1. Media and mobility in Estonian society   Meedia ja maailm: Eesti inimeste meedia- ja rändekogemus
Triin Vihalemm

2. The main points of talk The role of mass media in migration
The dual role of media in the adaptation and integration into host society
Issues related with media & mobility and media & integration in Estonian society
Does the ICT development „reduce“ population in Estonia via initiating migration?
Whether and how can media help to bring people back to Estonia?
What is the impact of Russian media to the integration of Russian-speaking population?

3. The role of mass media in migration
Significant contribution to the models explaining the mechanisms of migration, together with economic, political and cultural factors
Getting to know about new places and people
Personalised devices and imaginations
Weak networks
Accessible and multimodal communication channels between those who left and those who stayed at home
Less homesickness and loneliness

4. Media in shaping migration in Estonia ?
Effects of networking are likely important in shaping migration in Estonia
Every second inhabitant has social media friend(s) or family member(s) living abroad
The connection between foreign media content following and migration plans appears among young population
Interest towards mediated travel impressions has no connection with migration plans

5. Interest towards other countries in local media

6. Estonian mobile population*
* Lived/worked abroad more than six months, ready to leave Estonia permanently or temporarily

7. Particularities of media consumption of mobile population
Foreign media contents are followed more frequently compared to whole population
Mobile population follows frequently social media and Internet news portals, less interested in contents produced by local media institutions (PSB; newspapers)
No habit to follow Estonian news every day
More developed prosumption practices

8. Estonian-speakers’ media menu is local and mostly monolingual
Russian-speaking audience has geo-culturally and linguistically more heterogeneous media menu

9. The dual role of mass media in integration into host society
PRO Adaptation in the host society is easier because the information and relationship networks provided by those who arrived and settled earlier
CONTRA Ethnic enclaves
Virtually expanded and maintained transnationalism – living in two or more social systems
PRO New opportunities, innovation and hybridity
CONTRA Tiresome parallelism, weakening of civic identity during political crises

10. Patterns of identity and integration among Estonian Russian-speaking population

11. Transnationalism index across identity and integration groups of Estonian Russian-speaking population
Aggregated index variable:
following Russian and other foreign media channels;
social media contacts abroad;
visits abroad;
acquaintances abroad

12. Conclusions
ITC impact is significant in shaping mobility of Estonian population
Media and mobility are mutually reproductive among younger and educated population
Traditional media production can support the return of mobile population mainly via shaping the „domestic“ public discourses and norms that, in turn, find further interpretation in social networks
Extensive following of foreign media itself does not hinder integration of Russian-speaking population into host society, but makes their assimilation less likely
Independent news following habit as part of civic competence?

13. Survey „Me.The World.Media“ was financed by Archimedes, IUT20-38AP14
Thank you!
Survey „Me.The World.Media“ was financed by Archimedes, IUT20-38AP14