Media Use in Estonia. Trends and Patterns.

The article gives an overview of general trends in media use in Estonia over the last 15 years, making some comparisons with Nordic countries. Since the beginning of postcommunist transformation in 1991, the media landscape in Estonia has faced substantial changes. A completely renewed media system has emerged, characterized by a diversity of channels, formats, and contents. Not only the media them- selves, but also the patterns of media use among audiences, their habits and expectations, have gone through a process of radical change. Changes in the Estonian media landscape have some aspects in common with many other European countries, such as the impact of emerging new media and global TV; others are specific features of transition to a market economy and democratic political order. Besides discussing general trends, the article gives insights into some audience- related aspects of changes, more specifically age and ethnicity. Key Words: media use, indicators of media landscape, changing functions of the media, postcommunist transformation, Estoni