|dc.description||The aim of current bachelor thesis “The representation of local election in daily
newspapers in comparison of New York City with Tallinn” is to clarify do appear in
United States of America and in Estonian political communication similarities and
The first hypothesis “In the media texts of the preliminary election period in United
States are candidates personalities represented more than platform in Estonian
preliminary election period, describing events of campaign”, did not find an
The New York Times published in September 2001 of the pre-election period variety
information in relation to candidates of mayor.
Candidates were introduced thoroughly, describing their vision as a future mayor, all
candidates gave their political viewpoints in relation to changing laws and to other
actual issues. Detailed reflection was given about the city tours of candidates and TV-
debates were represented.
But in Eesti Päevaleht was the circle of topics narrow during the preliminary election
period. Reflection Edgar Savisaar’s business transaction of real estate was in the
strong prevalence. In Eesti Päevaleht were identified during September articles, where
was mentioned candidates or parties in relation to elections, but the topic which was
discussed did not talk as much about candidates introduction, their political
viewpoints and vision, but rather gave their viewpoints in relation to pre-election
In addition to the narrow circle of topics in Eesti Päevaleht the other minuses of the
Päevaleht during observed period in comparison with the New York Times are
abundant usage of other media channel’s materials. The journalists of Eesti Päevaleht
were passive in participation of reflecting the preliminary election events. When NYT
expanded upon the preliminary election events thoroughly, using variety of sources, the articles of EPL remained superficial and brief and the usage of sources was
insufficient to provide reliability of a news.
As well did not find the affirmation the second hypothesis “As in the United States of
America as in Estonian pre-election media texts most times presented party and/or
candidate did succeed in elections”. In New York Times did appear Mark Green most
of the times as the main speaker and in Eesti Päevaleht did Andrus Ansip, but in the
elections did succeed accordingly Michael Bloomberg and Edgar Savisaar.
The research gave an interesting result considering the period observed in New York
City, when the terrorism attack was committed. The results of analysis revealed that
candidates of elections were active to benefit even such of a tragic case. After the
attack candidates did use often emotional influencing in their speeches. In the
behavior of journalists could observe superfluous concentration to the Giuliani’s
governing term extension, various articles, which reflected the topic did not give new
and significant information.
During the research of thesis author tried to clarify, do appear in Estonian political
communication the features of americanization. In the year of 2005 won local election
in Tallinn Edgar Savisaar, whose party’s campaign budget was one of the biggest,
intensively were used TV- and outdoor advertisements. Savisaar did not present
actively during pre-election period his platform and was involved in the real estate
and in the advertisement campaign scandals.
In New York City won local elections in 2001 Michael Bloomberg, whose election
campaign budget exceeded strongly competitors expenditures and he used particularly
intensively TV-advertisement. As well Bloomberg was not the most active candidate
representing his political viewpoints and he was involved in the scandal in relation to
the satirical book given him as a gift 11 years ago.
Intensive election campaign, particularly usage of TV, representing personality
instead of platform and seeking a scandal during election period are the methods
which have originated from the United States of America. As a consequence of the current thesis research have forenamed methods identified in Estonian election
campaign, thus the
USA and Estonian political communication presents similar and common tendencies.
And as well was identified in Estonian political communication the features of