Visuomenės vertybinių prioritetų raiška Lietuvos respublikiniuose dienraščiuose

LTReikšminiai žodžiai: Dienraščiai; Vertybės; Visuomenė; Daily papers; Lithuania; Society; Values.

EN[...] In this article it was aimed for revealing one of many possible to study audience-mass media relationship problem’s aspects – in what manner significant for the audience values are represented in daily papers. While conducting the research, the actualization of particular values, their variation tendencies, structural relations and context were addressed. Thus the object of the research is the peculiarities of expression of audience values’ in daily papers. The aim – to compare the significance of people’s values with the expression of values in daily papers. To answer the aim these problems were set: to ascertain the significance of particular values for people through the method of questionnaire, to analyze the expression of the said values in the texts of daily papers, with reference to the empirical data to survey the possible interrelation between the results of the questionnaire and the text analysis. The hypothesis: societal values’ priorities are not significantly related to the connotations of values presented in daily papers’ articles. People’s values’ priorities develop through long time, foremost influenced by culture, whereas the values’ connotations presented in articles depend on present day topicalities, popularity aspiration, etc. The significance of values for people. The respondents were given a list with 24 values. The said list was construed through the method of focus group. A particular value was included in the list when the majority of the 25 people present in the discussion approved. The respondents were asked to select 8 most significant values to them from the list, 8 – moderately significant and 8 least significant. Then a rating scale was construed that reflected the priorities of values in the list.Two transverse sections were performed: the first in 2007-2008 y., the second in 2012 year, with the aim to see the variation of values’ significance in different periods of time. The comparison of the sections revealed a correlation coefficient close to one r = 0,989. The implication is that the data recorded in different periods of time are almost identical and therefore, the significance of researched values basically did not fluctuate. With reference to the results it can be concluded that peoples’ attitude towards values is fairly stable and there is no reason to discuss at least rapid changes of this attitude in the society. The most significant are values related to peoples’ everyday close environment: family, love, faithfulness, righteousness, humanity, also health. Moderately significant: money, freedom, sincerity, security, friendship, education, career, tolerance. Least significant: patriotism, kindness, volition, naturalness, status, appearance, religion, travels, art. χ2 criterion revealed significant differences between the young and the elder generations: the young more than the elder appreciate love, friendship, faithfulness, appearance, career and education, travels; the elder appreciate health, family and security, kindness, righteousness, native land (patriotism) and religion. It can be noted that these differences are reasoned – based on age-related lifestyle. The young find it important to find a reliable and loved significant other, good friends. Although not many of the young, nevertheless threefold more than the elders, put much value upon appearance as a potential advantage when socializing. Education creates more possibilities in life; career consolidates this foundation for opportunities. The young are looking for novelty, and travels are a part of it. [...].

• Sociologija / Sociology
• Komunikacija / Communication