Rahvusvahelise fookusega kultuurilood Postimehes 1995 ja 2005
Date
2007
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Tartu Ülikool
Abstract
Description
After the collapse of the Soviet Union political and economic system of Estonia has made
a transition into the western world. During the transition many political and economic, as
well as cultural and societal changes took place along with the emerging free and
commercial press. During the ten years of development, many differences in daily
newspaper Postimees occurred.
The main intent of this research was to map the international cultural space represented
in Estonia’s largest quality daily newspaper Postimees in 1995 and 2005 and in
comparison describe the influences of globalization and commercialization tendencies on
international cultural representation.
The research used quantitative content anaysis and interviews with a lecturer and an
expert on cultural theory Jüri Talvet and with former editor of culture section in
Postimees Kadi Herkül.
Concluding from the results of the research, the structure and cultural content in
Postimees has changed. Postimees has turned form being an elitist cultural medium in
1995 to a mass medium in 2005. Globalization of media and rapid development in
infotechnology has resulted in more active representation of foreign culture in 2005 as
compared to 1995.
International cultral space in Postimees in 1995 reflected Estonias’s ambitions in cultural
identity more than in 2005 where international cultural space was partly constructed by
thematic representation. International cultural space in Postimees represented mainly the
western countries- USA and Western Europe and represented much more dominant
culture than in 2005, along with popular culture.
Postimees in 2005 represented mainly popular and audiovisual culture (music and film)
which resulted in representing regions which offered such culture. Both years show a
tendency to americanization, as USA is throughout years been represented the most.
Changes in structure has yet made any development in representing culture with more
balance between dominant and popular culture- online version on Postimees has
expanded the amount of foreign cultural representation but could be described as tabloid
and generally concentrates on the same regions and themes as the print, with minor
differences. Cultural representation in Postimees has not established a stable role in
cultural representation, is dependant on newsworthiness and trends as well as
commercialization of the media and culture as a whole.
Keywords
H Social Sciences (General)