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[{"key": "dc.contributor.advisor", "value": "Vehmas, Hanna-Mari", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Rantamaa, Emma", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2025-03-29T09:51:47Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2025-03-29T09:51:47Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2025", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/101125", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Rantamaa, E. 2025. Gender inclusivity in Finnish football social media: Investigating Finnish Football Association's Instagram. Faculty of Sport and Health Sciences, University of Jyv\u00e4skyl\u00e4, Master\u2019s thesis, Responsible Management and Business of Sport, 76 pp.. 1 appendix.\n\nSocial media now plays a key role in sport and in the visibility of teams and individual players. It also has huge potential and almost limitless possibilities to reach people and audiences across geographical borders. Instagram is one of the most widely used social media platforms and has huge marketing value. Instagram has also gained popularity among sports clubs for sharing visual content.\n\nHowever, to be successful in social media and sports marketing, values of diversity, equality and inclusion must also be considered. Football organisations are increasingly looking to adapt their marketing strategies through social responsibility initiatives and attract new audiences. In the best case, this will provide the organisation with a competitive advantage and improve its position in the market as consumers become increasingly interested in these values.\n\nAccording to the Finnish Football Association's Equality Plan, the content of their marketing communications is adapted to gender equality principles. This study aims to measure the extent to which the Finnish Football Association is following the principles of equality, diversity and inclusion by answering the following research questions: how well are different genders represented on the Finnish Football Association's Instagram, and to what extent do their Instagram posts promote diversity, equality and inclusion? The data used in this study were the Finnish Football Association\u2019s Instagram posts for a 12-month period from September 2021 to September 2022. The total number of publications for that period was 705, which were analysed using thematic content analysis.\n\nThe results of the study show that the Football Association has used its Instagram account effectively to promote the visibility of both genders and the men's and women's national teams on social media. Out of a total of 705 posts, 296 posts featured one or more women and 309 times one or more men. The women's national teams were featured 155 times and the men's national teams 121 times. In addition, the Football Association published a total of 29 Instagram posts featuring the themes of equality, diversity or inclusion. By continuing to implement its gender equality plan in the coming years, the Football Association will be able to build stronger links with its many followers, increase the visibility of women and thereby promote gender equality in football.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Rantamaa, E. 2025. Sukupuolten inklusiivisuus suomalaisen jalkapallon sosiaalisessa mediassa: Tutkimus Suomen Jalkapalloliiton Instagramista. Liikuntatieteellinen tiedekunta, Jyv\u00e4skyl\u00e4n yliopisto, vastuullisen johtamisen ja urheiluliiketoiminnan pro gradu -tutkielma, 76 s, 1 liite.\n\nSosiaalinen media on nyky\u00e4\u00e4n keskeisess\u00e4 roolissa urheilussa ja joukkueiden sek\u00e4 yksitt\u00e4isten pelaajien n\u00e4kyvyydess\u00e4. Siin\u00e4 on my\u00f6s valtava potentiaali sek\u00e4 l\u00e4hes rajattomat mahdollisuudet tavoittaa ihmisi\u00e4 ja eri kohderyhmi\u00e4 yli maantieteellisten rajojen. Instagram on yksi k\u00e4ytetyimmist\u00e4 sosiaalisen median alustoista, jolla on my\u00f6s valtava markkinoinnillinen arvo. Instagram on kasvattanut suosiotaan my\u00f6s urheiluseurojen keskuudessa visuaalisen sis\u00e4ll\u00f6n jakamiseksi. \n\nOnnistuakseen sosiaalisessa mediassa sek\u00e4 urheilumarkkinoinnissa, on kuitenkin my\u00f6s otettava huomioon eri vastuullisuuden arvot; diversiteetti, tasa-arvo ja inkluusio. Jalkapallo-organisaatiot pyrkiv\u00e4t mukauttamaan markkinointistrategioitaan yh\u00e4 enemm\u00e4n sosiaalista vastuuta koskevien aloitteiden kautta ja houkuttelemaan uutta yleis\u00f6\u00e4. T\u00e4m\u00e4 parhaassa tapauksessa tarjoaa organisaatiolle kilpailuetua ja parantaa sen asemaa markkinoilla, sill\u00e4 kuluttajat ovat yh\u00e4 kiinnostuneempia kyseisist\u00e4 arvoista.\n\nSuomen Palloliiton yhdenvertaisuussuunnitelman mukaan heid\u00e4n markkinointiviestint\u00e4ns\u00e4 sis\u00e4lt\u00f6 on sovitettu suunnitelmien mukaisesti sukupuolten tasa-arvon huomioimiseksi. T\u00e4m\u00e4 tutkimus pyrkiikin mittaamaan kuinka hyvin Palloliitto noudattaa tasa-arvon, diversiteetin ja inkluusion periaatteita vastaamalla seuraaviin tutkimuskysymyksiin: Miten eri sukupuolet ovat edustettuina Palloliiton Instagramissa, ja miss\u00e4 m\u00e4\u00e4rin Palloliiton Instagram-julkaisut edist\u00e4v\u00e4t diversiteetti\u00e4, tasa-arvoa ja inkluusiota. Aineistona t\u00e4ss\u00e4 tutkimuksessa k\u00e4ytettiin Palloliiton Instagram-julkaisuja 12 kuukauden ajalta syyskuusta 2021 syyskuuhun 2022 asti. Julkaisujen kokonaism\u00e4\u00e4r\u00e4 tuolta ajalta oli 705, jotka analysoitiin temaattisen sis\u00e4lt\u00f6analyysin keinoin. \n\nTutkimuksen tulokset osoittavat, ett\u00e4 Palloliitto on k\u00e4ytt\u00e4nyt Instagram-tili\u00e4\u00e4n tehokkaasti edist\u00e4\u00e4kseen molempien sukupuolten n\u00e4kyvyytt\u00e4 ja miesten sek\u00e4 naisten maajoukkueiden toimintaa sosiaalisessa mediassa. Yhteens\u00e4 705 julkaisusta 296 julkaisua sis\u00e4lsi yhden tai useamman naisen ja 309 kertaa yhden tai useamman miehen. Naisten maajoukkueet n\u00e4kyiv\u00e4t julkaisuissa 155 kertaa ja miesten maajoukkueet 121 kertaa. Palloliitto julkaisi lis\u00e4ksi yhteens\u00e4 29 Instagram-julkaisua, jotka k\u00e4sitteliv\u00e4t joko tasa-arvoa, diversiteetti\u00e4 tai inkluusiota. Toteuttamalla tasa-arvosuunnitelmaansa my\u00f6s tulevina vuosina, Palloliitto pystyy rakentamaan entist\u00e4 vahvempia yhteyksi\u00e4 moniin seuraajiinsa, lis\u00e4\u00e4m\u00e4\u00e4n naisten n\u00e4kyvyytt\u00e4 ja sit\u00e4 kautta edist\u00e4m\u00e4\u00e4n sukupuolten tasa-arvoa jalkapallossa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2025-03-29T09:51:47Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-03-29T09:51:47Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "83", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "CC BY 4.0", "language": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Gender inclusivity in Finnish football social media: Investigating Finnish Football Association's Instagram", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202503292946", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Specialisation in Social Sciences of Sport", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Specialisation in Social Sciences of Sport", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://creativecommons.org/licenses/by/4.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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