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[{"key": "dc.contributor.author", "value": "Turpeinen, Kati", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2013-11-21T16:41:02Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2013-11-21T16:41:02Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2013", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1287808", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/42499", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tutkielman tarkoituksena oli kartoittaa alakoulun opettajien k\u00e4sityksi\u00e4 tutkielmaa varten luodusta suomalaisen oppikirjan tarinasta ja Otavan yrityskuvasta. Lis\u00e4ksi opettajilta tiedusteltiin mielipiteit\u00e4 tarinoiden k\u00e4yt\u00f6st\u00e4 ylip\u00e4\u00e4ns\u00e4. Tutkielma tehd\u00e4\u00e4n tapaustutkimuksena Kustannusosakeyhti\u00f6 Otavalle.\r\n\r\nTutkielman teoreettisen viitekehyksen muodostavat tarinat, tarinat osana viestint\u00e4\u00e4 ja markkinointia sek\u00e4 yrityskuvaa ja mainetta k\u00e4sittelev\u00e4t tutkimukset. Tutkielma toteutettiin laadullisen tutkimuksen keinoin ja tutkimustulokset analysoitiin teemoittelemalla. Tutkimusaineisto ker\u00e4ttiin fokusryhm\u00e4haastattelun ja yksil\u00f6haastatteluiden avulla.\r\n\r\nTulokset osoittivat, ett\u00e4 tarinasta pidettiin ja se toi haastateltaville uutta tietoa oppikirjan syntyprosessista ja Otavan kotimaisesta taustasta. Tarina her\u00e4tti haastateltavissa ajatuksia siit\u00e4, ett\u00e4 oppikirjojen valmistuksessa otetaan k\u00e4ytt\u00e4j\u00e4t huomioon. Tarinaa pidettiin kuitenkin liian pitk\u00e4n\u00e4 ja sen rinnalle toivottiin kuvia\r\ntai tarinan muuntamista digitaaliseen muotoon. Otavaa pidettiin oppikirjakustantajana luotettava, selke\u00e4n\u00e4 ja k\u00e4ytt\u00e4j\u00e4yst\u00e4v\u00e4llisen\u00e4.\r\n\r\nOpettajat kertoivat, ett\u00e4 tarinat ovat hy\u00f6dyllisi\u00e4 opetuksessa, koska ne auttavat muun muassa muistiin palauttamisessa, muistamisessa ja syy-seuraus suhteiden ymm\u00e4rt\u00e4misess\u00e4. Opetuksessa niit\u00e4 haluttiin selke\u00e4sti hy\u00f6dynt\u00e4\u00e4 nykyist\u00e4 enemm\u00e4n. Yleisesti suomalaisten tarinankerrontataitoja pidettiin heikkoina.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Kati Turpeinen (kaanturp) on 2013-11-21 16:41:02.322408. Form: Pro gradu -lomake (1 tekij\u00e4) (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/pro-gradu-lomake-1-tekijae). JyX data:", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija@noreply.fi) on 2013-11-21T16:41:02Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201311212627.pdf: 712018 bytes, checksum: d0434805a7c006f4c9926a15752f91eb (MD5)\r\nlicense.html: 4936 bytes, checksum: 746c3f304812638639957ea8eab05935 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2013-11-21T16:41:02Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201311212627.pdf: 712018 bytes, checksum: d0434805a7c006f4c9926a15752f91eb (MD5)\r\nlicense.html: 4936 bytes, checksum: 746c3f304812638639957ea8eab05935 (MD5)\r\n Previous issue date: 2013", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto.", "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": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "Kustannusosakeyhti\u00f6 Otava", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Suomalaisen oppikirjan tarina osana yrityskuvan muodostumista : case Kustannusosakeyhti\u00f6 Otava Oy", "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-201311212627", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Humanistinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Viestint\u00e4tieteiden laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Communication", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Yhteis\u00f6viestint\u00e4", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Organizational Communication", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.date.updated", "value": "2013-11-21T16:41:03Z", "language": "", "element": "date", "qualifier": "updated", "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.accesslevel", "value": "openAccess", "language": "fi", "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "3131", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "tarinat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "narratiivisuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yrityskuva", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "maine", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "oppikirjat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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