Latgales plānošanas reģiona pašvaldību komunikācijas modeļu ar jauniešu auditoriju analīze.
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Date
2022
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Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Bakalaura darba nosaukums ir “Latgales plānošanas reģiona pašvaldību komunikācijas modeļu ar jauniešu auditoriju analīze”. Šis temats tika izvelēts pamatojoties uz to, ka Latgales reģionā, straujāk nekā citos Latvijas reģionos, samazinās jauniešu, kā arī iedzīvotāju skaits kopumā. Jaunieši ir tā sabiedrības daļa, kura nodrošina pašvaldības attīstību ilgtermiņā, savukārt, vietējās pašvaldības ir tās valsts pārvaldes institūcijas, kuras nonāk visciešākajā kontaktā ar jauniešiem un viņu problēmām. Ir svarīgi veidot pozitīvu sadarbību starp jauniešiem un vietējo pašvaldību, veicinot jauniešu līdzdalību pašvaldības procesos un nodrošinot vēlmi strādāt un veidot ģimeni Latgales reģionā.
Darba mērķis ir noskaidrot kādi komunikācijas modeļi tiek izmantoti Latgales plānošanas reģiona pašvaldībās īstenojot komunikāciju ar jauniešu auditoriju. Darba izstrādes sākumā tika izvirzīts pētāmais jautājums: Kādi ir Latgales plānošanas reģiona pašvaldību izmantotie komunikācijas modeļi ar jauniešu auditoriju?
Bakalaura darbs ir strukturēts 4 nodaļās un 12 apakšnodaļās. Pirmajās divās nodaļās tiek atspoguļota teorētiskā izpēte, kur tiek apskatīti šādi temati: efektīva komunikācija, komunikācijas modeļi, vietējās pašvaldības, pašvaldību funkcija sabiedrībā un to komunikācijas kanāli, jauniešu auditorija. Nākamajās divās nodaļās tiek aprakstīta Latgales reģiona pašvaldību komunikācijas ar jauniešu auditoriju pētīšana un salīdzināšana.
Darba gaitā tika veikta dokumentu analīze, kurā analizēti pašvaldību komunikācijas plāni, kuros ir aprakstīta komunikācijas īstenošana ar jauniešu auditoriju. Tika veikta arī dziļā intervija ar jaunatnes lietu speciālistiem pašvaldībās, lai noskaidrotu kāda nozīme tiek piešķirta jauniešiem, ko viņi uzskata par nozīmīgu darbā ar jauniešiem un kādas ir viņu pieejas komunikācijā ar jauniešu auditoriju.
Atbildot uz darba pētāmo jautājumu autore secina, ka Latgales reģiona pašvaldībās komunikācijā ar jauniešiem tiek izmantoti visi trīs komunikācijas modeļu tipi – lineārais, mijiedarbības un darījuma komunikācijas modelis. Divvirzienu komunikācija galvenokārt tiek īstenota ar aktīvajiem jauniešiem. Jauniešu auditoriju neizdodas uzrunāt, ja tiek izmantots mijiedarbības komunikācijas modelis. Kā efektīvākā pieeja, lai uzrunātu jauniešu auditoriju tiek atzīta komunikācija ar viedokļu līderiem konkrētajā auditorijā. Mijiedarbības modelis ir veiksmīgs, lai uzturētu kontaktu ar jauniešiem, kas aktīvi līdzdarbojas pašvaldībā. Lineārais komunikācijas
modelis nav efektīvs, lai sasniegtu jauniešu auditoriju, jo tajā liela loma ir trokšņa elementam. Latgales reģiona pašvaldībās jauniešu auditorija netiek segmentēta, pašvaldību komunikācijas kanāli reti tiek strukturēti un netiek īstenota sistemātiska komunikācijas efektivitātes novērtēšana.
The title of the bachelor's is "Analysis of Latgale region municipal communication models with youth audience". This topic was chosen on the basis that the number of young people in the Latgale region is declining faster than in other regions of Latvia, as well as the population as a whole. Young people are the part of society that ensures the long-term development of the municipality, while local governments are the public administration institutions that come into the closest contact with young people and their problems. It is important to create positive cooperation between young people and the local government, promoting the participation of young people in municipal processes and ensuring the desire to work and start a family in the Latgale region. The aim of the work is to find out what communication models are used in the municipalities of Latgale planning region when implementing communication with the youth audience. At the beginning of the elaboration of the work, the research question was raised: What are the communication models with the youth audience used by the municipalities of Latgale planning region? The bachelor's thesis is structured in 4 chapters and 12 subsections. The first two chapters cover theoretical research, including the following topics: effective communication, communication models, local governments, the function of local governments in society and their communication channels, youth audience. The next two chapters describe the research of communication between Latgale region municipalities and youth audiences. During the elaboration of the work, an analysis of documents was performed, in which were analyzed those municipal communication plans, that describe the implementation of communication with the youth audience. An in-depth interview was also conducted with youth specialists in the municipalities to find out what importance is given to young people, what they consider important in working with young people and what their approaches are in communicating with young people. Answering the research question, the author concludes that in Latgale region municipalities all three types of communication models are used in communication with young people - linear, interaction and transactional communication model. Two-way communication is mainly implemented with active young people. A young audience is not effectively reached if an interactive communication model is used. Communication with opinion leaders in a particular audience is recognized as the most effective approach to reaching a young audience. The interactive model is successful in maintaining contact with young people who are actively involved in the municipality. The linear communication model is not effective in reaching a young audience, as the noise element plays an important role in it. In Latgale region municipalities, the audience of young people is not segmented, municipal communication channels are rarely structured and there ir no systematic eva
The title of the bachelor's is "Analysis of Latgale region municipal communication models with youth audience". This topic was chosen on the basis that the number of young people in the Latgale region is declining faster than in other regions of Latvia, as well as the population as a whole. Young people are the part of society that ensures the long-term development of the municipality, while local governments are the public administration institutions that come into the closest contact with young people and their problems. It is important to create positive cooperation between young people and the local government, promoting the participation of young people in municipal processes and ensuring the desire to work and start a family in the Latgale region. The aim of the work is to find out what communication models are used in the municipalities of Latgale planning region when implementing communication with the youth audience. At the beginning of the elaboration of the work, the research question was raised: What are the communication models with the youth audience used by the municipalities of Latgale planning region? The bachelor's thesis is structured in 4 chapters and 12 subsections. The first two chapters cover theoretical research, including the following topics: effective communication, communication models, local governments, the function of local governments in society and their communication channels, youth audience. The next two chapters describe the research of communication between Latgale region municipalities and youth audiences. During the elaboration of the work, an analysis of documents was performed, in which were analyzed those municipal communication plans, that describe the implementation of communication with the youth audience. An in-depth interview was also conducted with youth specialists in the municipalities to find out what importance is given to young people, what they consider important in working with young people and what their approaches are in communicating with young people. Answering the research question, the author concludes that in Latgale region municipalities all three types of communication models are used in communication with young people - linear, interaction and transactional communication model. Two-way communication is mainly implemented with active young people. A young audience is not effectively reached if an interactive communication model is used. Communication with opinion leaders in a particular audience is recognized as the most effective approach to reaching a young audience. The interactive model is successful in maintaining contact with young people who are actively involved in the municipality. The linear communication model is not effective in reaching a young audience, as the noise element plays an important role in it. In Latgale region municipalities, the audience of young people is not segmented, municipal communication channels are rarely structured and there ir no systematic eva
Description
Sabiedriskās attiecības
Public Relations
Informācijas un komunikācijas zinātnes
Information and Communication Sciences
Public Relations
Informācijas un komunikācijas zinātnes
Information and Communication Sciences
Keywords
Komunikācijas modeļi, vietējā pašvaldība, jauniešu auditorija, Latgales plānošanas reģions, Communication models, local government, youth audience, Latgale planning region