Abstract:
In consideration of current media trends in Sri Lanka, we find a number of forces
based upon diverse agendas. Noisy, impatient, polluted and adverse media messages
used by one media institution to supersede another have made adverse effects on
receptors. Day by day these trends are on the rise and it is evident that such media
messages have violated all media ethics. Persons engage in intra personal
communications and such communications determine their physical and mental
behavioral patterns. Adverse effects resulted by external factors may creatc unusual
and arrogant behavioral patterns and emotions in a healthy person. Women in the prenatal
stage too are open to such adverse media messages and such messages may
create behavioral and mental complications In them. Accordingly, mass
communication acts as the vehicles of human conscience. Central sensory system is
significant for human existence likewise, media of mass communication is significant
for the existence of human conscience.
The problem is not in the biological system of the human body but in the symbolic
mcdia culture. The result would be the conflict between attitudes deposited in the
mind of pregnant women and the attitudes created by the media culture. The victim
would be shocked as a result of this incomprehensible and unbearable situation. Such
shocking experience would be quite decisive not only for the pregnant woman but
also for her fetus. Furthermore, no analytical socio-psychological study has been
conducted in this regard in the field of Mass Communication and Media Studies. On
the surface this may be considered as a study with a medical approach. However, a
rich communicative study cannot be expected through a medical approach.
Accordingly, the prime objective of this research is to study the mental and behavioral
effect of adverse/ polluted media messages on the target group of women in their prenatal/
ante-natal stage in the context of Media and Communication Studies.
