|dc.contributor.advisor||Kõuts-Klemm, Ragne, juhendaja||
|dc.identifier||Härson, Tuuli (2005) Edu kui väärtuse konstrueerimine Eesti noortemeedias. Other thesis, Tartu Ülikool.||
|dc.description||Current research „Construction of Success as a Value in Estonian Youth Media” focuses
on two aspects of the matter. The first is the value structure that is mediated through
journalism and the position of achievement in that structure. The other is the meaning of
success in media reality which depends on the values of the interpreter.
The purpose of this reasearch is to explain what are the values currently represented in
Estonian youth media texts, which examples does media set, how is success interpreted and
which are preconditions of achievement evident in those texts.
To establish these aspects, selected media texts are analysed with quantative and qualitive
methods. Research sample consists of 50 texts published in 6 issues of three Estonian teen
magazines and newspaper over the period of 7 months since September 2004 to March 2005.
The share of special youth journalism is marginal in Estonian media system – only three
different labels but reading of each volume is quite respectable. Reaserach is based on entire
print media directed specially to youngsters at the age of 13 to 18.
Theoretical basis of the reasearch come mainly from two social scientists – Shalom
Schwartz and Ronald Inglehart. The quantative part of the analysis in based on Schwartz’es
concept of value types and single values they consist of and aims to establish the position of
achievement in value structure of youth media. Inglehart’s understanding of the influence of
social and political processes to value systems is applied on empirical material to make
assumptions about values in current youth media. Empirical basis are different value surveys
in Estonia dating back to the beginning of transition period in 1990s, a media based success
research and analysis of pupil’s essays presented in a value conference „To Be or to Have?”. Although media texts reflect society in somewhat biased way they still draw from reality, so
the same tendencies can be specified in both. That is why real life researches can be used as a
basis for analysis of media reality.
Results indicate that both modernist and post-modernist values are evident in Estonian
youth media. In general self-respect is most appreciated. Achievement related values are of
third priority and of those abilities, not successfulness are considered most important. So
media does not over appreciate success and thrive to achievement is often more important that
the result itself. Success is defined subjectively and its meaning varies depending on personal
values. It does not mean marely wealth or power. Being successful means doing what one
likes, choosing own path, breaking stereotypes and routine. It is not dependent on age or
education but chance, starting out at early age, persistency and giving up time on the account
of relationships and enterntainment.||
|dc.subject||H Social Sciences (General)||
|dc.title||Edu kui väärtuse konstrueerimine Eesti noortemeedias||