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[{"key": "dc.contributor.advisor", "value": "Lahdelma, Tuomo", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Niemi-Pyntt\u00e4ri, Risto", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Alasalmi, Tuula", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2015-06-02T10:41:34Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2015-06-02T10:41:34Z", "language": "", "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:1474872", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/46167", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Perehdyn pro gradu -tutkielmassani tarinoiden k\u00e4ytt\u00f6\u00f6n yritysten markkinointiviestinn\u00e4n v\u00e4lineen\u00e4. 2000-luvulla tarinoista ja tarinankerronnasta puhumisen voi sanoa tulleen muotiin yritysmaailmassa, ja ilmi\u00f6 on poikinut runsaasti alan kirjallisuutta. Olen ty\u00f6ss\u00e4ni selvitt\u00e4nyt, mist\u00e4 tarinailmi\u00f6ss\u00e4 on kyse: mit\u00e4 tarinoiden kertomisesta ja niill\u00e4 vaikuttamisesta ajattelevat tutkijat, mit\u00e4 viestinn\u00e4n ja yritystoiminnan asiantuntijat, ja lopuksi, millaisia neuvoja k\u00e4yt\u00e4nn\u00f6n viestint\u00e4\u00e4 toteuttaville annetaan ja mihin neuvot perustuvat. Viimeiseksi analysoin leipi\u00e4 markkinoivia viestint\u00e4tarinoita.\r\n\r\nTuon ty\u00f6ss\u00e4ni yhteen viestinn\u00e4ntutkimuksen, yhteiskunnallisen tutkimuksen, kirjallisuudentutkimuksen ja yritysmaailman n\u00e4kemyksi\u00e4 siit\u00e4, mit\u00e4 tarinakerronta voi olla. Esittelen lyhyesti narratologiaa ja kirjallisuudentutkijoiden n\u00e4kemyksi\u00e4 tarinoiden vaikutusvallasta (mm. Eagleton 1991, Rimmon-Kenan 1991 ja Tammi 1992). Koska tarinoiden kerrontaan liitet\u00e4\u00e4n usein myyttinen aines (mm. Torkki 2014), olen sivunnut my\u00f6s tutkijoiden ajatuksia myyttien sulauttamisesta osaksi kerrontaa (Frye 1957/2000 ja Barthes 1957/1994).\r\n\r\nLaajemmin esittelen Walter R. Fisherin (1987) narratiivisen paradigman, joka tuo ty\u00f6h\u00f6n viestinn\u00e4ntutkimuksellisen selk\u00e4rangan tarinoiden merkityksest\u00e4 ja k\u00e4yt\u00f6st\u00e4. Markkinointiviestinn\u00e4n kirjallisuudesta laajimmin esittelen Seth Godinin (2008) ajatuksia. H\u00e4nen mukaansa kuluttaja itse kertoo itselleen maailmankuvansa mukaisia tarinoita, joihin h\u00e4n saa ainekset markkinoijan tarjoamasta materiaalista.\r\n\r\nTutkielmani osoittaa, ett\u00e4 tarinankerrontaa pidet\u00e4\u00e4n yleisesti vaikutusvaltaisena ja k\u00e4yt\u00e4nn\u00f6ss\u00e4 toimivana tapana toteuttaa yritysten viestint\u00e4\u00e4 ja markkinointia. Vaikuttavuudella on my\u00f6s k\u00e4\u00e4nt\u00f6puolensa: tarinankerronta yhdistet\u00e4\u00e4n my\u00f6s manipulointiin ja totuuden kiert\u00e4miseen. Lis\u00e4ksi tarinankerronnalla on liev\u00e4 uskottavuusongelma, eli sit\u00e4 pidet\u00e4\u00e4n joko kevyen\u00e4 koristeluna tai suoranaisena satujen kertomisena, joka saattaa viestin ep\u00e4ilyksenalaiseksi.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Tuula Alasalmi (tuheojap) on 2015-06-02 10:26:06.129369. 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.group@korppi.jyu.fi) on 2015-06-02T10:41:34Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201506022149.pdf: 1880058 bytes, checksum: fe63b41771ef2b1767bec2ac609a80d9 (MD5)\r\nlicense.html: 4842 bytes, checksum: ebdf02ae11a31a265f080febbaf3c566 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2015-06-02T10:41:34Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201506022149.pdf: 1880058 bytes, checksum: fe63b41771ef2b1767bec2ac609a80d9 (MD5)\r\nlicense.html: 4842 bytes, checksum: ebdf02ae11a31a265f080febbaf3c566 (MD5)\r\n Previous issue date: 2015", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (138 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": "tarina", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", 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