Browsing by Author "Abeysinghe, Nisal Shanaka"

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The Influence of Television Media on the Promotion of Popular Culture
(Department of Sinhala, Faculty of Humanities, University of Kelaniya Sri Lanka, 2023) Abeysinghe, Nisal Shanaka
This research investigates the intricate relationship between television media and the dissemination of popular culture. Adopting a multidisciplinary approach, this study draws upon insights from the fields of media studies, sociology, and cultural analysis to dissect the intricate mechanisms through which television channels and programs actively promote and wield influence over popular culture. The main objective of this research is to discern the profound impact of television media on the promotion of popular culture. To facilitate a comprehensive inquiry into the promotion of popular culture on television, a mixed methods research approach was employed, encompassing both qualitative and quantitative research methodologies. Data collection involved rigorous content analysis, surveys, questionnaires, and in-depth interviews. Key findings emerging from the investigation of the promotion of popular culture on television underscore television's pivotal role in shaping and disseminating popular culture. Analysis of various television programs reveals the recurrent integration of popular culture elements, including fashion trends, catchphrases, and cultural references, seamlessly interwoven into narrative contexts, effectively engendering their widespread popularisation among diverse audiences. Audience responses illuminate that viewers frequently perceive television as a reflective prism of their own culture and society. They actively engage with the content, forging emotional connections with characters and episodes that resonate with their own experiences. This implies that television functions both as a mirror and a shaper of culture, significantly impacting the manner in which individuals perceive themselves and their communities. Moreover, the research reveals that television's influence transcends the realm of mere entertainment. The promotion of popular culture on television undeniably leaves an indelible imprint on consumer behaviour, exemplified by the proliferation of "product placement" advertising strategies. Viewers often emulate the lifestyles and preferences of their cherished TV characters, resulting in heightened consumerism and unwavering brand loyalty. In conclusion, this research underscores the pivotal role that television plays in the promotion and moulding of popular culture. It highlights the intricate interdependence between television and society, emphasising the medium's capacity to shape cultural norms, values, and consumer choices. These findings underscore the imperative need for ongoing research and critical reflection on the implications arising from television's promotional endeavours concerning popular culture in our contemporary milieu.