Eesti panganduse areng päevalehtede juhtkirjade põhjal 1993-2005
Kuupäev
2006
Autorid
Ajakirja pealkiri
Ajakirja ISSN
Köite pealkiri
Kirjastaja
Tartu Ülikool
Abstrakt
Kirjeldus
Banks manage significant part of the public financial assets and there exists a huge
interdependency of each other. Therefore it is important that the banking market is well-
regulated and supervised, the clients are informed about the principles of performance of the
financial world, the bankers are hep to the resposibility they have taken as well to the society's
expectation of the banks role. The good reputation of Estonian banks is elicited the changes
in social values. The banks have to assure the improvement of the living standard of their
private clients and the expanding business of corporates. On the other hand the banks must
not act aggressively and are expected to foresee future problems.
In the theoretical viewpoints of this thesis trust issues originated from bank-customer
relationships are looked into. Trust between a bank and society is constructed through
different aspects. Reasons why creation and maintaining of trust relationships have decisive
importance for the banks existance are shown. Another thoretical viewpoint is a correlation
between social trauma and development of Estonian Banking industry where changes in the
banking during different stages of development are described.
The first branch of study of the current thesis consists of the issues about banking in the
media texts during 1993-2005 and the changes in those issues. The similarities and
differences between Äripäev and common daily newspapers in reverberating the banking
issue are also examined.
In the process of text analysis the qualitative analysis was used. We were especially interested
in the propositions, problems and comments in the framework of the epoch of development of
banking and the processes going on in society related with the consumption of the banking
services. The analysis allowed to observe the time-varying of the reverberating of banking
issues and the opinions on banks.
During 1993-2005 the reverberating of banking has gone through a substantial change. Before
1995 for the society the banks existed mainly for safekeeping their clients money. Some of
the banks did not manage to do it, so the society distrusted banks. In 1997-1999 the role of
banks started to diversify. After the opening of the Tallinn Stock Exchange and rising stock
prices the banks were taken as highly esteemed and hyper-reliable. Since 2001 main role of
the banks in the economy has moved towards a service-oriented organisation. During a year
2005 a social values approach was introduced and banks were expected to behave as
responsible corporate citizens. Public protested against aggressive sales methods and high
prices of the banking products.
Discussion in the newspapers was rather complex. Following problems and issues were
handled: Estonian state and Bank of Estonia as regulators and supervisors; business of the
state commercial bank and state´s cooperation with commercial banks; banking market and
market competition; customer service of the bank and consumer education; loan market;
ethical issues related to the banks and banking business in general. Most active newspaper in
reverbating banking issues was Äripäev. Unlike other newspapers Äripäev has offered
solutions to the problems raised, for instance rating of the banks for measuring
creditworthiness.
Second branch of study was finding out factors what create legitimacy for the banks. As a
result of the research following factors were found to be important: ownership of the bank;
management of the bank; size of the bank; public opinion; state/regulator, independent
auditor. Main conclusion was that newspapers as a representatives of the public opinion had a
significant role in the devolpment of the banking market. Newspapers reverbate different
issues what have been done well and what could be done better. Same time positive public
opinion has assisted banks and state in carrying on important developments like second pillar
pension reform.
I sincerely hope that cooperation between banks and newspapers will be more expansive and
friendly. This would help to make future devolopment of the Estonian society more balanced.
Märksõnad
H Social Sciences (General), magistritööd