Tartu kuvand abiturientide seas
Date
2008
Authors
Ird, Karl
Journal Title
Journal ISSN
Volume Title
Publisher
Tartu Ülikool
Abstract
Description
The aim of the current thesis is to find out what the image of Tartu is among school leavers.
In order to achieve that several methods have been employed. One of the main methods is
Charles E. Osgood`s semantic differential. A questionnaire was used to interpret the results of
the semantic differential and semi-structured thorough interviews were conducted for a
background analysis.
The sample of school leavers consisted of 68 students. 49 of the students who answered were
Estonians and 19 were non-Estonians. The answers were obtained using a method similar to
the snowball effect. Initially, 8 students from a school in Tartu were interviewed who spread
the questionnaire among their acquaintances, they gathered the questionnaires and returned to
the author.
The reasearch reveals that the image of Tartu is predominantly positive among school
leavers.Differences can be seen between Estonians` and non-Estonians` images of Tartu.
School leavers view Tartu as the safest, warmest, friendliest, cleanest and most colourful
town. School leavers associate Tartu most with the Town Hall Square, theatre Vanemuine,
River Emajõgi and Tartu University. More than 50 per cent of the students believe that life in
Tartu will improve and they deem it a worthy environment for living.
The results were compared with the results of 1999 and it became evident that the non-
Estonians` image of Tartu has become more negative. The Estonian school leavers` image has
remained positive.
My hypothesis was confirmed. I assumed that the image of the town is mostly positive, but
negative among non-Estonians. The results show that the general image of Tartu is more
negative compared to school leavers who are Estonian.
In addition, I presumed that Tartu University is one of the most important characteristic
objects of Tartu and the town as a living environment is small and, as a result, young people
lack opportunities. I discovered that Tartu Town Hall Square is Tartu`s most characteristic
object and Tartu is viewed as a suitable living environment and as capable of development.
One of the assumptions was that organisation`s and target groups` images are strongly
linked.The idea was confirmed as the opinions of town representatives and students were
similar. It could be concluded that the activities of the town government are important in
determining the town image.
Keywords
bakalaureusetööd, õpilased, abituurium, linnad, Tartu, kuvand, mainekujundus