Tippjuhi ja organisatsiooni imago seosed Vanemuise näitel
Kuupäev
2006
Autorid
Ajakirja pealkiri
Ajakirja ISSN
Köite pealkiri
Kirjastaja
Abstrakt
Kirjeldus
Research is based on the theatre Vanemuine – the oldest professional theatre in Estonia. The
aim of my work is to analyse the inside as well as the outside image of the general director of
Vanemuine and to find the connections between them. In 2003 the position of the general
director was offered to a new person. Aivar Mäe, the new director, intoduced many important
reforms. The time of empty seats in the audience was over and the fear of bankruptcy was
gone. In my work I will analyse the evaluations on the changes from the organisation’s inside
point of view and media’s attitude to these changes.
The main concepts on which i rely in my work are mostly connected in their broader context
to the theatre Vanemuine and the changes of its reputation. The activator of the changes is the
general director. The main changes were carried out in order to improve the communication
inside the orgnisation and to develop the culture. The definition of “image” in my work is to
be understood as a mental image that conjures up in the heads of the target group and shapes
their attitude and their readiness to react in one or other way to actions of the beholder of the
image (A. Past,1999:4). I will concentrate on the contrastive analysis of the organisation’s and
director’s reputation, comparing the image inside the organisation as well as the public image
of the director.
In order to analyse the inside image I will use formalized questionnaires. Firstly, the audit of
the inside communication carried out in 2005 and secondly, the new standardized
questionnaire made for the particular research and carried out in 2006. To analyse the outside
image I studied the articles on the theatre and its director that have been published in the
newspapers Postimees and Eesti Päevaleht. The most appropriate method for that proved to
be the combined discourse analysis. When deciding on the best methods for my analysis I
kept in mind the possibility of comparison, that proves to be the main concern of my research.
The results of the research are recorded in the table that is arranged according to the
keywords.
The proposed hypothesis that the reforms carried out in the theatre since August 2003 until
May 2006 are positive from the inward and outward perspective of the organisation and that
the changes affect positively the image of the organisation and its director was partially
proved. The changes brought about in the theatre are indeed noticeable and important and they are more highly evaluated and appreciated inside the organisation than in the eye of the
public.
In conclusion I would say that the research managed to fulfil its aims. When looking at the
results it can be claimed that the theatre can consciously affect the creation of its positive
image. The interorganizational support to its director enables to produce and undergo
necessary changes.
The deadline for the applications of the position of the general director of the theatre
Vanemuine was 19.05.06, as Aivar Mäe’s term of office will be over in January 2007. There
was only one candidate for that position…
Märksõnad
H Social Sciences (General), bakalaureusetööd