Nacionalinė televizija kaip socialiai jautrių grupių informavimo instrumentas euro įvedimo kampanijoje Lietuvoje ; Public broadcasting service (PBS) as instrumental access for social sensitive groups in euro adaptation campaign in Lithuania
A few months ago, the communication campaign on the euro in Lithuania was an issue of great importance widely discussed in media all over the country. However, the most important question remains how to provide information properly for socially excluded groups. It is agreed that careful attention has to be paid to these groups as well as specific forms of presenting the information have to be adjusted. Yet, both in Lithuania and in some other countries, a negative attitude towards disabled people prevails. Disabled people are often stereotyped and discriminated. Despite this fact, this question is getting more and more relevant in today's society. It shows that in the future both society's and authority's attitude towards disabled people may become more positive, and as a reesult, they will be better informed. The main aim of this paper is to analyse the role and the importance of the national television, as a means of providing socially excluded groups with information, during the communication campaign on the euro in Lithuania. The methods that have been used are as follows: an analysis of various articles and monographs, an analysis of legislation, qualitative and quantitative studies. The conception and theoretical aspects of socially excluded groups have been analysed in the paper. Also, the status of these groups in the society has been examined. Different groups – pensioners, deaf people and people with other disabilities – have been discussed. Moreover, the peculiarities of providing information to socially exluded groups have been investigated. It has been tried to find out what was the role of the public national broadcaster while providing the necessary information for socially excluded groups. Furthermore, the main parties and the publicity of the communication campaign on the euro in Lithuania has been analysed. While examining the peculiarities of providing information for socially excluded groups and trying to find out how online newspapers are adjusted to disabled people, a small study was carried out. Five largest online newspapers in Lithuania have been chosen, and they are as follows: delfi.lt, lrytas.lt, 15min.lt, alfa.lt ir kaunodiena.lt. While conducting a research, it was sought for special links that lead to websites adjusted for disabled people. During the research, it was revealed that the studied online newspapers do not have such links. Some other news websites have been also examined. Only one website, the one of the national radio and television, has a special link for disabled people. This link is designed for people with vision impairment. The quantitative study has revealed that people with hearing impairment missed translation into sign language ant subtitles (in terms of the national television) during the whole communication campaign on euro. Moreover, it has been found out that television, as a means of media during the campaign, was in the second place in terms of popularity, while the Internet was in the first place. The qualitative study revealed that the role of the national television during the communication campaign on euro was decent. In order to better analyse the role of the national television for socially excluded groups during the campaign, the respondents were asked to comment on the data received during the quantitative study. The respondents distinguished some observations and proposals which are the following: an enlarged funding on the national television, the growth of sensibility towards socially excluded groups, more broadcasts with translations into sign language, larger font of subtitles, the adaptation of communication campaigs to socially excluded groups. In conclusion, it can be stated that currently little attention is paid to an appropriate means of providing people with hearing impairment with necessary information. In some fields Lithuania remains in isolation of informatikon as well as remains the backwarness of socially excluded groups and social exclusion.