Voices of Sri Lanka

 Voices of Sri Lanka

“Digital Sri Lanka, connecting communities.”

Sri Lanka’s communication and media landscape is a dynamic mix of traditional and modern platforms. To answer the question of how communication and media studies were initiated and what its current trend is, we will listen to Mr. Joel’s lecturer from the Trincomalee Campus EUSL.

Thank you! I’m excited to know about this topic.

 What is your perspective of communication studies and media in Sri Lanka

My perspective on communication studies and media in Sri Lanka is that, nowadays, there are many institutions where one can learn about these fields. However, many individuals who have worked in Sri Lankan media for a long time often lack formal educational qualifications.

Specifically, in the media field, many do not hold degrees or other formal qualifications like a Bachelor of Arts or Science. Their entry into the media field stemmed from their interest. Consequently, they possess a wealth of experience.

There are many famous and talented people who, despite having studied in different areas or streams, ended up working in media. They essentially followed media studies informally, as at the time, formal media or communication courses were not widely available in Sri Lanka.

As I understand, many people working in media stations, particularly senior producers and employees in both the government and private employee in both the government and private sectors, often pursued diploma courses, especially diplomas in media from the University of Colombo, as it was one of the few available options.

However, nowadays, many universities offer courses related to media. For example, the Trincomalee Campus offers courses in Communication Studies, where we teach both theories and practical aspects of media and communication in English. In Jaffna, there is a degree program called Media Studies within the Arts faculty, where media is taught in Tamil. At the University of Kelaniya, there is a Mass Communication program, which also offers master's degrees.

The University of Colombo also has a campus called Sri Pali, which provide media courses in Sinhala, including master's degrees.

Currently, students who wish to study media or communication studies have many options, especially in state universities. Institutions like Unitec also offer media related courses. In addition to these government universities, many private universities provide media-related courses, including those focused on digital media, multimedia, filmmaking, and film and television.

One positive development in Sri Lanka is the growing availability of communication studies courses. However, there are also many fake campuses or institutions. Some individuals offer diploma courses without proper registration or University Grants Commission (UGC) approval. Students should be cautious and consider this when choosing a course."

The current state and trends of the media and communication industry in Sri Lanka?

The current state and trends of the media and communication industry in Sri Lanka have shifted significantly. In earlier times, many journalists lost their lives while attempting to deliver information and news to the public. Numerous individuals were killed for their dedication to investigating and reporting on real-life incidents, crimes, and other crucial matters.

Back then, many journalists adhered to ethical standards, recognizing that journalism requires a strong ethical foundation, including rules, regulations, and ethical practices.

However, journalists faced considerable threats, particularly when investigating political and terrorism-related issues. This resulted in restrictions on their ability to express ideas and convey accurate news, constraints that persist to some extent today. However, the media landscape, especially the communication industry, has undergone a transformation.

The rise of new media, social media, and the internet has commercialized the industry. Previously, the primary goal was to deliver news; now, the focus is on generating revenue and maximizing viewership through various strategies.

Traditional media, such as newspapers, radio, television, and magazines, once operated under stricter regulations. However, due to globalization and technological advancements, people have less time to consume traditional news. Consequently, traditional media outlets have adapted to new media formats. For example, newspapers now have YouTube channels, Facebook pages, Twitter, Instagram, and websites to remain viable as print readership declines.

They have expanded into visual and audio media. Similarly, television channels promote their programs through viral social media content and establish their own online platforms for revenue generation.

A prevalent trend is the use of clickbait news on websites, where misleading titles are employed to generate clicks and revenue. These titles often create curiosity or tension among readers. Negative publicity and sensationalized content are also used to attract attention.

Many media outlets, including social media channels, do not verify the authenticity of news, particularly concerning AI-generated content. For instance, a Sri Lankan newspaper, Thinagaran, shared an AI-generated video on their Facebook page, mistaking it for real, damaging their credibility.  

Misinformation, fake information, and fake news are widespread, especially on social media. Furthermore, many media outlets disregard ethical standards. For example, they may publish the names and images of victims in arrest reports, which is unethical.  

Another trend is the rise of independent journalists who create their own YouTube channels to generate income.

This shift indicates a focus on financial gain and publicity rather than purely journalistic pursuits. Consequently, it is increasingly rare to find media professionals solely dedicated to ethical and responsible journalism."

Career opportunities or communication graduates in Sri Lanka?

Career opportunities in Sri Lanka, especially in the media field, do exist. Media stations, channels, and newspapers are predominantly situated in the capital city of Colombo. Therefore, if you have relevant studies, extracurricular activities, and talents such as writing, speaking, or filmmaking, you will find opportunities.

However, compared to other fields, these opportunities are fewer. This is because they are concentrated in a specific area. Even in Jaffna, there are a few television stations like IBC Tamil and Capital TV, offering some chances. But the Eastern Province lacks significant channels or newspapers. Similarly, other regions, including the central part of the country, do not have recognized media channels. Consequently, individuals often need to relocate to Colombo to find work. Alternatively, with a communication studies background, you can work as an interpreter, in parliament, or as a communication officer, as there are some government vacancies.

Communication is a broad field, and if you have an interest, you can pursue roles in the film industry, as a writer, or in newspaper article writing. It all depends on your talents. Without passion and hard work, finding job opportunities will be difficult.

How about Sri Lanka film industry?

Career opportunities, of course, in Sri Lanka, especially if you have talents in the Sri Lankan film industry. There are two industries: the Sinhala industry and the Tamil industry. Both industries started around the same time, but the Tamil industry was heavily impacted by the war. Specifically, many artists went abroad, and because of the influence of Indian cinema, we have a significant issue. We don't have production houses or all the necessary infrastructure in Sri Lanka.

That’s great insight! Thank you, Mr. Joel, for sharing this great information, Hopefully, it helpful for students and this generation people.

Lecturer
Mr. R. Joel
Trincomalee campus, EUSL

                                                                                                                                By M. Dinosha