Theoretical assumptions of values-based communication

ENBackground: The aim of this research is to analyze the theoretical assumptions of values-based communication and to investigate the values-based communication of the Vilnius Book Fair. By incorporating values into communication, it is possible to reach the readers of the message in a more personal way by creating a connection or having an influence on some of their decisions. The topics of health, physical activity and sport are also presented, where the latest scientific and study publications are shared. In this work, the communication of the Vilnius Book Fair was chosen for the analysis of the case of values-based communication. Methods: The research was carried out using mixed methods: analysis of scientific literature, qualitative analysis of communicative content, and an online survey of Vilnius Book Fair visitors. Qualitative analysis of the communicative content was based on the value classification systems described in the scientific literature. Results: From the results of the survey and the reviewed communication content, it can be stated that the communication of the Vilnius Book Fair is mainly based on the values of self-direction, which shows that the event presents itself as a place where it is possible to improve. Stimulation is also emphasized – the experience of innovation, this value according to Schwartz’s (2006) correlation diagram has a common goal with self-direction, but the value of tradition, which opposes the values of openness to change, remains equally important. The value of tradition is used to create continuity, that is, to show a connection with the visitor and a successful event year after year. Values are linked throughout the communication content – it starts with slogans and continues to the program and press releases.Conclusion: The summarized results of the research show that the Vilnius Book Fair bases its communication mainly on the value of self-direction (improvement, education). The value of stimulation (innovation) and traditions are also noticeable – the continuity of the event is emphasized. There is a direct connection between the value of conformity and the cultural dimension of femininity – both ideas strive for equality in society, and empathy. The ideas of the Vilnius Book Fair slogans are closely related to further communication – the program of the event and press releases. The opinion of the respondents about the event coincides with the message broadcasted by the Vilnius Book Fair, that is, the respondents first equate the fair with a cultural festival and do not emphasize its commercial side. [From the publication]