The aim of this bachelor's thesis is to find out how Estonian mainstream media
frames the messages of anti-alcohol social campaign "Palju Sina jood?" organized
by the National Institute Of Health Development in 2009. The research covers 23
articles from Postimees, Eesti Päevaleht, Eesti Ekspress and Äripäev that
appeared between 9.November 2009 and 1.June 2010 in order to analyse message
framing during and after the campaign. To determine how newspapers wrote
about Estonians' drinking problems and also the campaign (how the messages of
the campaign were interpreted, sent to audience) the framing theory was
implemented. According to the framing theory of public opinion, journalists and
news agencies construct frames that reflect cultural narratives in the whole
society. Journalists are fundamental influencers when news' readers interpret the
world and social problems around them.
To determine the frames that media was using when writing about Estonians'
binge drinking and the anti-alcohol campaign, the author used framing analysis
according to William A. Gamson's approach - the author read all the articles at
least twice and determined frame's signature elements – i.e. framing devices
(metaphors, depictions, exemplars, catch-phrases, visual images) and reasoning
devices (problem's roots, consequences, principles). Generalizing all the frame's
signature elements the author found 4 following frames: "binge drinking as
cultural, social and psychological inevitability" (with 3 sub-frames), "alcohol and
the state" (with 2 counter-frames), "health risks of abusing alcohol" and "pseudoproblem".
The author also determined all the possible solutions for solving
Estonia's binge drinking problem that could be found from the articles.
When comparing frames detected from the media with messages of the campaign,
it appears that media has a negative influence on campaign's key message - the
message of Estonians drinking more than they think, consuming 11,9 litres of pure
alcohol a year and taking second place in European alcohol consumption
rankings. Media frames are therefore trying to marginalize statistical results,
blaming Finnish tourists and certain social groups to explain shocking statistics.
The frames also try to normalize heavy alcohol consumption when explaining
these tendencies with Estonia's regional culture (Estonians have always drunk
much), psychological aspects (drinking is a result of boredom, ignorance and
habits) and social aspects (certain groups of society e.g. heavy drinkers from small
villages are used to drink and that is considered normal). The only message the
media frames fully support is "health risks of alcohol consumption" that also
influences Estonia's economy and social sphere.
When trying to find solutions for Estonians' binge drinking problem, it appears
that professionals, anti-alcohol activists, scientists and doctors think the state is
fully responsible and should take steps to toughen laws concerning selling, buying
and advertising alcohol. While professionals blame the state, journalists, bloggers
and writers find that the state shouldn't restrict buying and consuming alcohol as
much as it currently does because it is considered to be the reason why Estonians
drink at home and stock a home bar with alcohol. The only suitable solution for
the state is to get involved in prevention of binge drinking instead of dealing with
consequences. The state should also offer more opportunities for the citizens to
spend their free time.
In conclusion, the research shows that the anti-alcohol campaign should find more
positive approach addressing and explaining the problem and should also try to
not criticize and shock their target group because of the tendency to block
receiving new information which can be actually very useful in order to reduce
alcohol consumption. While organizing the following campaigns National
Institution Of Health Development should also consider media's tendency to
simplify the problem, to have certain biases and attitudes towards alcohol related
topics.http://www.ester.ee/record=b4056405~S1*es
