| Abstract [eng] |
The Image of Postal Sector in Lithuanian Media Post is one of the business branches the services of which are used in the whole world. Domestic market, international trade, and commerce can be successful on the condition that good communication and distribution channels exist. The postal sector is an important part of Lithuania’s and other countries’ economy, a part of communications market closely related to and having impact on many sectors of the country’s economy. This issue being related with both economic and social situation in the country and future changes in the postal sector receives more and more attention from the media in Lithuania and worldwide. The object of the research is the image of the postal sector in the media. The postal sector consists of Lithuania’s legal and natural persons having permits to provide postal services as well as providers of courier services (Lithuania’s companies and agents or branches of foreign companies in Lithuania) and foreign providers of universal postal services. Taking into consideration the fact that publications appearing in the media serves as a basis for subjective interpretations of the visual world in the minds of individuals the following objective of the research was chosen: to reveal what image of the postal sector is currently created by the media, compare it with the opinions of the public and experts towards the current situation in the postal sector and give an answer to the question why such an image is created. The theoretical part of the Master’s paper is constructed following the scientific study of W. J. Severin, J. W. Tankard Communication theories: origins, methods, and uses in the mass media, the book of Angela Schorr, William Campbell, and Michael Schenk Communication research and media science in Europe: perspectives for research and academic training in Europe's changing media reality, as well as the articles of Lithuanian authors published in scientific publications. The methodology presented in the paper is constructed based on the aspects of qualitative analysis introduced by Teun A. Van Dijk. The research leads up to the main findings: Lithuanian media forms the image of Postal Sector representing only 9 Lithuanian Postal Sector’s organizations (PLC Lietuvos paštas, JSC „Parcel network“, JSC „Vilniaus kurjeris“, JSC„Vilpostus“, JSC„DPD Lietuva“, JSC „DHL Lietuva“, JSC JSC„Skubios siuntos“, JSC „TNT Lietuva“, JSC „M&M Militzer and Munch Baltica“) and there are 11 other companies, providing postal services as well as 77 providers of courier services. That means, that Lithuanian mass media doesn’t portray foreign contries postal sector purposefully, in order to form the image of Lithuanian postal sector only in the context of Linthuania independent of other countries postal sector‘s situation and experience in making postal and courier servines‘s work. Based on the analysis of the research, the hypothesis that the image of the postal sector presented by the media of Lithuania does not correspond with the estimation aspects of the postal sector used by the public and experts is suggested and proved. The biggest advice for the postal sector companies in order to correct and create objective and positive image of postal sector – to strengthen the ties with mass media and pay more attention directly informing purposive publics about the proceedings and activity of the company. |
