Eurole üleminek – igapäevapraktikate muudatused ja eelteavituse vastuvõtt



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Tartu Ülikool


The aim of this Bachelor’s thesis “Changeover to the Euro - Changes in Everyday Practices and the Reception of Eurocommunication” is to study how changes, reinventions, continuity in everyday practices can be brought on by the transition in the monetary system, i.e. the changeover from kroons to euros. In addition, the present thesis analyses if and how eurocommunication that uses mass media can help people to adapt with the transformation. Although the communication of euro was aimed to the hole society, the focus of this analysis concentrates on two distinctive groups: working women and pensioners, precisely two middle-aged women with children and two single pensioners in the city of Tartu. Data for the present study was obtained through qualitative interviews and diaries. The respondents had to keep a diary during a period of three weeks in November 2010 and January 2011 with the aim to map possible changes in consumption, expenses and to give them a chance to immediately reflect upon emotional aspects that come with the adoption of the euro. As Plaza (1999) marks, it is a fact of life that most people live firmly ensconced in a personal environment ruled by habit, order, convenience, routine, etc., change makes people anxious. The human aversion to change leads people to behave timidly, to cling on to the familiar. And so this study aims to discuss, how people cope with these changes that are not voluntary. The results of this study showed the need for implementing new practices and modifying the old routine ways of behavior. For instance, lots of small change and the fear of forgery made people avoid using cash and prefer to pay with card. So cognitive uncertainty was resolved by avoiding strategies and technical means. Other difficulties were seen in keeping the balance of income and expenditures, implementing bank cards and ATM-s into the new discourse of handling money. As the adaption process takes time, the biggest complications firstly emerged with understanding the new prices and the value of the new currency. People felt the need to calculate new euro-prices or the overall cost of goods into kroons and that in turn forced them to spend more time in consumption situations to thinking, estimating and calculating in mind. There could be seen a lack of supporting trace of euro in mental structures. The eurocommunication planning is based on the Estonia's National Changeover Plan – strategy that is aimed toward ensuring smooth transition. What happened at the grassroots pointed that the communication was too universal, general to be the center of the changes in everyday life. Respondents knew the facts (official rate from kroon to euro, exchange procedure etc.), instructing information, but there was a need toward educating and adjusting information, because the euro was perceived as a forced phenomenon. Internalizing information received critical and negative reception, the support and image of euro was low. Measures offered by the state – calculator, displaying prices in two currencies – did not have an obvious positive impact in helping the respondents of this study.