Q-study in Estonia: preliminary results. Ragne Kõuts University of Tartu
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1 Q-study in Estonia: preliminary results Ragne Kõuts University of Tartu
2 Field work in October-November 2014 Many thanks to the team (Marit Sukk, Liis Velsker, Kristel Härma) 36 respondents (not representative to the Estonian population): 25 females, 11 males Age groups: 15 (16-34 years), 15 (35-54 years), 6 (54+ ) Different regions in Estonia (main distinction between capital city and other areas > 8 to 28 respondents) Education: 4 (less than secondary), 20 (secondary),12 (higher)
3 The best solution: 10 factors (eigenvalues >1; solution explains 80,4% of variance) 10 media repertoires
4 1. repertoire: local, infotainment national TV news bulletin (commercial) weekly quality newspaper print TV current affairs light local daily newspaper online local monthly news publication print No of respondents, sociodemographics 4 respondents age 45+ secondary education outside capital city
5 2. repertoire: serious quality news and discussions PSB radio news national daily quality newspaper print TV current affairs serious weekly quality newspaper print radio current affairs No of respondents, socio-demographics 4 respondents age higher education outside capital city
6 3. repertoire: international, not-regular/ not frequent news following international providers online news TV news from international providers national weekly quality newspaper print weekly quality newspaper online news on other social media No of respondents, socio-demographics 3 respondents age (students) male outside capital city
7 4.repertoire: avoidance of social media news, light news online free daily newspaper online born-online news media news on Text-TV news via news aggregators national tabloid newspaper online No of respondents, socio-demographics 4 respondents age less than secondary education outside capital city
8 5.repertoire: occasional news contacts via social media news in Twitter blogs with news news via news aggregators news on other social media born-online news media No of respondents, sociodemographics 4 respondents age capital city secondary education
9 6.repertoire: traditional media broadened by the new media possibilities news via news aggregators radio news (commercial) national TV news bulletin (PSB) local monthly online local newspaper online No of respondents, sociodemographics 2 respondents age male secondary education outside capital city
10 7.repertoire: news that are freely available and easy to consume radio news (commercial) national daily tabloid newspaper online local news publications print news via news aggregators news by or SMS No of respondents, socio-demographics 3 respondents different age groups less than secondary outside capital city
11 8. repertoire: national radio and local print orientation news by or SMS radio news by PSB radio current affairs news via news aggregators local daily newspaper print No of respondents, sociodemographics 2 respondents different age groups secondary education different locations
12 9. repertoire: if news, then for free news by online video sharing media local news publications, print news on FB Text-TV news on other social media No of respondents, socio-demographics 2 respondents age capital city secondary education
13 10. repertoire: online-news plus radio local daily newspaper online local newspaper print radio news by PSB weekly quality newspaper online news via news aggregators No of respondents, socio-demographics 2 respondents age male outside capital city
14 Country profile (Estonia): Categories of importance 10+ occurrences: The short head News media type No. of occurrences National TV news bulletin by PSB 25 National quality newspaper online 22 National daily quality newspaper, print 16 National commercial broadcaster s news (online) occurrences TV current affairs (serious) 9 Radio news (commercial) 9 International news providers online 9 National TV news (commercial) 8 Regional/ local TV news bulletin 7 TV news from international providers 7 Radio news by PSB 7 National weekly quality newspaper, online 6 National tabloid newspaper online 6
15 University of Tartu, Estonia
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