Universitetinės žiniasklaidos kaip kultūros industrijų dalies vaidmuo formuojant moters mokslininkės įvaizdį universitete

LTStraipsnyje siekiama atskleisti kaip universitetinėje žiniasklaidoje, kuri yra kultūros industrijų dalis, o pastarosios, remiantis sąvokos autoriumi Adorno (1975/2000), atlieka ypatingai reikšmingą vaidmenį formuojant masių sąmonę, akademinei bendruomenei pristatoma jos narė - moteris ir kokie moters įvaizdžiai yra formuojami. Straipsnyje pristatomi žiniasklaidos monitoringų rezultatai. Tiksliau, straipsnyje pateikiama 2008 m. rugpjūčio mėn. atlikto keturių (sąlyginai techniškiausių) Lietuvos universitetų - KU, KTU, VGTU ir VU 2007 m. internete publikuotų laikraščių monitoringo rezultatų analizė lyties aspektu. Monitoringas buvo atliktas naudojantis originaliai sukurta duomenų kodavimo sistema; monitoringo eigoje sukaupta informacija kiekybiškai sudaro 1013 analizės eilutes ir 40 analizės stulpelius apimančią duomenų matricą. Tyrimo rezultatai rodo, kad moteris universitetiniuose laikraščiuose minima, cituojama ir auditorijai pristatoma nuotraukose, apytiksliai, du kartus rečiau nei vyras; dažniausiai laikraščiuose minima, cituojama ir nuotraukose matoma moteris - tai studentė (bet ne mokslininkė!). Pastarieji rezultatai dar kartą patvirtina Lietuvos žiniasklaidos studijose atskleistas moters išstūmimo iš viešojo diskurso tendencijas. Kaip rodo užsienio šalyse atliktų panašių studijų rezultatai, moters ,nematymas' ir ,nerodymas' masinėse žiniasklaidos priemonėse yra globalus reiškinys. Taigi analizuota kultūros industrija - universitetinė žiniasklaida formuoja tokį patį, ir kituose masinės informacijos srautuose aptinkamą moters įvaizdį: iš esmės ji nėra viešojo diskurso dalyvė; jei ji ir pasirodo viešajame diskurse, tai tik kaip akivaizdžiai žemesnė, menkesnė, silpnesnė nei vyras (pvz., studentė ir profesorius). [Iš leidinio]Reikšminiai žodžiai: Lytis; Moteris; įvaizdis žiniasklaidoje; Spaudos monitoringas; Universitetinė žiniasklaida; Kultūros industrijos.; Gender; woman-scientist imagein newspapers; Newspapers' monitoring; Universities' newspapers; Cultural industries.

ENT.W. Adorno (1975/2000) claimed, that cultural industry, by fusing "the old and familiar into a new quality", "intentionally integrates its consumers from above" and "the power of the culture industry's ideology is such that conformity has replaced consciousness". In this paper we try to reveal how just cited theoretical statements unfolds in the Lithuanian universities' newspapers. The university newspapers compose a very small part of nowadays cultural industries in Lithuania, indeed. However, in terms of socialization and integration of academic community, the newspapers play rather significant role. More specifically, in the paper we concentrate onto questions related to peculiarities of depiction of academic system of gender representing 'ideology' (Adornos term) in the universities newspapers. Empirically, the paper is based on results of content analysis of four newspapers which belong to (relatively) the most technical Lithuanian universities (i.e. KU, VGTU, KTU, and VU) and which were published on universities internet sites in 2007. The newspapers' monitoring was conducted by means of originally created data coding frame in August, 2008. Collected information (analyzed data array) encompassed 1013 rows x 40 columns size data matrix. The variable 'gender' in addition to such categories of' representation' s 'mentioning' and 'citing' in the texts, and 'depicting' in photos is in focus of attention in the paper. According to statistical data, in 2007 women composed more than half among university communities (both staff and students).However, as the results of newspapers' analysis demonstrate, women were mentioned only in two thirds of all recorded publications. Furthermore, only one fourth of all mentioned persons were women, only one third of all cited persons were women, only one tenth of published photos depicted exclusively women (men without women were presented in twice as much photos). Most frequently women were presented in flows of information about scientific activities (i.e. where it was impossible to avoid mentioning women) and about leisure activities of academic community. Symptomatically, the most visualized woman in all newspapers was young, raffish, unsophisticated female student (as an opposition to old, experienced, steady man professor). Despite there were found some variations in representation of women among analyzed newspapers (e.g. women were worse represented in VGTU newspaper), the general tendency - relative absence of women scientists and/or administrators - is steady. The results of the study once again confirm general findings of previous investigations of Lithuanian mass-media as well as explorations of women's representation in the mass-media on international level: woman is (almost) absent in the public discourse; if she appears in the discourse, she serves as an illustration, as a background for illuminating of man's status and power. The Lithuanian universities' newspapers simply duplicate globally dominant phenomena by maintaining and reinforcing woman's invisibility among Lithuanian academic communities. [From the publication]