1. Public Radio and social behaviour Margus Allikmaa Director General Estonian Radio

2. References: Kalmus, V., Lauristin, M., Pruulmann- Vengerfeldt, P. (2004) Estonian lifeworld at the beginning of 21. century: overview on research – “Myself. World. Media.” Tartu: Tartu University Press Survey Research Centre FAKTUM. (2005) Public opinion research. Reliability of PSB. Tallinn Survey Research Centre FAKTUM. (2004) Public opinion research: Radio. Research among target group of 15 – 74 years. Tallinn

3. Topics: Context Public interest Audience`s needs Trust in media Importance of radio

4. Context: post-communist society

5. Transformation of post-communist society and the media Turn into market liberalism, privatization of the national media, expanding foreign ownership Political pluralism, freedom of expression, development of the open society Access to the global media channels, pressure of the standardized “media formats” Competition on the media market, audience divided into target groups Rapid expansion of the new media

6. Social and cultural context of media in transition society Social and economic inequalities: exclusion of the “losers” Fragmentation of the national culture: segmentation of the media audience Decrease in the symbolic value of the “cultural sphere” and weakening position of intellectuals Commercialization, consumerism: high demand for entertainment, orientation to toward consumer interests Alienation and disillusionment of people: “spiral of cynicism”

7. Public interest: common value expected by society from the the media

8. Traditional roles (social functions) of PSB Universal access to the most important news, formation of the national news agenda Universal participation in the public sphere Balanced access to the public for all democratic political parties Democratic control and public accountability Socialization, education of children and youth Universal access to the “quality culture” Support for cultural and social diversity Social coherence and integration of minorities

9. Tasks of PSB in a (small) state Preservation and distribution of national cultural heritage Care about national language Support for the national cultural production and cultural life Promoting cultural openness and dialogue with other nations Transcending borders of the own culture, “cultural translation”

10. Specific cultural role of PSB in the post- communist society: to help people to adapt to the new cultural environment Re-socialization, overcoming heritage of “soviet thinking mind” Re-definition of the national identity, construction of the new multiple international (regional, European, global) identities Resistance to the standardized mass culture Preservation of the native “roots” and uniqueness

11. Audience`s needs: knowing, understanding, identity, inclusion, participation, self-realization, pleasure or…..?

12. Interesting topics (very interesting +interesting)

13. Role of the radio (Estonians)

14. Role of the radio (non Estonians)

15. “ Very important ” channels for satisfaction of information needs among age groups ( MeeMa, Jan 2003 ) “ Very important ” channels for satisfaction of information needs among age groups ( MeeMa, Jan 2003 )

16. Importance of PSB as information provider related to lifestyles

17. Needs are different in different social contexts * Needs create expectations to the quality of media content * Trust is related to the expected satisfaction of needs

18. Trust in media (% of trusting population)

19. Institutions` reliability absolutely +rather (%) Estonians

20. Institutions`reliability absolutely + rather (%) Non-Estonians

21. Importance of radio listening %, (Estonians)

22. Importance of radio listening %, (Non-Estonians)

23. Main trends in media useh Elitezation of the printed press. Main dailies and weeklies are oriented towards more well off, young and educated people. Internet is becoming an alternative for traditional media among younger generation Public radio and TV have become the only channels which integrate the whole population

24. Audiences with the strongest need in public media Middle- aged and older people People living in the periphery Those with the higher cultural needs, but having limited material opportunities Politically and socially active citizens Groups with the “developing identity”

25. Specific integrative role of PSB in transition society Preservation of universal access to important public information and cultural values and “giving voice” for the economically and socially vulnerable groups (the “losers of transition”) Promotion of social dialogue and preservation (construction) of social consensus in the rapidly differentiating and fragmenting society Support for inter-generational and intercultural understanding

26. Thank you Margus Allikmaa Director General Estonian Radio