Haridus- ja teadusminister Mailis Repsi representatsiooni muutumine ajalehe Postimees näitel – minister-praktikandist reisikorraldajaks
Kuupäev
2007
Autorid
Ajakirja pealkiri
Ajakirja ISSN
Köite pealkiri
Kirjastaja
Tartu Ülikool
Abstrakt
Kirjeldus
The title of my Bachelor’s Thesis is The Alteration of the Representation of the Minister for
Education and Science Mailis Reps – the Case of Postimees daily. I examined three periods –
2002–2003, 2005 and 2006–2007.
My purpose was to study how media represents a person who has an important institutional
role in the society and how media looks in the case of Reps at the person, politician and
institution.
Main question was – how is the representation of Reps changed from 2002 to 2007?
My hypotheses were following – Reps is represented in all periods negatively and
controversially, the practice of giving labels is used very often, occupational incapacity of
Reps is put on the foreground, an image of a young politician is constructed for Reps.
To answer my research question, I conducted a quantitative content analysis and qualitative
discourse analysis of texts.
From the quantitative analysis I found out that:
1. The majority of texts had a negative orientation towards Reps.
2. The majority of texts handled Reps’s occupational failures and incapacities.
3. The conflict of Reps’s incapacity was the biggest in the third period.
4. The orientation of the text’s author was positive in the first period.
5. The majority of texts with negative orientation were published in the second period.
6. The interest towards Reps was the biggest in the second period.
From the qualitative analysis I found out that:
1. The most important role in the case of Reps was the role of the institution. It was
followed by the role of the person and the politician.
2. An image of a minister-trainee was formed for Reps. A stereotype is used that a young
person is weak in the role of a minister because one has no life or administration
experience.
3. The negativity of the journalists has disappeared in the third period but the criticism of
the institution (Postimees) has increased.
4. Reps has been identified by gender and motherhood, and slightly by appearance.
5. The representation of photos is somewhat positive.
6. In the case of a few caricatures the note of criticism has been increased. Due to this the
photo carries a bigger emotional meaning than the text does.
7. The representation of Reps is identified by high appraisal and by low neutrality and
objectivity.
8. The practice of giving labels is usual in the case of representing Reps.
9. Reps’s comments are positive. She does not take criticism very seriously. Her use of
language is a little naïve and rough around the edges.
10. The conflict of Reps’s failure has increased but the amount of texts which deal with
the question of the educational problems has decreased.
11. Negativity towards Reps is increased by her visit to Mari, by her party background
and by taking her two week old daughter with her to work.
12. The negativity in the headlines has decreased and the positivism increased.
13. The disappointment in Reps has increased and expectations of her decreased.
14. Reps is not identified through her field but through visit to Mari and through the child
topic.
On the results of my research I conclude that:
1. In spite of the fact that Reps as a person is represented positively, some of her personal
qualities are not counted as acceptable in the role of the institution. These qualities are
her age, mother language and confidence.
2. In the representation of Reps there has been used a constructive model in stead of a
cognitive one. Same topics and arguments are being used.
3. There has been formed a myth that Reps has failed in her profession as a minister.
4. The topic of education has been personified. Reps is a sign which has hindered the
discussion of educational matters.
5. A bilateral transmission has taken place – the criticism of the educational system in
Estonia and the criticism of the Ministry of Education and Science has transferred to
the minister and vice versa.
6. Also a bilateral disappointment has occurred – Postimees as the institution, journalists
and other authors have been disappointed in Reps and Reps is frustrated by the media.
7. Reps is a sign of the time – she indicates the selectiveness, randomness and exclusion
in the media.
Märksõnad
H Social Sciences (General)