http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/101 Sun, 19 Apr 2026 11:30:27 GMT 2026-04-19T11:30:27Z http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12419 Youth Perspectives: An Assessment of Victim Blaming against Women and Girls in Northern, Sri Lanka Gabilan, A. Thu, 01 Jan 2026 00:00:00 GMT http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12419 2026-01-01T00:00:00Z http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/11401 Evolving portrayals: Unveiling the shifting trends in advertising Poongulaly, S.; Anutharsi, G. Mass media is the primary means of communication for reaching the masses. Different studies have made it clear that objectification through mass media has had a tremendous impact on the world. Advertising is “the non-personal communication of information usually paid for being persuasive about products, services or ideas by identified sponsors through the various media”. Advertising has long been a mirror reflecting societal norms and expectations, including those regarding gender roles. However, as society progresses and perspectives evolve, so does the portrayal of men and women in advertising. This study examines the evolution of gender portrayals in Indian Tamil advertisements, analyzing how they reflect and shape societal attitudes, by employing a content analysis framework, the research aims to understand the extent to which contemporary advertisements challenge or reinforce traditional gender stereotypes, while also exploring emerging representations of gender diversity and inclusivity. In this way, the study aims to find out the changing trends of gender portrayal in Indian Tamil advertisements through some representative ads based on these research questions. RQ1: How have portrayals of gender roles in Indian Tamil advertisements evolved over time? RQ2: To what extent do contemporary Indian Tamil advertisements challenge or reinforce traditional gender stereotypes? RQ3: How do contemporary Indian Tamil advertisements represent diverse gender identities and sexual orientations? The researcher observed the ten product advertisements, old and new versa. Content analysis has been conducted to find out the transformation. As the conclusion of this study, the role of gender in advertising is undergoing a profound transformation, driven by evolving societal attitudes and consumer expectations. Advertisers can shape narratives that reflect and inspire positive social change by challenging stereotypes, championing diversity, and promoting inclusivity. Further, Brands are investing in storytelling, user-generated content, and influencer collaborations to forge authentic connections with their audience. Mon, 01 Jan 2024 00:00:00 GMT http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/11401 2024-01-01T00:00:00Z http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/11400 Deconstructing Hindu Practices: A Study Based on Deepa Mehta’s Trilogy Anutharsi, G.; Poongulaly, S. Films illuminate the complexities of tradition, gender, culture and identity in the society in which we live. Directors play a pivotal role in shaping and presenting reality on screen. Over time, the depiction of Hindu practices, rituals, and local customs has evolved, reflecting changes in societal attitudes, cultural values and religious practices. According to that, this study examines the portrayal of Hindu religious practices, symbols, and beliefs in Deepa Mehta's trilogy Water (2005), Earth (1998) and Fire (1996) as her work represents the socio-religious structures rooted in Hindu practices and their intersections with gender, societal norms and power dynamics. The primary objective of this study is to examine how Mehta depicts the Hindu practices of Indian society through her settings, characters, themes, and storytelling in her films. The secondary objectives include exploring the depiction of challenges in Indian society’s reality and how she uses symbols to explore the depiction of Hindu practices. This study employs a textual analysis of films’ key sequences, including the plot, characters, visual elements, and audio, explicitly focusing on conversations between the main characters. Feminist film theory and Auteur theory were used for the study. In the film Water, Mehta challenges the difficulties of widows how the religious is manipulating them to exploit throughout their livelihood. In the film Fire, the director critically argues the impositions of patriarchal society how emphasised within religious and societal customs. Meanwhile, Earth delves into the communal tensions of the 1947 Partition, illustrating how religious identities are weaponised to fuel political and societal violence. The study concludes that by deconstructing the traditionalised interpretations of Hinduism, Mehta's films provoke a re-evaluation of the intersection between religion and social justice. This research highlights her cinematic narratives how used as tools for questioning oppressive traditions, expressing the marginalised difficulties and advocating for inclusivity and reform in contemporary Indian society. Deepa Mehta questions the cultural projections of binary oppositions, such as oppressor and oppressed power structures that shape Indian society. Wed, 01 Jan 2025 00:00:00 GMT http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/11400 2025-01-01T00:00:00Z http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/11227 LGBTIQA+ Community & Social Media: Evidence from Sri Lanka Gabilan, A. Wed, 01 Jan 2025 00:00:00 GMT http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/11227 2025-01-01T00:00:00Z