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[{"key": "dc.contributor.advisor", "value": "Hurme, Pertti.", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Laaksonen, Reetta", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2015-01-05T09:36:29Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2015-01-05T09:36:29Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2014", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1465056", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/45007", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 tutkimuksessa tarkastellaan kunnan julkisuuskuvan muodostumista paikallislehdiss\u00e4 strategisten perusviestien n\u00e4k\u00f6kulmasta. Tutkimus on toteutettu sis\u00e4ll\u00f6nanalyysina. Tutkimusaineisto koostuu nelj\u00e4n H\u00e4meenlinnan alueella vuosina 2011-2012 ilmestyneen paikallislehden jutuista. Kyseess\u00e4 on tapaustutkimus, jossa kohdeorganisaatio on H\u00e4meenlinnan kaupunki. Tutkimuksen tarkoituksena on saada tietoa kunnan strategisesta viestinn\u00e4st\u00e4 ja sen toimivuudesta kunnan maineen muodostajana sek\u00e4 paikallislehtien v\u00e4litt\u00e4m\u00e4st\u00e4 kaupungin julkisuuskuvasta.\r\n\r\nJulkisen sektorin organisaatiot poikkeavat monessa suhteessa muista organisaatioista.T\u00e4m\u00e4 tarkoittaa, ettei niiden viestint\u00e4\u00e4 voida my\u00f6sk\u00e4\u00e4n tarkastella samoista l\u00e4ht\u00f6kohdista kuin esimerkiksi yritysten. Julkisen alan organisaatioita pidet\u00e4\u00e4n usein byrokraattisina mutta luotettavina. Kunnan strategian avulla mainetta voidaan pyrki\u00e4 ohjaamaan haluttuun suuntaan. Hyv\u00e4 maine on menestystekij\u00e4 kunnalle, joka voi sen avulla turvata elinvoimaisuuttaan. Maine rakentuu teoista, joista viestit\u00e4\u00e4n oikealla tavalla, oikeaaan aikaan ja oikealle kohderyhm\u00e4lle. \r\n\r\nPaikallismedian rooli kunnan asioista viestitt\u00e4ess\u00e4 on suuri. Toisaalta my\u00f6s teknologian kehittymisen my\u00f6t\u00e4 my\u00f6s kunnilla on mahdollisuus viesti\u00e4 suoraan kuntalaisille, esimerkiksi verkkosivujen tai sosiaalisen median v\u00e4lityksell\u00e4. Tiedottajan rooli onkin muuttanut muotoaan ja moni tiedottajan ty\u00f6 on nyky\u00e4\u00e4n my\u00f6s toimittamista. Kunnan ja paikallismedian v\u00e4lill\u00e4 on usein jonkinlainen symbioottinen suhde, eik\u00e4 kaupunkien ongelmana ole niink\u00e4\u00e4n uutiskynnyksen ylitt\u00e4minen, vaan oikeanlaisen viestin v\u00e4litt\u00e4minen. \r\n\r\nTutkimuksen tulokset osoittavat, ett\u00e4 kaupungin ylin luottamushenkil\u00f6- sek\u00e4 virkamiesjohto ovat avainasemassa perusviestej\u00e4 v\u00e4litett\u00e4ess\u00e4. Strategian mukaiset perusviestit tulevat parhaiten esiin jutuissa, jotka ovat yleiss\u00e4vylt\u00e4\u00e4n positiivisia kaupungin kannalta. Mielenkiintoisen nyanssin kuntaviestint\u00e4\u00e4n tuovat luottamushenkil\u00f6t, joilla ei ole velvollisuutta perustella asioita kaupungin perusviestien mukaisesti, vaikka toisaalta he ovat my\u00f6s vastuussa tehdyist\u00e4 p\u00e4\u00e4t\u00f6ksist\u00e4. \r\n\r\nJatkotutkimuksessa voitaisiin toistaa samantapainen tutkimus tai laajempi media-analyysi s\u00e4\u00e4nn\u00f6llisin v\u00e4liajoin. Toisaalta voitaisiin my\u00f6s tutkia kunnan l\u00e4hett\u00e4mien tiedotteiden l\u00e4pimenoa mediassa ja syvent\u00e4\u00e4 sit\u00e4 perusviestien n\u00e4k\u00f6kulmasta.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Reetta Laaksonen (relehela) on 2015-01-05 09:36:29.152163. Form: Pro gradu -lomake (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/pro-gradu-lomake). JyX data: [jyx_publishing-allowed (fi) =True]", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija@noreply.fi) on 2015-01-05T09:36:29Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201501051005.pdf: 1313984 bytes, checksum: 59dc216fddd205d4f5b08a1cbad35b79 (MD5)\r\nlicense.html: 4874 bytes, checksum: b289975d43138556bbc7190ddda31998 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2015-01-05T09:36:29Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201501051005.pdf: 1313984 bytes, checksum: 59dc216fddd205d4f5b08a1cbad35b79 (MD5)\r\nlicense.html: 4874 bytes, checksum: b289975d43138556bbc7190ddda31998 (MD5)\r\n Previous issue date: 2014", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (53 sivua)", "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.title", "value": "Strategia kunnan maineenmuodostajana : H\u00e4meenlinnan kaupungin julkisuuskuvan muodostuminen paikallislehdist\u00f6ss\u00e4", "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-201501051005", "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", 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