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[{"key": "dc.contributor.author", "value": "R\u00f6nk\u00e4, Petra", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2015-05-05T10:33:54Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2015-05-05T10:33:54Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2015", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1473231", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/45771", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Taidemusiikin markkinointiviestint\u00e4 ilmi\u00f6n\u00e4 ei ole uusi: sen juuret ovat 1800-luvulla alkaneessa taidemusiikin murroksessa. Taidemusiikin markkinointiviestint\u00e4 on verrattavissa muihin musiikkia koskeviin teksteihin. Keskeist\u00e4 taidemusiikin markkinoinnissa on se, ett\u00e4 musiikkia koskeva tieto halutaan saada siit\u00e4 kiinnostuneen yleis\u00f6n keskuuteen. Uutta on kulttuurinen ja teknologinen ymp\u00e4rist\u00f6, jossa viestej\u00e4 l\u00e4hetet\u00e4\u00e4n. N\u00e4iden muutosten voisi olettaa vaikuttaneen taidemusiikkia koskevaan markkinointiviestint\u00e4\u00e4n.\n\nT\u00e4m\u00e4n tutkimuksen tarkoituksena on selvitt\u00e4\u00e4, millaista on taidemusiikkia koskeva markkinointiviestint\u00e4 sosiaalisessa mediassa. Lis\u00e4ksi halutaan saada selville l\u00e4hett\u00e4j\u00e4n n\u00e4k\u00f6kulma taidemusiikin markkinointiviestint\u00e4\u00e4n. Tutkimuksen aineistona ovat Jyv\u00e4skyl\u00e4 Sinfonian vuoden 2014 aikana julkaistut Facebook- ja Twitter-p\u00e4ivitykset ja Jyv\u00e4skyl\u00e4 Sinfonian markkinointi- ja viestint\u00e4p\u00e4\u00e4llik\u00f6lle tehty teemahaastattelu. Sosiaalisesta mediasta ker\u00e4tyn aineiston analysointiin k\u00e4ytet\u00e4\u00e4n sis\u00e4ll\u00f6nanalyysia. Teemahaastattelu analysoidaan teemoittelun avulla.\n\nTutkimuksen tulosten mukaan taidemusiikin markkinointiviestinn\u00e4n sis\u00e4ll\u00f6t sosiaalisessa mediassa jakautuvat p\u00e4\u00e4luokkiin Informaatio, Jaetut sis\u00e4ll\u00f6t ja Tilannekuvaukset. Aiempia tutkimustuloksia my\u00f6t\u00e4illen informaation kertominen n\u00e4ytt\u00e4isi olevan taidemusiikin markkinointiviestinn\u00e4n keski\u00f6ss\u00e4 my\u00f6s sosiaalisessa mediassa. Uusia elementtej\u00e4 ovat sis\u00e4lt\u00f6jen jakaminen ja erilaisten orkesterin ja organisaation tilanteiden kuvailu. Sosiaalinen media tarjoaa v\u00e4yl\u00e4n osallistua paitsi musiikillisen informaation jakamiseen my\u00f6s musiikista k\u00e4yt\u00e4v\u00e4\u00e4n keskusteluun. L\u00e4hett\u00e4j\u00e4n n\u00e4k\u00f6kulmasta taidemusiikin markkinointiviestint\u00e4 n\u00e4hd\u00e4\u00e4n p\u00e4\u00e4asiassa asiakassuhteiden yll\u00e4pitona, pr-toimintana ja fanien kanssa kommunikointina, jolloin viestin l\u00e4hett\u00e4j\u00e4n viestinn\u00e4lliset taidot korostuvat. Taiteilijoiden ja kohdeyleis\u00f6n v\u00e4linen raja n\u00e4ytt\u00e4isi olevan kaventumassa ja tilalle ovat tulleet tasavertaiset suhteet faneihin.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Petra R\u00f6nk\u00e4 (peturonk) on 2015-05-05 10:33:54.089617. 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 2015-05-05T10:33:54Z\nNo. of bitstreams: 2\nURN:NBN:fi:jyu-201505051724.pdf: 2191470 bytes, checksum: 646767025dfb7691b106ba294959da11 (MD5)\nlicense.html: 4855 bytes, checksum: 6a461bc8df2b022b7229822cae73b68c (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2015-05-05T10:33:54Z (GMT). No. of bitstreams: 2\nURN:NBN:fi:jyu-201505051724.pdf: 2191470 bytes, checksum: 646767025dfb7691b106ba294959da11 (MD5)\nlicense.html: 4855 bytes, checksum: 6a461bc8df2b022b7229822cae73b68c (MD5)\n Previous issue date: 2015", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (72 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.subject.other", "value": "Jyv\u00e4skyl\u00e4 Sinfonia", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Taidemusiikin markkinointiviestint\u00e4 sosiaalisessa mediassa : tapaustutkimus Jyv\u00e4skyl\u00e4 Sinfoniasta", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.title.alternative", "value": "Tapaustutkimus Jyv\u00e4skyl\u00e4 Sinfoniasta", "language": null, "element": "title", "qualifier": "alternative", "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-201505051724", "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", 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