manoj P jinadasa

This paper discusses the problem of extinction of Sinhala Buddhist in Sri Lanka in the perspective of Social Anthropology and Cultural Communication. A strongly held conviction is that such decay occurs in the Sinhala Buddhist as a result of the problem of the popular Buddhism and the stern influence of political power and affection to each and every sector of social and cultural development in the social system of modern democratic governance in the application of alienated western social governance system of modern democracy. This has been unpractical and unproductive in the application of lonely developed historical and civilized cultures except from western recently developed modern consumerist societies. This study conducted in the north-eastern province refers with the ancient religious places in Girihaduseya, Welgamviharaya, Seruwila and Somawathiya. Fundamentally, this study conducted in qualitative methodology, so that the participatory observation and non-participatory observation as well as in depth interviews were made. In addition, present scenario of the governance of western democratic model in the local political system has been associated in this study as a content analysis. Ten case studies of religious issues and other ten cases of political issues were instrumental in content analysis. The time frame was from 1994 to 2015. In conclusion, this study assumes that the decrease of the population and the malfunction of the Buddhist religious practices in the governance of modern democracy in each and every institution were significantly affected by the inhumane and pseudo-religious and political practices that has been lonely engulfed in both religious and political institutions. Meanwhile, the highly expansion of Muslim and other ethnic groups were catalysts by the internal crisis of the Sinhala Buddhist Society and the application of western democratic development and political governance project without proper outlook in the absorption of the local political system. Finally this study suggests that the modern Buddhist and political practices should be transformed on the early teachings of local historical and ancient cultural background. Modernity is the fact that emerge from the ancient and historical underpinnings albeit the most popular widely discuss western dominant perspective of modern social and religious thought. Technical Terms; Extinction, Sinhala Buddhist, Religious and Political Institutions, Social anthropology, Cultural Communication

This paper looks at the contribution of the departments of English of the universities and their impact on the local English education. Even though more than thirteen years of period of English teaching in the school, amount of acquired knowledge in language skills in English have been much less in comparison to other language learning and acquisition. Moreover, even after the school at the university education there is a separate particular place for English education as the department of English in the university. As a result of the lack of its capacity and failure, another different places English Language teaching Unit (ELTU) has also been established in the university set-up as a remedy. This assumes that there is an imbedded problem behind the contribution of the department of English in the universities in Sri Lanka even though the said departments remain consistent with sufficiently trained academics including senior chair professors, professors and other PhD holders who have been well qualified in most prestigious and full-pledged first class universities in the world. Based on the critical theory within qualitative discourse analysis as the key research methodology and survey analysis using questionnaire and interview method, this study concluded that the departments of English do not extent their support in developing English language at the students who are coming from the rural villages in lower middle class. Academics of the English of the said departments are always keeping their monopoly on the English education without extending their chairs to others. Instead of extending their skills to local students they always put their hand on protecting their places from local rural Sinhala Buddhist people. Instead of creating flexible methods to grasp English effectively they try to maintain their class interest and the well-made traditions of those first class English universities. In addition to trivializing local students‟ abilities at the language learning they put their western perspectives at preparing English language modules, course books and syllabi from school to university postgraduate courses. This infers of a colossal feudalism in their contribution to extend and expand English education in this land. Finally this says that they maintain their personal interests of dominant ideological perspectives of postmodern colonialism including safeguarding their class and religion within feudalism. Despite of the fact that they emphasis on a modern culture of most free & liberal and open to gender & feminism and all sort of sophisticated democracies from which they expect public’s emancipation, they do not give the chance to local students so do improving English in the country. Key terms; department of English, English language acquisition, Sinhala Buddhist students, University English academics, Feudalism and class interest.

National freedom struggle from Britain in the early 20th century has been much concentrated by the works of urban elite class, who were comprised by both communist labor leaders and the people who educated at the British Ox-bridge tradition. However, the contribution of Anagarika Dharmapala on the Freedom Struggle has been underestimated by the contemporary political and social discourses. Resurrection of Sinhala Buddhist Nationalism is the most popular and much focus concern of Anagarika Dharmapala. This has not limited only towards the Sinhala Buddhist Nationalism but also it has earlier influence for the construction of freedom struggle before the scattered opinion among local people. However, widely accepted notion on the freedom achievement drew from the western educated and urban labor leaders, has established in the spheres of political science and Mass communication studies. In Conclusion, Dharmapala has immensely contributed for making a pre-conditional concrete social thought and national political environment for national freedom in Sri Lanka. However, dominant social and political thought were establishing from the British colonialism and urban elite class from the very beginning of mid-19th century. As a result, contribution of Dharmapala was neglected by the colonial educators at the mid-20th century simultaneously with the construction of British ruling and educating system in the national policy planning. This was mostly due to the facts that British educated local people, who were represented in the parliament and the negligence of the contribution of Dharmapala by ill-treating and misconceptioning on narrow ethnic and cultural perspectives by the local people. Key Terms; Buddhist Nationalism, Western Ideology, Problem of Local Thinking, Deprivation, Negligence.

In Sri Lanka, Alcohol consumption has been relatively increased by growing rate in the last couple of years. This is much significant among youth. This study focuses on examining the factors causes on increasing Alcohol addiction and further searching whether it is a problem of personality development or taking alcohol as a stress manager. Having concerned on the background on the matter, it assumes that number of teens and youth are highly interested in consuming Alcohol for their leisure and in the instances where they free from the heavy workload. This suggests that the use of Alcohol has been a treatment for getting freedom from the existing suppressed mental behavior, so that it works to change their mental perception. The study limited only to teens and youth generation between 15to 25 and 26 to 36 age categories covering both rural and urban sectors in the time-frame of December 2012 to December 2014. As study cover both qualitative and quantitative aspects, content analysis using in-depth interviews and survey study using questionnaire were conducted in this study. In conclusion, this study mentions that number of Alcohol users are addicted by their intimate association. With the time past, when the subjects are freed from their competitive work environment, they are victimized by the increasing consumer of the Alcohol in their day to day life. Alcohol addiction is a problem of personality development is significant, while some of the other consume Alcohol as a stress releaser. Technical Terms; Alcohol Addiction, Personality Development, Stress Releaser, Teen and Youth

Objective of this study is to read the psychic and physical consequences of the teen culture. As the modern television and on-line forms of media are much concentrated on the plethora of highly entertainment texts in a very popular passion, this study assumes that the modern social and physical behavior of the teen has been largely shaped by the popular commercial entertainment programs of the television and on- line media. The way how teens imitate and behave their day today gestures and postures including their hairstyles, cloths and all the fashions are reflected the dignified association and influence of the mass media and on-line media forms. As a result of this widespread behavior projecting from the popular spectacle of the media, teens are impossible to make their identity and personality in response with their societal challenges and living consequences. One of the best examples for showcasing that media inject a high dos ill-effects is that the teen’s inability to understand that they are cultivated and shaped by the media saturated environment. Value system and their variety of needs and interests are formed and created by the television entertainment programs (mega-drama, reality programs, advertisements, musical programs). On the other, cultural and political opinion and beliefs are also transformed by the social media networking (FB, Twitter, and blogs). Moral and normative functions related to love and sexuality are also largely constructed by the social media and other forms of on-line media. This study concludes that total transformation of the teen culture is happened by the overwhelmingly used television and new media. Finally this study suggests that the literacy of media which promote the ability to critically understand the nature and effects of entertainment and commercial media texts, should be enhanced through the media education and other awareness programs for the teens for saving them from engulfed endangers of mental stress, depression, suicide and other psychosomatic disorders as well as deceptive myths. Key Terms; Teens Culture, popular entertainment Television, New media forms, psychosomatic disorders, deceptive myths.

Public Relations is defined traditionally as the communication systems for promoting one’s image and good-will for making a broad reputation among its publics. With the inception, Public Relations has made a positive image for growing output using persuasive communication for commercial and political purposes. This study focuses on the importance of emphasizing the relevance of shifting the essence of public relations from Marketing to most human quality. Having look at the widely used Public Relations campaigns and their missions, this study assumes the crucial requirement of the existence of humane values and morals moving from mere buying and selling commercial and financial objectives to credible and trustworthy relations. Publics are bond with the place not just for material consumer and institutional market purposes, but publics are keenly interested in engaging with the immaterial human friendships that deeply discussed in the Buddhist philosophy as four noble great humane qualities; Meththa, Karuna, Muditha and Upekkha. On the other modern world is fully tired from the competitive commercial and business environment, so that necessity of a long lasting confidant great human inter-relations take much significant in this present social context. Having concerned with this background, this study concludes that the use of four noble great humane qualities for the Public Relation Industry for the twenty first century, would contribute for the betterment of fostering humane in this planet delimiting to modern highly consumer and commercial narrow objectives. Finally, this study suggests entire vision of the Public Relation planning should lead the existence of the humane quality that negate the competition and petty material consumer.

Language has been utilized for building relationship among peers. Public Relation is a process of making strong understanding and image building among stakeholders of an institution. Despite of the fact that variety of tools and techniques are used to make effective forms of public relation campaigns, language has been used for a credible and live form of interactive verbal communication in the public relation contents and tools. Creative writing and innovative presentation is an intrinsic feature at the phase of critical thinking in the practice of public relation This present study explores the effective forms of the use of Sinhala dialectic languages in creative writing and creative programming in the public relation campaigning. Being a qualitative, textual analysis is used for the study. For this, I used dialects of Medadumbara, Udadumbara , Mahiyanganaya, Galgamuwa, Nikaweratiya, Trincomalee and Hambanthota. Participatory observation at their social interlocutors and live interviewing were key tools of data gathering. Finally this study yield following conclusions; Sinhala regional dialects remains rich in the use of communication for making a thorough rapport among peers. Regional nonverbal behaviors to verbal communication have given much credible ecology in their dialogues and discourses. Familiar associations, Neighborhood and kith and kinship are some of the social aspects that enhance the amicable use of words in reciprocal understanding among relevant stakeholders. Use of sound balance, different form of language expressions, regional cultural gestures and postures, kinetics, proximity in social communication are some of the identified characters behind the productive use of langue for making effective public relation in the community relation in village level interrelations. Rural areas of living are yet not polluted by the use of urbanized use of language. Community oriented use of language and regional cultural oriented use of dialect are being transformed by the association of mainstream use of language in the common popular platform of interpersonal communication.

Sri Lankan Culture has been fundamentally formed by the Asian religious and cultural foundation. Particularly Buddhist civilization has instrumental in ethnic and religious harmony for many years despite of the fact that Sri Lanka has been invaded by many other cultures. This study focuses on the psychological nuances of the persuasive communication of inter-relations of the Sri Lankan communities, which is highly instrumental in making a greatly phenomenal cultural form of Public Relation. Yet, Sri Lanka has been colonialized by three European countries in last three hundred and forty three years of period, hospitality, cooperativeness and participatory involvement at the face of others misery and pathetic situations are highly embedded in the culture of Sri Lanka despite of its multi- religious and multi-cultural differences (Peris, 1962; Obesekara, 1993Blundal, 1995). Being a qualitative research, this study used the methods of participatory observations, in-depth interviews and textual and discourse analyses reference to the case of Tsunami 12/24/2004. In addition, real world experiences in the remote rural and urban societies were also used for the descriptive analysis of this study. Data were comparatively and descriptively analyzed. Based on the research, this study yielded following conclusions. Social organization of the Sri Lanka is largely distinguished by many locally constructed features of agriculture and Buddhist religious practices along with the origin and development of Sri Lankan society. One can be satisfied by donating one’s material or spiritual resources to another that has been the premier principle of the Sri Lankan human relationship. This has been deeply embedded by the diversity and multiculturalism of the Sri Lankan ethnic and religious groups. Though, someone is not capable to donate or sacrifice his/her belongings to another as his/her family economy is relatively poor, anyone has used to enjoy the pleasure by appreciating their skills and competence of benefaction towards others. First treat others, second treat him/her-self, has been the extensively cultivated practice of local culture, from which the harmony and ethnic integration have been evolved by the communities of Sinhala, Tamil, Muslim, Burgar, Malay and others. Endowment is the most noble and life-long contribution for the survival of human society which has been significantly reflected by the use of vernacular language in their inter-personal communications and cultural exchange in their life. Providing shelter, foods, water for others, when they are so depressed by calamities and disasters are some of the key elements of the Sri Lankan national culture. Living with the harmony with different ethnics and identities is the overwhelmingly galvanized concept of the local people. This ethnic and cultural harmony has been disturbed by the colonial attitudes of some of the middle class generation, However, when they had to face a national calamity, they save others. Key Terms ; Psychology, Cultural Public Relations, Persuasive Communication, Buddhist Civilization, Ethnic and Cultural Diversity and Harmony.

Citation:Jinadasa,M.P.K.(2014). Discourse analysis of the Sri Lanka police service and application of community policing philosophy. Abstract Objective of this study was to identify the capabilities and constraints behind introducing Community Policing as a new philosophy in restructuring Sri Lanka Police service from a traditional problem solving approach to community oriented service. Even though it is highly acclaimed that the necessity of a community partnership model for the modern policing practice there are many orthodox challenges which obstacle to this new approach so that internal management of the Sri Lanka Police institution should be totally changed towards a democratic and non-feudalistic form of fair environment in order to adopt this innovative philosophy to the said institution, would effectively gained considerable productivity to the police service as well as local community.

142 Elephant: A Sacred and Colorful Element in the Classical Kandyan Dance in Sri Lanka Manoj Jinadasa ABSTRACT The elephant has been so well narrated in the Pali and Sanskrit classical literature, that even in Sinhala classical literature (Amawathura and Saddharmalankaraya) the elephant has been elegantly described in poetry. This has extended into the spheres of stylistic local traditional dance form, including the Kandyan dance tradition in Sri Lanka (Sederaman, 1960). In the Kandyan kingdom, with the amalgamation of South Indian music, a special aesthetic platform in the kingdom called Kavikara Maduwa, a well-made place for classical artists, has been in the traditional custodian of the Kandyan social system (Peris, 1964). In this Kavikara Maduma, there were many poetic creations referring to birds, animals and some of the sacred tools and places including the sacred tooth relic temple in Kandy. In this, there were fascinating types of poems called Wannam (Warnam). There are eig...

Dependent Origination or dependent arising (Pratītyasamutpāda) is the central idea of Buddhist thought (6th BCE in India), which discloses the entire creation of human physics in terms of the mechanism of living matters in the body and mind, while Semiotics is the modern science of linguistics for understanding the structure of signs and symbols in meaning making in the use of human language and communication, which is produced in the early 20 th century in Europe and USA. This present study reveals the exposure of Buddhist thought of dependent origination on the modern theory of semiotics. While dependent origination is functioning for a definite answer for the composition of human being, problems associated with the human behavior which could be managed by the understanding of the practice of dependent arising. At the same time semiotics has been using not only for meaning making in the use of signs, but also it is highly significant in the use of descriptive analysis of social systems and human behavior in analytical philosophy. After diagnostically reading these two theories, this study assumes that the Buddhist thought of the creation of living objects has been fundamental in forming the semiotics, which is one of the modern western analytical philosophies. Despite of the fact that Buddhist thought centrally explores the existence of human being for its cessation from suffering (dhukka), same exposition can be utilized for identifying ones' intra-personal communication using dependent origination. On the other, Semiotics is a tool of modern analysis for human intra-personal communication. However, finally this study finds that the Buddhist thought of dependent origination could be immensely accommodating to understand semiotics as it is used for modern social analysis ranging from anthropological hermeneutics to cyber cognition.

Advertising is one of the vastly applied marketing communication tools in the world and creativity plays a significant role within resulting positive consumer evaluations. Meanwhile, celebrities are used in advertisements across the world reporting a tremendous rate of use in all types of media. Some argued that the effectiveness of celebrities is still questionable whilst many studies admire what it does for brand building strategies. There are theories and models explaining what makes celebrities effective for favorable brand evaluations. Meanwhile, studies signify brand personality as one of the facets of brand evaluations resulted by marketing communications. Empirical studies are found claiming further research works to examining the effectiveness of celebrities in developing perceived band personality. Arguments are found stating celebrity character and brand personality congruence is a viral combination whilst empirical thoughts suggest to further examine such relationships w...

and Roshan Priyankara, Freelance Commercial Model and Actor (MBM-University of Kelaniya) roshanpriyankara43@yahoo.com This paper reviews three divisions as mutual understanding, digital media contexts, and emerging networks of digital intimacies. First, mutual understanding involves with explaining how young men establish similar understanding between each other through interactive communication via Facebook in order to establish their same sexual relationships. Second, Digital media contexts involves with reviewing digital media's potentials and spaces, on which rural young men create mutual understanding. Third, emerging networks of digital intimacies involves with clarifying how rural young men network themselves for their same sexual relations through Facebook as a safe and convenient space for their intimacies. On this qualitative literature review, key concepts such as mutual understanding, digital contexts and emerging networks of digital intimacy are explored to argue how rural young men create a network of digital intimacy on their same sexual relationships. Mutual understanding as a key public relation concept, is used to understand how young men establish their same sexual relationships through a process of inter-personal communication via Facebook. Digital media's potentiality through 'network society' and 'participatory culture' are explored in order to understand how Facebook helps to create mutual understanding. Accordingly, this paper defines mutual understanding based on how young men individually interconnect through Facebook in order to identity "who they are" for their same sexual relationships. This is not similar to how relationships are managed between organisation and its stakeholders in terms of the corporate benefit. In short, this thesis argues how mutual understanding is constructed through young men's individual understanding on a process of interaction via Facebook. As a result, it is argued how these virtual communities create a network of digital intimacy.

It is necessary to study special culture characteristics of a region before we could plan or organize a suitable model of development Communication, in order to conscientious, active, mobilize, inculcate attitudes, develop the skills and talents as well as eliminate superstition of a specific rural community. Traditional performing arts can be a good instrument in this process. Rural culture is full of communicational features, which can be utilized in this respect. Rural society has developed a pattern of communication over many centuries. For instance in folk songs, balled (kavikolaya), folk-drama (Sokari,Kolam), opera (Geethanataka,Jahuta), Traditional–rituals (Baliya), devil dance (Dahaatasanniya) ,satirical sketches, group collective presentation, Utilization of experience, plot and the subjects from their own life. This study was carried out in 24 stages across 24 villages in the Rasnayakapura divisional secretariat division of Nikaweratiya over the period of one year from 1 s...

……………………………………………………………………………………………………… ABATRACT Public Opinion has been the keystone of the theory of modern use of mass media in the early 20 th century, especially in American behavioral sciences and mass media propaganda. However, with the emergence and proliferation of modern social media, opinion formation has been affected by the liberation of suppressed thoughts and ideas in the marginalized social strata in the pluralistic societies. Meanwhile there is a rapid expansion and circulation in the use of social media in the teen and youth generation. This present study explore the effects of social media in opinion formation reference to economic and social context in Sri Lanka. How social media use and for what purposes it is used in the field of the study. This study was conducted qualitatively using general survey to identify the use of social media. Textual analysis and case study methods were used for in-depth analysis of the behavior pattern of the use. Fifty (50) individuals, who use social media were utilized to identify the formation of development opinion. Finally this study yields following insights; that the majority of social media users are highly fascinated by the entertainment communication through the exchange of photos, video and other stylistic personal contents, however, some cases were identified as knowledgeable discourses for eradicating exiting political and cultural suppressions and restrictions. Empowering community through the relevant awareness can be measured by the indicators of " like, share, comment " in the behavior of social media. Therefore, this study suggests that there is a growing trend of development effect on the exiting development issues through empowering relevant vulnerable communities via the social media.

Advertising acts as strong promotional mix element in marketing influencing brand communication activities to result favorable consumer responses. However, empirical and practice related arguments still question on the effectiveness of advertising in the cluttered media environment whereas creativity still plays a significant role avoiding such challenges. The effectiveness of creative advertising that results favorable brand evaluations has been claimed in empirical studies as a research direction. Additionally, practice related issues are reported claiming to examine the effectiveness of celebrity endorsed communication campaigns on brand related responses. Likewise, this study investigates how creative adverting could influence on brand personality as a form of brand evaluation whilst celebrity personality traits were also studied to determine the mediating effect within. It distributed 230 questionnaireswithinthe Western province of Sri Lanka followed by convenient sampling method and finallyanalysis was done based on 204 questionnaires properly filled. It employed StructuralEquation Model (SEM) by using AMOS-21 statistic package to do the hypotheses testing after Confirmatory Factor Analysis (CFA) is executed. Data analysis process followed the essentials for the dataset for normality and sample adequacy before employing the factor analysis for CFA. Results proved

Modelling is a fashion for establishing one’s body and psychological personality in a live set-up of audience reception. It is identified that how young men’s costume and art designing is configured by the use of traditional cultural values and norms even though global male modelling is widely constructed through western male modelling. Accordingly, this paper explores as a soft power skill how personal image is build up on cultural heritage in Sri Lankan male modelling industry Sri Lankan male modelling is constructed by the Sri Lankan traditional cultural costumes and body figures. On qualitative textual analysis of the conveniently selected visual pictures and videos of ramp male modelling, this study finds that most of the men’s body is constructed by Sri Lankan traditional cultural costumes and attires. These include cultural artifacts such as national dresses, Kandyan Muladuma, Sarong, historical king’s dresses, traditional religiously made gods, Kandyan Wes dancers and other local dressings. This has featured as a cultural dresses representing on their cultural heritage. Also, men’s body has established as an aesthetic and erotic from of configuration in order to attract the pageant audience instead of male modelling are created on the western oriented nude or/and swim wearing. Young men show a growing interest to develop their male masculinities on male modelling, so that they form their local bodily presentation on beauty and body masculinities, although these fashions are dominated by western creative industries’ cultural icons and images. In addition to cultural clothing, in creating young men’s body beauties and formation, these people used to follow physical exercises on gymnasium workout schedules. Finally, this concludes that male modelling is developed as a cultural resource of making young people more stylistic and fashionable for developing their male masculinities into a cultural soft power. Key terms; male modelling, young men, traditional cultural values and norms.

In this Article, it is described what is folk-lore and its creative communicative aspects. So, first this paper defines what is folk-lore, and second it describes what is creative communicative aspects that can be identified from these local folk-lore. finally this paper concludes that the importance of the use of folk-lore for creative arts.

Objective of this paper is to present the results of a pioneering mapping survey on Lesbian, Gay, Bisexual and Transgender (LGBT) people in Sri Lanka. Conducting research on LGBT has been limited by social and cultural restrictions. In the recent parliamentary discussion in early January 2017 on the amendment to the existing article 365A, there was a deep disagreement on the acceptance of the same-sex relations/homosexuality. However, this contradictory debate has made the payment for making a platform on development of human right action plan with an addendum. At present, there is a growing coming out of LGBT citizen via hotspots gathering, social media and social meeting. This pilot study concludes the need for more social and legal avenues on the establishment of the freedom of LGBT people delimiting to postcolonial social and administrative system

Advertising acts as strong promotional mix element in marketing influencing brand communication activities to result favorable consumer responses. However, empirical and practice related arguments still question on the effectiveness of advertising in the cluttered media environment whereas creativity still plays a significant role avoiding such challenges. The effectiveness of creative advertising that results favorable brand evaluations has been claimed in empirical studies as a research direction. Additionally, practice related issues are reported claiming to examine the effectiveness of celebrity endorsed communication campaigns on brand related responses. Likewise, this study investigates how creative adverting could influence on brand personality as a form of brand evaluation whilst celebrity personality traits were also studied to determine the mediating effect within. It distributed 230 questionnaireswithinthe Western province of Sri Lanka followed by convenient sampling method and finallyanalysis was done based on 204 questionnaires properly filled. It employed StructuralEquation Model (SEM) by using AMOS-21 statistic package to do the hypotheses testing after Confirmatory Factor Analysis (CFA) is executed. Data analysis process followed the essentials for the dataset for normality and sample adequacy before employing the factor analysis for CFA. Results proved

Advertising is one of the vastly applied marketing communication tools in the world and creativity plays a significant role within resulting positive consumer evaluations. Meanwhile, celebrities are used in advertisements across the world reporting a tremendous rate of use in all types of media. Some argued that the effectiveness of celebrities is still questionable whilst many studies admire what it does for brand building strategies. There are theories and models explaining what makes celebrities effective for favorable brand evaluations. Meanwhile, studies signify brand personality as one of the facets of brand evaluations resulted by marketing communications. Empirical studies are found claiming further research works to examining the effectiveness of celebrities in developing perceived band personality. Arguments are found stating celebrity character and brand personality congruence is a viral combination whilst empirical thoughts suggest to further examine such relationships with reference to different cultures and product scopes. Accordingly, this paper reviews the literatures about how creativity is used in the advertising with special reference to the brand personality and the celebrity endorser"s personality. Therefore, this paper produces an empirical discussion on creativity, advertising, brand personality and celebrity personality as the main components and conceptual relationships are reviewed accordingly. Paper followed a comprehensive literature review to discuss the empirical thoughts on main concepts. It made an attempt to prove the relationships amongst the main variables namely creativity of advertising, brand personality and celebrity personality whilst discussion was made to relate evidences in different countries and product scopes. Finally, paper concludes the significance of source-based factors and management-based factors to be considered when applying celebrity characters to result brand evaluations including brand personality.

This paper identifies three key public relations concepts in order to explore how young men create
sexual relations and emotional literacies through digital media. The first concept to be examined is
mutual understanding. This involves exploring the dynamics of interpersonal relationships in order to
understand how young people express their identities and to establish their on- line communities. The
second concept to be explored is reputation. In public relation theory, ‘reputation’ refers to how people
perceive the quality of the organization. In this section, reputation is used as a means of understanding
how young people build up their image in order to create connections with similar people, other young
people and wider society. Finally, the third concept to be discussed is activism. Activism in public
relations refers to organizations providing opportunities to public’s voices without which they cannot
create relationships with their stakeholders.
Keywords: Interactive Communication, Mutual Understanding, Public relation, Public Organization

How loving-kindness and compassion are practiced in order to regulate warfare and reduce suffering during armed conflict situation; a practical guidance and resource on Metta Sutta, Karaniya Meththa Suththa and Metanussati Bhawana (meditation) Research Question: 1, 2, 4,5,6,7 Authors: Manoj Jinadasa 1 (MSSc) and Roshan Priyankara 2 (MBM) EXTENDED ABSTRACT …………………………………………………………………………………………………..

Modelling is a fashion for establishing one’s body and psychological personality in a live set-up of audience reception. It is identified that how young men’s costume and art designing is configured by the use of traditional cultural values and norms even though global male modelling is widely constructed through western male modelling. Accordingly, this paper explores as a soft power skill how personal image is build up on cultural heritage in Sri Lankan male modelling industry Sri Lankan male modelling is constructed by the Sri Lankan traditional cultural costumes and body figures.

On qualitative textual analysis of the conveniently selected visual pictures and videos of ramp male modelling, this study finds that most of the men’s body is constructed by Sri Lankan traditional cultural costumes and attires. These include cultural artifacts such as national dresses, Kandyan Muladuma, Sarong, historical king’s dresses, traditional religiously made gods, Kandyan Wes dancers and other local dressings. This has featured as a cultural dresses representing on their cultural heritage. Also, men’s body has established as an aesthetic and erotic from of configuration in order to attract the pageant audience instead of male modelling are created on the western oriented nude or/and swim wearing. Young men show a growing interest to develop their male masculinities on male modelling, so that they form their local bodily presentation on beauty and body masculinities, although these fashions are dominated by western creative industries’ cultural icons and images.  In addition to cultural clothing, in creating young men’s body beauties and formation, these people used to follow physical exercises on gymnasium workout schedules.  Finally, this concludes that male modelling is developed as a cultural resource of making young people more stylistic and fashionable for developing their male masculinities into a cultural soft power.

Key terms; male modelling, young men, traditional cultural values and norms.

This paper reviews the literature of South Asian masculinity in order to understand why rural young men establish their same-sexual intimacies through social media. Therefore, this paper explore how Sri Lankan rural young men's same-sexual relations are constructed through the Sri Lankan social, cultural, religious legal and political contexts. Accordingly, this paper explores South Asian masculinity through heteronormativity, homophobia and hegemonic masculinity, and homosociality. As a result, these concepts reveal how Sri Lankan rural young men's same-sexual relations are configured through militarized society, transgendered gay male sexuality and South Asian culture. Accordingly, South Asian young men do not reveal their true gay male sexual desires as the culturally constructed maleness disrupts their same-sexual masculinities through heteronormativity and homophobia. Contrariwise, South Asian society has a homosocial space for making close friendships and cohabitation between young men than Western society. Besides, young men do not have a counter courage to fight with the heteronormative social system-hegemonic masculinity. Occasionally, these young men themselves perceive that their sexuality is abnormal and alienated behaviour as it is not allowed to perform in their society. Hence, it is argued that homosexuality remains problematic in the Sri Lankan society within a complex of intersectional trajectories through the heteronormativity, homophobia and hegemonic masculinity and homosociality. In this background, the internet has been a safe space for LGBT people to explore their sexual identities as the internet provides a participatory culture and the social network for meeting people on individual interests and their requirements. Thus, this has implication to explore why young men use virtual spaces for their same sex intimacies that creates digital intimacies.

This paper attempts to elaborate some aspects and specificities of different epistemologies in
order to facilitate the researcher in determining which epistemology can be effectively applied
for their research projects. First, this paper involves with discussing what epistemology
contrary to the ontology is. Second this paper describes positivism, post- positivism, realism,
critical realism and empirical realism, and interpretivism as some of the key epistemologies
that are used in the research projects.

Keywords: Critical Realism, Empirical Realism, Interpretivism, Positivism, Post- Positivism,
Realism

280.p. ……………………………………………………………………………………………………… ABATRACT In Sri Lanka, Alcohol consumption has been relatively increased by growing rate in the last couple of years. This is much significant among youth. This study focuses on examining the factors causes on increasing Alcohol addiction and further searching whether it is a problem of personality development or taking alcohol as a stress manager. Having concerned on the background on the matter, it assumes that number of teens and youth are highly interested in consuming Alcohol for their leisure and in the instances where they free from the heavy workload. This suggests that the use of Alcohol has been a treatment for getting freedom from the existing suppressed mental behavior, so that it works to change their mental perception. The study limited only to teens and youth generation between 15to 25 and 26 to 36 age categories covering both rural and urban sectors in the time-frame of December 2012 to December 2014. As study cover both qualitative and quantitative aspects, content analysis using in-depth interviews and survey study using questionnaire were conducted in this study. In conclusion, this study mentions that number of Alcohol users are addicted by their intimate association. With the time past, when the subjects are freed from their competitive work environment, they are victimized by the increasing consumer of the Alcohol in their day to day life. Alcohol addiction is a problem of personality development is significant, while some of the other consume Alcohol as a stress releaser.

Dependent Origination or dependent arising (Pratītyasamutpāda) is the central idea of Buddhist thought (6th BCE in India), which discloses the entire creation of human physics in terms of the mechanism of living matters in the body and mind, while Semiotics is the modern science of linguistics for understanding the structure of signs and symbols in meaning making in the use of human language and communication, which is produced in the early 20 th century in Europe and USA. This present study reveals the exposure of Buddhist thought of dependent origination on the modern theory of semiotics. While dependent origination is functioning for a definite answer for the composition of human being, problems associated with the human behavior which could be managed by the understanding of the practice of dependent arising. At the same time semiotics has been using not only for meaning making in the use of signs, but also it is highly significant in the use of descriptive analysis of social systems and human behavior in analytical philosophy. After diagnostically reading these two theories, this study assumes that the Buddhist thought of the creation of living objects has been fundamental in forming the semiotics, which is one of the modern western analytical philosophies. Despite of the fact that Buddhist thought centrally explores the existence of human being for its cessation from suffering (dhukka), same exposition can be utilized for identifying ones' intra-personal communication using dependent origination. On the other, Semiotics is a tool of modern analysis for human intra-personal communication. However, finally this study finds that the Buddhist thought of dependent origination could be immensely accommodating to understand semiotics as it is used for modern social analysis ranging from anthropological hermeneutics to cyber cognition.

Bali is a form of classical ritual that makes a sound performance of a variety of psychological and physical
treatments for many psychiatric and cultural diseases. Bali is defined as a form of oblation for gods and deities. Bali
is determined by the ephemeral cycle of one’s life, so that the procedures and practices of specific Bali
performances are planned to communicate with the planetary system, which is based on his/her astrology. Hence,
Bali is made to perform with the use of traditional dance, music and local cultural substances. There are nearly
eighty four thousand forms of Bali performances derived out from the constellation. History of Bali goes back to
the early kingdom of Kotte which started in early fifteen century. However, it is considered that the origin of Bali
resembles with the Indian Hindu religious cults, so that the Sri Lankan Bali tradition has been transformed by the
local cultural and Buddhist religious milieu. This study explores the content and effects of Bali ritual. As the
qualitative research, it assumes that Bali constitutes a broad spectrum of human needs and wants despite its
communication to the supernatural elements of planetary system. Sederaman (1965) has explored Bali to the extent
of its entire performance with respective lyrics and dancing procedures, as the pioneering study. However, present
study looks at the diversity of the objectives and effects of a performance of Bali in the set-up of real Kandyan rural
village in Sri Lanka. Finally, based on the research, it yields following conclusions. Bali in the rural Kandyan
village, is designed to be conducted continuously up to fourteen days. It is traditionally performed by the classical
exorcist gurus of Bali, who have been trained by the practice of word of mouth by their generation by generation.
They are used to reciting, singing and dancing all the forms of communication from their memory and recalling at
the very time of performance without any script or written text. Many Bali doctors are used to conducting entireperformance with number of classical lyrics and poems with mellifluous musical melodies, attractive rhythms of
dance and theatrical performances, which are not yet scientifically classified. Further, Bali is determined by the use
of significant characteristics of one’s astrology, so that the disease or pathetic situation is the fact that decides the
specific Bali form. There are nearly eighty-four thousand Bali which are for numerous physical and psychological
illnesses including variety of mental disorders and sexually transmitted diseases. Moreover, as this study found a
very rare Ola leaf manuscript, that describes the entire eighty four thousand Bali, which is called Balipatuna in
Sinhala (Contents of Bali) from a traditional Bali custodian in Laheba Bali Tradition at Kotabe in Mathale District
in Sri Lanka. On the other, knowledge and practices of the traditional local medical sciences of parturition (Child
birth) health in the pregnancy and the science of child birth (delivery) is also treated by the faculties of Bali schools.
And Also, Bali figures are designed, based on the narration of the Bali lyrics, which explains a group of stars
forming a recognizable pattern that is traditionally named after its apparent form and it is identified with a
mythological figure. However, this has been the source for very colorful temple arts and craftsmanship at the
Buddhist temples built up during the era of Kandyan kingdom (1469-1815).
Keywords: Bali ritual, therapeutic communication, psychological and physical diseases, parturition health, sexual
transmitted diseases
Introduction

A difference that makes a difference is defined as Information by Gregory Bateson ( 1972). Information Philosophy is a modern discipline of the critical investigation of the conceptual nature and basic principles of information, including its dynamics, utilization and sciences and the elaboration and application of information-theoretic and computational methodologies to philosophical problems ( Floridi,2003) merging  of both Philosophy and Information Sciences.  Information philosophy has been developed as a result of the amalgamation of Artificial Intelligence, Computer Sciences, Neurosciences, Cognitive Sciences, Mathematics, Physics and Philosophy. Cybernetics is one of the interesting contributions made by Norbert Wiener, Alan Turing, William Ross Ashby, Claude Shannon and Warren Weaver in the mid 20th century, when they had to explore the telecommunication and information channels for American Bell company.. Luciano Floridi in 1990 termed this as Philosophy of Information.  Despite of the fact the e- learning, which is introduced for third world countries (in recent higher education modification policies) as an effective mode of education, it is highly found in the western philosophy that provides a plat form of non-local remote culture and behavior of human. However, this study tries to explore the contents and capacities of Asian information philosophy, so that application of e- learning could be possible with sustainable and productive implementation that avoids the differences and limitation on non-grounded philosophy for local clients. Assuming that  if there is a proper understanding on the Asian information theory,  that discusses the existing cognitive and neuro-linguistic apparatuses, it could be possible to manage the existing issues  emerging in the phase of initiating E- learning in the open and distance education system for Sri Lanka. For this study it is used first a conceptual and analytical exposition on what is Asian Infroamtion Philosophy and How it is content  on our traditions and philosophies , and second, to search for necessary avenues for implementing e-leaning on the  proposed audiences, it uses  on-going and well as received responses and existing applications of  the case of Open and Distance Education  program of the University of Kelaniya.
Key Terms :  Asian Information Philosophy, Computer Science, Artificial Intelligence, E- Learning, Open and Distance Education, Third World Countries.

Citation:Jinadasa,M.P.K.(2014). Discourse analysis of the Sri Lanka police service and application of community policing philosophy. Abstract Objective of this study was to identify the capabilities and constraints behind introducing Community Policing as a new philosophy in restructuring Sri Lanka Police service from a traditional problem solving approach to community oriented service. Even though it is highly acclaimed that the necessity of a community partnership model for the modern policing practice there are many orthodox challenges which obstacle to this new approach so that internal management of the Sri Lanka Police institution should be totally changed towards a democratic and non-feudalistic form of fair environment in order to adopt this innovative philosophy to the said institution, would effectively gained considerable productivity to the police service as well as local community.

……………………………………………………………………………………………………… ABSTRACT A difference that makes a difference is defined as Information by Gregory Bateson (1972). Information Philosophy is a modern discipline of the critical investigation of the conceptual nature and basic principles of information, including its dynamics, utilization and sciences and the elaboration and application of information-theoretic and computational methodologies to philosophical problems (Floridi,2003) merging of both Philosophy and Information Sciences. Information philosophy has been developed as a result of the amalgamation of Artificial in the mid 20 th century, when they had to explore the telecommunication and information channels for American Bell company.. Luciano Floridi in 1990 termed this as Philosophy of Information. Despite of the fact the e-learning, which is introduced for third world countries (in recent higher education modification policies) as an effective mode of education, it is highly found in the western philosophy that provides a plat form of non-local remote culture and behavior of human. However, this study tries to explore the contents and capacities of Asian information philosophy, so that application of e-learning could be possible with sustainable and productive implementation that avoids the differences and limitation on non-grounded philosophy for local clients. Assuming that if there is a proper understanding on the Asian information theory, that discusses the existing cognitive and neuro-linguistic apparatuses, it could be possible to manage the existing issues emerging in the phase of initiating E-learning in the open and distance education system for Sri Lanka. For this study it is used first a conceptual and analytical exposition on what is Asian Information Philosophy and How it is content on our traditions and philosophies , and second, to search for necessary avenues for implementing e-leaning on the proposed audiences, it uses ongoing as

Language has been utilized for building relationship among peers. Public Relation is a process of making strong understanding and image building among stakeholders of an institution. Despite of the fact that variety of tools and techniques are used to make effective forms of public relation campaigns, language has been used for a credible and live form of interactive verbal communication in the public relation contents and tools. Creative writing and innovative presentation is an intrinsic feature at the phase of critical thinking in the practice of public relation This present study explores the effective forms of the use of Sinhala dialectic languages in creative writing and creative programming in the public relation campaigning. Being a qualitative, textual analysis is used for the study. For this, I used dialects of Medadumbara, Udadumbara , Mahiyanganaya, Galgamuwa, Nikaweratiya, Trincomalee and Hambanthota. Participatory observation at their social interlocutors and live interviewing were key tools of data gathering. Finally this study yield following conclusions; Sinhala regional dialects remains rich in the use of communication for making a thorough rapport among peers. Regional nonverbal behaviors to verbal communication have given much credible ecology in their dialogues and discourses. Familiar associations, Neighborhood and kith and kinship are some of the social aspects that enhance the amicable use of words in reciprocal understanding among relevant stakeholders. Use of sound balance, different form of language expressions, regional cultural gestures and postures, kinetics, proximity in social communication are some of the identified characters behind the productive use of langue for making effective public relation in the community relation in village level interrelations. Rural areas of living are yet not polluted by the use of urbanized use of language. Community oriented use of language and regional cultural oriented use of dialect are being transformed by the association of mainstream use of language in the common popular platform of interpersonal communication.

Bali is a form of classical ritual that makes a sound performance of a variety of psychological and physical treatments for many psychiatric and cultural diseases. Bali is defined as a form of oblation for gods and deities. Bali is determined by the ephemeral cycle of one’s life, so that the procedures and practices of specific Bali performances are planned to communicate with the planetary system, which is based on his/her astrology. Hence, Bali is made to perform with the use of traditional dance, music and local cultural substances. There are nearly eighty four thousand forms of Bali performances derived out from the constellation. History of Bali goes back to the early kingdom of Kotte which started in early fifteen century. However, it is considered that the origin of Bali resembles with the Indian Hindu religious cults, so that the Sri  Lankan Bali tradition has been transformed by the local cultural and Buddhist religious milieu. 
This study explores the content and effects of Bali ritual. As the qualitative research, it assumes that Bali constitutes a broad spectrum of human needs and wants despite its communication to the supernatural elements of planetary system. Sederaman( 1965) has explored Bali to the extent of its entire performance with respective lyrics and dancing procedures, as the pioneering study. However, present study looks at the diversity of the objectives and effects of a performance of Bali in the set-up of real Kandyan rural village  in Sri Lanka.
Finally, based on the research,it yields following conclusions.Bali in the rural Kandyan village, is designed to be  conducted continuously up to fourteen days. It is traditionally performed by the classical exorcist gurus of Bali, who have been trained by the practice of word of mouth by their generation by generation. They are used to reciting, singing and dancing all the forms of communication from their memory and recalling at the very  time of performance without any script or written text. Many Bali doctors are used to conducting entire performance with number of classical lyrics and poems with mellifluous musical melodies, attractive rhythms of dance and theatrical performances, which are not yet scientifically classified. Further, Bali is determined by the use of significant characteristics of one’s astrology, so that the disease or pathetic situation is the fact that decides the specific Bali form. There are nearly eighty- four thousand Bali which are for numerous physical and psychological illnesses including variety of mental disorders and sexually transmitted diseases. Moreover, as this study found a very rare Ola leaf manuscript, that describes the entire eighty four thousand Bali, which is called Balipatuna in Sinhala (Contents of Bali) from a traditional Bali custodian in Laheba Bali Tradition at Kotabe in Mathale District in Sri Lanka. On the other, knowledge and practices of the traditional local medical sciences of parturition (Child birth) health in the pregnancy and the science of child birth (delivery) is also treated by the faculties of Bali schools. And Also, Bali figures are designed, based on the narration of the Bali lyrics, which explains a group of stars forming a recognizable pattern that is traditionally named after its apparent form and it is identified with a mythological figure. However, this has been the source for very colorful temple arts and craftsmanship at the Buddhist temples built up during the era of Kandyan kingdom (1469-1815).
Key Terms ; Bali Ritual, Therapeutic Communication, Psychological and Physical  Diseases, Parturition Health, Sexual Transmitted Diseases.

Recent research has focused on how militarised masculinity connects with hegemonic masculinity and the heterosexual values of South Asian society and culture. One area that has witnessed young military men who experience same-sexual tendencies being threatened in the workplace and community by heteronormative patriarchal values is the military. Likewise, young men perform their manliness as superheroic real-brave men. Therefore, some men resign from the army because of unpleasant experiences, while others clandestinely conduct their same-sex practices. This paper adopted an epistemological assumption of how people construct and interpret their same-sexual experiences within the context of their existing norms of the Buddhist religion, culture, and society. This paper uses interpretivism as epistemology and constructivism as an ontology. In response, this paper explores how Sri Lanka's young military men are distressed by conflict-related sexual violence (CRSV) for their nonheterosexual experiences and interests. Thematic analysis of data from in-depth interviews (11) was executed using a qualitative inductive research design. This study found how people are self-stigmatised through homophobia, heteronormativity, heterosexuality, religion, culture, and society. The findings from the interviews suggest how international humanitarian law (IHL) can mediate the development of the rights of LGBTIQ+ people by exploring how Buddha taught in the Pali canon threefold (Thripitaka) Suththas supports LGBTIQ+ values. Alongside this, the implication is that, despite Pali commentaries claiming that non-heterosexual practices are restricted in Buddhism, what Buddha taught in the Pali canon of threefold Suththas has no explanation for people rejecting or discriminating against nonheterosexual relationships. Therefore, this paper concludes that understanding what Buddha taught in an Indian South Asian historical-cultural context helps develop IHL for LGBTIQ+ values.

Current research has suggested that Sri Lankan laws and cultural norms restrict people from openly establishing same-sexual practices. Therefore, people search for more convenient spaces such as the internet and Facebook to negotiate with other men. In response, this paper explores how Sri Lanka's rural young men (18-24) engage with fake Facebook profiles to achieve same-sexual desires. Despite how corporate public relations functions on "mutual understanding," this paper adopts "mutual understanding" to argue how young men's dialogue can develop their sexual reputation. Alongside this, this paper is a product of an ongoing qualitative doctoral study, which collected data through three methods: a qualitative survey (50), in-depth interviews (30) of six districts in Sri Lanka, and Facebook ethnography from September 2019-January 2020. Thematic analysis inductively interprets the data through constructive ontology and interpretative epistemology. Findings from the study suggest that young men use Facebook clandestinely to approach same-sexual desires, whereas men are also supported by offline friends to learn what they are puzzled by from their fake profiles. Also, findings suggest that through Facebook's episodic narratives, people create a virtual network among interested people to share their different experiences, whilst men practise same-sexual desires via instant online "Cam sex." Alongside this, this paper highlights that men cooperatively facilitate each other through the internet, Facebook, and offline friends whilst they develop trust, confidence, and mutual understanding. The paper concludes by suggesting that Facebook is a "catalytic platform to achieve men's sexual liberties through the formation of "non-corporate virtual organizations" by managing men's identities through "men's specific fan communities."

Facebook Ethnography, Digital Young Natives, and Same-Sex Relationships.
Citation : Jinadasa, M (2022) Facebook Ethnography, Digital Young Natives, and Same-Sex Relationships. SACS PGR Conference – 14th June 2022, Hendry Daysh Building 6.16, Newcastle University, UK.
This paper describes how I conducted my Facebook virtual ethnography, which is attached to my doctoral field research. Virtual ethnography was involved to find out the empirical data on how men establish their same-sex desires and intimacies. The aim of my doctoral study is to explore how Sri Lanka’s young men (18–24) establish their intimacies in the social media era. In Sri Lanka, same-sexual relationships are constrained by law, culture, society, and religion through heteronormative patriarchal values. On this premise, people search for alternative spaces to establish their same-sex desires. Therefore, people use Facebook to create fake profiles to interact with people about their same-sex desires, values, interests, and relationships. In this broader context, from early September 2019 to February 2020, I did my Facebook virtual ethnography as my third step of data collection after I conducted a qualitative survey and an in-depth interview as the first and second steps.
First, I created a different Facebook profile in addition to my official Facebook personal profile. This informs people about who I am by showing my personal and professional information, including contact details, and the purpose of my doctoral study at Newcastle University. I attached all the information sheets and the consent forms along with this Facebook profile. I added most of the fake profiles and the open groups to my research Facebook profile in order to engage them through my ethnographic process. While I observe how people use Facebook clandestinely to interact with people, I found that people tell their personal and private experiences as episodic short stories on Facebook, to which other Facebook fans create more comments on their creative-imaginative romantic stories. Second, I found that people show most of the other young men’s photos and images as their own profile pictures to create the image they desire. These fake Facebook walls are created through other popular young men’s attractive and romantic pictures that are collected on the internet. Third, I found that people come to Facebook Messenger to chat with the people interested so that they can personally dialogue with the choice. In Facebook Messenger, people share their personal mobile phone numbers for further dialogue on either their mobile phones or on WhatsApp. As this messenger chat shows, people come to offline spaces to physically engage their romances and desires once they each compromise their credibility and reciprocity through establishing mutual understanding. In addition, through this Facebook messenger, they form open groups to physically meet for their same-sex desires and practices instead of the online premises. Also, people use Facebook calls and video calls to practise their same-sex romances. Fourth, as people were assured about the researcher, they felt free to further talk to the researcher via Facebook Messenger and WhatsApp, whereas they wanted to meet the researcher physically to share their private lives through either experience or sexual practices. Along with that, some people finally wanted to plug through the researcher's personal Facebook. This paper concludes by suggesting how virtual ethnography is a productive way to collect live data on a subject and its subjectivity, particularly when it is dealing with how people interact with others by hiding the use of fake profiles on Facebook. Finally, this implies how Facebook ethnography provides more opportunities to investigate culturally restricted values and practices, such as non-heterosexual practices and desires.
Key terms; Facebook ethnography, virtual ethnography, rural young men, same-sex desires and relationships.

Current research has suggested that Sri Lankan laws and cultural norms restrict people from openly establishing same-sexual practices. Therefore, people search for more convenient spaces such as the internet and Facebook to negotiate with other men. In response, this paper explores how Sri Lanka's rural young men (18-24) engage with fake Facebook profiles to achieve samesexual desires. Despite how corporate public relations functions on "mutual understanding," this paper adopts "mutual understanding" to argue how young men's dialogue can develop their sexual reputation. Alongside this, this paper is a product of an ongoing qualitative doctoral study, which collected data through three methods: a qualitative survey (50), in-depth interviews (30) of six districts in Sri Lanka, and Facebook ethnography from September 2019-January 2020. Thematic analysis inductively interprets the data through constructive ontology and interpretative epistemology. Findings from the study suggest that young men use Facebook clandestinely to approach same-sexual desires, whereas men are also supported by offline friends to learn what they are puzzled by from their fake profiles. Also, findings suggest that through Facebook's episodic narratives, people create a virtual network among interested people to share their different experiences, whilst men practise same-sexual desires via instant online "Cam sex." Alongside this, this paper highlights that men cooperatively facilitate each other through the internet, Facebook, and offline friends whilst they develop trust, confidence, and mutual understanding. The paper concludes by suggesting that Facebook is a "catalytic platform to achieve men's sexual liberties through the formation of "non-corporate virtual organizations" by managing men's identities through "men's specific fan communities."

and Roshan Priyankara, Freelance Commercial Model and Actor (MBM-University of Kelaniya) roshanpriyankara43@yahoo.com This paper reviews three divisions as mutual understanding, digital media contexts, and emerging networks of digital intimacies. First, mutual understanding involves with explaining how young men establish similar understanding between each other through interactive communication via Facebook in order to establish their same sexual relationships. Second, Digital media contexts involves with reviewing digital media's potentials and spaces, on which rural young men create mutual understanding. Third, emerging networks of digital intimacies involves with clarifying how rural young men network themselves for their same sexual relations through Facebook as a safe and convenient space for their intimacies. On this qualitative literature review, key concepts such as mutual understanding, digital contexts and emerging networks of digital intimacy are explored to argue how rural young men create a network of digital intimacy on their same sexual relationships. Mutual understanding as a key public relation concept, is used to understand how young men establish their same sexual relationships through a process of inter-personal communication via Facebook. Digital media's potentiality through 'network society' and 'participatory culture' are explored in order to understand how Facebook helps to create mutual understanding. Accordingly, this paper defines mutual understanding based on how young men individually interconnect through Facebook in order to identity "who they are" for their same sexual relationships. This is not similar to how relationships are managed between organisation and its stakeholders in terms of the corporate benefit. In short, this thesis argues how mutual understanding is constructed through young men's individual understanding on a process of interaction via Facebook. As a result, it is argued how these virtual communities create a network of digital intimacy.

How loving-kindness and compassion are practiced in order to regulate warfare and reduce suffering during armed conflict situation; a practical guidance and resource on Metta Sutta, Karaniya Meththa Suththa and Metanussati Bhawana (meditation) Research Question: 1, 2, 4,5,6,7 Authors: Manoj Jinadasa 1 (MSSc) and Roshan Priyankara 2 (MBM) EXTENDED ABSTRACT …………………………………………………………………………………………………..

In digital media society, young men organize themselves to establish their sexual identities. In this instance, young men build up through a process of public relation by means of digital spaces. Young people utilize social media and digital platforms to create mutual understanding and reputation for establishing their sexual relations and emotional literacies. In order to success this aim, young men create relations through interpersonal communication between young men, other men, and wider society. Second, young men's sexuality is used as a commodity to trade through digital media by the objectives of capital market. Third, digital media effects for sexual and mental well-being of young men. Thus, these aspects will be explored by this current study with special reference to Sri Lankan postcolonial socio-cultural context. The methodology consists inductive research design, constructivism in ontology and interpretivism in epistemology. This qualitative study will be conducted successively in four stages; general survey on one hundred (100) random sample, twenty (20) in-depth interviews through snowball sampling, ten (10) life histories through significant identifications and a content analysis of sex web pages and mobile sex applications (apps). Respondents (who are self-identified as gay, straight and bisexual) are selected by the age 18-24 young men based on the urban (17%) and rural (83%) diversity in Sri Lanka. This study could be possible to create a theoretical model of Public relations on young men's sexual practices, in addition to produce new insights on young men's sexual and mental well-being and digital sexual market. Though, this study is limited into Sri Lanka, the result could be extrapolated to other similar social cultural contexts.

Public Opinion has been the keystone of the theory of modern use of mass media in the early 20th century, especially in American behavioral sciences and mass media propaganda. However, with the emergence and proliferation of modern  social media, opinion formation has been affected by the liberation of suppressed thoughts and ideas in the marginalized social strata in the pluralistic societies. Meanwhile there is a rapid expansion and circulation in the use of social media in the teen and youth generation. This present study explore the effects of social media in opinion formation reference to economic and social context in Sri Lanka. How social media  use and for what purposes  it is used  in the field of the study.

This study was conducted qualitatively using general survey to identify the use of social media. Textual analysis and case study methods were used for in-depth analysis of the behavior pattern of the use. Fifty (50) individuals, who use social media were utilized to identify the formation of development opinion.

Finally this study yields following insights; that the majority of social media users are highly fascinated by the entertainment communication through the exchange of photos, video and other stylistic personal contents, however, some cases were identified  as knowledgeable discourses for eradicating exiting political and cultural suppressions and restrictions. Empowering community through the relevant awareness can be measured by the indicators of  “ like, share, comment”  in the  behavior of social media. Therefore, this study suggests that there is a growing trend of development effect on the exiting development issues through empowering relevant vulnerable communities via the social media.

Key Terms :  Social Media, Developmental Impact, Economic and Social Context, Community Empowerment,Awareness

The rate of crime and the involvement of army soldiers, in post-conflict society in Sri Lanka, are substantially significant as the lack of psycho-social awareness in the army profession has caused an increase in the a number of individual criminal incidents in postwar society. In addition, the representation of gender in the rate of crime in the army is of equal relevance to this study. This study focused on the level of the awareness of psycho-social knowledge and how it affects the rate of crime as well as the gender representation of crime in Sri Lanka's post-conflict society. Using a mixed methodology, this study was conducted in the Northern and Eastern Provinces covering 10army camps. The quantitative analysis revealed the level of psycho-social knowledge and army involvement in post war national crimes. Apart from a survey administered to 50 army service men and women from the army camps, 10 cases of nationally reported crimes were also analysed to identify the relationship and involvement of the army in those crimes. In addition, 10 in-depth interviews with a focus group were conducted to investigate the real nature of the mind of army soldiers after the long drawn out 30 years of war. The data gathered from the afore mentioned quantitative and qualitative methods were analysed and compared in terms of the objectives of the study. Based on the gathered data and their analysis, this study draws the following conclusions. Army involvement in national crimes is minimal, however, based on the 10 criminal cases studied to analyse factors behind the relationship between army involvements towards crime in post-conflict society, it was revealed that the lack of the knowledge of psychology and lack of appreciation for art and culture have caused some army service men and women to commit crimes. After the war if army soldiers, who had previously been engaged in combat, knew how to manage their depression using psycho-social awareness they could have avoided being involved in criminal activities. Both male and female soldiers communicated their hidden feelings and sexual desires, and there have been occurrences of criminal incidents. However, there were significantly more male involvement in these crimes. Finally, this study highlights the necessity for a comprehensive course on empowerment in psycho-social awareness at the very beginning of the initial training provided in the army as well as in the post –conflict society context. Thus the establishment of a specialised division for mental health services is highly recommended for the military sectors.