International Journal of Arts and Humanities

Different Cultural Groups’ Perception of the Quality and Effectiveness of Intercultural Communication in Sri Lankan's Media

Abstract: This study examines the perceptions of intercultural communication in Sri Lankan media during the era of media convergence, with a particular focus on how different cultural groups evaluate the quality and effectiveness of media content. Sri Lanka, a diverse and multicultural country, has experienced significant changes in its media landscape with the advent of digital technology and media convergence. The study addresses the cultural diversity of Sri Lanka, the evolving media scene, and historical ethnic conflicts, emphasising the need to understand how various cultural groups perceive and engage with cross-cultural communication in the current media environment. The problem statement underscores the challenges posed by the era of media convergence in a country with a complex socio-cultural context, marked by past interethnic conflicts. The research objectives aim to examine the impact of media consumption habits, language proficiency, and cultural identity on perceptions of intercultural communication quality. The study's significance lies in its potential to provide insights into the dynamics of intercultural communication in Sri Lankan media, contributing to the broader field of intercultural communication research. The methodology employs a quantitative research design, combining survey research with a structured questionnaire distributed to a sample of 215 college students in the university region. The research approach is deductive, aligning with a positivist research philosophy. The conceptual framework guides the investigation, considering the interplay of media consumption habits, language proficiency, and cultural identity in shaping perceptions of intercultural communication. Demographic analysis of the sample reveals predominant participation from individuals aged 30–50, unmarried status, and a slight skew towards male respondents. Correlation and regression analyses highlight significant positive relationships between media consumption habits, language proficiency, cultural identity, and perceptions of intercultural communication quality. The overall regression model explains 34.6% of the variance in perceptions. The study concludes by emphasising the importance of understanding the complexities of intercultural communication in the evolving media landscape of Sri Lanka. The findings offer practical insights for media professionals, educators, and policymakers to enhance the quality and effectiveness of intercultural communication in this multicultural context.

Keywords:  intercultural communication, media convergence, digital technology, and socio-cultural groups