Riitta Koivisto - Rikoksentorjuntaneuvosto

Triin Vihalemm – Risk Prevention – Social Preparedness to Receive Campaigns
Risk Prevention:
Social Preparedness
reparedness to Receive
Campaigns ampaigns
Triin Vihalemm, Vihalemm,
PhD
Tartu University
Estonia – atomized society
Power and Meaning eaning of Media
> Important sources of
information Media
phrames are
> about life in Estonia
individual-focused.
> ---personal impressions 10%
(anti)heroes,
> acquaintances 15%
personal responsibility
> media 78%
> Important sources of
information a social
cohesion diminishing
approach?
> about local events...
e.g safety, trust
Context of the presentation
> Dilemmas for communication of risk topics
> Individual behavior and social cohesion
> Directing of campaigns in media
>Short-term and long-term perspectives in Estonian
society
> Formation of the meaning of social advertising
in Estonian society
> Pilot research findings
> To scare or to encourage?
> Values in the Estonian transition society compared to
the Swedish society of
> well-being
> Connections between accepted value systems and
reception of social campaigns
> Estonia as society in transition
> Artificially cohesive society during the Soviet Union period
> Swift turn to market economy after the collapse of the Soviet
Union
> Global trends
> Global and social risks
> Fragmentation
> Consequences
> Atomization of the society
> Weak civic society, social networks
> Estrangement from policies (health policy, educational
policy etc)
> Individualistic, hedonistic values
> Social helplessness, big dependency on state institutions
>
Dilemmas for
Communication of Risk Risk
Topics
Individual behaviour
Social cohesion, social
relations
(low) risk awariness of
people
Risk behavior as result of
social environment
> Warning, frightening
deprivation
> Formation of new norms
generational culture shift
family cohesion
> Should the personal
behavior or social
relations be changed?
Mõjutada personaalset käitumist või
sotsiaalseid suhteid?
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