the very inception obtains a knowledge on the film setting or
background through these shots. The environment helps the spectator to gaze the strength
of the action impending in the scene created by a series of shots.
• The extreme long shot establishes the fact that it is the environment where an impending
event is going to take place. It is denoted by the term establishing shot. This creates
in the mind of the spectator the place that is significant as a starting point.
Extrteme Long Shot
20
Very Long Shot
Long Shot
• These shots indicate a Medium long shot and medium close up. They indicate the salient
features of the character and the event that is going to happen. This too indicates the
profile of a body. These shots are culled from the film Gamperaliya.
Medium Long Shot

Medium Close Up
Medium Close Up
of three characters
21
• Then, we come on to close up and extreme close up. These shots intend to indicate
more closely the sensitive features the creator needs to display as required for the
creative process. Further, the close up creative varying forms of mental image was is
the mind of the spectator.
• Extreme close up is an extended more closer view of an object as desired by the

creator. In dream sequences, this type of shots are widely used. This also accelerates
an emotional content as original in the mind of a spectator.
• The next is the low angle shot. This enables to see an object from down or bottom to
top. This is a moment taken from Gamperaliya where the two characters Nanda and
Jayatissa enter into the matrimonial moment. The moment is captured sensitively in
the cine work.
• Watching as an exercise for more education on types of shots and the angles could be
perused. But it needs to be cited that all film makers don’t employ all the possible film
shots. It depends on the essential requirements of the creator.
22
• This is followed by the techniques known by the term panning where the camera eye
is taken around an object or a required particular scene. These are of two kinds.: they
are the vertical panning and the horizontal panning. The capturing of a series of shots
is called the technique of tilting.
• A camera could be moved either fast or slowly. From the function a surrounding could
be captured or an event could be recorded.
• The tilting technique also could be used in order to show the speed of a situation
as desired. This depends on the necessity of the creator as well as the creative
communication process intended.
23
• Various meanings too could be drawn into particular shots and sequences by way of
the tilting process. It clearly depends on the ability of the artist concerned.
• In TV or cinematic creation, if it is needed

to a person of a group of persons, a
thing or a place, these techniques could be
suitably adopted.
• These factors are needed in order to objectively study the creative process in visual
medium such as television and cinema.
• Further studies could lead to the knowledge on such aspects as frame to frame scraping
in the case of advertisements, camera angles, camera movements, and also the link
picture to another, by way of editing. These too will lead to the gaining of knowledge
on creative aspects of the use of visual techniques.
Theatre
• Theatre arts comes down centuries as a humn endeavour giving vent to human
expressions and explorations as a collective art. Theatrical arts has been instrumental
in the building up of entertainment, advice, as well as therapy.
• As such the theatre stage and theatrical arts are seemingly a collaborative art. This
enables a scholar to ascertain the value of the creative thinking and to grow the same
as an enthusiastic observer. Further, enables to evaluate and understand the complex
situation of it.
24
• In this direction, it is necessary to understand the nature of the stage and the theatrical
arts that are formulated upon it and to know the various types of theatrical techniques
utilised the nature of the costumes used, the stage management activities, the lighting
up of the stage and the make up art structure of the types of theatre and the types of
theatre production etc.
• The activities on the theatre stage in the creative context is an arduous function. As
such that needs participation. The basic components are laid down as:
1. literary sources
2. technological sources
3. performance sources
• Literary sources include the topic selected the narrative, and the structure of
presentation. Then comes the interpretative sides such as the beginning, the middle
and the end, inclusive of areas such as language, the style, the monologues and the
soliloquys.
• As technological aspects, the episodes, costumes, stage props, lighting, sound effects
make ups and the production are included.
• As performance aspects the type of acting, character motivation, character

interpretation, the mutual interaction, and breath control, vocal expression, inflection,
the voice preparation, narrative style, the diction, facial expressions, are included as
creative communication functions.
• In the first instance, it is necessary to formulate the thought, theme, and idea in a
creative manner.
• Secondly, the action comes to the forefront together with the plot.
• Thirdly, the selection of the characters or the cast is important. In the area the
personality of the character is laid emphasis, with the age factor, the appearance, the
social background and the use of the language. All these have to be adhered to in a
creative manner.
• Fourthly, the audience too plays a vital role. The action and skills of the performer
goes hand in hand with the psychological aspects of the audience in a creative manner.
• Fifthly, the advent of the musical area plays a significant role in a theatrical activity.
This area covers the blend of music, the rhythm, the tone, the voice and salient
compliment treats in the best of creative manner.
• Sixthly, the spectacle in a stage craft plays a vital role. The performance depends on
the stage craft as a spectacular activity. The term performance depends on the stage
craft it involves.
25
Assessment:
1. Present a study of the language as utilised in the lead news of a newspaper in

comparison with that of the language used in a feature article.
2. Examine the creative use of the language in a radio play with examples.
3. Examine the creativity as depicted in a commercial advertisement or a documentary

presentation on TV.
26
Competency Level : 7.4 Explains with understanding that folklore and folk art can
be used to build a message creatively and prepares creative
messages for different media.
Periods : 15
Learning outcomes : • Realizes that folklore and folk art can be used creatively in
communication, and makes presentations.
• Uses folklore and folk art appropriately and creatively in

one’s own work.
• In the use of electronic and print media, creative messages could be drafted by the use
of folk and traditional arts.
• Various definitions are given as regards folklore. A primary understanding could be

perceived through the knowledge of some of the meanings behind these definitions.
• In several social structures, the origin of folktales, folk poems, folk beliefs, folk games,
folk sayings, pave the way to a subject known broadly as folklore studies. (Sannivedana
Shabdakaraya - Sunanda Mahendra)
• “Folklore could be explained as an entity of wisdom drawn over the years through the
oral transmission” (Janasruti Vidyawa - Nandasena Rathnapala)
• The term folklore is explained as the folk oral transmission of the folk knowledge from
the past to the present. (Janasruti Shabdakoshaya - Siri Liyanage)
• Folklore is that knowledge heritage possessed via oral transmission. (This is perceived
via the acceptance on the past) A collective conscience as in a theoretical perspective.”
• A collective conscience means the acceptance of a particular norm on the part of a group
of humans, or the rejection of the same on the part of the same group as a thinking
process. As such this acceptance in turn becomes the people’s knowledge inheritance
as well as the heritage handed down from the past to the present.
• Folklore consists of creativity. It processes material of the inheritors in a creative way.

It also possesses shared feeling of acceptance, and has won the goodwill of many. In
turn this very same heritage could be recreated in many possible forms.
27
• The folklore too transits the traditional knowledge in the areas such as folk art, folk
poetry, folk songs, folk beliefs, folk ethics, folk customs, riddles, parables, similes,
metaphysics, folk medicine, folk musical forms, folk festivals, folk sciences such as
botany and zoology, rituals, and other allied subject areas. All these are included in the
acquisition of traditional knowledge in folklore as knowledge.
• The credibility of folklore depends largely on the links it possesses in the subject such
as history and religion. Further, it is observed that it has linked with such areas as,
agriculture, anthropology, and biology, that enables the kindling of various activities.
• It is also observed that folklore is regarded as a magic stream that brightens the human
glory as the wonder that is called humanism in a creative form.
• Culture could be discerned as two folk forms. They are physical and nonphysical in
terms. There are intangible forms linked to the same (See General Conference of the
United Nations Educational Scientific and Cultural Organisation 2003).
• In 1972, the UNESCO laid down several guiding regulations towards the understanding
of the intangible folk heritage. This enables the protection and conservation of aspects
pertaining to several traditional inheritances. This included in 2011 to conserve all
heritage sources. In 2018, the conservation of puppetry in Ambalangoda in Sri Lanka
came to be known for the first time. This was included in the UNESCO list as a special
item.
The use of folk art
Folk arts descends downwards from the tribal arts. As such, folk art and folklore are closely
affiliated. They are handed down from generation to generation as arts media. The folk arts
are formulated through the human experiences of people. They envelope such aspects as
painting beeralu or embroidery patterns, weaving mats, carving, exorcism creations via verbal
communication, the creative musical forms using both vocal and instrumental means etc.
Folklore, folk arts, studies reveal that they are built on traditions, cultural stems, traditional
heritages and the creative amalgamation of all these areas. It could be as such utilised for
the formation of creative message forms suited for an indigenous culture. In the direction
a necessity is the national cultural forms.
28
Folklore and folk arts in the use of creative communication function
• As folklore and folk arts are born out of folk frame of reference, it is observed that these
experiences could be utilised effectively in creative communication as close affinities to
mass conscience.
• The association of folklore and folk arts could be made to know that they are born out of a
genuine conscience that attracts the audience attention.
• The codes signs and symbols as utilised in folklore as folk arts reach the mass mind closer
than one expects. As such, the creations recreated in the direction create a sense of closer
credibility.
• It could be observed that the Kolam form of folk art could be utilised in a new direction
bringing about a contemporary human experience more creatively. This is also observed in
the case of the use of masks.
• A study of the salient features in a folk tale, or any other folk art form, reveal the fact that
they could be made for the illumination of a stage play, a street drama, that ensues in various
performances in order to even enhance the use of a developmental message.
Assessment:
1. Explain with examples the use of folklore and folk arts for the function of communication.
2. Select a folklore segment as you wish, and present a creative message intended for a media
use.
Glossary
Creativity
Imagination
Concept
Image, Imagery
Editing
29
8. Public Relations and Event Management
Competency : 8.0 Uses of public relations and event management in one’s day
to day work with the understanding that they are practical
subject areas.
Competency Level : 8.1 Analyses the beginning, the importance and the necessity of
public relations.
Periods : 08
Learning outcomes : • Describes the facts that influenced the inception of public
relations.
• Explains the importance and necessity of public relations.
Introduction:
In simple terms, the public relations is explained as a welfare measure in the attempt to earn
goodwill on the part of an individual, making the full use of one’s ideas as well as behaviour. It is
also an attempt to win the goodwill in terms of well planned, steadfast ways and means. The term
‘public’ may refer to a group of people living in a particular society, who represent the necessities.
They are a group who yearn to fulfil their necessities. These necessities need to be fulfilled by
units like groups, states, institutes and/or mediators. The term ‘relations’ may mean the sharing of
common ideas, actions, and mutual understandings. These two terms could be linked to a single
entity, which envelopes in-depth human qualities.
Human beings when living together share their experience as a family consisting of father, mother
and children. As anthropologists point out, the strengths of these individuals is an inseparable
link. These links give way to public relations. Which can be seen in the moulding process of the
units known as public. The evolution issues in a society too give way to public units. These units
consist of such complex factors known as educational, religious, cultural, political and economic.
The very same factors give way to the development of complex unit of mutual human relationships
as well as strengthening them.
As the strengthening of these units into enterprises, institutes, organisations, are observed, the
subject area of public relations too is to be observed as a discipline in the same manner more
scientifically. In order to gain more attention towards a particular special unit and to gain the
30
attention as intended to the same unit, the concept of public relations had paved the way. This
achievement is directed as an empowerment entity. It is the public relations that extended power
to all these units. The spread of the concept of public relations too is a dependent factor related to
the functions of these units. As such, public relations is not an isolated entity. It is enveloped with
a message that is communicable.
The concept of public relations has spreaded into various social units such as trade and commerce,
business dealings, hospital services, associations, companies, states, administrative services and
non-governmental organisations. They have proved to improve the quality of services rendered
to the public at large. This too had given stability to run the services in a better manner as well as
spreading the intended services to the fields in need of such services.
Origins and growth of public relations
• There happened to exist various types of social relations in the ancient social order.
They are basically developed on the needs and requirements of humans, in interaction.
• Public relations go back to the history of about 4000 years. In a cuneiform clay tablet
found from Iraq, one finds a series of advices as given by the rulers to the members of
the public sphere. The attempt of the advice includes the questions as to how one could
reap the harvest, how the irrigation methods could be affiliated, in order to yield better
results in the process of cultivation. The historical document is a sufficient indication
that shows the relationship that existed between the rulers of a state and their subjects,
known as citizens.
cuneiform
• The public came to know how Julius Caesar, the statesman came to rule Rome with the
help of people of the state. He had utilised a formula to win the hearts of people by a
technique that goes as “Ven - I came”, “Vid - I saw”, Vic - I conquered.
• It is clear how Greeks and Romans used the techniques of public relations skills in
order to broaden the promotion of cultural factors. This resulted in the developing the
understanding of poetic visions, that came to be described among its members of public.
31
• In our indigenous situation, the concept of ‘at kam’ or rendering a hand in hand measure
in cultivation, the bestowing of land for cultivation to farmers, the giving away of gold
and silver awards, symbolises the status of honour gained. The insight studies and
research leading to these indigenous aspects of public relations may help foster the
further development of the subject in the discipline.
• As a concept, the subject of public relations developed in the European context, after
the industrial revolution. The growth of the phenomenon is a result of the formation
of industrial units such as work places and factories. These units where humans were
employed need a sense of conflict management. In order to address the issues, it was the
public relations that came to be put into action as a suitable measure.
• In America, in the state of Pennsylvania, there occurred a railway

strike and a strike in the Coal mines. More than one hundred
thousand people were participated in the strike under the
leadership of Ivy lee. He is known as the person who activated
the first public relations unit in 1904 in New York.
Lvy lee (1877 - 1934)
• A special attention was drawn to public relations except during and after the first and the
second world wars.
• In 1942, as the second world war triggered off, Elmer David was said to have established
a unit in order to disseminate war information. From this unit there came out various
types of support to the masses by way of getting to know in keeping terms with public
relations.
• In 1945, Edward L Bernays published a book titled Public Relations. The book included
facts pertaining to the theoretical aspects of public relations. Furthermore, Bernays
attempted the role of ethics in relation to public relations.
Edward L. Bernays ‘Public Relation’

(1881 - 1995) book written by
Bernays
32
• After 1950, as public relations got widened as a subject around the world, most
universities included this topic into the currirculum.
• Today the subject of public relations is included in subjects such as economics,

political science, social sciences environment, culture, etc.
• The two scholars, namely James Gruing and Todd Hunts designed four models
taking into account the historic development of the subjects. They are as follows:
1. Press Agentry/Publicity Model
- This indicates the nature of those beginning of the press agencies that influenced
the public opinion.
- The idea of the concept of promotion and how it came to be included in media
world.
- How it tempted to at times in exaggeration rather than the presentation of the

truth.
- The visualisation of one way communication flow.
2. Public Information Model
- This underlined its need to know the genuine, truthful news.
- Understanding the fact that the communication should not underline or hide
what is to be informed.
- The understanding of the nature of its one way flow of information.
3. Two way Asymmetric Model
- In 1900, the increasing level of commodities at the competitive behaviour akin

to the concept of promotion.
- The imposing of distribution communication on the target audience.
- The impact of the scientific motivation studies and the use of psychological use
of techniques.
- The development of the two way communication flow.
- The necessity to gauge the imbalances created through the same.
- How the same flow tends to create an adverse effect as well as effective
environment in the communication process.
33
4. Two way symmetric Model
- The dawn of 1980 shows the development of the subject of public relations.
- How effects come to be adverse, and how ethics tend to be underlined.
- Explanation given to public relations and the impact on ethical codes.
- The ideology of need to change understood by the propaganda organisations.
- The need to inculcate the understanding that exist between the organisations
and the recipient.
- The development of such areas as conflict resolution, discussions, seminars,
discourses, event management etc.
- The aspects of mutual understanding, mutual dignity and respect to each
other.
- The subject of Public Relations gaining an effective tool in communication.
The need for public relations and its significance

• The public relations have to be utilized in order to bring about more effective results
as a communication tool, in a particular unit section of the society. In the direction the
following functions could be observed.
• Philip J. Kitchen in his book titled, ‘Public Relations: Principles and Practice’, the
basics and the significance are shown as follows:
- Public Relations contributes a lot as a management function.
- Public Relations as an activity and envelopes several objectives into practice

in a wider perspective of its performance.
- Public Relations activate in a two way process and as a mutual force.
- Enlightening the consumer on the need for public relations not as an isolated
personal manner, but as a need for awareness.
- The relationship emerges from the Public Relations is not for a short term but
it’s a long term phenomenon.
• In addition, arises the following:

- The need for the part of an institution to build up the relations between the
public and the unit or the organisation concerned.
- To discern the art of providing the goodwill and the spreading or widening the
understanding that should exist between the public sphere and the concerned
unit or participation.
- To understand the public conscience and the impact of the same on the
function of partial objectives of the unit concerned.
- To help design a communication formal links suitable as a link between the

public and the unit concernd.
34
The following are the situations where public relations are needed
- to maintain coherence in order to build a better concern on public existence.
- to elevate the public participation as a collective measure taking into consideration of

the factors such as actions, problems, and victories.
- the need to introduce new products and/or new services.
- to overcome during the instances where there is observable confrontations that may
occur, in a competitive manner.
- to bring about peaceful settlement that occurs when conflicts between the
organisations and their stakeholders.
- to minimise the fraudulent damages done to a particular image built in an organisation.
- to impart necessary knowledge in a disasterous situation, and pacify and bring about
a better settlement.
- to control the impending threats brought about from time to time.
- It is felt desirable that through advertisements, public concern could be sparked on

this subject. It is necessary to pinpoint some of the factors as laid down by Joseph R.
Dominick, 2010.
- It is shown that the affiliation that lies in the two areas of advertising and public
relations is the persuasion and/or motivation.
- Public relations is a management activity. But the advertising is seen as a

distributive promotional measure.
- Advertising makes use of mass media channels, while public relations makes use of
the mechanics and others through communicative measures.
- Like public relations, the concept of advertising does not follow interpersonal
connection techniques, and does not depend on it. Sponsorship is necessary for
advertising. This means that advertising is encircled in finances or monetary
means. But it implies that public relations is not directly linked to the same.
Assessment:
1. Trace the background to the origin of public relations.
2. Discuss with examples, the need for public relations in a given institute or unit.
3. Provide five (5) examples to explore the existence of indigenous concept of public
relations.
35
Competency Level : 8.2 Defines the term ‘public relations’
Periods : 06
Learning outcome : ·Defines ‘public relations’
Instructions for Planning the Lesson:
• Paying attention to this subject, it is necessary to trace several knowledge streams.

The salient factors are, the great religious teachers, philosophers, educationists, and
social scientists. Quite a number of scholars belonging to various types of fields have
brought about ideologies on the subject. At the same time, definitions too are laid
down. Some of them are as follows:
1. Webster New Collegiate Dictionary:
• Public relations is a phenomenon that lays emphasis on the knowledge

imparted by a person or a company, or a unit in order to bring about good
will.
2. Edward L Bernays, a scholar who was a pioneer in the subject:
• He said: Public relations may mean the motivation of people through

message designing in order to promote a particular project or a situation or
an opinion.
3. Charles Placard, an expert on saleability and advertising:
• Public relations is a means by which an action is laid down with a

restraint mind and a reflect for morale.
4. Sam Black, a British expert on Public Relations:
• Public Relations means the approach of a particular organisation as the

members of a society in order to alleviate all the internal and external
impediments that cause a disruption in mutual relations that ought to link
them.
5. British Chartered Institute of Public Relations:
• The concept of public relations could be understood as the means by which

an organisation promotes its objectives that link it as the public at large, in
the most firm manner possible.
• Public Relations include several factors, among them, social,

organisations, promotion by advertisements, designing messages, news,
gauging the feed back use of media channel, and the audience response
etc.
36
• Public Relations could be understood as the pair of ears and eyes, in a particular
unit of work, because of the attraction towards a particular unit on the aspects
of public attitudes and the recognition paid to it are gauged and observed.
Conversely, they are very factors that go into the moulding of the public opinion
in that particular unit.
Assessment:
1. Define Public Relations.
2. Collect three definitions provided by the experts in the field of Public Relations,
using those definitions present an interpretative analysis on the concept of Public
Relations.
37
Competency Level : 8.3 Describing with understanding the public relation situations.
Periods : 06
Learning outcomes : Explains instances of public relations with examples
• Use the following subject matter and plan lessons.
• Imagine that a certain unit or workplace activities Public Relations for the purpose of
promoting the aims and objectives to their shareholders. The purpose concerned is
an image building function. This function could be subdivided into several units.
1. State Public Relations
When a state has connections with two or more other states as a ruling
concept, it becomes an international activity and sharing common interacts
between two or more states. This enables a sort of international public
relations. Accordingly, the following factors have to be adhered.
- The foreign policy of the state.

- Establishing various types of international organisations.
- The links that need to be developed with foreign embassies.
• However, this context one finds that the inter-relations are not quite suited to
meet the demand of the international relationships. Furthermore, some of the
internal organisations have already adopted the administrative objectives of
the governing body. Thus, some measures have to be taken in order to share
the views of the desirous other states. In this context, it is found that some
units are directly linked with state, while there are several non- governmental
in nature. At this juncture, the following facts could be taken into
consideration:
- the international legal systems

- the licensing procedure
- the ethical codes
- political hierarchical management
- the function of the motivator and the acceptance of those who were
motivated.
38
2. Institutional Public Relations
Institutional Public Relations mean the links that are observable in the
creation of relationships with those external forces and its internal units. In
this juncture, the following factors could be seen.
- Workers
- Community members
- State representatives
- media
- Consumers/recipients
- Investors/resources
The main aim is to make firm links with the said institutes, help those units
where necessary with the interrelations. A further set of factors are also
observable in this context.
- The integrity of the unit concern
- The agreement or term arrived
- Varying type of opinion makers
- Media (Mass and New)
3. Professional Public Relations
It is also observed that the concept Public Relations also transcend its mere
layer of a subject area. One of the reasons being that it is seen in the same
role in developed countries that the Public Relations area achieves a higher
level of ascendancy from the point of view of administrative structure as well
as its professional work stabilisation. As such, several factors have been laid
down to study the situation. They are as follows:
- The links that exist between Public Relations and professionalism
- Research activities and knowledge
- Training and work divisions
- Behaviour patterns
- The credibility of the person engaged in the work
- The knowledge on international matters
- Social responsibility
39
4. Business Public Relations
The Public Relations that enters into the field of profit making business ventures
could be observed. In order to develop such ventures, certain Public Relations
measures have to be taken into consideration. In order to attract the consumer,
several methods have to be adopted. The following are some of them:
- The introduction of a new commodity or a service.
- To achieve a degree of victory at a competitive moment or a moment of

conflict.
- Eradicating the conflicting ideas of the stakeholders.
- To minimise the blemishing effect of the image gained hitherto.
In this context, several Public Relations techniques are utilised.
- Providing discounts
- Special promotional schemes
- Paving the way for Co-operative Social Responsibility - CSR
- Attention drawn via media
- Creating trade exhibitions
- Maintain Media relations links
- Sponsorship
5. Media Public Relations
Media play a vital role in the affiliation of the creation of goodwill between the
organisation and the public in the creation of an image. Today, the situation has
shifted out from mass media frame to the new media frame. In this context the
personalisation such as media representatives, media users, the communicators,
specialists, writers, computers, photographers, scriptwriters play a significant
function in the needed direction of the fulfilment of objectives. The following
factors are required to be utilised as the strategies.
- press releases
- press conferences
- photo announcements
- video dispatches
- short media presentations
- pre promotional notifications
- propaganda programmes
40
In addition, the following areas could also be notified. They are, training
sessions, recreation occasions for media persons, prize awardings, sending
greetings. They could be utilised as strategies for building a better climate in
public opinion formation.
Assessment:
1. Clarify with examples, the situations that could be discerned in public relations.
2. Consider your school as an institute which is in need of public relations, and prepare,
a multimedia presentation to the class room.
41
Competency Level : 8.4 Recognizes and uses instruments and strategies of public
relations
Periods : 10
Learning outcomes : • Recognizes and describes instruments and strategies of

public relations separately.
• Uses instruments and strategies of public relations when

the need arises.

• There are a number of tools that could be used to build Public Relations. They tend
to change from unit to unit and also from person to person. There are Public
Relations tools that could be used as one-way flow as well as two-way flow.
• Following are some of the factors that go into the one-way flow.
Tools Techniques
News Release ............................ Complements

Media Kit ............................ Awards
Booklets ............................. Incentives
Leaflets ............................. Advocacy
News Letter ............................. Funds
Annual reports ............................ Public Opinion Research
Photographs ............................ Special Event Management
There are tools for the two-way flow that go as follows:
- Video conferences
- Distribution of video news
- Webcasting, websites, email, social media networks
- Electronic media magazines
- Electronic media centres
• It is observed that the two-way communication flow tends to be more successful than
the one-way communication flows in the case of opinion formation between the unit
and their stakeholders. The beneficial measures are seen as more resourceful than the
one-way communication flow.
• In the case of Public Relations within a particular unit, one observes a clear-cut link
that exists between the owners and the employees. The use of techniques in Public
Relations are manifold. Various types of Public Relations techniques, are used. They
include technique like email, suggestion box etc. as examples.
42
• In the institution based Public Relations system, there is a certain degree of a
collective link exists as a link. This includes not only its annual reports, that are `
released, but also a code of ethics, the annual recreation journeys, too are taken
into consideration.
• Knowing the concept of media connections, one has to understand the

representation of unit heads, media persons, experts, writers, editors, photographers
and others who matter in the Public Relation system.
• In the case of business communication, one business firm tries to possess links with
another business firm in order to gauge better Public Relations links. In this direction
the links with persons like, suppliers, buyers, distributors, representatives, traders,
newsletters, foreign travels, several other components are made to play a vital role,
as tools.
• By the term community affiliation, one means the initial selection of the community
groups, and/or the groups selected from indigenous as other human units living in
various places. One has to identify who the community leaders are. The community
leaders are helpful in the execution of such activities as holding exhibitions,
presentations, sending messages and organising meetings. In addition, formation of
small groups, and sports activities could also be included. The subscription project
could also be used in this direction.
• In the investment and monetary dealings, it is necessary to hold it in a friendly basis

with those who matter in that field. They could be employed in such fields are
planning radio announcements, and the project designing methods.
• In a situations like disaster management, and sudden changes that occur, the services
of those who are directly linked to a particular organisation are needed. The links
that has existed well are required of a juncture of its sort. In order to obtain services
from such units, as media where in messages could be sent, news announcement
could be made, the dissemination of the needed information could be sent and the
protective measures from security services, and hospitals, transport could be gained
through the process.
• It is necessary to supervise the function of communication in the case of publishing

management in an institute. Various types of hand outs, press releases, and websites
could be designed. They ought to be supervised.
• Apart from these items, the utilisation of such areas as radio programmes, television
discussions, musical programmes, quiz programmes, poetry sessions, short story
sessions, paintings, compositions, periodicals, travels, and explorative journeys are
seen as essential components.
43
Assessment:
1. Submit a list of Public Relations tools and strategies.
2. Submit with examples the media subscription that could be obtained in order to plan a
school ceremonial occasion, with reference to Public Relations and its tools that could
be utilised for the purpose.
3. Select two units, one from the state sector and the other one from the private sector
and interpret it to the Public Relations system that could be utilised to achieve a
competitive gain.
44
Competency Level : 8.5 The Public relations officer: describes his role with
understanding.
Periods : 08
Learning outcomes : · Gives critical comments on the public relations

officer and his role.
· Describes the media officer’s public relation role.

• The person who links an institute and the public as internal and external measures is
known by the term Public Relations Officer or in other word PRO.
• Public Relations Officer: Someone whose job is to build a good reputation for an
organisation and manage its relationship with the public - Cambridge Business English
Dictionary.
• There are several names and titles given to the Public Relations Officer down the ages.
In the past, some were known as in the Sri Lankan case as Ghoshaka or Talking
Chief. In the ancient Egypt -he was known as Scriber, or the person who functioned
as the Writer. In Israel, he was known by its term Prophet or the person who had
the extra vision. In Europe, he was known by the term Publicist, and in England as
the Chief Advisor or the Lord Chancellor.
• A Public Relations Officer should possess a good knowledge in such subjects as,
Sociology, Anthropology, Psychology, Biology, Economics, Political Science, Trade
and Communication.
• One of the main functions of the Public Relations Officer is to impart a better
understanding of the aspects of what is happening in a particular institute, to the public.
• Public Relations Officer also should be equipped with a social knowledge on the
messages and the tools to function.
• Public Relations Officer should also plan and design better links between the institute
and public as a catalyst.
• Public Relations Officer should formulate and put to action various meetings, create
links in advertisements, submit media releases, serve in the advisory capacity, and
help build firmer links with the media activities.
45
PRO should possess certain qualities that are categorised as follows:
- as a catalyst
- presentation skills
- grasping skills of others
- writing news reports and editorial matters
- professional skills in writing public speeches
- motivation skills in public address
- possess skill in Public Relations surveys
• Public Relations Officer ought to be honest, and possess integrity, sensitivity, personality,
and the ability to participate in skillful activities.
• In activities related to an institute the links that exist between the Public Relations
Officer and the Media Officers ought to be similar and interrelated. In some instances
the foundation of the Public Relations Officer is served by the Media Officer.
• Media Officer is an official in institutes or organisations who look after the functions
of Public Relations Officer. In this direction the media officer is seen functioning as
follows:
• The functions of the Media Officer
- The functions included are building a bridge between an institute and

the public. He or she is responsible for media conferences, discussions,
representing the particular unit.
- Planning the media assessment reports, writing letters to the responses, and
distributing the periodicals, concerned.
- He/she is responsible in the formation of new visions and plans of the

particular institute concerned.
- He/she is responsible for handling the media and promotional plans.
- He/she is responsible in the formulation of innovative plans of projects that

go for its betterment of the institute concerned.
Assessment:
1. Explain the duties of a Public Relations Officer.
2. Explain the way the role and responsibilities of a Public Relations Officer which
has been changed over time.
46
Competency Level : 8.6 Defines event management.
Periods : 10
Learning outcomes : • Realises what an event management is and describes it.
• Describes the necessity and importance of event management.
Introduction:
• The human beings, during their span of life from birth to death have to face several
events and occasions. In this juncture, the humans attempted to recall these events
with their kinsmen, as they proceed to be more civilized, in a manner that is
creative and occasional.
• According to several historical sources, various types of social ceremonies that

envelope in religions, everyday life, environmental and other such occasions have
been celebrated ceremonially as a tradition bound event.
• This commencing of events later evolved not only as remembrances but also as event that
should be managed as an in-depth manner.
• Event management too became not only an event that needed remembering but also a
subject discipline that needed a study.
• People are accustomed to celebrate events. Some of the vital events are shown as follows:
- Family events (the weddings, birthday parties funerals etc.)
- Cultural events (arts and religious events)
- Collecting funds for welfare measures (walks, theatrical events, musical events)
- Sports events (Competitions between sports clubs, folk game events, schools
sport meets)
- Entertainment events, (such as excursions, tours, religious programmes, musical

programmes)
- Attractive festivities (Trade and commerce festivals, cultural festivals, tours)
- Global Trade events (Goods and commodities, trade and shopping centres)
47
• An expert on distribution, Philip Kotler underlines the followings:
1. Social and life cycle events
2. Educational and professional events
3. Sports and Recreation events
4. Political events
5. Cooperate and group events
6. Religious events ( See Philip Kotler, Introduction to Event Management 2004)
Definitions on Event Management

• According to Cambridge English Dictionary, the term event is explained as
important or unusual. As Philip Kotler points out, an event could be taken as a
point of target aimed specifically to carry on a particular message as intended in
order to plan up a certain social situation.
• Event is explained as something that happens or occurs. It may be an important
event or an unusual event. It can also be a casual event.
• Events include such occasions as conferences, trade exhibitions and parties.
They can be related as promotional measures in a particular social unit. Event
management is the planning of such situations in the best possible manner.
• An extra dimension of meaning is given to event management as of needs conceptual
scrutiny in the areas of organisation, designing, planning, production and ultimate
assessment of the occasion.
• An event management needs a scientific outlook in the function of direction,
motivation, and cost benefit measures.
• The alternate aim in the event management is to bring about the innovation of
a new awareness project that promotes the aims and objectives of the selected
institute.
• All these functions are fulfilled by an event manager who is possessive of the
theoretical as well as a practical skill about an event.
Necessity and Significance of Event Management

• Event management includes seven salient factors of necessity and significance.
It includes:
- The promotion of the good image of the institute

- Time management
48
- Financial management
- Crisis management
- Media coverage
- Winning the goodwill, and the sustenance of the stakeholders.
• At this juncture, knowing the role of the event manager is significant. They
include the following:
- Identification of the event theme

- Planning process
- Planning the cost benefit schedules
- Creativity
- Identification of the target group
- The treaty between the trade that concern the consumer and the
communicators
- Planning the consumer role
- Managing the emergency issues
- Security measures
- Script writing
- Allocation of the venue for the event
- Functional organisation
- The production of audio-visual programme is included
• In this way the functions of the event manager is determined as a methodical and
well planned entity.
Assessment:
1. Interpret the meaning of event management.
2. Discuss the necessity and the significance of event management.
3. Present a list of facts relevant to an event management manager.
49
Competency Level : 8.7 Recognizes the stages of event management and gains
practice on event management
Periods : 12
Learning outcomes : • Recognizes and explains what event management is and the
occasions of event management.
• Prepares an event management plan with an understanding

of its stages.
Identifying the occasions of event management
• In event management there are several observable steps. They can be segmented as
1. planning
2. preparation
3. checking and reviewing
4. action
• planning:
- Identify the occasion, the type of event, and what sort of situation, in an
analytical way
- objective
- the achievement
- the intention and target
• The plan, methodology functional achievement, patronage are four-fold factors that
should be considered:
- identifying the event management, and scheduling the date of the event
- place or the venue
- searching for the suitability of the place
- booking the place
- calculating the finances for the same

50
- sponsorship
- refreshment
- invitees
- agenda
- announcer and the format
- intended supply
- media coverage
- promotional action
- evaluation of the actions to be taken in emergencies
- sanitary and protection services
• These factors can be either adjusted, altered or exceeded depending on other

factors. Example is a wedding ceremony or a media summit.
• All sensitive items in an event management are important. They could be

discerned from very inception.
• The event management could be understood depending on the performance of it.
Assessment:
1. Discuss the need and the significance of event management.
2. Focus on aspects of event management, and discuss how a school event could
be managed.
Glossary
Public Relations
Public Relations Officer
Event Management
Good will
51
9. Communication for Development
Competency : 9.0 Recognizing the origins, the expansion, necessity and

trends, uses communication for development, and
understanding how knowledge, attitudinal behaviour
conform to them, gains practice on creating development
messages.
Competency Level : 9.1 Analyses development and opinions on development.
Periods : 10
Learning outcomes : • Interprets the concept of development.
• Explains the historical expansion of the concept of

development.
• Studies the opinions on development comparatively.
• Introduces new trends in the concept of development.
Introduction:
- Definitions, origin and development of development

- Opinion on the concepts of development
- New trends in the concept of development
It is believed that the term known as ‘development’ came to be used after the Industrial
Revolution that happened in the 18th century. Concurrently grew up the rise of agricultural and
industrial productions, along with the rise of per capita income of individuals. This was denoted
by the term ‘development’.
From here onwards up to 1990, the world social communities subdivided the term into three
categories, accepting the norm.
52
1. Into the category known as ‘First World’, entered the countries possessive of capitalist
ideologies. Priority was given to the countries such as, United States of America, United
Kingdom, Canada and Western European countries. The Gross Domestic Product – GDP
of these countries happen to be the main economic plan.
2. The countries denoted as the ‘Second World’ happened to be the nations that followed the
Communist ideology of Soviet State. They were the members of the Soviet State. Including
the countries like the USSR, China, and Cuba. These countries too had a secondary level
of GDP.
3. The cluster of the countries that did not enter into the first two categories, were known as
the ‘Third World’ countries. They include the countries such as, Africa, India and the Sub-
continental countries, the Eastern Asian and Saudi Arabia which had an economic level
relevant to themselves, differing from the other two categories. They too had a lower level
of production and at economic level affiliated to themselves.
• In English the term ‘development’ too, is interrelated to the term ‘unfolding and
growth’, in the interpretation.
• This too may broadly mean the change brought about for the betterment of the
existing situation as a potential explanation.
• The 20th century economists and politicians have explained that the term ‘economic
development’ rests on factors such as the development with regards to the per capita
income, national income, and/or economical state where in economic welfare
measures are shown as indicators.
• The concept of ‘Development Communication’ entered into the subject area around
the period 1950-1960. Eversince the terms, ‘Development and Communication’,
‘Development Communication’ and ‘Developmental Communication, came to be
used in the above subject area.
• In the beginning, the term ‘National development’ came to be used in the context
of the use of mass media and other communication modes for the development of
social, cultural, moral, and economic factors mainly. Out of these factors, the area
of ‘economic development’ was seen given priority in the practical sense of use.
• It was Wilbur Schramm who drew attention to the national development concept in
the third world cluster of countries. He pointed out the necessity of knowing the
features that has enveloped and the significance of it.
• Into this frame, (he) focused on the factors such as the spread of information,
Education, Social management, Social promotion, Media promotion and factors
linked to social development.
53
• In the primary stages of development communication, it was the western concept
of top down hierarchy that came to be practised.
• This interpretation of development communication underwent interpretative

changes with the experience and observation of such factors as exploitation of
resources, the disparity in the social order, militarism, environmental disasters
came to be visible forces. These factors caused more disasters than benefit to the
Third World group of countries.
• However, as the modernization programmes attempted in 1960s came to be

unsuccessful, the contemporary researchers in the field had to hypothesize on
alternative plans.
• In this direction, the old theories on development communication underwent severe

criticism.
• The acceptance of the concepts of the inter-relations of the western world with the
Third World Countries was shown as relationship that grew up as exploitative and
negative supportive measures.
• As a result, the newest theme happened to be the formulation of a new development

in a new direction that contains one’s own path of development conscience.
• Thus, emerged the concept of ‘Communication for Development’, into the fore
front.
• Communication for development came to be known as a wider scope that gives

way to a more democratic form of development.
• Development Definitions
(1) “Development is a reduction or elimination of poverty, inequality and

unemployment” - Dudley Seers (1969)
(2) “ Development is the development of people (human development) and not the
development of things. - Edgar Owens (1987).
(3) “The total development of society includes mental, spiritual and material needs.”
- Mahatma Gandhi
Communication for Development
(1) “In communication for development, the term underlines the activity of an ongoing
dialogue. Empowering the two way communication process, by which the people are
allowed to fulfil their needs and requirements as to fulfil its aims and objectives in
54
order to participate in the developmental projects.” General Council of the UNO
51/172, 1991.
Since then, the other definitions of C4D have been advanced reflecting the growth of
understanding of the role of C4D in development processes.
(2) “Definition of Communication for Development is a social process based on dialogue

using a broad range of tools and methods. It is also about seeking change at different
levels including listening, building trust, sharing knowledge and skills, building
policies, debating, and learning for sustained and meaningful change. It is not public
relations or corporate communication.” Rome Consensus. - 2006
(3) Silvio Waisbord has placed five ideas of the application of communication for
development.
First, the centrality of power.
Individuals and communities become empowered by gaining knowledge about

specific issues, communicating about issues of common concern, making decisions
for themselves, and negotiating power relations.
A second key idea is that ‘top-down’ and ‘bottom-up’ approaches need to be

integrated.
A third key idea is the need to have a ‘tool-kit’ approach to communication (see
FAO, 2002).
A fourth key idea is the need to combine interpersonal communication and

multimedia activities.
The fifth key idea is the incorporation of approaches that focus on individual and
environmental factors in understanding the role of behaviour change communication
(see Health Com, 1992).
(4) Srinivas Melkote, the concept of communication for development signifies
1. Finding solutions critically for human social problems.
2. Understanding that the human history is a series of activities.
3. Obtaining emancipation for the third world problems through

religious bonds.
4. Developing firmly its bonds that exist between communication and

social structure.
55
5. Perceiving the fact that the problems that exist in the field of third
world development could not be fathomed by a mere mechanical
manner, but by the necessities that arise within the social frames.
Source: Srinivas R. Melkote, H. Leslie Steeves, Communi-

cation for Development: Theory and Practice for
Empowerment and Social Justice - 2015
(5) The definition of the concept of communication for development as given by

Malmo University of Sweden goes as follows:
“In the context of globalisation, development is interpreted as the need to bring

about a change in the social structure as regards the use of communication for a
change.”
Opinions on the concepts of development
As cited above world political conditions, economic conditions, and communication has played
a vital role in the ‘development’ process, one finds it difficult to ascertain the real state of human
development in the correct perspective. One of the major debates being that development has
been brought forward as a weapon to the ruling class over those who are being ruled in order to
bring about an economic change, in the oppressed class.
In the contemporary society, most countries around the world, problems related to basic human
rights as for economic, health and education has strung up. Some of the development paths
adhered by some of the third world countries have become blind allies. Furthermore, most third
world countries love to imitate the trends of the western countries devoid of mind understanding,
better knowingly and unknowingly.
New trends in the concept of development
• Development concept has undergone gradual change from the past to the present.
The first phase (1950-1970) being that American Sociologists have shown that it is
a top-down or trickle down phenomenon, any farther as a modernization ideology.
• The advent of the Modernization Theory, by which the question as to why some
countries despite the rich do not arise to the level of modernization. By this
means the alleviation of poverty and the gradual elimination of the stream of
communism was planned.
56
• During 1950s, the researches held in the Economic Commission for Latin
America and Caribbean – ECLAC brought about the theory known as
Dependency Theory. The theory laid down the view that the less developed
countries in order to be developed should depend on the economy of the more
developed countries.
During the mid phase (1970-1990) Everetst Rogers, 1931-2004 laid emphasis on his
theory of Diffusion of Innovations. This theory underlined the questions regarding the
extent to which technology could be utilized, how it could be utilized and for what
purpose it could be made use of. The response to these questions should be obtained
was the underlined dogma. Rogers too paid attention to the role of media channels and
how they could be made use of in order to transfer development messages to masses.
In the present context (1990 - present time), the New World Information and
Communication Order (NWICO) has emphasized Communication for Development as
the chief driving force.
• Through the force the old concept of ‘developmental communication’ was looked at
critically, and instead an alternative force was discovered. They came to be known as
power and cultural factors that come to be rested on communication.
• More emphasis was laid on Inter personal Communication, practical guidance,

participation, and the exchange of knowledge acquisition.
• In this process, the advent of information, the open access to knowledge, strategical
communication techniques, cultural factors, media factors, information factors
communicative underlying factors and technology have been taken into consideration.
• Two way communicators, vertical communication, listening to the voice of the masses,
debates, discussions, advices, participatory broadcasts and the use of video programmes
and the use of creative methods through plays, talks, and web chats too are included.
• A wider format in communication such as Communication for Sustainable Development

(C4SD) and Information and Communication Technology for Development (ICT4D)
also happens to be founding factors in a wider gamut of communication for development.
• In this way ‘developmental communication’ as known came to be changed into

‘Communication for Development’. As such, the employer was laid not only on
development, but also ‘Communication’.
57
• ‘Communication for Development’ too came to be known in a wider way of activities
that empower the principles of development and its processors, in keeping abreast with
the information gathered through rural masses and feeding suitable methods to create
and put into proper practice via a lively social discourse in order to encourage them.
Assessment:
1. Give an account of the origin and the growth of the concept of development.
2. Describe as to why the communication for development takes a priority to the place
in the necessities of the development of the country.
3. Detect a few development fields in your area and present it as an interpretative

essay.
58
Competency Level : 9.2 Identifies and explains the current nature of development.
Periods : 10
Learning outcome : • Explains with understanding the nature of the concept of

development
The nature of the development concept
In the present context, the development concept defers on the Communication for Development
(C4D). This grew over a period of more than 50 years, by way of modernization, and urbanization
interlinked in the factors of development. This also grew hand in hand with geographical factors,
cultural factors, and the innovative changes as regards economic factors, that came to be formulated
as the basis of communication for development.
As the new millennium ushered in, the emphasis was laid on a target for global developmental
issues through new dimensions of new communication innovations.
In the context of United Nations through the depiction of targets as global development underlined
four communication approaches that are as follows:
(1) Communication for behaviour change
(2) Communication for social change
(3) Communication for advocacy
(4) Communication for strengthening and enabling media and communication

environment
Following are a few topics that centre around communication for development.
People Centered
• This could be classified by means of development which could be gauged from the
primary interlinked phenomenon drawn from the people, as an approach.
59
• People centered may also be known as a means by which the necessities of the
people could be gauged by the people themselves that enhance the skills of people
and the betterment of the communication in the given context.
• By people centered concept an underlying sense to the protection of the individual

are also taken into consideration.
• A few people centered communication for development principles could be

presented that go as follows:
1. The promotion of a better existence, people centered supportive measures,

and laying emphasis on the same.`
2. Sharing and participation
3. Sensitivity towards social/cultural pluralities.
4. Raising the qualitative factors in the relationships with the users of mass
media.
5. Gauging the responses of the individual in the process of people centered

communication measures.
6. Continuous personal relationships
7. Rights and responsibilities
• The people centered phenomenon too rests on the view that resting the problems
pertaining to the responsibilities of the understanding of the same that as bestowed
on people all throughout their life span.
Localisation:
• By localisation the senses driven on the use of development approaches that suits
one’s own context of the country.
• In this context two of the main topics taken into consideration are, the implementation
of rural development projects in its correct perspectives, in the alleviation of poverty
and the discussions that go into the solution of the same.
• Localisation too includes such factors as the deforestation, avoiding the desertification,
protection of forests, water management and safeguarding the biodiversity in keeping
with the participation of the people.
60
• In this manner, localisation is recounted and measures taken to develop the social,
political, economical and cultural factors that rest on the people and bringing solution
by the same people.
Building social relationships and equality
• Creating one’s own activities for the benefit of the social relationships, and the
understanding of what others perform as the role of members in a social order, the
interactive measures in social relationships, the assessments, the reliefs and playing
the role of the meaningful catalyst make factors that lay in the social relationships.
• Equality in the power of democracy. This gave way to the18th century French
revolution and Amrican liberty movement. In the contemporary context, equality to
accepted as the beacceptable norms by all social orders.
• Through equality, the inequalities of all types could be removed, the unfair beneficial
measures could be removed, special privileges could be removed, and the skills of
people could be taken into consideration as the basic human factor which is necessary
for the betterment of life.
Features lying in the building social relationships and equality
1. Lack of special human rights
2. The existence of equal situations for development
3. Fulfilment of the basic necessities
4. Avoidence of social class divisions
5. Bringing about changes on justifiable grounds
Poverty Alleviation
• During the 1990, the international developmental goals in the thinking process
emphasized the need to the process of poverty alleviation. As such, the major factors
that featured in the development agenda happened to be in its term ''poverty". As said,
one of the major challenges in the process happened to be the subject linked to poverty
reduction.
• For poverty alleviation
- Sustainable livelihood, opportunities for enterprises, developing fruitful wealth

capacities.
61
- Supplying universal approaches for basic social services.
- Supportive measures to be taken to help those who lack strength and process to
develop one’s own activities.
- Empowering the organisations that are beneficial for those who are poverty stricken.
- Helping the women who are trapped in the inequality circle due to poverty.
- Developing more communication capacities towards development goals in order to

alleviate poverty, and to obtain international supportive measures.
Participation of people for policy making
• In order to obtain participation for policy making, the identification of a single

person may suffice. Then having had a discourse on those lines, the rest of the ground
should be in a position to share their views and identify their own poverty alleviation
issues. They may have the chance to present their preferences, knowledge, ideas,
expectations, fears and other issues. In the manner, more and more individuals may
have the chance of sharing their stance.
• In order to fulfil them,
- More effective media other than the state owned media could be perhaps utilized.
- In this directions, the impediments created by capitalism and Feudalism could

be lifted in order to create a better ownership of resources on the part of the
ownership of the public.
- Lay emphasis on the basic necessities of the common man, in order to bring a
mass scale production venture.
- In an economically backward country, the development could not be made by

alternative measures but by people of that country themselves.
- Measures should be taken to utilize new technologies in order to fulfil its

people’s development projects.
Assessment:
1. “In the developmental function communication should take the lead.” Explain with
appropriate examples.
2. Explain how the modern technology could be made use of in order to make a change in
society for development.
3. Create a communication network to eradicate poverty in the families of your area of

living.
62
Competency Level : 9.3 Explains rationally communication needs for development.
Periods : 10
Learning outcome : • Explains with understanding communication needs

for development.
Communication necessities for development
• As a basic premise, this means the understanding fully the necessities that go into the
communication for development. This enables to consider the factors to ascertain the
alternative measures for problem solving, to get together in groups, the performance
of activities for sustainable development, aquisition of knowledge in order to uplift the
living conditions of people, and the skillfulness of management level in the institution
linked to development.
It is necessary to know some of the world institutions interested in communication.
1. The Food and Agriculture Organisation (FAO) has shown three communication
sectors, that are as follows:
i. Utilization of communication technology to help build a climate

for opinion building in food preservation and innovations related to
agricultural innovations.
ii. Implementation of community based rural broadcasting systems.
iii. Implementation of community based resource management and climate

condition.
2. United Nations Educational, Scientific and Cultural Organization (UNESCO)
Empowerment of persons in order to build the social structure for justifiable

measures, and the dissemination of information most suited through
communication force.
63
• The communication guidance as given by UNESCO for the developmental activities.
- Building up of a climate suited for its acceptance changes and the participatory
ways.
- Priority stream of men and women
- Justice, plurality, and patience building.
• The following factors too are included in these guidance
- Building up of a media culture that enhances open, free forum based dialogue,
and the pluralistic form of opinion formation.
- Building up of a system of ruling that enables public speaking efforts, allowance

of a transparency in views, etc.
- A public advent into various forms of communication forms.
Media quality
• This means the developmental actions taken in order to bring about a qualitative level.
There is a possibility to build a better climate and opinion based on democratic and
a liberal discourse. This leads eventually to a better media discourse unprecedented.
This too will lead to a better state of liberalism in the presentation process via media
ascending to the level of quality. This eventually will lead to the transparency, media
development, the media ownership and the freedom of expression believed to be
present in media.
• “Media quality” may lead to, media education, health benefits, disaster reliefs, rejection
of corruption, empowering the minority rights, and other objectives that are linked
to human existence. The projects known as usage of technology for development
(ICT4D) could be implemented.
Enhancing participation and interpersonal relationships
• In the process of strengthening the participation, and interpersonal relationships, there

is a necessity to strengthen the levels of discussions, as well as group participation, and
leadership and advisory capacities, and eradication of standards laid on the imbalances
in feminine participation. This will lead to an alternative form of promotion in
participation.
- engaging in participatory communication programmes
- obtaining the community participation of members in order to bring about

positive changes sensitively.
64
- Implementing sensitive programmes in a cultural context, interlinked with
women and girls.
- As far as possible, the need for the supervision and assessment of participatory
programmes and furnishing the results of the way of writing and assessment.
- Making use of a gradual majority in the process of participatory based

communication.
• Making use of the members to solve problems and obtaining solutions, effectively
in order to build up modals. A higher form of participation and positive results may
lead to strengthen the engagement in communication.
Compiling essential humanitarian information
• This clarifies the basic needs of the humanity and the human values and the need to
foster it. People constantly make decisions, and mostly depend on the formulation
of those decisions, in their day to day existence.
• People fulfil their needs in a manifold manner. They include such aspects as, food,
air, water, sexuality, protection, identity, culture, heritage and adhering to its values
and honouring them. As such, a certain amount of information on those matters
have to be disseminated to the society. As a result, humanism and the bond of
human quality of development are promoted.
Intervention for reform: Conflicts resolution and reconciliation
• In order to create new laws, and constitutions, and to interpret on citizenship, people
need to participate in reforms. By way of the process, the responsibilities of states
could be newly interpreted.
• The need for people of a state to engage as participants in reforms is emphasized.

This means the strengthening of the resolution and reconciliation.
• Reconciliation is linked to several forms.
• The racial indifferences and the need to live in social order by way of one race
understanding the needs and requirements of another race or make to underline as a
social necessity. They are anticipated to possess a certain degree of understanding
of each other’s experiences in order to create credibility among each other for the
betterment of a human existence positively.
• Equality: The need for equality in all matters in the life or stressed. Man as
regarded as an honourary being, a citizen, universally accepted. The decisions they
take are regarded as opinion formulated upon equality.
65
• Institutional integrity: Active support should be obtained from political, business,
and community fractions, in order to bring about reform related to institutions.
• Reconciliation: The factor rests as a needful factor in relation to culture, heritage

and national identity.
• Conflict resolution: The finding of solutions pertaining to racial disputes among

two or more creeds. These conflicts may arise out of present disputes, monetary
matters, political and / or other matters. The conflicts could be settled by through
discussions.
• There are a few steps in the settlement of conflicts
- Understanding the conflict
- Communicating with the opposition or opponent parties.
- Presenting the needed suggestions
- Selecting the best suggestion
- Mediating with a third party
- Finding alternative issues
Global Development
• Global development is meant by the wider scope of an international development that

leads to global context. It is necessary to have a discussion on the various issues on
sustainable development and bringing about changes of a management level.
• Spreading the issues related to technology, innovations, business dealings, society,

culture, politics, commodities, services, and the human explorative measures.
• On interpreting the environmental factors related as global, measures have to be taken.
Development Projects
• The aim is to develop and plan a meaningful project on a subject area in development,
in order to import a basic understanding.
• Communication for rural development includes projects on child welfare, family

welfare, issues pertaining to nutrition and other allied social issues that strengthen
the welfare of the community.
• Planning and humanistic activities related to human behaviour, and the understanding
of various changes in the social order. Further emphasis is laid on the understanding
of development strategies.
66
• Participatory communication as a means of understanding the children, their family
backgrounds, and the community at large. Furthermore, this too lays emphasis on
agricultural and rural development projects and the way to enhance the planning
process of programme.
• Making use of garbage in the province, the village and/or other places in order to
raise funds for schools development.
Following are the steps to report on projects that lead to communication for development:
1. Understanding the reason for communication.
2. Planning the work leading to communication for development purposes.
3. Detailing communication activities leading to development.
4. Deciding the suitable communication ideologies.
5. Estimating the expenses.
• Visits to the relevant groups in order to plan the communication for development
process. Thereby to collect relevant material, and to plan the implementation and to
train the relevant groups.
67
A situation where a programme of communication for development happened to be recorded.
Assessment :
1. Discuss how development is promoted via media in Sri Lanka.
2. Trace how the humanitarian information is disseminated through media.
3. Discuss how media activities are involved in environmental communication in your

area.
68
Competency Level : 9.4 Identifies and expresses communication expectations for

development.
Periods : 10
Learning outcomes : • Critically presents the facts on communication expectations

for development
Expectations of communication for development
• Communication for development underlines the areas of expectations that interacts to

go as culture, media, communication.
• In this context, exploration is carried on in all global as well as indigenous methods. It

is expected that these communication expectations include such factors as information
flow, education, changing behaviour patterns, social enterprises, media ethics. In this
context, the community participation and people’s expectations are made to fulfil as
active measures in development.
Need-Centered Actions
• Communication for development too could be extended as a measure of public health,

nutrition, sanitary services, human rights, living standards, and its use of media
democratically as a need fulfilment.
Self determination
• One’s life is determined by oneself. The concept of self determination underlines, the
fact that it or the people who are responsible for understanding themselves and their
needs by means of psychological aspects, etc.
• Self-determination too takes roots in one’s life as an interpretative psychological

measure, that enables to create a determination for oneself.
• Self-determination too is considered as a good formation of oneself that could be

categorized.
- Self-willed: the necessity be free-willed depending on one’s own decision

making.
- Skills: One’s knowledge, skills have to be developed.

69
- Links: One has to think to what extent and why one has to link oneself to
someone else.
Self confidence
• This is understood as the knowledge one possesses in the areas of development by

oneself. He or she is made to feel that political measures or economic measures go
into one’s own self confidence. It is also the credibility that has grown up over the
years with development stage.
• The confidence on how the fruitful results for sustainable development as the
development that could be determined by one’s inbuilt forces that grew up in keeping
with the external trends, enquiring as to how they work in one’s own life structure.
• A person in this manner gains a stable understanding of how credible the development
is perceived by oneself.
Building better environment
• This means the understanding of a better ecological balance.
• All the living beings need food for their existence. But it had to be gathered through
an ecological balance, which does not find its national processes of any destructive
measure.
• The exploitation of resources, the destruction of forests, are better known as harmful
measures to the living conditions. As such, re-plantation project to be a measure to
combat the destruction hand in hand with that the climate conditions too have to be
understood.
• Disaster management too extends as a communication activity.
Participatory democracy
• This paves the way for the conscious feeling on development as a group feeling.
• The development of the electronic technology too is underlined.
• Like minded individuals enhance developmental projects as successful measures. This

ultimately proceeds to the link of virtual communication.
• Instead of a hierarchical level decision making, as an old rule, a communication balance

of a new paradigm is entered democratically.
70
• In the direction, the citizens get to know each other mutually
• Interaction takes place in the frame of mind
• In this manner as a result of the form of communication, the citizen takes up to a better
development forum.
Assessment:
1. In order to build confidence yourself, produce a write-up on self-review about yourself.
2. Make an explorative journey in your area in order to identify a development problem

and propose the solution for it.
3. Select poverty stricken families in your area, and submit a development plan to
alleviate it.
Glossary
Knowledge Society
Gross Domestic Production (GDP)
Poverty Reduction
Modernization Theory
Localization
Conflict Resolution
Diffusion of Innovation
People’s Participation
Research
Dependency Theory
Information Sharing
Ecological Balance
Questionnaire
71
Development definitions
Reconciliation
Self-determination
Development
Development communication
Communication for development
Participatory democracy
Self Confidence
Survey
Communication for behavioural change
Social Change
Advocacy
Human development
Sustainable development
Elimination of unemployment
72
10. Communication Policies and Media Monitoring
Competency : 10.0 Works rationally understanding that media boundaries

have been shown by media policies, media monitoring,
mass media ethics and guidance.
Competency Level : 10.1 Explains with understanding communication policies.
Periods : 20
Learning outcomes : • Introduces communication policies.
• Explains with understanding that the fundamental right to

speech and writing is established by the Constitution.
• Interprets media freedom.
• Comments rationally on media freedom.
• Describes the intellectual Property Act.
• Analyses the right to information and its importance.
Communication Policies
The term communication policies lay embedded as a concept of media process in keeping
with on conditions as laid down by the decisions taken on the part of the state and
administration. The freedom, rights and human interests that are created on the part of
the media process reflect the effects of the same on the living conditions of the citizens
who are exposed to the process of the same social order. The fruitfulness of the media
process is observed as an effective strength in the dissemination of media messages and
extent to what it is exposed in the society. As such the designers and the makers of those
communication policies in turn are seen as a group of professionals who possess a sense of
social responsibility.
The study of communication policies is directed in such areas as the understanding of the
objectives of the message disseminated via a particular media channel. Furthermore, it
too enhances a certain knowledge in the media industry, the ownership, the technology
73
involved, linked to social factors as the extent to which the technology is developed, the
strength of the media authority, and other factors linked to it.
But in the further scrutiny of the social orders, it is revealed that there are certain media
policies that cannot be undermined. For example, the ethnic relations and the racial
discrimination spring up as apartheid. In conclusion, one observes that communication
policies are formulated in keeping with the accepted political and other social norms
linked to it.
In 1927, BBC Foundation of Royal Charter came to be adopted in order to introduce the
broadcasting pattern that should be adopted for the sake of the countries that came under
the colonial rule. The principle behind happens to be the introduction of the concept of
public service broadcasting and the way it could be stabilised. Later on, the concept too
was seen extended to the television as well.
In 1934, the United States of America adopted the Communication Act and extended it
to the Federal Communications Commissions (FCC) in order to provide the guidelines
for the American broadcasting system, television system, telegraph and the allied foreign
communication processed that came to be evolved. Further, the process too happen to
regularise the problems that arise through its technologies.
In 1976, the first conference on communication policies was held in San Jose in Costa
Rica. There its emphasis on the making of new national and international communication
boards too came to be implemented as a measure of communication policies. The concept
of addressing the mass conscience as well the relationship that could possess as a measure
to extend the relationship held the international conscience too was emphasised. This led
to the understanding of communication policies and a wider scope of media understanding
in the conceptual evaluation.
In 1970, the McBride Commission was formed under the sponsorship of the Nobel award
winner Sean McBride under the sponsorship of the UNESCO in order to picturise a
healthier climate in the global aspects of the communication process.
The background of these issues showed the extent of the imbalance in several global areas.
The factor was taken seriously into consideration. As a result, in 1964, the communication
scholar, William Schram attended to clarify the picture of the imbalance by tracing the
facts gathered from the area of news flow among different states with special reference
to the developing countries. The picture showed the manner in which the news flows in
the states taken into consideration, and the state of the emphasis that laid down by the
distortion of the reality of the nature of the said information flow.
In 1969, Herbert Schiller showed how the broadcasting frequency changes, and the way it
could be linked to the satellite communication, and utilised for warfare purposes. These
74
factors and ideologies were further studied in 1970 at the UNESCO sponsored non-aligned
conference. This resulted in the growth of the significant links that paved the way for
exchange of news flows among the non-aligned countries. The material that originated
are enveloped in the work titled ‘Many voices one world’ a UNESCO publication further
known as McBride report. According to the document, the communication policies should
be drafted in order to eradicate the imbalance in the communication flow. The failure to
do so may mean the result which would be a certain degree of distortion of democratic
ideologies linked of communication.
In turn, this may result in an internal pressure as UNESCO points out that everybody
should possess the right to lead a good life. To address this issue there should be a set of
communication principles in order to meet the needs of a nation as well as internally. This
enhances the closeness that is found in the racial gap that is observed in the communal
life. Further, it will help build peace and equality among the masses. As a result of the
situation, one could see the growth of the self determination, that results through a set of
communication rules and regulations that are branded as communication policies. Broadly
speaking as a nation, all aspects of communication as linked to the personality of a human
being. The result is that the gap that lies in communication barriers are brought closer
and closer. The closeness brings about the creation of a better set of values to formulate
communication policies.
It is via the broad communication policies that result in the formulation of media policies
in a country. These media policies should lead to its broad formulation of policies that help
the human welfare measures. These media policies enhance the following factors:
1. The ownership factor pertaining to the media industry
2. The extra beneficiaries of technology as well as the yielding results of technology
3. The close affinity between the media and the public sphere.
4. The regulatory measures that link media authority and commercial ventures
The significance of media regulation include the following:
1. In order to secure accuracy, impartiality and justice
2. To secure, the understanding of democracy and the humane relationship that lie
between human communities and to strengthen them and to secure the freedom of
expression leading to the closeness of different cultures and common harmony.
3. By bringing about a free sense of media process in the creation of a growth in the
democratic attitudes.
4. To secure ethics as well as moral attitudes in the media manipulation as well as

the creation of the transference in the media field.
75
On planning media policies, its primary factor that is significant happens to be the state
administrative frame. A democratic frame of administration happens to be usually a populistic
nature. Though the media policies are designed to suit the state administrative frame,
there are several alternative measures undertaken by the media units as found in European
Union and International Trade Union. They employ such measures as drawn from charters
as drawn from the accepted charters of media units and their approved communication
charters. In addition, they too include such charters as the universal declaration rights and
human rights, where a special emphasis was paid to the rights relating to expressions and
publication clauses.
Universal Declaration of Human Rights UDHR
• The concept of human rights evolved over the years at the outset it drew attention
for the human beings in the freedom needy to solidify the right to accept and believe
in a particular religion. But there were deviations identified that varying topics of
discussions sprang up as a result of the birth, property, national, social, origin,
colour, gender and other inter related factors.
• Universal Declaration of Human Rights (UDHR) has created a notable landmark

in the history of human rights around the world in all the nations. The historic
document came to be planted as a result of the amalgamating people representing
various cultures, social orders and various legal and effect stand points. The
document came to be legal on 10th December 1948 in Paris as a result of a summit
sponsored by the United Nation’s General Assembly. As such, 10th December
annually is declared the Human Rights Day.
• Universal Declaration of Human Rights too as a result of the preferences of the

Second World War. Further, it has laid down the necessary foundation for Human
Rights application in many countries.
• This declaration at its outset declares the humans around the world need to
achieve the state of existence bestowed by birth in an honourable manner conducive
to gain social justice, and freedom as the fundamental foundation. As such, its
document become a universal need to perceive as a common right to live, wherever
one lives enjoying the likes of the freedom, peace and harmony as desired.
• The document too lays down the conditions of human rights as needed for civil
and political rights, the right to live, the right for freedom, the right for expression
or speech and the privacy etc. In this direction the concept of communication
comes to the forefront in the Section 19 of the document. As the document is not
a legal agreement, it has no direct binding in legal terms.
The clause 19 of the document is as follows: “Everyone has the right to freedom
of opinion and expression; this right includes freedom to hold opinions without
76
interference and to seek, receive and impart information and ideas through any
media and regardless of frontiers.”
State Constitution
The constitution as laid down by a particular country is a document that earmarks the
fundamental contemporary legal clauses that link the administrative process.
• The Sri Lanka’s Constitution that came to be known in 1978, underlined in clause
No. 10, to No. 14, in Chapter III of the fundamental rights.
• 14 (i) (a) underlined the freedom to express and present ideas, for all the citizens
of the country transcending the barriers.
(a) The right to express freely, and
• The freedom of opinion and expression is after a point, linked as found in the state
Constitution. This is seen in the Articles 15 (1) and 15 (2).
• A comparison could be made to 15 (1) of No. 13 Constitution (5) and (6) that
underlines how the basic human rights could be perceived and exercised by the
citizens in keeping with the security measures as laid down by the state and in
keeping in terms with legal situations. This too paves the way to understand the
meanings that lay behind the ‘law’ at the public security.
• The same clause (i.e. 15 (7) and 13 (1) and (2) and the sub clause of No. 19, the
emphasis is laid on the status of enjoying the freedom as linked to all the freedom
stand points in keeping with the security measures of the country of the acceptance
of the moral and the ethical acceptance of the honour bestowed on individuals in a
democratic frame of the condition of governance.
• With the 19th amendment of the constitution, the right to information too is
regarded as a fundamental human right.
Media Freedom
• The freedom of the press is regarded as an extension of the freedom of the individual.
The media freedom covers various types of freedom pertaining to the print media as
well as the electronic media of varying types that disseminate messages that contain
ideas that express ‘freedom of expression’ and the need for it.
• The impediments that come across for the media freedom via political, social and
legal spheres has become a debatable point.
77
• It was in 1948 December 10th that freedom of expression came to be discussed, as
a significant subject through the Universal Declaration of Human Rights.
• Although the factor that led to the impediment of the freedom of expression lay as a
latent factor in legal area, the fact remains that the theories imposed by it are difficult
to challenge.
• In a democratic frame of the country, though the main factors that lay emphasis as the
freedom of expression with the welfare measures that of poses, and the information
flow becomes debatable by being for and/or against the ideology of agreement and
rejection. Through the factor various types of opinion could be transmitted in order
to agree and/or disagree. Through this measure the mind of the recipient could lead
to a better and more knowledgeable plan. Thus, it enhances strength to knowledge.
• Through media freedom one could expect a flow of opinions as a one way flow of
ideas, but as a multi-way flow enhancing a certain degree of freedom of expression.
• As time passed and with the growth of communication technology and the rise of
the internet, with the use of computer, the concept of the media freedom became
more challengeable. On this matter, one of the chief views centred round the topic
of the media regulations is that it empowers more strength to the internet and social
media levels of expressions.
• The rise of the new media structure gave way to the free link that existed as an
indigenous and foreign link transcending the narrow barriers of the information
flow. Furthermore, the political pressures failed at times the manner of the stability
of the link and the free flow and the information that placed could not be suppressed
by extraneous pressures.
2003, No. 36, Intellectual Property Act
• The meaning of the term intellectual property lies in the Act of creativity and the
ownership concept of the same linked to the right of the ownership. This relates
to such fields as machinery, scientific, library, arts, aesthetic etc. In addition, the
scope is found as wider than demarcated. That includes the areas such as narrative
form, novels, short stories, plays, films, music, photography, sculpture, computer
programmes, architecture, and various other designs, in the fields of commerce, the
trademarks, and patent rights etc.
• In order to restore creative security in the country on legal measure becomes essential.
As such in Sri Lanka, the intellectual Property Right Act came to be known in 2003,
No. 36 Act.
78
• According to article 6 of the Act the intellectual property rights are firstly granted
to the work belonging to the library, artistic, and scientific fields. The rights to
expression are categorised into two folds. They are the economic rights, and moral
rights.
• However, the ownership of a particular property of a person, ought to be legally

known by the other members of the same society. This has to be adhered to as a right
and a necessity.
• Several allied areas too are linked to the act that could be seen from 9 (1) which is
what they cover areas such as, the right to claim for being a reproducer, translator,
distributor, hirer, exporter, exhibitor, and/or a communicator. The initial stage of
being an economic owner of rights include the nature of the authorship. In this
nature, the sharers of the production as a creative measure become eligible to be
economic rights to claim.
• ‘Fair Use’ the concept of the term ‘fair use’ is utilised as a concept where a person
does not violate the ownership rights, and claim the legitimacy of his/her place in
critical writings, news gathering, teaching, scholarship schemes, and recent projects
as a claimant. In this direction, the following factors are underlined :
- Use and its nature
- The nature of the work where ownership is bestowed.
- The extent of the entire ownership project
- The place where the ownership is commercially owned and its effects
Right to Information Act (RTI) of 2016
• Right to know some of the state information from the state units for the benefit of the
public came to be a human rights that through the act known as the Right to Information
Act (RTI) as a citizen right.
• This was further aimed as a measure to develop the citizen participation and productive
measures for better moulding of social aims and objectives. Further classification was
brought over as a measure to eradicate the evil enforcement that linger on the public security
measures, by knowing so far hidden as kept as secret as that should not be revealed. This
enabled to get a peep into the so far hidden information that lay secret. These included
private documents, computer documents and files, e-mails, photos, treaties and other audio-
visual messages. Into those categories entered any information that deemed as necessary
79
for the public security measures examination purposes, and even as medical reports that
could be made use of.
Historical Background
- For the first time in the world, in 1766, Sweden drafted a legal condition that ensured
the fight to obtain such information.
- In 1946, the UNO General Assembly imposed certain measures by which the
necessity to obtain information wanted by session 59 (1).
- In 1966, the USA approved the Information Freeing Act.
- The European Union drafted the ways by which information could be obtained in order
to pass them to fellow member countries.
• In this background, the Act titled Right to Information No. 12 of 2016 came to be
implemented on February 02 of 2017. The implementation process was undertaken by the
unit introduced as Right to Information Commission. One of the chief duties entrusted to
the unit is to go through its complaints lodged in this direction.
• In order to fulfil the task of the said act, the functions of the public relations official
became more important and the rest of the officials should be skillful enough to ascertain
the progress. In addition, the objectives of getting to know of the functions on the part of
the public too became significant.
Assessment:
1. What are the communication principles? Clarify the stance and discuss how the
constitution has allowed it to be utilised with special reference to the right for
opinions, speech and expressions.
2. Write short notes on media freedom, intellectual property rights, and right to
information.
3. Give a list of state units available in your area of living that could enable you to
obtain information and keeping in terms with the Right to Information Act.
80
Competency Level : 10.2 Interprets media monitoring and analyses its need,
significance, monitoring agencies and their role.
Periods : 20
Learning outcomes : • Recognizes and explains media monitoring.
• Describes the history of media monitoring.
• Recognizes and explains the need and the significance of

media monitoring.
• Comments on media censorship.
• Names a few media monitoring institutions.
• Explains the role of a few monitoring institutions.
Media Regulations
Media Regulations are closely linked to media objectives or media principles. It is understood
that media are operated both from the state sector as well as the private sector and structurised
in keeping with the directions laid on media behaviour as well as media administration and/or
control. They could be seen as better designed as well as less designed processes. They are
regarded as either state sponsors or non state sponsors.
• Regulation is termed as meant by a series of processes by which a public beneficiary unit

is manipulated with a particular aim targeted for a particular objective that could be
materialised. Media regulation is a term utilised in the present day media industry that
indicates as a practical usable concept.
• The conceptual meanings behind pluralism, variety, competition and freedom as laid
down as objectives that link the use and gratification of the media process that is found by
a certain stream of legislature.
• This process includes, some of the publicly accepted regulations as found in those public
service units. For example, the quota system, and the ownership concept could be shown.
81
• Regulatory processes could be started either by the links made with the state or with the
media organisations.
• Regulation is a term that linked in the discussions leading to the principles of media
mechanism. It may take positive as well as negative facets in action. For example, the
news transmission could be done in keeping with a code of regulations, as accepted. On the
other hand, any effort to obstruct or tender a particular dissemination may mean a negative
act that decides the regulatory process.
• The regulation may differ from media to media that in turn depends on the type of media.
As such, the media regulation takes a special quality pertaining to each media. This could
be visualised in the media linked to internet that resulted in the rise of the digital technology.
As the process enlarges, there arises special conditions as needs to be laid down as
regulatory process. In this direction, it is understood that the nature of the regulatory
process has gradually changed in keeping with the codes of regulations as laid down
nationally as well as internationally.
• It is observed that the codes of regulations may have started from the time as far back as
15th century when the use of the printing machines came to be utilised. When the printing
process expanded both as a publishing movement as well as an industry, there had been
interferences from the clergy as well as the state machinery. What should the print content
be has been a question. As such, prior to its publishing process of basis, there has been
competent authorities to look into the content that goes into print. The necessary approval
was needed. Similarly, the same process of authoritative look into the printed material has
to be supervised in the exports as well as the imports of printed material.
The necessity for media regulation

• There is an opinion that goes to say that media regulation may tend to limit the freedom
of expression. However, in the case of the democratic majority, it is shown that the process
of regulations tend towards a beneficial measure. As such, the concept of media regulation
could be regarded as a basic principle needed in a democratic frame of media use.
• There are some facts that could be discussed under the use of media regulation process.
1. Various types of communication patterns may be reckoned as an economic wealth

under an information society. As such, in order to manage the process a
regulation measure is anticipated.
2. Regulation is necessary in order to bring about public peace and security.
3. In order to curb and protest the disturbances that occur in certain individuals, a
code of regulations is needed.
82
4. For the sake of standardising the technology, innovation, for development
measures needed for the public welfare in a society, the use of media, regulations
are anticipated.
5. Regulations are seen necessary in the selection of communication ways and

means as well as the use of cultural traits for the promotion of social values.
6. Regulations are necessary in the trade and commerce measures in the use of
media according to competition, comsumerism as well as the ownership.
Types of Regulations
• There are four types of regulations found world wide as media regulations.
1. Self regulation
2. Co-regulation
3. Statutory regulation
4. In-house regulation
Self Regulations
This is ascertained as a regulation measure freed from the links of the state implemented by
the media manipulation in the utmost sense of free hand. The process is brought to use by
the media owners, editors, cinematographers, in an independent manner. In this direction,
the setting of codes of ethics related to media regulation is discussed among them. The
same is performed by the professionalist in the field in communication held the guide of
the media. The links are extended to choose in the areas of research and organisational
representatives. This paved the way to fathom. Some of the problems and issues that
spring up in the use of media. Furthermore even the penalties for offences are laid down
devoid of any accepted legal terms. This visualises the extent to which the media process
as well as the media user orientation is geared to self regulations. They could be discerned
as freely designed regulation.
Co-regulation
This represents an intervention of media representatives in respect of a certain legal binding
to bring about regulatory measures. Here, the media representative may include the media
owners, media editors and other representatives in the field. A code of ethics is drafted via
the intermix of representatives. This enhances the conclusions drawn by them as regards
the media issues. They become the decision makers in the process.
From the legal standpoint, the decision makers may be drawn from the state sector. In the
interim, it is worth working projects could not be broadened.
83
3. Statutory Regulation
Established legally, this regulation does not impose a strong impact on the media process.
The representative members include such persons drawn from civil society, legal societies,
and academic researchers. At times, representatives are nominated by the parliament. The
working process including the drafting of guidelines appropriate as regulations at times,
certain strict measures are deserved. A severe political pressure also could be visualised at
times. Perhaps the pressure groups too may enter the scene. But steps are taken to control
the media manipulation in the most lenient manner possible.
4. Inhouse Regulation
Some media agencies conduct their own units in the way that is conducive to them. In order
to obtain necessary consultation, they appoint an Ombudsman. Those who are appointed
in that manner may be past and/or retired persons of the same institutes, who include such
individuals as senior media persons and those who have been acquaint with the functions
therein. If not sometimes an outsider who has been well versed in the profession could be
a choice.
The function of the Ombudsman appointed, includes the enquiries presented to him as
complaints to be looked into and bring about solutions recommended therein. This
regulation measure could be well activated with the rest of the regulations as well. This
regulation is regarded as one of the best regulations that could be put into practice for the
betterment of media institutes.
Functions of some media regulation institutes

1. Public Performance Board
This is shown as triggered off as a result of 1912 English Colonial rule as the
implementation of a particular legal measure, imposed. The main intention had
been to impose certain regulations as regards pageants shows, variety shows, and
films prior to their screening before the public.
In 1951, this was stabilised in as Act No. 23 regarding the unit as the Public
Performance Board. The main function therein happened to be the issue of the
selected film shows as indicated suitable via certificates graded as U, X and A.
Further, several official guidance too was given at times, some films were totally
censored.
‘U’ Certificate - Suitable for all the types of audience
‘X’ Certificate - Suitable only for adults. That is for those who are
above 18 years old.
84
‘A’ Certificate - More suitable for adults. But those who are
accompanied by them too are admitted. They
presumably include children.
According to the act, the members of the board are appointed by the Minister
related to the subject. But, at times the failure to appoint such
members result in the function of the chairperson being the sole judge. There had
been several such instances.
2. Sri Lanka Press Council
This is the state sponsored body that is elected as the Sri Lanka’s body that functions
as the regulation body pertaining to the press. Accordingly, it was laid down as the
1973 No 05 Act. The intention of the act in the formation included the raising
levels of the professionalism in journalism, safeguarding the freedom of the press,
securing the ethics related to journalism and inculcating the educational levels of
journalism knowledge.
The chief of the board is regarded as the Press Commissioner. He is the president of
the country who appoints the chairman and the members of the board of directors.
The ex-officio members are the director general of the department of information
and mass media and any others required for ex-officio purposes. A further function
of the board being the enquiries into the complaints made by the public, that had
hindered them in the form of defamation and the violation of human rights. A sense
of trials being held in order to bring about settlement, the board has been bestowed
with legislative powers. The functions of the commissioner include the scrutiny
of newspapers of varying sort, in order to gauge the capacity to when the ethical
codes are violated. It is compulsory that all the printed newspapers and periodicals
should be registered under the act. In 2018, one hundred and eleen 111 newspapers
were registered.
3. Sri Lanka Telecommunication Regulatory Commission - SLTRC
The act came to light as 1996 No 07 under the regulatory act of the telecommunication
and telecommunication industry protection measure.
On the supply of telecommunication services, it was felt necessary to pay attention

to relevant qualitative status of the subsidiary items as well. This was needed as a
strategy on the part of the objectives of the said commission, in order to develop a
new form of telecommunication system.
85
One factor that lays emphasis is the distribution of frequencies to Broadcasting
and Television services. The Commission too has its services dedicated to the
adherence to the various types of complaints on the part of the consumers of
telephone services, and to implement them.
The Chairman of the Commission and the Board of Directors are appointed by
the President. The Director General is solely responsible for the administration.
4. Press Complaints Commission of Sri Lanka (PCCSL)
This includes a body of several media units, namely editors guild, free media forum,
newspaper publishers union etc. This is functioning as a self regulation body, that
came to be implemented for the year 2003. Further, the basic guidance was the code
of ethics and the guidance provided by the Sri Lanka Editors Guild. In this direction,
the body of supervisors decided on the advisory effects of the print media on the
public welfare and absorbed it to put the track into the real direction. Sri Lanka
Computer Emergency Readiness Team Coordination Centre - CERTCC, too
probes the complaints made by the public in various ways as conducted by the
newspapers, in the form of enquiries and/or trials. For this purpose, a board of
directors are appointed to continue with the settlement functions.
5. Sri Lanka Computer Emergency Readiness Team Coordination Centre - CERTCC.
CERTCC, is the body that is responsible for the representation of the information
and communication technology that was initially formed as Information and
Communication Technology Agency (ICTA) in 2008. It was functioning as the
cyber securing institute that probed into the various types of cyber offences made
by the people.
Furthermore, the various types of computer oriented offences too were gauged
by unearthing the hitherto unknown terrorist activities that transferred too was
detected.
The queries posed by the public on various computer complaints too have taken
into consideration by the body.
The fraudulent accounts linked to the social media accounts to come to be probed,
as they were directed to them from the public sphere.
Assessment:
1. Clarify the term regulation and explain its necessity and significance.
2. Explain with examples the functions of regulatory units in Sri Lanka.
86
Competency Level : 10.2 Interprets media monitoring and analyses its need,
significance, monitoring agencies and their role.
Periods : 20
Learning outcomes : • Explains media ethics.
• Recognizes and explains what media guidance is.
• Critically comments on the need for media guidance.
Media Ethics and Media Guidelines
• The growth of Media Ethics could be identified as a main stream of development that
took place simultaneously with the use of mass media in the 20th century. Media ethics
in any part of the world has come to be used as a professional guidance for the benefit of
media professionals. In designing of material as embedded messages in media channels,
the other have played a vital role. This denotes the aspects of responsibility as well as the
justifiable use of such material in the dissemination process. This underlines the objectives
that go to the function of the media professional as well as the responsibility of that
individual.
• The principle factors as found in media ethics underline such items as its accuracy,
privacy, the uncovering of the sources and the right to reply. Those ethics are basically
formulated by the relevant professionals. As such, the rest of the professionals have to
be abided by these ethics as a responsibility. At times, one deserves the extent to which
ethics are linked to certain legal conditions as well.
• There are also ethical codes formulated by some organisations as relevant conditions to
their membership.
• At times, the ethical codes are also denoted by the term guidelines or visions as necessary
for a particular purpose. This is to carry out the relevant duties or functions with a clearly
laid down set of objectives. There are also certain types of ethical codes laid down by
institutes in order to proceed with their projects and programmes in a proper manner.
These include the aspects like the type of language that should be utilised, in programmes,
and advancements, functions, and the finding of the suitable and/or proper sources.
87
Furthermore, they enable one to help develop the characteristics of individuals so linked
to the programme and the personalities of media persons that involved.
• The updating the guidelines as well as ethical codes as seen as important for the betterment
of the media industry as well as the utilisation of technology in an appropriate manner.
Newspaper Ethics
Sri Lanka Press Council has adopted a code of ethics to journalists in keeping with the 1981 as
effective from the Act that was accepted in 1973 No. 05. This code of ethics is formulated by 25
significant persons as attached to the editorship as the code of ethics happened to be gazetted, it is
accepted as a legal document and possesses a legal binding.
In 2003, the Sri Lanka Editors Guild too brought out a professional guidance. This happened to be
updated two times, and came to be known as self regulatory measure for profession of journalists.
In addition to these, several newspaper institutions have designed and laid down their own codes
of ethics as relevant to their professional functions. In this direction, they have shown the ways
and means of reporting and the acceptable forms of moral in advertising etc.
Ethics of Broadcasting
The non availability of the code of ethics for private broadcasting is seen. Perhaps the disregard
in the common acceptance may have been the cause. The No. 25 of 1966 Sri Lanka Broadcasting
Corporation Act shows in the terms laid down in the document, the method that needs to be adhered
to the planning of radio programmes, as relevant to the broadcasting corporation. In addition, there
are also several guidelines given in order to obtain and disseminate the concerned advertisements.
There are certain broadcasting channels that had come to formulate their own guidelines in their
particular functions.
Television Ethics
The 1982 Sri Lanka Television Corporation Act shows some of the embedded clauses and the
relevant factors to implement the planning of programmes and the mode in which they could be
transmitted. Similarly, several guidelines are laid down to obtain and televise commercial
advertisements. But the necessity for a common code of ethics for television is anticipated.
88
New Media Ethics
There is a strong ongoing discourse on the importance of a code of ethics and guidelines for the
function of the new media. As such, the discussion that centers round this need is significant. But
those who are concerned state the factors that are impediments to the issue too has come to the
fore front.
Assessment:
1. Should there be a code of ethics or guidelines for the function of media? Discuss.
2. Select a newspaper where you can select at random 10 news items that could be
censored in keeping with the salient lines adopted in a code of ethics and/or
guidelines.
Glossary
The Constitution of the Democratic Socialist Republic of Sri Lanka
Right to Information Act
Intellectual Property Act
Media Freedom
Universal Declaration of Human Rights
89
11. Media in Sri Lanka and the Contemporary Trends
Competency : 11.0 Works with understanding of the expansion of media and

trends.
Competency Level : 11.1 Recognizes and comments on the expansion of media at

present.
Periods : 12
Learning outcomes : • Prepares a formal chart on the expansion of media in Sri

Lanka.
• Explains the expansion of media in Sri Lanka.
Media in Sri Lanka
Introduction:
• Origins and the Growth
Through historical evidence, one can find quite a number of aspects related to the
traditional patterns of communication in the context of ancient society. Making hooting
sounds in order to disseminate a particular message, hanging leaves, offering sheaves of
betels, sounding the drum, are some of the outstanding ways of the pre-colonial period
in the country ruled by a king. This was the year prior to 1815 when the indigenous
communication patterns were embraced in the links of the royalty. That predominant force
which was Buddhistic in nature changed from those other than of a foreign colonial rule that
possessed Christian religious power vested in the English rule. Two main communication
forces happened with the opening of local schools and the distribution of printed material
with the advent of the printing machinery. During the year 1734 under the Dutch rule, the
official notifications came out of the print, in Sinhala, the publication of the Bible, and the
publication of Lankalokaya in 1860 and the publication of the first English newspaper titled,
The Observer and Commercial Advertiser in 1834, emerged into the communication
scene. This enabled to create a significant landmark in the local communication history.
Another significant factor is that the indigenous scholar who had an impulse for nationalism,
literary enthusiasm, and a religious susceptibility favoured the standpoint and they had the
90
opportunity to express their views to the majority of people via the trial medium. This
too gave way to the expression of nationalism and a sense of anti-colonial attitude. This
too gave way to debates as well. A selected emphasis should be laid on the expression of
nationalism via these debates and resulted in the birth of a new clan of indigenous scholars.
The personalities like Piyadasa Sirisena, John de Silva, Charles Dias, in the field of theatre
as well as other creative fields rallied round in order to bring about an anti colonial national
movement. Among the plays of John de Silva, as special emphasis ought to be made on
such works as, Sinhala Parabhawa Natakaya, Alakeshwara, Siri Sangabo, Sri Wickrama
etc.
These plays are said to have stimulated the essence of response needed for the national
movement, in the country.
• At this juncture, the missionaries, attempted to utilise Nadagam theatrical genre in

order to spread the message of the missionary of cultural ethos. In addition, the
arrival of the Nurthi musical groups and the emergence of the gramophone record
company accelerated the cultural trends. This enabled the recording of Nurthi songs,
and the creation of a gramophone culture in the local context. At the same time
Sinhala novels written by Piyadasa Sirisena, titled, Blissful Marriage or Jayatissa
and Rosline (vasanavanta Wivahaya Hevat Jayatisssa saha Roslin), became popular
widely known creative works that attempted to spread its anti- colonial attitudes that
came to be planted in the local soil.
• Simultaneously, the Sinhala newspaper titled, Sinhala Jathiya carried Sinhala poems
embedded with themes on anti colonial ruling policies, that enabled to develop the
nationalistic message in the minds of the masses. In this manner a fresh outlook in
the religious, cultural, economical and political fields emerged, that had a remarkable
impact on the mass mind of the people.
• From 1924 onwards, due to the second world war, there emerged the rise of
broadcasting in the country. As compared with the other Eastern countries in the
region, the first broadcasting system gave birth to the country of the South Asia
Region. In this context, it could be cited that this was a vital legacy of the colonial
ruler in the country.
• The cinema came to be a turning point in the country from the very inception
and a state sponsorship from the days of the colonial rule. The beginning marks a
Government Film Unit, that gave way to short films as well as documentary films.
The path was extended to the development of the State Film Corporation, that drew
attention to move to the feature films.
91
• The Sinhala film titled, Kadavuna Poronduwa (The Broken Promise) was made
in the year, 1947-1948. This was a turning point where the Sinhala film came to
be introduced to the World film scene. This trend could be scrutinized after 1970’s
of the history of local film making which gave way to the birth of the State Film
Corporation.
• In the later part of the 1970’s, television was seen as a cardinal visual medium of
the country. In 1979, ITN (Independent Television Network) was introduced,
and in 1982, the Rupavahini - State Television Corporation. This gave an impetus
to a new change in the field of communication hitherto unknown. It enabled the
audience to witness what was happening in the other parts of the world to obtain
entertainment and be activated and to know information, culminating in the rise of a
new communication culture.
• The emergence of the internet or the inter-connected network of the public sphere
enabled a tremendous change in the local communication trends. This too enabled
the communication order into a more popular individualistic trend. The public
sphere had the chance of embracing a world of new media impact and a social media
trend. Creating new communication vistas with a flexibility as an intangible form, of
communication, as different from other media spheres.
Assessment:
1. Formulate a format of data relating to the growth of mass media in Sri Lanka, focusing
on a role in the updating requirement of the existing data.
2. Trace the significant trends that enabled the growth of mass media with special reference
to the major media form that came to be as a result of the social, political and economic
factors.
92
Competency Level : 11.2 Recognizes and comments on the expansion of media at

present.
Periods : 12
Learning outcomes : • Prepares a formal chart on the expansion of media in Sri Lanka.
• Explains the expansion of media in Sri Lanka.
Media trends
As media channels devolve, they give way to various trends. Most of the times, they tend to rest
on the use of technology. Trace these as far as possible.
1. Media Convergence
• Convergence is a communication concept that is traceable from the tradition bound

communication. This culminates and makes the way to meet at a certain point. For example,
rituals, folk pageants, festivals, theatre, dance forms etc.. Most of these forms, meet at a
particular target as an apex which tends to denote the term ‘convergence’.
• This trend came to be strengthened with the advent of the electronic media. For example,
the meeting point of radio broadcasting and the television that converges of a particular
moment.
• Media convergence may result in the meeting of such media as radio an internet
technology as a single entity, in a digital context. For example, the use of smart mobile
phone could be cited.
• Media convergence is governed by the growth of the use of the same as well as the
necessity that it overrules as common essential necessities.
• In this respect, the communication concepts like, intrapersonal communication,

interpersonal communication, group communication and mass communication, have
taken a detour from its regular form, into a new direction.
• Perhaps in the future, the convergence concept may turn into quite a varying form of
technology by ways from the present position.
93
2. Demassification
• The term and/or concept demassification is meant as a means by which media could
be utilized in order to reach a wider audience. But in reality the wide audience is
observed to be splitting into mini groups in the actual utilization of media channels.
• The concept demassification too is used to denote that it is a process of narrow casting.
This too is termed as an alternative measure as being audience segmentation.
• Furthermore, rather than addressing a mass audience, that is not seen directly the
process enables to address a target audience. It is meant to address a particular
audience which one knows intimately rather than a shadowing audience unfathomable
from the sender.
• Instead of addressing an audience unknown, the technology has been able to tackle
an audience that is closer to one’s special interests. For example, children, women,
sports, news, and films. Through demassification, opinions are formulated in keeping
with necessity and interests.
• Demassification entered as a concept as a result of the introduction of cable, radio

messages, and TV service towards the end of the 20th century developed over the
next decades.
• Electronic video methods, video games, the internet process, and online techniques
are expansions as a result of demassification.
• As a result of demassification, the communication that was interact to print medium

and audio visual media changed in keeping with the audiences they embrace.
• Demassification lead to a person centered process that goes as follows:
Broadcasting –––––––> Marrpwcastomg –––––––> Personal casting
3. Deregulation
• Loosening the existing pattern and regulations, is termed as deregulation.
• When this is applied to the media in order to get rid of the state ownership groups and/
or any other bonds, is termed as deregulation. (Marcel, Danesi, 2009 - Dictionary of
Media and Communication)
• Towards 1980, the need for the deregulation and the law that finds them were
discussed as a world wide necessity. One factor that came to forefront was the fact
94
that of a particular broadcasting channel had been in use of over a period of three
years, or a television services had been in use for over three years that institute could
be sold or changed to suit any other purpose. The decision on those lines could be
taken.
• The scholars have pointed out the need for the change in the regulatory factors as
suited for the media industry. As a result, they also pointed out the beneficial measures
as well as financial measures that could be gained. But those scholars who disagreed
on the same measure pointed out that it could only gain profits and underline the skills
of individuals. In addition, it could also lead to a competitive situation rather than a
social welfare situation.
• Deregulation also depends on the understanding the fact that leads to the tight bonds
created by state as related to media.
4. Consumerism
• Consumerism is understood as a process by which a commodity is promoted and the

process of social and economic measures by which it is operated.
• In consumerism, a particular consumer of a commodity is observed as an individual

who emerges and how his likes and dislikes are operated in the marked scene and
the effect it had created directly or indirectly. Graham Murdock points out that the
intentions of the citizens and the consumers, role tend to take various roles and attitudes
from one another.
• Media and consumerism are observed as mutual dependable factors and rest on each
other.
• The recipient of media is a consumer. Like a consumer in a market, the recipient

too selects the product from the media channels and discerns a particular content
embedded in it.
• The recipient like the consumer further selects his media content in order to fulfil
his taste and necessity. For example, a particular media recipient tends to reject a
particular television programme and the monetary elements link to that programme
too is seen lowering down.
• If on the other hand, a recipient consumer has an attachment to a particular media

content, the ratings that are linked to that programme elevates or goes up. In that
direction as a result the advertisements in connection to that programme too increases.
This results in the monetary gain linked to the media institutes that connected to that
particular programme, supplementing a profit.
95
5. Commodification
• According to Alison Hearn, the compiler of Key Words for Media Studies, the term
commodification is explained as interlinked to the concept of commodity such as the
things that are indicated the services they perform, the ideas expressed by them, and
the people. In a capitalized system, the aim of advertisements is to achieve the trade
objectives via market place commodities.
• Commodification is also explained as a mode of industrialisation and commercialism

linked concept.
• According to commodification, information too is a trade commodity. The commodity

too is promoted through media for a monetary gain.
• In this respect, commodification indicates a commercial dimension resulting in

the creation of service to the needs as indicated in commercialism by transferring
information as a commodity.
• In the social strata the concepts such as art, religion and medicine had no price
attached. But with the creation of the capitalistic economy as Marx and Engels point
out they too were subject to a price attachment.
• In the same manner, as pointed out by many scholars the communication activity
linked to creative works, cultural works and political ideologies too are price valued
commodities.
• In commodification, the media content too is transferred as commodities. They

are manipulated by advertisers and the time and space to become linked to a trade
mission. The alternative ideology to the situation is brought out by a scholar named
Iris Jennes, who states that in this situational process, the technology and the good
relationship with recipient are minimized and/or falls apart.
6. Commercialization
• Primarily, the advertising as an industry, that relies on media structures and processes
could be considered as a media oriented commercialization. The process enables the
stability of media structure via a commercial venture.
• In order to meet the position, the advertising industry has to be generated, keeping a
firmer basis of institutional workers and production hands.
• As stated by Edward Scott, it underlines the process or cycle of introducing a new

product or production method into the market.
96
• It is also stated that commercialization is the process of bringing new products or
services to the market. This envelopes the factors such as production, distribution,
buying and selling and/or consumption as cardinal factor leading, to the process as a
sole decisive factor.
• The commercialization of media includes factors such as globalization, the media

mechanism, market economy, as major factors. It is also linked to the acceleration of
trade strategies and the development of trade competitions.
• These are observable instances where the ethics too are violated in the process of
media commercialization. Furthermore, it is observed that even those who stand as
advertisers, sponsors and sharers of media content too at times represent themselves
as decision makers as regards the media content.
• Commercialization process too includes the new media situation. Social media and
new media have been instrumental in the acceleration of commercialization of new
media and social media.
7. Globalization
• The concept of globalization includes the aspects such as the process by which a
unification is arisen in scattering groups, the different social, cultural and political
groups. This also includes the identification of a unifying proceed in technological
diversity, transform, and the communication processes.
• Globalization is also observed as the process that unifies people, institutes, various
human groups and racial groups. This process too is carried out as a progressive
measure in the activation of information technology. Furthermore, the environmental,
cultural, economic developments and human resource development, social welfare
measures too are accelerated. (The state universities of New York 2010).
• Globalization stresses the minimization of time and space concepts, enabling to meet
the demands of social, political and economic factors, is to bridge the gaps that lay
in communication barriers, enabling to enter into new social vistas, penetratively.
As interpreted in studies, it enhances on individual to be a world citizen. (Ethugala,
2015).
• As a social factor, globalization results in the moulding of a multi coherence in

living conditions.
• Seeing from a cultural standpoint, globalization gives way to new thinking processes
values, and aesthetic dimensions in individual ideological exchange.
97
• In globalization, one visualizes,
• the spread of the technological progress.
• the development of communication technology.
• the links in the international trade activities.
• the human development in material and spiritual measures.
• the progress of multinational activities.
• the increase in tourism and immigration.
• the development of international tourism and human diversity.
The results of globalization includes the following areas:
• the strong theme links that exists in communication, international

activities, people’s participation.
• bringing about competition in social orders.
• observation of cultural affinities and non-cultural leanings.
• a special advent of media technology.
• observable problems in the globalization issues of projects.
• the main theme underlined in the process is depicted as single world

culture.
Assessment:
1. Clarify the sense behind the concept of media trends.
2. Interpret a selected media trends in Sri Lanka.
98
Competency Level : 11.3 Recognizes and Explains trends in media specific to Sri
Lanka.
Periods : 12
Learning outcomes : · Presents facts about media trend concept specific to Sri
Lanka.
Introduction
Due to the rise and growth of media in Sri Lanka, several new trends have emerged. Primarily,
they include factors such as technology, institutes, media content and the nature of the audience.
The discourse including these areas and contemporary trends. Are also observable as interlinked
entities.
1. Technological trends
• The impact of globalized technology is observed in the contemporary Sri Lankan

media technological trends. One of the basic observations is the fact that most age
old media trends have been transferred as new media trends as an ongoing process.
These include newspapers, radio, and television. In this direction, the units in
the new media output to include Whats app, Instagram as aspects of virtual
reality and quite a number of other modes. In this manner, Citizen Social Media
has emerged. The emergence of digitalisation is observed as a result of internet
technology. In 2019, there emerged in Sri Lanka, 7.13 million users of the
internet. This is calculated as an increase of 6.2% of consumers. In the area of user
orientation, the maximum users are included in the areas of websites, blogs etc.
Blog too is linked with use of media content.
• The advent of Internet of Things (IOT) too is observable. This is a new

communication use. The technology is employed or linked to the use of computer.
This has been the early manipulation of an individual in the areas of one’s own
property, vehicles, firms, house, and other material benefits that belong to one’s
self. The data required could be stored as well as shared as a process of data
collection, data analysis, data retrieval, and forming links with the shares could be
utilised as one’s own disposition.
• Next comes the advent of analog technology linked to digital technology. This
includes the aspects such as Direct Broadcast Satellite, IPTV, or cable television,
the Broadband, etc.
99
• Simultaneously, comes the use of Cloud computing as a technological trend,
that has brought about quite a lot of media trends. The mostly associated link is
observed as the use of the computer as a multipurpose measure.
The mono media and multimedia concepts are underlined in the process. This
includes the use of the individual and/or personal media links to be distributed via
a multimedia spectrum. In this direction, a person can share his/her own creations
of his ability taking into consideration the available media structures. Then the
persons expressions are transferred into a wider media structure, or formal as
desired.
• This leads to a concept termed as distribution where an individual has the access
of sharing messages as intended with others.
In addition, the qualities that lie in the virtual reality could be interpreted in many
ways. It could be deemed as an artificial intelligence, narrow casting an intended
message, sensor network, mesh network, context-aware technology and use of
nano technology etc.
ii. Institutional Trends
• It is observed in Sri Lankan media industries, a rapid increase in quantitative

media structural trends and media institutions starting up as a trend.
• Ownership
As media institutes increase as observable factors, conersely the decreasing

number of state institutes.
• Provincial Media
Instead and apart from the Colombo centered media units, there grew a number
of provincial media units in remote places. For example, Jaffna having connected
with provincial newspaper as a regional necessity, similarly. The provincial radio
stations, cable tele services and the connection of provincial TV units.
• Media Personnel
Apart from the reporters, feature writers and journalists who enjoy a freedom and
office-bound media personnel, there appeared in the beginning no persons of the
same caliber. But gradually as the awareness of the provincial media work explored
the appearance of provincial media personnel too was seen whose functions of
information dissemination was illumined.
100
• Male- Female Gender Factor
Thus, there is an increase in the female function in the media institutions.

However, it appears that those who are in the decision making function is
predominantly the male.
• Media Regulation
Though the existence of media regulation is seen as a common factor on the part
of the state, there is a gradual change in regulation from the state factor.
• Editorial Freedom
As a result of the measure of control of media forms, the sense of liberation

vested on editors is seen minimised. This may also be seen at times in the
privilege of media structure as well. Even the trade union action planning has not
completely fulfilled the requirement to meet the demand of the editorial freedom.
ii. Content
It is observed that the media content in most media channels are inadequate and not very
innovative as compared with those in most other countries. In this direction, some of the
foremost factors could be laid down as follows:
(i) Use of simple language
(ii) An increase in commercial advertisements
(iii) The techniques of presentation and new ways of verbal expression
(iv) More emphasis on entertainment factors
i. Use of simple language
• Instead of the use of a high flown language, media users are accustomed to
employ a simple language for the common people of the country. This is
deemed sensible to react a wider audience/readers.
• Even in news reporting, some announcers seem to employ a verbal pattern of

the common day-to-day speech mannerisms.
ii. Quantitative increase of ads
• Limiting the ‘News hole’, the gradual increase in advertisements have come
to play a vital role in media channels getting rid of the conventional forms of
announcements in the advertisements. Media personnel tend to utilize a pattern
that looks more unconventional.
101
(iii) New innovations in Presentation
• It is observed that new patterns of communication are employed from time to time
in order to reach the audience in a lighter vein. In both audio and visual , this has
become the reality.
• Several examples of this form of innovative techniques is seen in ‘talk shows’.

This is seen as a new trend.
• Utilising new presentation techniques enables to impart a sense of creating new

insights in the minds of the recipient audience at large.
• Even in the print media there is a trend that paves the way to employ a visual
language. In this situation, one observes the use of pictures, sketches and
illustrations apart from the main body of the printed word pattern.
• There is also a trend that had paved the way to insert more ‘gossip’ and unofficial
information and against the accepted mode of information flow that was sent
traditionally.
iv. Audience/Recipient
• The modern use of the media has paved the way for a considerable change in the
mind-set of the recipient or the audience at large. This may be due to the changes
brought about as a result of technological impact as the innovative use of the same
over the years. As the technology becomes new, the mind-set of the audience
too is influenced by the trend. As a reciprocal measure, the audience too has a
function.
• The audience too gets to know the innovation the media does from time to time.
This could be considered as a media ability that had influenced the audience.
• This is also considered as an active participation on the part of the recipient, in

that he is an active participant.
The change of the audience role, in keeping with media function.
• Another observation is that media changes have reached a position where it is

neither one way flow nor a two way flow. But a trancendated state is above those
layers. The transition is due to the change in the content that had gone into the
media structure.
• In this manner, the role of the conventional reader of the newspaper, the Audience
of radio, and the viewers of TV programme have changed. This could be discerned
through the nature of the media trends.
102
• In this climate of media, one sees a multi-dimensional media structures emerging
in varying forms. This has also created a sense of change in the attitudes and
recreate measures.
• Recipient shows a more inclination to the use of technology.
• With the advent of new technology, the recipient too got adjusted to a climate
within which he too had the opportunity to be in line with technology. As such,
the terms twitter, micro blogging, face book, whatsapp, viber, Imo came to be
used frequently. Thus, the cellphones got speeded up as a connection accessory
or a tool.
• As the media got multi-dimensional, perhaps it is shown that the consumer had
got an enmeshed sense style of living with technology. For example, the lost way
of the consumer and the subscriber to the media in the case of discriminating
the genuine news and the fake news flow over the channels. Further, the flood
situation happened in 2017 may be taken as a case in hand. For the audience, it
was shown as a panic stricken scene over the news flow.
Assessment:
1. Discuss the media trends with special reference to media in Sri Lanka.
2. Discuss the varying factors related to media trends taking the recipient into consideration.
Glossary
Media content
Media trend
103
12. Communication Survey
Competency : 12.0 Studies the investigation process in communication

methodically and applies the discipline gained through it to
life.
Competency Level : 12.1 Interprets surveys in media and communication.
Periods : 16
Learning outcomes : • Interprets survey.

• Analyses the meaning of media survey.
• Describes the advantages and the disadvantages of survey.
Introduction:
From the ages down the centuries, the humans have been observing the various changes that
occurred in the environment in a sense of curiosity. When they had a chance of understanding
its meaning, utility and the effects, and the human society developed. This skill of knowledge
of one’s own environment had developed to the extent that is presently termed as the scientific
method of research which or by and large is developed into a wider scope.
In order to discern what a communication research means, one has to understand the full sense of
what research means and what its scope could cover as subjects. In English the term ‘Research’
may search again by which one could arrive the true sense and true it. It is understood as the
process by which the real state of a given search could be determined. The state has to be
fathomed by scientific means. There is quite a number of explanations given on research. Oxford
Advanced Learning Dictionary gives the following explanation.
“A careful study of a subject, especially in order to discover new facts or information

about it;(p.1299)
All over the world, research is conducted and the result of it enhanced the possibility of imparting
new knowledge to the society at large. Then there are research methods employed in the direction
in the social sciences and humanities from a broader point of view. Research is regarded as a
single primary method by which a subject could be better undertaken. With the advent of mass
media, one factor that emerged is known as the effect or media effects. Through the research
104
process, it became possible to discern the strength of the effects. As such, the study in a broader
sense came to be known as media research or communication research. With the advent of the first
phase of the 20th century, the links that existed in communication studies with other disciplines
grew gradually sweeping away, paving the way for a broad communication research stance as
separated from the subject disciplines.
This has become an independent research area due to the various researches conducted related to
the communication studies, on the part of the scholars. The social problems, issues and problems
are seen by people from different point of views, as they tend to be different from each other. One
may hold a positive view while another a negative view on the same social issue. Those who
study the conclusions via these researches may form themselves diverse ideas and dimensions and
eventually manifold and varied. A researcher may in the first instance, presents data
depending on the facts he has collected based on a particular issue or a problem in keeping
line with the ideas, thoughts and attitudes as formed in his mind. Then, he would go to
the extent of analysing the data he had gathered thus, in order to impart a new knowledge to
the society. This is a research without arriving at various conclusions on such issues, the
researcher goes to the extent of gathering data and analysing and interpreting them through a
scientific methods. This makes the society believe that research is better than mere cursory
conclusions.
In the modern world, the effects of mass media on the lives of human existence is strongly felt, and the
time has come to gauge the effect scientifically. As such, the content of the media could be gauged,
and a vivid processes could be followed or detected. Furthermore, the levels of appreciations and
the levels of facts building could also be gauged. The varying forms of expressions and effects of
it could be tracked more scientifically. The technological use and the effect of the mass media also
could be ascertained in keeping with the development it has reached over the years. As Grunwald
Declaration states, the children and youth should be enabled to receive the media response in a
better discriminative manner which eventually leads to understanding of media literacy. They
should be made to be more critical. This could be measured only by means of research and surveys
conducted scientifically. As such, encouraging them to take up studies in the direction will be
beneficial. This is shown by the UNESCO as well. In 1982, Grunwald Declaration statements
in this direction were further developed through Paris Agenda in 12 clauses concluding that the
ultimate results could be obtained by research linked to media, transmissions, that would help both
children and teachers.
As such, the students of communication should be able to learn the theoretical as well as the
practical aspects of research in order to perceive the critical and explorative skills. This unit
attempts to deal with the subject.
105
Communication and Media Survey
• The human relationships depend on the process of communication. The growth of

technology, the origins and the spread of mass media, have been responsible for the
making of the human existence look more complex.
• Media surveys and/or media research may help understand the extent to which the media
has been responsible in their effects bringing about changes in the human standpoint in
existence.
• A two way effective process could be gauged. One way is to know how the audience
acts on the media and secondly, how the media is effective on the audience. In order to
perceive this phenomenon, media research comes to the fore front.
• In this direction, the traditional media, the mass media, and the new media are taken
into consideration in the field of media research. This will enable a scholar to know and
measure the state of the audience behaviour, inclusive of the receiver known in terms as
spectator, viewer and listener for response. Data will be collected.
• Furthermore, the media response will enable to know the state of the sender, the state of
the message, the type of effect created at the receiving end or the audience, the quality
of the same, the attractiveness, social benefits, the desire to accept and reject and their
interlinked factors such as opinion creation and the ideological stand point together with
the feedback that may be regarded as an outcome in the process.
• Media research could be held either occasionally or periodically as necessity arises.
This may help gaze the changes that may occur in the field of media activities from time
to time.
What a Survey Means
• Oxford Learner’s Dictionary lays down the meaning of the term research as, ‘a careful
study of a subject, especially in order to discover new facts or information about it.
(P1299).
• The term ‘survey’ is explained in Malalasekara’s English-Sinhala dictionary as, ‘finding’,

‘gauging’ etc. the meanings given in OLD goes as, ‘an investigation of the opinions’,
behaviour, etc. of the particular group of people, which is usually done by asking them
questions. (P 1559).
• A survey is conducted in a particular area where people live and gather the relevant
information as required, and utilising it in a particular method of collecting.
• A survey is also understood as a method by which data could be collected directly

from the respondent in certain specified techniques of data collection as required by the
surveyor.
106
• Through a survey, the personal information relating to an individual could be collected.
And, in addition, his opinions, views, ideas, activities, behaviour, and attitudes too could
be perceived.
• In a survey, what primary data collected, matters.
• A research/survey enables to gauge in a scientific manner the problems relating to

certain contemporary issues.
• “A social survey is a process by which quantitative facts are collected about the social
aspects of a community composition and activity.” (Mark Abraham 2017 April)
• “It is a method of analysis on scientific and orderly form for defined partite of given
social situation and activities.” (Herman N. Morse 2017)
Survey Methods
• There are quite a number of research methods applied to collect data relating to the
selected topic. The following are the few examples.
- questionnaire method
- interviews
- telephone conversations
- post and e-mail method
- the internet
Survey Research Types
There are two main types of surveys and/or research. They are namely
1. Descriptive survey
2. Analytical survey
1. Descriptive survey type is explained as follows:

• Descriptive survey underlines the ways and means of collecting facts Communication
data regarding a specified subject seeing from several dimensions.
• In descriptive survey, the methods utilised go as observation methods event studies

and in the case of its relevance of media the behaviour patterns, programme patterns
and other interlinked characteristics are taken into consideration. In this way, a
descriptive survey could be conducted on the particular media stand point.
107
• For example, in the case of a media programme on environment, quite a number of
facts could be collected on that subject area as required. In the case of a television
programme about a school, quite a number of facts could be gathered from it.
• Similarly, facts could be gathered on a televised advertisement, as regards the

duration of the item, and the details on the effects of the same and the quality of the
same.
• An in-depth study could be triggered off from the fact gathered from a descriptive
survey.
• From these surveys, both qualitative as well as quantitative information could be

gathered.
2. Analytical Survey
• In communication of media surveys, the data gathered could be used to arrive at the
objectives or aims of the intended selected topic.
• Analytical survey tends to analyse a problem from different dimensions.
• For example, a question like, what is the gravity of the effects caused by the use of
social media? Or will the consumer be pursued to buy a certain commodity through
the effect of an advertisement? What sort or type of effect was it? These questions
are taken into consideration in analytical survey.
The expected advantages and disadvantages in surveys and researches

Advantages:
• When a questionnaire is used for a survey, data could be gathered during a short span
of time. As such, financially or monetary wise, the surveyor will not be at a loss.
• When the internet is used or the postal or e-mail mode is used, this particular survey
becomes an action simplified, instead of using an interpersonal method of needy
recipients by visiting particular places. This enhances in the gathering of data from
distant places by avoiding certain difficult encounters.
• Data collection could be done from larger groups.
• Avoiding software use, a surveyor will be in a position to reach a wider audience via
the hardware.
• The online survey may hold to utilise ‘app’ creations, and help to obtain data as
quickly as possible.
108
• In the analytical process of quite a lot of data, the use of software makes the function
more accurate, more scientific and more productive and even preserve the credibility
as against the alternative measures in the analytical process.
• Enables to gauge the attitude opinions, beliefs, behaviours, and how they are moulded
could be gauged through the information thus gathered.
• Will be in a position to avert errors as far as possible taking into account the correct
or right standards.
Disadvantages:
• There may be instances when the respondents fail to supply the correct data as they
have not been properly informed.
• Some information (like income levels) are not being exposed properly by the
respondents. In these instances, a certain degree of errors may occur and doubts may
occur in the process of gathering data.
• Perhaps the respondent who helps gather data may fail to be genuine as he or she
may be partial in the process.
• Certain respondents may be absent minded or fail to supply the right kind of data due
to the failure of remembering. As such, they may tend to respond in a false manner.
• Perhaps, the unsound mental state of the respondent may bring about a set back in the
gathering of data.
• At times, the failure to follow what is required from the respondent or the difficulties
in the understanding of the very questions asked may be to receive the unwanted
response.
• Sometimes, information on some of the past events fail to be received. An example

could be taken as information need on certain newspapers at the stage of their origins
as regards the readership.
• The failure to obtain in time facts as regards, complex issues like personal
behaviours, ideas held by people, the attitudes held by people and the failure to
measure them, create impediment in certain surveys.
• At times, it is difficult to gather data through a questionnaire in a descriptive manner

from a particular respondent.
Assessment:
1. Explain what a survey or a research is by defining it.
2. Explain the media survey and the methods to be emloyed.
3. Explain the importance and advantages of research in the field of communication.
109
Competency Level : 12.2 Follows the survey process and conducts a simple survey.
Periods : 18
Learning outcomes : • Shows the steps of a survey in their order.

• Following the steps of a survey carries out a survey
Introduction:
• There are several steps to be undertaken in the conduct of a survey.

• These steps may change in accordance with the type of survey undertaken. Following are
some of the steps that are observed.
Survey steps or stages

1. Identifying the problem
2. Identifying the objectives
3. Deciding the topic and title
4. Gathering data
5. Analysing data
6. Conclusions and recommendations for the future research
7. Report writing
1. Identifying the problem
• A survey or a research commences with identifying the problem.
• Having brain stormed on certain social issues, one may arrive at a problem, that needs
research.
• In order to carry out the research, the scrutiny of problem is needed.
• A process called literary review is necessary in order to learn more about facts relating
to the selected problem.
• If it is not a research undertaken before, it is required to impart new knowledge on the

selected topic.
• The research is intended to carry on during a specified period of time or duration.

110
• It is also necessary as background facts, which linked to the topic such as figures, names,
and title reports, library documents etc.
• The situations from where a communication problems could be identified.
- Social media use
- Listening to radio broadcasting
- Use of the print media
- Watching television
- Use of cell phones
2. Identifying the objectives
• In a survey/research, the identification of the problem is important in order to gather

the relevant data.
• Here the term objectives underline the facts and reasons linked to the research
problem, in order to obtain the right results from the intended research.
• There can be one main or more objectives linked to the selected research problem.
3. Deciding on the topic and title
• Followed by the selection of a problem, it is needed to select a suitable topic and/or

title.
• On the selection of a suitable topic, the researcher will find it easy to conduct the next
actions of the proceedings.
• It is good to read the importance and/or discuss the information as facts related with
those who are benefited to the project.
4. Data gathering
Data
• According to the nature of data, it could be divided into two categories. They are
qualitative data, and quantitative data respectively.
i. Quantitative may mean the amount countable in numbers.
ii. Qualitative may mean, data that transfer certain special qualities or qualities
pertaining in an extraordinary manner.
111
• In the process of holding a research, one could obtain the necessary information
either from the field or from documentation centres. The type of information that
is gathered is known as data, and the types of data are classified as follows :
Primary data - The special data collected as relevant to the research by the
researcher.
Secondary data- The data collected as needed from already published

sources or any other research report.
• In the procedure of the gathering the two fold areas are demarcated. They are:
One is the questionnaire type and the other one is the interview type.
5. Questionnaire
• It is revealed that in order to collect information relating to a society, the most

popular way is to use a questionnaire.
• A questionnaire has to be formulated in order to find facts that help solve and
appropriate to the problem.
• The questionnaire has to be drafted in keeping with the intended objectives.
• The questions should be drafted in a manner that enables the data collector to get
exact response from the person who responds to a particular question.
• It is necessary to find out the education level, age limits, income groups, language
and other factors in order to know the nature of the respondent.
• If the data collector fails to get an exact and direct response, it is necessary to
formulate the question in an alternative manner in order to gauge the response.
• A limited number of questions should be presented.
• The questions should be listed in according to priority.
• In the questionnaire method, there are merits and demerits.
• For formulating questions, it is necessary to avoid the following factors.
- avoid asking questions that tend to disseminate partiality

- avoid long drawn questions
- avoid guess questions that tend to give guessing responses.
- avoid ambiguous questions
- avoid circumstances that lead the respondent to inconvenience.
- avoid the repetitive questions.
112
6. The interview method
• In the process of collecting data from a respondent, it is necessary to get the verbal
response from the respondent.
• It is necessary to prepare the questionnaire in advance to the interview.
• In some instances, there can be changes in questions or adding new questions

depending on the response or the situation.
• It is necessary that the interviewer and the interviewee ought to meet each other in
the process of interview.
• In addition to the response as shown by the interviewee, several extra questions

could be raised depending on observation of the respondents’ psychological
conditions, attitudes, opinions, and factors such as expectations and understanding.
• It is also essential that the interviewer has a prior knowledge about the respondent
interviewee.
• It is also necessary for the interviewer to build a better relationship with the
respondent during the interview.
7. Site or the field
• As the surveyor cannot follow an entire field or a site as the surveying area, he ought
to obtain a certain area that stands as a representation site for the findings.
• A well formulated site may be utilised to represent a vast area of survey.
• The selection of the samples ought to be done impartially.
• The selection of the samples for the survey ought to be done in a scientific basis.
• The selection of the samples could be formulated considering the following factors.
Example 1.
In a classroom of 50 students, it was necessary to form a site of respondent and of

ten students selected. As such, in order to select, chits were numbered 1-10, and
the rest were numbered as 0. Next, those who obtain 0 too are given the random
chance of being the respondents. But the samples consists of those who entered as
number 1-10 only. This is denoted as random survey method.
113
Example 2
If 25 out of a classroom of 50 students are wanted to enter as respondents in a

survey, one method that could be adhered to is the selection of the respondent as
denoted as ‘odds’ and ‘evens’. This too is a stratified random survey method.
08. Data Analysis
• This method by which the collected data filed for a resourceful need is required an
analytical method. This is known as data analysis.
• In the process of collecting data, if the data is not too unwieldy to analyse, a manual
method of analysing them could be adopted. On the other hand, if the data is too
unwieldy, if software process of SPSS, Excel, ATLAS.ti Minitab, could be utilised
for data analysis.
• The links that exist as to how one data differs from another as the way it has changed
are facts that could be gauged in the data analysis.
For example:
In a particular survey, the data collector can gauge the intensity of new
media as a learning tool and gauge the differences in the use of
individuals as well as graded students, keeping abreast with such factors
as the way they differentiate in the use as well as the impact of the same in
family income etc.
In a survey, the facts or the data collected either via a questionnaire or

via an interview, are known by the term ‘raw data’. But they need to be
scientifically analysed in terms of several ways. For example;
- percentage
- tables/and charts
- mode
- median
- mean
- ratio
Percentage
• Getting to know the amount as calculated out of hundred or denoted as

percentage.
• The sign used for percent % after the number.
114
• In surveys, in order to get a general view of a whole or an entire collection,
the term ‘percent’ is used.
• An example could be drawn as follows. In a classroom of 60 students, 15 out

of them watch TV daily. The percentage shown as;
15 x 100
= 25%
60
Table
• Table(s) are needed in order to place in a methodical order, the data gathered.
• A table can help gauge or turn at a glance how the collected data are tabulated in order to
obtain them easily and as quickly as possible. Following is an example.
Graphs
• Graph is needed to place the data in a pictorial manner.
• Graphs are pictorially shown as (1) vertical (2) horizontal and (3) circular
Internet users for Sri Lanka

vintage 1995-2015
115
116
Mode
• In a survey/research, the most number of turns in a process is known by the term mode.
For example,
In a class of 50 students, the amount of hours they watch TV could be shown as

follows:
No. of hours No. of students

1-2 25
2-3 15
3-4 10
According to the 25 students watching TV between 1 - 2 hrs, that is usually as the

mode of the total viewers.
Median
• Median means the ‘centered dot’ or the centre figure. This means the arrangement
of figures in an ascending order or a descending order grouped into two sections.
• An example is as follows:
10 students in a classroom have written the number of articles in the ascending

order as
1, 3, 4, 5, 7, 9, 11, 12, 13, 15
7+9
=8
2
Mean
• Mean is obtained by collecting the number of turns of the collection of data. All the
data collected are added and divided by the number of turns of data collection. The
figure that comes is the mean.
Example:
1+3+4+5+7+9+11+12+13+15 = 80
10
117
Ratio
• The linking figure that is seen in two figures as categorised could be shown as the
ratio as from the first and the second figure.
Example,
In a classroom of 50 students, 30 are girls and 20 are boys. The ratio of girls and
boys could be shown as
= 30:20
= 3:2
9. Conclusions and recommendations for the future research.
• In a survey conducted, the procedure following the data analysis, is the drawing up
of conclusions based on the information gathered through data analysis.
• The conclusions drawn depend largely on the understanding of the surveyor or the
researcher.
• The problem that was visualised at the very inception of the drafting of the survey
comes to be classified and resolved.
• The conclusions seem necessary at the end of the data analysis in order to arrive at
certain level of the resolution of some of the problems visualised at the commence-
ment of the survey project.
• Some of the conclusions arrived at may be helpful for the creation of another research
problem.
• The conclusions should be presented clearly in logical order.
• In order to fulfil the best of a survey in a successful manner a carefully fulfilled

conclusion is essential.
10. Report writing and presentation
• The culmination of the survey or the research is seen in the report writing and the
presentation of the same.
• This function is supplemented by the new findings as found by the researcher in his/
her research process.
• Those who anticipated the result will be provided with a pivotal research findings
through a well constructed report writing.
118
• The report writing needs a simple language, though the contents look scholarly and
classical. The report writer should make the point not to illustrate the report by way
of descriptive literary elaborations.
• If the report is written for a particular examination purpose, the words in the text
should be limited accordingly.
• The following facts could also be resourcefully made use of in the process of report
writing.
The primary elements of the report
1. Introduction
• The introduction becomes the Chapter of one of the reports.
• In the introduction, the destination needs to be made of the survey/research topics.

Then the reasons for the conduct of the survey could be laid down in order to reveal the
background of the entire project.
• Next, the objectives of the research and the significance of the research.
• The selected research problem has to be addressed.
• Need to be included the various types of encumbrances and experiences met by

the researcher during the course of the process.
2. Methodology
• The manner in which the research was conducted should be clearly stated.
• How and where the data was collected too should be mentioned. The segment should
provide;
- the size of the samples of survey.

- the zonal or area of the survey.
- the structure of the samples.
• The mode in which the data collected was analysed needs to be made known.
3. Data Analysis
• Data collected through a questionnaire, need to be analysed by means of tables, charts,

graphs etc.
119
• It would also be preferred if the order of the questionnaire be analysed as an essential
component.
• If the data collection was conducted based on questionnaire and/or interview methods, it
would be better to include that fact as well, that would enable to know how the data
analysis was done.
Conclusion
• In the segment, it is better to clarify how conclusions were arrived at. Furthermore, it is
also preferred to include if there are any propositions as well.
Sources
• The documents, periodicals, books, sound and visual sources the surveyor utilized during
the course of the survey could be included preferably.
• The reference source could be cited using one of the guidelines in Harward/APA methods
For example:
If you quote sources from a book, the method adhered is:
- The name of the writer of books, the name of the publisher, the year of
publication, and the place.
eg. Dissanayake, Wimal, (1977) Manava Sannivedanaya, Lake House

Investment Ltd., Colombo
Appendices
• In order to help the reader of the report on a survey, it is essential for that person to know of
any additional material by way of a source that has gone into fulfil the need and sub- text
is essential. In the sub-text the most additional material could be well included.
• The questionnaires that exist for the data gathering in the research process could be included
in the sub text.
Report presentation
• If the report is presented as a printed document, it is necessary to have it bound.
• If the additional material goes to present the report, it would be preferred to use the
powerPoint method of presentation.
120
• It is also observed that salient factors included in the report output to emerge through the
process.
• The presenter too is advised to use computer and/or any of the audio visual technique for
the classification of most factors.
• The presentation too should be done taking into account a specific time frame or time
duration.
• It is good to allow a certain time as a ‘question time’ followed by the presentation.
A code of ethics adhered to in the process of the survey
• Necessity to safeguard the qualitative aspect of the research.
• Practice of the most accurate research techniques and methods.
• Avoiding in the distortion of data.
• Avoiding in the inclusion of wrong data.
• Building a credibility between the researcher or data gatherer and the

respondent.
• Obtaining the willingness of the respondent as a participant in the research.
• Building awareness of the objectives of the research.
• Allowing the respondent to express his/her views freely.
• Protecting the privacy of the respondent.
• Avoid creating a mental or physical harassment to the respondent concerned.
• Leave room to free the data gathering as well as the respondent from this function
• Ensuring the protection of the respondent.
• Avoiding any willful empowerment on the respondent.
• Rewarding the respondents’ stance.
• Avoiding the violation of intellectual property.
• Abiding by the prevailing legal bindings
• The surveyor of the research should adhere to the best of impartiality in his/her functions
of non interference of his/her opinions to research content.
121
Assessment:
1. You may select a problem pertaining to the media use of your school mates, in order to
conduct a research project;
i. Select a topic and a title,
ii. Draft a questionnaire in order to gather data via that questionnaire,
iii. Select suitable samples to gather data,
iv. Gather data that the questionnaire and interview methods and present a data
analysis, and
v. Draft a report and present in the class before the students.
Glossary
Objectives
Ethics
Methods
Data
Data Collection
Data Analysis
Conclusion
Sample
Research
Questionnaire
Source
Interview
Survey
Findings
122
Bibliography
1' o is,ajd iq.;md," ^1993&" y`v k¿j fyj;a .=jkaúÿ,s kdgH" je,a,ïmsáh" p;=r uqøKd,h'
2' fmf¾rd" ,d,a" ^1990& idOk mÍlaIK" fld<U" we.hSï YdLdj - cd;sl wOHdmk wdh;kh'
3' ufyakaø iqkkao" ^1991&" ks¾udKd;aul ikaksfõokh" fld<U" weia' f.dvf.a iy ifydaorfhda'
4' irÉpkaø" tÈßùr" ^1958&" l,amkd f,dalh" fld<U" tia' f.dvf.a iy ifydaorfhda
5' iqrùr ta' ù'" ^1991&" ks¾udK miqìu" fndr,eia.uqj" m%nqoaO m%ldYlfhda'
6' iqrùr ta’ ù’" ^1991&" idys;H úpdr m%§msld" fndr,eia.uqj" m%nqoaO m%ldYlfhda'
7' Bowen Christopher J., (2013), Grammar of the Shot, 3rd Edition,UK, Focal Press.
8. Central Bank (2016), Annual Report of the Central Bank of Sri Lanka, Sri Lanka.
9. Colin Fraser, Sonia Restrepo-Estrada (1998) Communicating for Development: Human

Change for Survival, London: I.B. Tauris Publishers
10. Council of European Commission for Human Rights (2011)
11. Curran, J. (1996), Media and democracy: The Third Route, Oslo: University of Oslo
12. David C. Watt, (1998), Event Management In Leisure And Tourism, Pearson Education, UK
13. Gamble W. Michael, Gamble K. Teri, (1989 ), Introducing Mass Communication, New York,
McGraw - Hill Companies,
14. Hemer, Oscar, (2005), Media and Global Change. ‘Rethinking Communication for
Development, Chapter 4’, Silvio Waisbord, Five key ideas: coincidences and challenges in
development communication)
15. Hornby, A. S, (2006), Oxford Advanced Learner’s Dictionary (9th Edition), London, Oxrord
University press
16. Huesca, R. (2003), ‘Participatory approaches to communication for development.’ In B. Mody

(Ed.), International and development communication: A 21st century perspective. Thousand
Oaks, CA: Sage.
17. Jenkins, H. (2005), Convergence Culture: Where Old & New Media Collide, New York
University Press
18. Joe Gold Blatt, (1997), Special Events- Best Practices In Modern Event Management, John
Wiley and Sons, New York.
19. Johnson Craig E. and Hackman Michael Z., (1994), Creative Communication: Principles
and Applications, USA, Waveland Press
123
20. Lowery, Shearon ,A., and De Fleur, Melvin L., (1988), Milestones in Mass Communication
Research, New York, Logman Inc.
21. MacBride, S. (1980). Many voices, one world: Towards a new, more just and more efficient
world information and communication order. New York: Unipub; Paris: UNESCO.
22. Manyozo, L. (2008). Communication for Development: An Historical Overview. In Media,

Communication and Information: Celebrating 50 years of Theories and Practices. Paris:
UNESCO.
23. McQuail, D. (2000), McQuail’s Mass Communication Theory, 4th edition, London: Sage
Publications
24. Melkote, S; & Steeves, H. L. (2001). Communication for Development in the Third World:
Theory and Practice for Empowerment. New Delhi: Sage Publications.
25. NWICO - New World Information and Communication Order
26. Price, M. (2002), Media and Sovereignty, UK,Cambridge University Press
27. Secretariat for Media Reforms & International Media Support (2016), Rebuilding Public
Trust: An assessment for the Media Industry & Profession in Sri Lanka
28. Servaes, J. (1999). Communication for development: One world, multiple cultures. Cresskill,
NJ: Hampton Press.
29. Srinivas R. Melkote, H. Leslie Steeves, (2015), Communication for Development: Theory
and Practice for Empowerment and Social Justice, California, USA : SAGE
30. Thaker, Alison.(2014), The Public Relations Hand Book, Routledge, New York
31. Trenholme, S. (2011). Thinking through Communication: An Introduction to the Study of

Human Communication, U S A, Pearson
32. Vivian, John, (2013), The Media of Mass Communication, 11th Edition, Pearson Education,
USA
33. Waisbord, S. (2003). State, development, and communication. In B. Mody (Ed.), International
and development communication: A 21st century perspective. Thousand Oaks, CA: Sage.
34. https://www.statista.com › Technology & Telecommunications › Telecommunications
35. https://www.statista.com/statistics/765516/internet-penetration-rate-sri-lanka/
124

Httpsnie - lkpdffilestgeGr13TG20Com20&20Media - PDF 3

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Httpsnie - lkpdffilestgeGr13TG20Com20&20Media - PDF 3

Uploaded by

Copyright:

Available Formats

G.C.E.

Communication and Media

First Print 2021

© National Institute of Education

Printed by ( Department of Government Printing

Published by ( Educational Publications Department

Message of the Director General of the National Institute of Education

Dr. Sunil Jayantha Nawaratne

Message from Deputy Director General

Ven. Dr. Mabulgoda SumanarathanaThero

Consultancy and Approval - Academic Affairs Board, National Institute of Education

Subject Coordinator - P. T. M. Ratnayake - Senior Lecturer,

Subject Consultancy and Supervision - Professor. Sunanda Mahendra - Emeritus Professor -

Message of the Director General iii

8. Public Relations and Event Management 30 - 51

9. Communication for Development 52 - 72

10. Communication Policies and Media Monitoring 73- 89

12. Communication Survey 104 - 122

Bibliography 123 - 124

Competency : 7.0 With an understanding of the basics and the importance of

Competency Level : 7.1 Explains that creative communication is a more effective

Learning outcomes : • Identifies and explains what creative communication is.

Instructions for planning the lesson:

Make use of the facts given below to plan the lesson.

Sunanda Mahendra in his Sinhala text, Creative Communication (Nirmanathmaka Sannivedanaya)

The nature of creative communication

Innovation is a basic nature of creative communication. The intentions and objectives in

• As man became more civilized, the methods of creative communication came to be

The need and the importance of creative communication

• Creative communication can be considered a necessary component for the man to

• Creative communication is needed for entertainment, relaxation, spiritual stimulation and

• Creative communication helps understand profound concepts and philosophies, and

• Creative communicative skills are essential to be a strong communicator in the subject-

• By engaging in effective creative communication skills, communication functions such as

• It is through creative communication that a recipient can be intensively attracted to a message.

1) Helps problem solving

2) is vital in group work

3) helps appreciate creativity in others

4) is open ended and divergent

5) provides work satisfaction

1) Explain the term, ‘creative communication’.

2) Discuss the need and the importance of creative communication.

• Presents creative messages for different media to suit the

Instructions for planning the lesson:

Make use of the facts given below to plan the lesson.

The basics of creativity

• An unprecedented creation comes to be because of a person’s creative abilities and skills.

• Leonardo Da Vinci (1452–1519) identifies 7 elements of creativity.

e) Balance of art and science

f) Balance of body and mind

h) Skills and use

• A creation comes to be as a self-expression of a creator. To this end, the creator

a) One’s own experience

c) Media or other experiences

• A creator absorbs experience by means of any of the said ways, engages in

• As such, intuition, proficiency and constant practice are of extreme importance in

1) Preparation, conscious attempt to explore the topic

2) Incubation, fostering what was explored

3) Illumination, enlightening the mode of illumination

4) Verification, reassessing what is explored

• Creative artiste is the creator of a creative work. Oxford dictionary defines a

1) Explain the concepts namely creative communication and creative thinking.

2) “The basics of creativity helps to foster creative communication successfully”. Discuss