You will never get mixed up if you simply tell the truth. Then you don't have to remember what you have said, and you never forget what you have said. - American politician Sam Rayburn (1882-1961)
I had always been fully convinced that a day will invariably dawn when I will be able to utilize this knowledge for the good of the many. My extensive studies once elicited an interesting observation from one of my colleagues: “You are fifty years ahead of time.” I must record here that an unconcealed tone of admiration was present in his statement.
What follows is the stark truth, not even a trace of exaggeration mars it. If at all, I have taken utmost care to see, that, even this simple truth should not seem strong.
Some misguided people may tend to ‘hijack’ the history of the introduction of mass communication at tertiary education level in Sri Lanka. In such a context, my primary purpose here is to restore proper perspectives to ensure the dignity of academia.
I will indicate here how I had the good fortune to introduce the teaching of mass communication at tertiary level. I do this not at all as a self boosting ego tour but merely to indicate how mass communication was, in fact, introduced to University level in Sri Lanka, through my academic effort.
It all started way back in 1969. One evening, when I was at Lake House, where I was a member of the editorial staff, I received a phone call. The person at the other end was Manthri Kariyawasam.
He was my intimate friend. I admired him for his unambiguous commitment to what was just, for his fearlessness and for, above all, his unswerving loyalty to causes and persons he espoused. I will be wanting in my duty, if I did not mention here, that late Manthri Kariyawasam is one of the greatest gentlemen, I came upon in academia. To come back to Manthri Kariyawasam's phone call it was terse and to the point: “Edwin can you start teaching mass communication at junior University, Dehiwala, from tomorrow morning?
My response was enthusiastically affirmative.
Teaching mass communication
This is how I came to be profoundly involved and associated with the pioneering course of mass communication studies at the University (Tertiary) level in Sri Lanka.
Manthri Kariyawasam is the academic who had been put in charge of the course of mass communications studies at the Junior University he gave me the fullest leeway opting to remain the mover and the shaker to unsnarl any administrative or other obstacles that could occur. He gave me the fullest freedom to shape the total academic personality of the new course. At this stage, it is essential to explain the reason that prompted Manthri Kariyawasam and other administrators to request me to inaugurate this higher education course in mass communication.
They, just as most of my other colleagues, were fully aware of how engrossed I have been for quite some time in mass communications research. I had been delving deep into relevant studies, utilizing the latest publications on mass communication and related disciplines I had access to the latest publications through the USIS and Asia foundation.
I had always been fully convinced that a day will invariably dawn when I will be able to utilize this knowledge for the good of the many. My extensive studies once elicited an interesting observation from one of my colleagues: “You are fifty years ahead of time.” I must record here that an unconcealed tone of admiration was present in his statement. And, now the irony is I am writing this article to mark the Golden Jubilee (the 50th year) of the Introduction of Mass Communication at University level, by me.
The Junior University, at Dehiwala, was located in a semi-urban context. The Institution was housed in a brand new building complex. Its ground was ample and took on the guise of a park. The urban bustle did not obtrude upon its atmosphere. This provided a salutary academic ambience. The total complex possessed the makings of a residential university.
But, here, the residential facilities were not provided. The students from distant places resided in the immediate vicinity of the university. This way to all intents and purposes. It was residential, in its essential spirit.
The students stayed on, at times, until it was quite late in the night.
I decided to shape our study course to enable it to integrate seamlessly with the living and the pulsating life of the community without confining the students in an isolated academic Ivory Tower, emphasizing the Theory. The venue was highly conducive, to bring about this give and take with the society outside. Eventually, I received an unexpected ‘tribute’, to the course I formulated. A scholar from Jaffna asked me whether his students could join my course. I welcomed them wholeheartedly.
From the beginning, I was fully convinced that the total course should be pragmatically oriented while emphasizing the theoretical core of the course. I considered it imperative to convert the students into practical mass communications personalities capable of facing the challenges of any media professional situation. I persuaded the students to organise exhibitions related to their studies. One female student named Udula Kariyawasam organised an exhibition on the theme of printing. I arranged, with Lake House, to enable her to borrow a lead Rotary printing plate, to be displayed at her exhibition. Web off-set Rotary was not there, then. To mark the Apollo 11 Moon Landing we held an exhibition at the Junior university premises. The essential items, including replicas of Rockets were obtained by the courtesy of the USIA.
A spectacular event was the visit of Dr. Roger Manvel, the highly reputed International film critic, to the Junior University. We had a day-light film screen, which enabled films to be shown even in broad daylight. He addressed our students. His presume was glamorised by late Neil D. Perera, an outstanding film enthusiast. An exhibition of film promotional material was held at that time.
Publishing houses
I saw to it that our students were very much in touch with the society outside. I took them to see a film premier. This was through the late film director Amaranath Jayatillake. Our students were taken to Martin Wickramasinghe's residence to spend a day there. Our students sat around the ageing sage, talking to him intimately.
In order to make the students familiar with the actual reality of publishing houses, I arranged simulations. I had a sub-editors’ desk simulator at the Junior University to enable students to fit into real situations in printing houses if they were employed in one of these.
I arranged my students to interview important personalities such as Professor Nandadasa Kodagoda. I had the interviewee to assess the level of the interviewing group I sent out followed by thorough teaching about the methods of interviewing.
My students at the Junior University had to write a book. The subject matter they opted for surprises me now after 50 years. One student created a work about writing captions for photographs in print media. Another discussed cartoons in newspapers.
Dr. Mahim Mendis recalls how they consulted me to formulate the mass communication inauguration course at the Open University. I was invited by the University of Ruhuna to initiate their mass communication department.
Immediately after the initiation of mass communication studies at tertiary level at the Junior University, there was yet another significant development. The Colombo Campus President invited a group of scholars to make suggestions about job-oriented study courses at the university level.
I too was among the invitees. Sustained arguments were forwarded on behalf of various subject areas. I insisted on mass communication. There was general agreement. It was decided to appoint a three-member committee to formulate the syllabus. I was appointed the chairman and the other two members were Professors K. Kailasapathy (from Jaffna) and Sunanda Mahendra. These two great scholars were gracious to try out the syllabus I formulated.
The first course was located at Kelaniya I lectured at times for more than three hours to establish the core material profoundly.
There were other developments. I trained the first batch of mass communication teachers at a prolonged session at National Institute of Education, Maharagama. The executive officer in charge of this arrangement was Dodantenne. At Ruhuna University, I delivered the inaugural lecture on mass communication. I introduced public relations at higher education level at the University of Sri Jayewardenepura.
I feel it essential to make a reference to a touching incident that occurred during these days. I took all my Junior University students to Lake House for a brief session in job training. During the course, the students were taken to see the mechanical work linked with printing. The staff explained how the machines functioned. While this was happening, a Tamil girl student approached me. She whispered: “Sir, will these staffers get angry with you for bringing Tamil students here?” I assured them with all the strength I could muster, that no such feeling will ever be entertained here. You are really welcome.
This is only a brief outcome of the history of the effort.
I so strenuously introduced the teaching of mass communication to the tertiary education of this country. I contributed so vastly as a single individual to introduce mass communication studies to tertiary education.
In this golden jubilee year of that tremendous event, I thought I must modestly record the history with no thought whatsoever of ego-boosting. Hundreds of thousands of students have benefited.
I refer to my central and primary role with immense restraint. My role can be checked if anyone is interested.
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