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Topics: Sri Lanka, Radio stations in Sri Lanka, Generation Y Pages: 30 (7926 words) Published: April 21, 2015
This is a group research conducted on to identify the impact of media to creative ability of the younger generation. The word media has a broad scope, in this research we have considered mainly on TV and Radio as sources for media. The research also has made boundaries on younger generation that is from the child birth to end of teenage. A substantial literature review also a critical analysis of problems were also included in the research. A conceptual diagram also included to capture dependent and independent variables, so to get a quick overview of the problem. Finally some solution approach indicating some example programs also with amendments to be done for the current programs also included.


Table of contents


Section 1 – Problem identification


1.2 Background


1.3 Aim and objectives


Section 2 - Literature Review
2.1 Media statistics

8 – 15

2.2 Media Literacy

15 – 17

2.3 Effects and Impacts of Media on Younger Generation that

17 - 19

Kills Creativity
2.4 Why we need to use media? And what do we expect from it?


2.5 Responsibilities of Media to the Younger Generation in


Order to be Creative
2.6 Available Hypothesis

20 - 22

Session 3 - Problem Analysis
3.1 Building a Conceptual Diagram


3.2 Analyzing problem

24 - 26

3.3 Solution approach

27 – 28

Session 4 – conclusion



Section 1 – Problem identification

Research Title

An investigation of how media impacts the creativity of the younger generation in Sri Lanka.

1.1 Problem Statement
“How Media Impact the Creativity of the younger generation in Sri Lanka?”

Problem Definition
What is Media?
Communication channels through which news, entertainment, education, data, or promotional messages are disseminated. Media includes every broadcasting and narrowcasting medium such as newspapers, magazines, TV, radio, billboards, direct mail, telephone, fax, and internet. Media is the plural of medium and can take a plural or singular verb, depending on the sense intended. ( in this research the team will mainly focus on radio, television.

What is Creativity?
Creativity is the act of turning new and imaginative ideas into reality. Creativity is characterized by the ability to perceive the world in new ways, to find hidden patterns, to make connections between seemingly unrelated phenomena, and to generate solutions. Creativity involves two processes: thinking, then producing. If you have ideas, but don’t act on them, you are imaginative but not creative. ( )


“Creativity is the process of bringing something new into being. Creativity requires passion and commitment. It brings to our awareness what was previously hidden and points to new life. The experience is one of heightened consciousness: ecstasy.” – Rollo May, The Courage to Create [Is this possible in business? I believe so, but you have to be willing to take risks and progress through discomfort to get to the finish line.

“A product is creative when it is (a) novel and (b) appropriate. A novel product is original not predictable. The bigger the concept, and the more the product stimulates further work and ideas, the more the product is creative.”

—Sternberg & Lubart, Defying the Crowd
(Naiman, 2014)

Who are the Younger generation?

Younger generation refers to the category of children, toddlers and teens. In this research the focus group will from child birth to teenagers. In the society this is a dependent category on adults. Adults are the experienced people in the society who can stand by their own without totally depend on others. We have many categories of adults like parents , teachers , religious leaders , mentors and etc. but just because of having a higher age it does not mean that he or she is an adult, it comes from the experience , character , discipline , behavior and lot of other...

References: Generation X. (2010). Retrieved from ValueOptions:
Generation Y. (2010). Retrieved from ValueOptions:
Jolls, T. (2006). Centre For Media Literacy. Retrieved from
Naiman, L. (2014, February 26). Creativity at Work. Retrieved from Creativity at Work:
University, G. S. (2012). General Sir John Kothalawala Defence University. Retrieved from General Sir
John Kothalawala Defence University:
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