| Abstract [eng] |
This paper work deals with the content analysis in order to find out what social image of communities is formed in the press. In addition to this, an activity research has been carried out with a view to changing social image of X community. The following hypothesis were made: 1. Presumably, the press presents a diverse image (both „expectant“ and „capable“) of community, reflecting insufficiently meaningful attitude of society towards the community, its activities and influence on social, economical, environmental, educational and cultural sectors. 2. Presumably, if the community purposefully cooperates with the press, there is a possibility of changes in image (from „expectant” to „capable”). Research object. Influence of the press on developing a social image of a community as „capable” or „expectant” institution. Research subject. Peculiarities of social image of a community and opportunities of its development in the press. Based on the statement of the research object and subject, the aim of the research was stated – to find out what image of community is made by the press (community as ,,capable” or ,,expectant” institution) and to reveal opportunities of developing image of a community. Guarantee of data reliability is related to the results of the research of content analysis. The control of research intersubjectivity was carried out with the help of experts’ survey (the use of this survey in the situation of content analysis was thoroughly described by Kardelis, 2002). The expert team of this master paper consisted of four people: lecturer of a community course, a chairman of a community center and his assistant and the author of this paper. Major conclusions of the research: 1. According to the data of the analysis of scientific literature, the press, being one of the most influential media on society, interprets and builds social reality thus shaping attitudes towards communities, creates a social image of „capable“ community and enables communities to solve social problems in active or passive ways: 1.1. On the aspect of the image of „capable“ institution, it was revealed that communities actively support their own interests, encourage sociality, aim to involve society into its activities, envisage a perspective of communities as their own institution, are not afraid of innovations and fight for their interests with officials. We need to notice that in this aspect the results of the research send „strong“ signals about a community as „capable“ institution. These results of the research would deny the hypothesis made. 1.2. On the aspect of image of „expectant” institution, the problem of interaction between a community leader and other community members was spotted (indifference of community members was noticed), also the tendency of the indifference of society to community problems and insufficient attention of official to community problems are vivid. As often as not, the activities are oriented towards the members that are formal members of a community. Facts of often conflicts in a community and wrong system of management became vivid. These tendencies would support the hypothesis made at the beginning of the research. 2. The results of the research don’t leave place for hesitation about the image of X community as an active one and that the image character develops from „expectant” to „capable” if a community actively cooperates with the press. The results of the activity research that was carried out don’t leave place for hesitation that X community demonstrates an image of an active community. Comparing the image of X community to the general results of the research, an image of a community as „capable“ institution becomes vivid. The press depicts the community as lively, energetic, improving the village infrastructure, taking care of the education of residents and finding solutions to village social problems. 3. The results of the research revealed that the problem of the cooperation between communities and the press is relevant in Lithuania. The media might be one of the factors, developing image of the community. It is logical, that another factor is the community itself and its activities. Only a „capable“, lively and segregated community influences social life thus ensuring the further development and expansion of democracy in Lithuania. |
