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Estonian Human Development Report

Estonian Human Development Report - Eesti Koostöö Kogu

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5.6. Summary<br />

To briefly summarize the tendencies and conclusions<br />

described in this chapter, we can say that the phenomena<br />

related to the development of consumer and information<br />

society in Estonia have both a positive and a negative effect<br />

on <strong>Estonian</strong> residents’ quality of life, acting simultaneously<br />

as sources of opportunities and risks. Consumerist<br />

orientations tend to increase satisfaction with life and provide<br />

opportunities for the construction of identities and<br />

shaping of lifestyles. At the same time, excessive and irrational<br />

consumption and borrowing are not sustainable,<br />

causing many individuals to borrow beyond their means<br />

and become insolvent, while also increasing various environmental<br />

risks. The effect of the consumer society on<br />

children and young people is also two-sided. Most children<br />

in Estonia receive an allowance from their parents,<br />

which allows them to make independent decisions related<br />

to consumption and saving money. However, a significant<br />

level of inequality in terms of the amount of pocket money<br />

received is evident already in the case of children aged 11–<br />

14 and there is a considerable degree of school bullying<br />

based on the clothes and appearance of schoolmates taking<br />

place in primary school.<br />

Information and communication technologies have<br />

become an integral part of the daily lives of most <strong>Estonian</strong><br />

residents. Increasingly, new media allows people to satisfy<br />

their need for information, entertainment, and selfexpression,<br />

while also providing more and more opportunities<br />

for democratic participation. Estonia’s relatively<br />

high position in the international rankings related to the<br />

development of e-technologies does not allow us to become<br />

complacent and halt our progress, because with regard to<br />

the implementation of ICT innovations to increase actual<br />

competitiveness and democratic citizenship we are lagging<br />

behind many countries. In addition, the widespread use of<br />

the Internet by <strong>Estonian</strong> children and young people does<br />

not have an unambiguously positive effect on their quality<br />

of life, competitiveness, and development into active<br />

citizens capable of critical thought. <strong>Estonian</strong> children also<br />

lead the pan-European charts in terms of experiencing<br />

risks related to the Internet and most young people aged<br />

15–19 use the Internet primarily for the purpose of entertainment<br />

and communication. Online content creation,<br />

a phenomenon potentially conducive to involvement and<br />

influence of consumer society on young people as well as<br />

to an indifferent attitude towards the environment. Thus,<br />

among <strong>Estonian</strong> youth satisfaction with life is somewhat<br />

higher in the case of young people who are less critical of<br />

their consumption opportunities, who take the problems<br />

of the consumer society for granted, and who attribute little<br />

importance to environmentally friendly consumption.<br />

In the case of the oldest age group, however, the subjective<br />

well-being is highest among those who are able to and<br />

want to exercise environmentally friendly consumption.<br />

In the light of the pattern of connections described<br />

above, we can interpret the relationships between the<br />

quality of life and aspects of consumer and information<br />

society from the standpoint of social adaptation which<br />

gives rise to two types of assessments. On the one hand,<br />

we see that fast adaptation to the development of information<br />

and consumer society, which includes active and<br />

versatile Internet use, consumerist orientation, being<br />

informed about events taking place in the society, has<br />

a positive effect on quality of life in terms of subjective<br />

well-being. In addition, the feeling of “not missing the<br />

boat” plays an especially important role in the satisfaction<br />

with life of middle-aged and elderly people. On the<br />

other hand, there exists the danger of successful adaptation<br />

to social changes causing a tendency to accept<br />

problematic phenomena as natural and thereby bringing<br />

about their normalization, especially in the eyes of the<br />

youngest generation. If social adaptation causes a lack<br />

of critical sense and the spread of indifference, it should<br />

be seen primarily as social accommodation which, at the<br />

level of the society, brings about a decrease in solidarity<br />

and cohesion.<br />

participation in civic society, is also dominated by activities<br />

aimed at communication and identity creation, while<br />

voicing opinions online and commenting on the opinions<br />

of others is relatively uncommon among young people.<br />

Young people themselves are relatively uncritical of<br />

several problems related to children and young people in<br />

the information and consumer society, tending to take<br />

these phenomena for granted or being unwilling or unable<br />

to provide any reflexive evaluation at all of their peers’<br />

social practices. <strong>Estonian</strong> parents stand out in the context<br />

of average EU indicators in terms of their unfounded optimism<br />

with regard to online risks related to children. Our<br />

parents are also among the least active in Europe in terms<br />

of counselling and monitoring their children’s Internet<br />

use. Awareness of the significant aspects of consumer competence<br />

is in its early phase both in the case of older generations<br />

and young people themselves. This means that the<br />

phenomena and problems related to children and young<br />

people in the information and consumer society merit a<br />

more thorough approach and discussion, both among the<br />

general public and within the third sector.<br />

The current economic crisis is likely to have a negative<br />

effect on the development of the consumer and information<br />

society. Despite the fact that private consumption is a significant<br />

factor in economic growth, it would be immoral<br />

to call for people to engage in more consumption indiscriminately.<br />

Instead, more attention should be attracted to<br />

well-informed consumption choices that coincide with the<br />

interests of the <strong>Estonian</strong> economy, conservation of the environment,<br />

and people’s health, for example, products manufactured<br />

in Estonia, environmentally friendly products,<br />

organic foodstuffs, people’s own health, and the education<br />

of children. The main issues that should be considered<br />

during difficult times and addressed with suitable action<br />

strategies include the problem of socializing young people<br />

and training adults to be socially active, instilling in them<br />

a healthy sceptical attitude and clarity of thought, as well<br />

as the capacity to take a critical approach, if necessary. It<br />

should be our aim to educate consumers and users of the<br />

new media who are skilled in using all of the opportunities<br />

available to them while avoiding the risks involved, skilled<br />

in making competent decisions and standing courageously<br />

for their own rights and public interests.<br />

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