Статистическо изследване на влиянието на медиите върху ценностната система на гражданите на България, Австрия, Германия, Финландия, Гърция и Португалия
Statistical Analysis of the Influence of Media on the Value System of Citizens in Bulgaria, Austria, Germany, Finland, Greece, and Portugal

Author(s): Ivana Vodenicharova
Subject(s): Social Sciences, Economy, Media studies, Business Economy / Management, Communication studies, Sociology, Evaluation research, Sociology of Culture, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: values; media; society; internet; statistics
Summary/Abstract: This study examines the influence of the media environment on the value system of citizens in six European countries: Bulgaria, Austria, Germany, Finland, Greece, and Portugal. The main objective is to determine the extent to which media contribute to the formation and prioritization of personal values. A quantitative methodological approach is applied, including univariate frequency distributions and hypothesis testing. The study targets individuals aged 15 and above, focusing on the factor-driven nature of value preferences. The research utilizes Shalom Schwartz’s typology, which includes ten basic human values. The data reveal significant intercultural differences – for instance, „power“ emerges as a dominant value in Austria, Bulgaria, Germany, and Finland, while „stimulation“ prevails in Greece and Portugal. Results also indicate that daily internet use correlates with specific value orientations. The study highlights the importance of fostering media literacy and critical thinking as essential tools for sustainably mitigating the influence of media on both individual and collective value systems.

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