Lietuvos žiniasklaidos vaidmuo stiprinant antreprenerystės elementus Lietuvos kaime
The role of Lithuanian media in developing entrepreneurship elements in rural areas of Lithuania

Summary/Abstract: Summary Entrepreneurship is one of the key factors of success in post-industrial knowledge-based society. An important tool for strengthening the elements of entrepreneurship can be the media which increasingly impact society and the individual’s understanding and attitudes and are able to change the social and psychological situation in society by developing the understanding of entrepreneurship as an innovative and creative way of doing business. The aim of the article is to analyze the role of Lithuanian media in developing entrepreneurship features in rural residents of the country. The object of the research was restricted to entrepreneurship in rural areas of Lithuania because at present the stimulation of entrepreneurship in rural areas is very important both in Lithuania and globally. Furthermore, the processes of entrepreneurship in rural and urban areas have different characteristics in the postindustrial stage of society development. The content analysis method to measure the impact of Lithuanian national newspapers was used. The period under analysis covered the first half of 2010. The following aspects were chosen for the content analysis: the quality of introducing the phenomenon of entrepreneurship, the context and features of publication content, the variety of information sources used in a publication, the impact of a publication depending on its location place in a newspaper and content, dissemination of publications.

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