දේශීය පොදු ජනමතය හා ජනමාධ්‍ය Public Opinion and Mass Media

Abstract

The concept of public opinion has been the subject of extensive academic debate, with its origins and development tracing back through a long and complex historical trajectory. Formal studies and scholarly inquiries into public opinion are predominantly rooted in the intellectual traditions of the Western world. However, even within these traditions, a definitive consensus on its precise definition and scope remains elusive. This lack of agreement may be attributed to the diverse disciplinary approaches that attempt to interpret the nature and function of public opinion. Despite this, it is unequivocally clear that in societies governed by democratic systems, public opinion commands significant attention and recognition. The principal reason for this lies in the potential of public opinion to influence decision-making processes by rulers and governing institutions. Moreover, in modern democratic societies, there exists an inextricable connection between public opinion and mass media. The functional power and capacity of mass media to organize, empower, and manipulate public opinion are particularly salient in this context. Additionally, the influence of technological advancements on mass media, coupled with the commercial transformations within the media industry, has the potential to generate various implications for public opinion. A foundational scholarly understanding of these dynamics is therefore both necessary and expected.