Riitta Koivisto - Rikoksentorjuntaneuvosto
Riitta Koivisto - Rikoksentorjuntaneuvosto
Riitta Koivisto - Rikoksentorjuntaneuvosto
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Choices of the Communication<br />
Style<br />
> Style enabling independent analysis<br />
> Safety and risk problem is delivered as something concerning every one<br />
> Creates a certain background of shared interests (agenda setting)<br />
> Should also favour independent analysis of information, receiving of<br />
more complicated messages<br />
> Printed adveritising with problem-focused structure is more suitable<br />
> Normative style<br />
> Explicitly rather the normative approach using clear separate images is<br />
recommended<br />
> (TV) advertising using visual images and focused on emotions is more<br />
suitable<br />
II<br />
Formation of the<br />
Meaning of Social<br />
Campaigns in Estonian<br />
Society<br />
Indiviidi või ühiskonna<br />
tasandil sotsiaalse<br />
kapitali taastamine ja<br />
võrgustike loomine, mis<br />
on individualismi,<br />
moderniseerumise ja<br />
kommertsialiseerumise<br />
tagajärjel lõhutud.<br />
RMK miljoni puu<br />
Heateo Sihtasutus<br />
Vaata<br />
maailma<br />
Allikas: Mariliis Vahe (2004)<br />
Sotsiaalturunduse ja sotsiaalse<br />
vastutuse võimalikud<br />
tõlgendusviisid Eestis,<br />
magistritöö, TÜ<br />
Ühine, kaudne heaolu, millest<br />
ei saada ise koheselt osa<br />
I<br />
II<br />
IV III<br />
Isiklik kasu<br />
Plastpudel ei ole<br />
prügi<br />
Heategevuskampaaniad<br />
Maanteeamet: “Traksid peale”<br />
Ühekordne aktsioon,<br />
mille eesmärgiks on<br />
indiviidi käitumise<br />
korrigeerimine<br />
39%<br />
The (Re)introduction<br />
( Re)introduction of Norms is<br />
Problematic in Reality<br />
7% Normiga<br />
nõustuvad väited<br />
54%<br />
Normiga<br />
mittenõustuvad<br />
väited<br />
Väited<br />
kampaania<br />
teostuse kohta<br />
II<br />
> Caught on violation<br />
drivers` esseys written<br />
about “ How can the<br />
safety belt protect me<br />
and my copassengers?”<br />
> The acceptance of<br />
offered (better) norm<br />
for traffic behavior –<br />
always fasten your seat<br />
belt – is various<br />
> The form of<br />
communication in itself<br />
does not raise any<br />
particular response<br />
Formation of the<br />
Meaning of Social<br />
Campaigns in Estonian<br />
Society<br />
Insufficient Network Kills the<br />
Good Will<br />
> About a year or half ago that foundation of good deeds opened<br />
their portali www.heategu.ee, where benefactors and<br />
people who need help can find each other. There was an<br />
organisation od visually impaired seeking for people who<br />
could read out and record some books for the blind. I<br />
responded offering help but no-one contacted me. After that i<br />
had some busy time for a couple of months. Then I thought<br />
that I should call them myself but actually I was quite mad<br />
about them not having reacted. Earlier there was that other<br />
time also when I had joined a charity network. I sent them my<br />
contact adress and then received an answer that they where not<br />
that active all and perhaps received a couple of letters per year.<br />
13
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