IPRC - 2019

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/20881

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    A Study on Factors Affect on Acquiring English as a Second Language
    (International Postgraduate Research Conference 2019, Faculty of Graduate Studies, University of Kelaniya, Sri Lanka, 2019) Lokuliyana, A.; Ruwanpathirana, I.
    English language skill is considered as one of most required skills in both educational and professional sectors in the modern society. After completing the school education students get chance to enter the state universities and this is where a graduate is being made according to universal aspects. Mass Communication and Public Relations are two global subjects which have been taught from very long time and English language skill is essential in both subjects in order to explore the academic and professional sector equally. However, every student is not given that privilege of learning the language properly. Especially when it comes to the non-urban areas of Sri Lanka, English language literacy is very law and in some areas it is zero. When a language is taught, the four skills of reading, speaking, writing and listening should be improved. During the process of learning, learner is affected by many factors in the second language acquisition process. The purpose of this research is to identify the ethnographic facts which affect on acquiring English as a second language. Under the qualitative research approach a questionnaire was distributed among 100 undergraduates who were selected randomly from the Department of Mass Communication. Additional information was gathered from secondary data sources such as research articles. It was proven by this study that undergraduates who belong to an upper social class background showed higher levels of English acquisition. At the same time it was revealed that undergraduates, who don’t belong to that social class but still showed higher levels of English acquisition, highly depend on school and private institution for learning English. The most important fact which was emerged through this research is, learning the alphabet and grammar do not support to acquire the language to the expected extent as long as there is a lack of practice in all levels of language acquisition. Contrary to these findings, it was also found out from this study that the undergraduates were highly motivated to learn English. However, higher motivation in itself did not result in higher levels of English acquisition for all undergraduates
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    Contemporary Situation of Film Marketing Practice in Sri Lanka
    (International Postgraduate Research Conference 2019, Faculty of Graduate Studies, University of Kelaniya, Sri Lanka, 2019) Ruwanpathirana, I.
    Film is an art form which is basically to entertain people through visual storytelling. On the other hand it’s a business which has been a huge revenue driver in the entertainment industry. However, not all films succeed with high profit margins. Success of a film depends on various functions and Film Marketing is one of them. According to the Film Marketing hand book “any activity that assists a film in reaching its target audience at any time throughout its life” is called as Film Marketing. The main stages of activity in the film industry are development, production, post-production, distribution and exhibition and there is a need to focus on marketing in all of these stages. Despite the very high number of Sri Lankan film halls, audience and film sales are very low. However, a cinema without audience doesn’t make any sense. Having audience is considered as a requirement for prosperity and development of the movie industry. This is where the importance of marketing a movie emerges. The aim of this research was to study the contemporary situation of Film Marketing practice in Sri Lanka. The research was conducted as a systematic inquiry. Secondary data were articulated such as books, research articles, articles on journals, newspapers, web sites and these materials were sufficiently utilized for the analysis. Due to the lack of secondary data related to film marketing practice in Sri Lanka, primary data were collected by interviews. Ten film directors, five film producers and three academics who research on film industry in Sri Lanka were selected using purposive and judgmental sampling technique. The research revealed that though world’s most lucrative film industries (Bollywood, Hollywood) has provided interesting case studies for Film Marketing, many of Sri Lankans even those within the film industry, understand marketing activities as the creation of posters and trailers, advertising and promotional activities in advance of a film’s release. They have no idea about the bigger picture of Film Marketing. On the other hand many film industry professionals do not regard what they do as marketing, although on a daily basis they are packaging each film and marketing it to a number of people.