Past, Aune, juhendajaPalts, TeeleTartu Ülikool. Sotsiaal- ja haridusteaduskondTartu Ülikool. Ajakirjanduse ja kommunikatsiooni instituut2010-09-282010-09-282010http://hdl.handle.net/10062/15339The Image of DanceAct and the Motives for Training Among Dancers The aim of this thesis was to study the image of a dance studio with about 1800 members from all over Estonia. Due to the popularity of the dance studio it was assumed that the image of the club among the dancers is mostly positive and that the dancers are highly motivated, but still the particular reasons for training may differ notably. Therefore my goal was to examine these reasons and come to the conclusion whether the image depends on the motivation of the dancers. To reach this objective, five questions were raised: • Which are the most common reasons for training? • What influences the dancers’ motives? • Do differently motivated dancers share the image of the dance studio? • What do the teachers and the owners think of the image of the studio among the dancers? • How are motivation and image related? The methods used in this thesis were a survey that included Osgood’s semantic differentiation, and the semi-structured expert interview. 104 dancers took part in the survey and three teachers were interviewed. The first part of the thesis gives an overview of different theories on the subjects of motivation and image. Richard Ryan and Edward Deci’s self-determination theory, Albert Bandura’s social cognitive theory and William Atkinson’s theory of achievement motivation were disserted; the ideas of Marita Vos, Henny Schoemaker, Aune Past and Charles Fombrun on image were also used. The second part of the thesis concentrates on the qualitative analysis of the interviews and the statistic analysis of the questionnaires. The aims of the bachelor’s thesis have been accomplished. After analysing the results it can be concluded that the image of the dance studio is distinct and strong, and the studio is highly valued by its members. Irrespective of the motives or the background of the dancers the studio is perceived as friendly, own, safe and caring. These results confirm the mission of the studio – to have a strong and personal relationship with each dancer - stated by the owner and the teachers. The studio has created a positive image for itself through these principles and values. The thesis also aimed to come up with suggestions for the studio to help improve its image while keeping its current positive brand.etbakalaureusetöödelulaadtervislik eluviistantstantsijadspordiklubidtervisesportkuvandEestiThesis