| Abstract [eng] |
SUMMARY Author of diploma paper: Jurgita Miciulevičiūtė Full title of diploma paper: Businessman image in Lithuania press (2000 – 2006 year) Diploma paper supervisor: Doc. Dr. Audronė Nugaraitė Presented at: Vilnius University, Faculty of Communication, Journalism Institute, Vilnius Number of pages: 94 Number of tables: 20 Number of appendixes: 4 The purpose of this master work is to analyze businessman image in Lithuanian press (in the period between 2000 and 2006). In order to accomplish this we must go through the following steps: • To find the most important criterions which contribute to the process of image creating; • To present the function of press as the image’s main source; • To analyze three different media sources (specialized business magazine, daily newspaper and internet portals) and to present results. The object of this work is the businessman image. Analyze method – monitoring. By analyzing the three different media sources we were able to observe that each produces a different businessman image. The reason is that each source is destined for a certain audience. Each addresses to different groups of society stratified by education, wealth, occupation. Their systems of value are diverse as are their conceptions and perception of the businessman. A good businessman image emerges from the specialized business magazines because the audience of this media is formed in majority from business persons. The audience is presented the image of powerful, but trustful leaders, with strong personality and style. On the other hand, the image presented in daily newspapers is not attractive and even not ethical, because one of the purposes of this media is to bring to day of light negative business practices (corruption, fraud, tax evasion etc). Analyzed internet portals are a different breed as they are very oriented to presenting up-to-date information and facts and thus they form a neutral image of the businessman. They tend not to contain information about businessman personal life (family, house, trips, free time etc) and they instead focus on presenting facts and events, thus not contributing a great deal to businessman image formation. As a conclusion it is possible to state that businessman image in Lithuanian press depends on mass media task (purpose, mission), source and audience. The theoretical background of this diploma work is based on the “Personal Branding” theories and their analysis, and also on scientific literature on management and articles of R. Miliūnaitė, N. Ausmanienė, L. Stankevičienė, J. Stulgaitis. The analysis of three mass media sources showed that the most content related to the businessman’s image belongs to business magazine „Verslo Klasė“. Currently there are little or no published scientific studies related to businessman image in Lithuanian press and a very small number of articles on this thematic can be found. In future works it would be possible to study the influence of different mass media sources for image creation process. This diploma work could prove useful for communication studies scientists and teachers and for journalism students. |
