Kaimo bendruomenės įgalinimas: socialinio vaizdinio turinio analizė

LTStraipsnyje analizuojamos spaudos panaudojimo galimybės, kuriant „galinčios“ bendruomenės vaizdinį. Tyrimo tikslas - išsiaiškinti, kokį bendruomenės vaizdinį pateikia spauda (bendruomenės kaip „galinčios“ ar „laukiančios“ institucijos). Tyrimo tikslą sukonkretina tyrimo uždaviniai: atrinkti visus 2004 ir 2005 metų dienraščių „Šiaulių kraštas“, „Kauno diena“ ir „Vakarų ekspresas“ straipsnius apie bendruomenes; turinio analizės metodu įvertinti bendruomenės vaizdinio ypatumus; atsakyti į klausimą: koks socialinis vaizdinys dominuoja spaudoje - „galinčios“ ar „laukiančios“ bendruomenės; atskleisti spaudos įtaką bendruomenių gyvenimui; palyginti socialinio vaizdinio kaitą 2004 ir 2005 metais; remiantis gautais rezultatais patvirtinti arba paneigti iškeltą hipotezę; parengti rekomendacijas, kaip formuoti „galinčios“ bendruomenės vaizdinį.

ENMass media plays a very important role in building the social image of a community as "acting" and "waiting" institution, which makes an influence on society's attitude towards the community, its activities and necessity in social, economic, environmental, educational and cultural segments. Social image can influence community's work and relationship with society greatly due to the fact that it includes not only attitudes and opinions but also value systems, social standards and cultural models. Interaction between mass media and society, its peculiarities, the role in building a social image of a community as "acting" and "waiting" institution and an influence of this image on society reveal the topics of this research. Research object. The influence of mass media on building a social image of a community as "acting" and "waiting". institution. Research subject. Peculiarities of a social image of a community in press. Based on the statement of research object and subject, the research objective has been formulated: to find out what image of a community is built by mass media (community as "acting" and "waiting" institution). Theoretical and practical statement of the problem let us stating a research hypothesis: it is presumed that mass media builds an image of more "waiting" than "acting" institution, which makes an influence on the attitudes of society towards that community, its activities and influence social, economic, environmental, educational and cultural segments. Results of the research showed that it is not right to make an unambiguous statement that mass media builds an image of more "waiting" than "acting" institution.Mass media gives one image of a community as an institution able to solve problems, search for and find its way (which contradicts the hypothesis) and another image of a community as a rare and not sufficient enough to make a significant influence on building an opinion (which confirms the hypothesis). After analyzing articles on external characteristics, it was found out that in order to develop a topic on a community usually articles of a medium size are used but these articles are very rare. In regional press articles about activities of a community appear only once a month with a tendency to become even rarer. Based on an image of an "acting" institution, the following conclusions were made: communities actively protect their interests, promote an understanding of a community, try to involve more people as members, have a vision of a community as its institution, are not afraid of innovations and fights with officials for their interests. Based on the image of an "acting" institution, the following problems were noticed: relationship between the leader and other members of a community (community members are indifferent), clear indifference of a society to the problems of a community and insufficient attention of officials to community matters. Often activities are restricted only to official members of the community. Facts of conflicts in communities and wrong system of administration became clear. Only "acting", lively and close community can make an influence on the social life and ensure a future development and growth of democracy in Lithuania.