Riitta Koivisto - Rikoksentorjuntaneuvosto

Different Context of Values (1)
> A separate spiritual segment of values (the
influence of Russian culture)
> Safety clearly connected with technology (
in Sweden technology is clearly in modern
value segment)
> Hedonism is connected with money ( in
Sweden abstract individual relatedc
connections)
> Interesting life connected with selfassertion
Constant Perception of Risk
Versus Instrumental
Introduction of Norms
> I think that was something temporary,
because it was the carrot and the stick
method. It only functioned once. You
knew that you could get a benefit if you
behaved well. I do not think that because
of that you continue to act the same in
the future. It is rather the Road Transport
Board type of campaigns with serious
consequences brought out as examples
that influence long term behavior
patterns. These make you think more.
Social Control(2)
> Is it possible to change the value
consciousness of people with the help of a
social campaig?
> Drunk driving – if in your society there is
constant reminding that drunk driving is equal to
killing another person, it does bring in a new
dimension. If media keeps blowing the horns
that it is a tabo – media has power. If your
friend tells you not to drive it won´t work. But if
you feel that society won´t approve of it and you
are taking the risk... Otherwise you may not
even perceive the risk. If you are aware that
something may happen, there is the risk and you
will be punished. So that you are afraid of it.
Allikas: Mariliis Vahe (2004) Sotsiaalturunduse ja sotsiaalse vastutuse
võimalikud tõlgendusviisid Eestis, magistritöö, TÜ
Redemption and Money
> What does it give to people to participate
in such campaigns?
> They want to somehow save themselves.
Redeem their sins. For example the rich,
for example Soros or such. They feel that
they have a kind of a burden because
they are so rich. That they have taken
somethindg away from the others.
Socia Controll (1)
> I guess there are very few people who never
litter the surroundings. If I have something
in my hands I need to throw away... People
are more afraid that someone might see,
you`ll be caught, ashamed, have to pay the
penalty. Yet I believe that if circumstances
allow the person may totally convert in a
second and without any pangs of remorse. I
have noticed that it works in the same way
also in other countries. In Sweden and
Finland, the countries with a very strong
social control.
Allikas: Mariliis Vahe (2004) Sotsiaalturunduse ja sotsiaalse vastutuse
võimalikud tõlgendusviisid Eestis, magistritöö, TÜ
Awariness and Reaction of
Target Groups
teadlikkus
Allikas:
kõrge
madal
Kirk Hallahan,
Journal of Public
Relations Research
13:1, 2001
aktiivsus
madal kõrge
Teadlik (‘valvel’) Aktiivne
Väheaktiivne
tunnetab probleemi
info-otsimine
Ärritatud
probleemile
hakatakse otsima
lahendust
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