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University of Tartu Faculty of Social Sciences Institute of Journalism and Communication University of Tartu Faculty of Social Sciences Institute of Journalism and Communication Mutual Stereotypes in Latvia and Estonia 4+2 MA Studies Author: Katri Aivare Supervisor: Prof. Peeter Vihalemm Tartu 2009 Table of Contents Introduction..........................................................................................................................................4 1. Basic Concepts.................................................................................................................................6 1.1. Social Stereotypes......................................................................................................................6 1.2. Social Identity............................................................................................................................8 1.3. Social Space...............................................................................................................................9 1.4. Media and Social Reality.........................................................................................................12 1.5. Language and the Symbolic Power.........................................................................................13 2. Short Comparative Overview of Latvia’s and Estonia’s Historic Development...........................15 2.1. Formation of the Latvian and Estonian Nation State (18th century - beginning of 20th centu- ry)....................................................................................................................................................15 2.2. Nation State (1918 – 1940)......................................................................................................18 2.3. Period of Occupations (1940 - 1987).......................................................................................18 2.4. Regaining the Independence (1988 - 1991).............................................................................19 2.5. Post – communist Transition (1991 – 2003) ...........................................................................22 2.6. Membership in EU and NATO (2004 – 2008)........................................................................24 3. The Print Media of Latvia and Estonia in Transition.....................................................................31 3.1. The Print Media in Latvia........................................................................................................31 3.2. The Print Media in Estonia......................................................................................................33 3.3. Comparison of „Diena” and „Postimees” ...............................................................................35 4. Research Questions and Hypothesis...............................................................................................42 5. Research Methods..........................................................................................................................44 5.1. Content Analysis .....................................................................................................................45 5.2. Discourse Analysis..................................................................................................................48 5.3. Focus Groups...........................................................................................................................49 6. Results of the Content Analysis.....................................................................................................51 6.1. “Postimees”..............................................................................................................................51 6.2. “Diena”....................................................................................................................................57 7. Results of the Discourse Analysis..................................................................................................64 7.1. “Diena” ..................................................................................................................................64 7.2. “Postimees” .............................................................................................................................74 8. Results of the Focus Groups...........................................................................................................80 8.1. Focus Group in Estonia............................................................................................................80 2 8.2 Focus Group in Latvia..............................................................................................................86 9. Discussion and Conclusions...........................................................................................................95 Summary...........................................................................................................................................102 Summary in Estonian.......................................................................................................................106 References........................................................................................................................................112 Appendixes.......................................................................................................................................118 Appendix 1. Transcript of the Focus Group discussion on Latvia and Latvians..........................118 The association collages...............................................................................................................127 Appendix 2. Transcript of the Focus Group discussion on Estonia and Estonians......................132 The association collages...............................................................................................................148 Appendix 3. Analysis of Pilot Focus group..................................................................................154 Appendix 4. Analysis of Pilot In-depth Interviews......................................................................161 Appendix 5. “Diena”articles for the Discourse analysis...............................................................176 Appendix 6. “Postimees”articles for the Discourse analysis........................................................188 3 Introduction In 23 August of 1989 the world media showed three united Baltic States holding hands in a human chain in the name of independence and unity to be recognized and known as three Baltic countries on the coast of the Baltic Sea with long and rich history and traditions. Along with independence they had returned to Europe, where they once belonged before Soviet Occupation. From the moment the Soviet Union dissolved the three countries Latvia, Estonia and Lithuania were comprehended to as the Baltic States or Baltic region starting its rise with its’ economic and democratic development. But Estonia, which implemented reforms quicker than the other Baltic States and promoted a new generation of politicians to the forefront earlier, was invited to join the European Union in 1997, before Latvia and Lithuania. That early success helped fashion a new identity, Estonia would now call itself a Nordic state, identifying with the prosperous and transparent Scandinavian states, and leave behind Latvia and much the rest of east and central Europe. This can be seen as an important turning point in Baltic identification and finding the place in new Europe. The question rises how much the self identification is recognized and seen by neighbouring countries. In 2004 three Baltic countries along with 7 other countries joined European Union, by doing so, becoming part of united Europe. Each country and nationality has their own characteristics, traditions and ways how rest of the world comprehends to them. Although world is going through globalization and multicultural communication, nations so far have kept their uniqueness and differences. Being born in a family with Estonian mother strongly maintaining Estonian language and traditions and father being Latvian, I have come into contact with both Latvian and Estonian cultures. Along with that by living in Latvia I have come in close interaction to people expressing their views and beliefs about Estonians. As well I have always paid additional attention to information in Latvian media about Estonia. It seems that Estonians are one of the most described, stereotyped and talked about nations in Latvian media. That makes me wonder where the stereotypes are based, what is their source and can they be overcome when coming face to face collaborating with person from that nation and how much stereotypes determine ones actions. As I have been living in Latvia then so far I can give a subjective opinion about the Estonians being represented in media. At this point I believe that in media through different jokes and sketches, where Estonians are represented, it is done very stereotypically. From other hand I have noticed that Estonia is often presented as a good example in the context of Baltic States. 4 Both countries have experienced very similar history and development although both nations have their complete differences, for example, cultural heritage. Language is one of the most obvious peculiarities. In all times Latvians and Estonians have lived side by side which necessarily developed in some sort of close attitude and relationship between both countries. Cooperation does
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