Browsing by Subject "pääkirjoitus"

The subject of this study is to investigate organisational activity, using the editorials of the 'Martat' membership magazine during 2010-2015. The purpose is to find out what kind of home economics counselling is provided through editorials and how the Marthas define themselves. No research has been carried out previously on the editorials of the 'Martat' magazine. The 'Emäntälehti' magazine, preceding the 'Martta' magazine, was studied by Kemppainen (2013) and Tuominen (1994). This is a qualitative study, using content analysis as the method. The research material dates to 2010-2015 and includes 42 editorials. During this period, the 'Martat' magazine was published 8 times per year, with one double issue per year except in 2010. The 'Martat' magazine is a membership magazine, being the most extensive medium of the organisation, covering the online magazine as well. Results and conclusions. The editorials and articles, including headlines, have remained very much the same as those written a hundred years earlier. In the editorials, the human points of reference in everyday life, built around home economics counselling, were noticeably the domain of women. Marthas are presented as interesting women, interested in various things and boldly expressing their matters and opinions. In 'Martha thinking', choices have to be made in relation to people's everyday life, immediate surroundings and national decision-making. Being a Martha involves doing things together, connecting women of various ages. The Marthas have a strong foothold locally and socially. The atmosphere of the editorials created glimpses of the everyday life in 'Martha homes', where children and grandchildren inherit good manners, talents, sobriety and religiousness. The atmosphere includes self-respect, senses of duty and responsibility, self-sufficiency, and an economical and systematic approach, mixing the middle class virtues, affirmed by the editorials. The Martha Organisation has kept its topical position by understanding the ways of being an active actor who attracts new and, most of all, young members. Moreover, the organisation has succeeded in summing up its agenda and conveying it to the society and, in particular, to the political decision-makers. In the editorials, Martha membership includes obligations and requirements – addressing people. Marthas had strict roles in maintaining and developing their obligating and authorised activities. The Marthas are directed and guided and positions are taken. Home economy counselling is the Martha organisation's service product which is developed using marketing and competition models, similar to the values of the business world.