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[{"key": "dc.contributor.advisor", "value": "K\u00e4\u00e4nt\u00e4, Leila", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "K\u00e4llroos, Iida", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2025-06-12T06:06:58Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2025-06-12T06:06:58Z", "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/123456789/103442", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Globalisaation ja digitalisaation my\u00f6t\u00e4 englannista on tullut t\u00e4rke\u00e4 viestinn\u00e4n v\u00e4line useissa sosiaalisen median ymp\u00e4rist\u00f6iss\u00e4. T\u00e4ten englanti on eneneviss\u00e4 m\u00e4\u00e4rin l\u00e4sn\u00e4 my\u00f6s suomalaisessa sosiaalisessa mediassa, ja sit\u00e4 k\u00e4ytet\u00e4\u00e4n laajasti suomen kielen rinnalla. Etenkin TikTokissa, yhdess\u00e4 maailman johtavista sosiaalisen median kanavista, englannin rooli suomalaisissa sis\u00e4ll\u00f6iss\u00e4 on alati kasvava ja huomattava, ja laajentunut my\u00f6s osaksi suomalaisten yritysten B2C (business-to-consumer) -viestint\u00e4\u00e4.\n\nT\u00e4m\u00e4n tutkielman tavoitteena oli kuvailla englannin kielen k\u00e4ytt\u00f6tapoja ja tulkita sen taustalla vaikuttavia tarkoituksia suomalaisten yritysten TikTok -videoissa. Kvalitatiivinen tutkimus toteutettiin tarkastelemalla englannin kielen k\u00e4ytt\u00f6\u00e4 kolmen suomalaisen yrityksen TikTok -videoissa sek\u00e4 hy\u00f6dynt\u00e4m\u00e4ll\u00e4 kahta analyysimetodia. Sis\u00e4ll\u00f6nanalyysill\u00e4 kartoitettiin englannin kielen k\u00e4yt\u00f6n yleisyytt\u00e4, sijaintia ja tyyppi\u00e4, kun taas multimodaalinen diskurssianalyysi pyrki valottamaan kielenk\u00e4yt\u00f6n pohjimmaisia merkityksi\u00e4 ja tarkoituksia.\n\nTutkielman tulokset osoittavat, ett\u00e4 suomalaisten yritysten englannin k\u00e4ytt\u00f6 TikTokissa on monipuolista ja pohjautuu erityisesti kahteen limitt\u00e4iseen tarkoitukseen: sosiaalisempaan ulottuvuuteen liittyv\u00e4\u00e4n yhteis\u00f6n rakentamiseen ja k\u00e4yt\u00e4nn\u00f6llisemp\u00e4\u00e4n ulottuvuuteen liittyviin kontekstisidonnaisiin tekij\u00f6ihin. Englanti on keskeinen osa yritysten viestint\u00e4\u00e4, ja sit\u00e4 hy\u00f6dynnettiin erityisesti hashtageissa, videoiden teksteiss\u00e4 ja puheessa. Yritysten kielik\u00e4yt\u00e4nn\u00f6iss\u00e4 ilmeni sek\u00e4 samankaltaisuuksia ett\u00e4 eroja, mik\u00e4 havainnollistaa toisaalta kielenk\u00e4yt\u00f6n monimuotoisuutta, ja toisaalta yhteisi\u00e4 suuntaviivoja. Englannin k\u00e4ytt\u00f6 oli yleisemp\u00e4\u00e4 kuin finglishin, ja molempien kielityyppien jakautuminen vaihteli tilien ja ilmaisumuotojen v\u00e4lill\u00e4. Englannin k\u00e4ytt\u00f6 heijastelee k\u00e4yt\u00e4nn\u00f6n valintojen lis\u00e4ksi my\u00f6s strategisempia merkityksen luomisen prosesseja, jotka ovat laajemmin kytk\u00f6ksiss\u00e4 TikTokin kulttuurisiin ja sosiaalisiin ulottuvuuksiin.\n\nT\u00e4m\u00e4 tutkielma toimii kartoittavana ty\u00f6n\u00e4 englannin kielen roolista, k\u00e4ytt\u00f6tavoista ja k\u00e4yt\u00f6n tarkoituksista suomalaisten yritysten B2C TikTok -sis\u00e4ll\u00f6iss\u00e4. Tutkielman tulokset antavat tietoa moninaisista englannin kielen k\u00e4yt\u00f6n tavoista ja tarkoituksista kaupallisessa sosiaalisessa mediassa ja ovat hy\u00f6dynnett\u00e4viss\u00e4 jatkotutkimuksen pohjana. Englannin k\u00e4yt\u00f6n edelleen yleistyess\u00e4 suomalaisessa sosiaalisessa mediassa korostuu tarve johdonmukaisten kielik\u00e4yt\u00e4nteiden kehitt\u00e4miselle ja soveltamiselle yritysten viestinn\u00e4ss\u00e4. T\u00e4ten t\u00e4m\u00e4n tutkielman tulokset voivat my\u00f6s tukea yritysten kielipoliittisia pohdintoja ja valintoja alati muuttuvassa kielellisess\u00e4 ja kaupallisessa ymp\u00e4rist\u00f6ss\u00e4, kuten TikTok.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2025-06-12T06:06:58Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-06-12T06:06:58Z (GMT). No. of bitstreams: 0\n Previous issue date: 2025", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "62", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "social media language use", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "language choice", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "English in Finland", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "social media marketing", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "business-to-consumer", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "B2C", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "English language use in Finnish businesses' TikTok videos : ways and purposes", "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-202506125257", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Humanistis-yhteiskuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities and Social Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Kieli- ja viestint\u00e4tieteiden laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Language and Communication Studies", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": null, "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": null, "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Englannin kieli", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "English", "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": "fi", "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.subject.yso", "value": "englannin kieli", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sosiaalinen media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kielenk\u00e4ytt\u00f6", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "TikTok", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "koodinvaihto", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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