Research & Publications

Information, technology, media and society.

My research spans two long-term areas: health information behaviour and digital inequality, and the ways drug-related issues are represented, debated and transformed through media and public discourse. Across both areas, I am interested in how information environments shape understanding, behaviour and policy.

Health Information Behaviour & Digital Inequality

This strand of my research examines how people seek, evaluate and use health information, how digital skills and socioeconomic resources shape those practices, and why access to digital services does not automatically lead to equal benefits.

Health Education & Behavior · 2024 · 51(4), 502–511

How Technology, Health Information Seeking, and Socioeconomic Factors Are Associated With Coronavirus Disease 2019 Vaccination Readiness in Estonians Over 50 Years?

Marianne Paimre · Sirje Virkus · Kairi Osula

Examines relationships between technology use, health-information seeking, socioeconomic factors and vaccination readiness among Estonians aged 50 and over.

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Journal of Documentation · 2023 · 79(5), 1164–1181

Health Information Behavior and Related Factors Among Estonians Aged ≥ 50 Years During the COVID-19 Pandemic

Marianne Paimre · Sirje Virkus · Kairi Osula

Investigates health-information needs, online searching, technology use, socioeconomic factors and health-related choices among adults aged 50 and over.

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The Journal of Aging and Social Change · 2026

Diverse Pathways to Health Information: A Cluster-Based Typology of Estonian Adults Aged 50+

Marianne Paimre

Uses cluster analysis to identify different patterns of health-information seeking among Estonian adults aged 50 and over.

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ICT4AWE · 2025

Information-Seeking Behavior Associated with Willingness for COVID-19 Vaccination in 60+ Estonians

Marianne Paimre · Andri Ahven

Explores associations between information-seeking behaviour and vaccination willingness among Estonians aged 60 and over.

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Proceedings of the Estonian Academy of Sciences · 2023 · 72(3), 313–321

Relationships Between Willingness to Get Vaccinated Against COVID-19, Socioeconomic Indicators, Choices in Health Behavior, and Health Information Seeking Among Estonians Aged ≥50

Marianne Paimre · Kairi Osula

Examines vaccination willingness in relation to socioeconomic indicators, health behaviour and health-information seeking.

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Communications in Computer and Information Science · 2023

Gender Aspect in Online Health Information Seeking Behavior Among Estonians Aged ≥50 During the COVID-19 Pandemic

Marianne Paimre · Kairi Osula

Examines gender differences in online health-information seeking among older adults.

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ICT4AWE · 2022

Gender Differences in ICT Acceptance for Health Purposes, Online Health Information Behaviour, and Health Behaviour Among Estonian Older Adults During the COVID-19 Crisis

Marianne Paimre · Kairi Osula

Investigates differences in health-related ICT acceptance, information seeking and health behaviour among older adults.

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The Journal of Aging and Social Change · 2022 · 12(2), 103–117

Estonian Men Over 65 More Willing to Use Digital Technology for Health Purposes and Vaccinate Against COVID-19 than Women

Marianne Paimre · Andri Ahven

Focuses on gender differences in older adults’ willingness to use digital technology for health purposes and vaccination-related attitudes.

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ICT4AWE · 2020

Online Health Information Seeking Behavior of Working and Non-working Estonian Older Adults as Compared to Students

Marianne Paimre

Compares patterns of online health-information seeking among working and non-working older adults and students.

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ICT4AWE · 2019

Do Elderly People Enjoy the Fruits of Estonia’s E-Health System?

Marianne Paimre

Examines whether older adults are able to benefit equally from Estonia’s digital health environment.

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Media, Drugs & Public Discourse

A second long-term strand of my research examines how illicit drugs, addiction and drug policy are represented in journalism and public debate. The work traces changes in framing, news attention, cannabis debates and the relationship between media discourse and policy.

Journal of Baltic Studies · 2018 · 49(1), 47–62

Unfolding the Coverage of Illicit Drugs in Estonian Print Press

Marianne Paimre

Examines long-term developments in the ways illicit drugs and drug-related problems have been represented in the Estonian press.

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Juridica International · 2017

Changes in Estonian Cannabis Debate and Its Impact to Drug Policy

Marianne Paimre

Analyses changes in the Estonian public debate surrounding cannabis and considers their relationship with drug policy.

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Advances in Journalism and Communication · 2015 · 3, 39–48

Mapping Trajectories of Attention to Drug-Related Issues in Estonian Main Dailies

Marianne Paimre

Maps changing patterns of journalistic attention to drug-related issues in Estonia’s major daily newspapers.

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Journalism: Theory, Practice & Criticism · 2011 · 12(4), 433–448

Media Generated News Waves — Catalysts for Discursive Change: The Case Study on Drug Issues in Estonian Print Media

Marianne Paimre · Halliki Harro-Loit

Examines how media-generated news waves can alter the visibility and framing of drug-related issues and contribute to discursive change.

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Proceedings of the Estonian Academy of Security Sciences · 2014

Changes in Framing Drug Issues by the Estonian Print Press in the Last Two Decades

Marianne Paimre

Examines shifts in the framing of drug-related issues in Estonian print journalism over two decades.

Juridica · 2010 · 4, 285–295

Narkomaania probleemid Eesti ajakirjanduses ja poliitikas

Marianne Paimre

Explores the relationship between media representations of drug problems and developments in Estonian drug policy.

Tallinn University Press · 2007

Narkotemaatika kujunemisest Eesti ajakirjanduses

Marianne Paimre

Examines the emergence and development of drug-related themes in Estonian journalism.

Drug Prevention, Treatment and the Media · 2006

Changes in Presenting Drug Addiction Themes in Estonian Media

Marianne Paimre

Analyses changes in how drug addiction and related issues were presented in Estonian media.

Doctoral Dissertations

PhD · Information Society Technologies · Tallinn University · 2026

Patterns of Online Health Information-Seeking Behaviour and Related Factors Among Estonian Older Adults

The dissertation examines how older adults in Estonia seek, evaluate and use health information online, and how digital skills, socioeconomic resources, trust and technology use shape the ability to benefit from online health information.

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PhD · Journalism / Media Studies · University of Jyväskylä · 2013

Narkoprobleemide kajastamine Eesti ajakirjanduses (1993–2009)

The dissertation examines how illicit-drug-related issues were represented in Estonian print media between 1993 and 2009, focusing on changes in framing, media attention and public discourse.

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