Lapsed ja pered tarbimisühiskonnas: Eesti emade käsitlused
| dc.contributor.advisor | Keller, Margit, juhendaja | |
| dc.contributor.author | Uibu, Marko | |
| dc.contributor.other | Tartu Ülikool. Sotsiaalteaduskond | et |
| dc.contributor.other | Tartu Ülikool. Ajakirjanduse ja kommunikatsiooni instituut | et |
| dc.date.accessioned | 2010-10-05T08:52:01Z | |
| dc.date.available | 2010-10-05T08:52:01Z | |
| dc.date.issued | 2009 | |
| dc.description | Numerous multidisciplinary approaches to children in the context of consumer society may be seen both in academic and public debates. The diversity of views derives from different sources. Firstly, children can be described from liberal or protectionist positions. Secondly, there are different viewpoints of the consumption process, which also involves different practices like shopping or using up the products. The first and most important task of this thesis was to give an analytical overview of the approaches among Estonian mothers concerning children and consumption, since despite of many researches, we do not find enough qualitative analyses of the parents’ representations. Therefore, I conducted 12 in-depth interviews with Estonian mothers of children aged between 5 and 15 and used also 11 interviews with similar structure carried out as research for my Bachelor’s thesis (Uibu 2005). The research showed that the approaches of Estonian mothers can be characterized by the ambivalence, shaped by various factors. In addition to different representations of the topic, personal involvement is relevant: if consumption has not directly caused any problems, the parents do not pay much attention to it. Although the attitudes of Estonian mothers are generally protectionist as suggested by the previous research (e.g. Pellja 1998) criticism towards consumption and marketing mostly remains on the level of daily consumption. Children may be manipulable, but the results of the manipulation are not perceived as a real danger. Mothers whose aim is to protect their children do not see the more critical influences of the fast-developing consumer society like children’s exclusion from peer groups or bullying based on consumption possibilities. The second research question focused on how mothers perceive the pressures which supposedly occur within the process of consumption. The problems vary in different age groups: the mothers of younger children described the conflict situations in the shop and the necessity to educate and explain, with older children, peer pressure becomes major concern. Clearly, the most crucial of the tensions perceived by the parents is the influence of peers, 73 widely discussed as “peer pressure”. For example, mothers of pre-school children clearly state the fear of forthcoming school. The research also showed an interesting pattern of social comparison with the richer families, who, according to mothers’ explanations, may win the battle in the field of consumption, but are definitely losing on emotional and pedagogical fields. “Rational” consumption pattern is seen as normatively pedagogical with strong depreciation of hedonistic “over-consumption” discourse. Mothers emphasize that the expenditures should be controlled and limited even if there is an opportunity to spend more. Paradoxically, the value of consumption reveals itself rather in deprived situations. In Estonian context, significant changes in the society give a good opportunity to the mothers to compare today’s children with their own childhood, bringing in interesting tendencies. For example, mothers note that rich consumption society has decreased the (symbolic) value of a single product. The parents also bring out the problem that the children’s creative ability to play and come up with games themselves has decreased. | en |
| dc.description.uri | http://www.ester.ee/record=b4037412*est | |
| dc.identifier.uri | http://hdl.handle.net/10062/15381 | |
| dc.language.iso | et | et |
| dc.publisher | Tartu Ülikool | et |
| dc.subject | magistritööd | et |
| dc.subject.other | tarbimisühiskond | et |
| dc.subject.other | tarbimiskultuur | et |
| dc.subject.other | tarbijakäitumine | et |
| dc.subject.other | tarbimine | et |
| dc.subject.other | lapsed | et |
| dc.subject.other | perekonnad | et |
| dc.subject.other | isiklik eelarve | et |
| dc.subject.other | ostujõud | et |
| dc.title | Lapsed ja pered tarbimisühiskonnas: Eesti emade käsitlused | et |
| dc.type | Thesis | en |