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[{"key": "dc.contributor.advisor", "value": "Luoma-aho, Vilma", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Taiminen, Kimmo", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Ikonen, Pasi", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2015-08-19T13:41:37Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2015-08-19T13:41:37Z", "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:1493001", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/46653", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sponsoroitu sis\u00e4lt\u00f6 ja natiivimainonta ovat uusia mediamainonnan muotoja, jotka ovat viime vuosina kasvattaneet suosiotaan. Niiden etiikkaa on tutkittu v\u00e4h\u00e4n ja alan normien muotoutumattomuus on nyt tehnyt ajankohtaiseksi uusien eettisten n\u00e4k\u00f6kulmien pohtimisen. Varsinkin mainonnan l\u00e4pin\u00e4kyvyys vaatii huomiota.\n\nT\u00e4m\u00e4n tutkimuksen tavoitteena oli tutkia viestinn\u00e4n ja median ammattilaisten eettisten ohjeiden soveltuvuutta nykyp\u00e4iv\u00e4n mainontakentt\u00e4\u00e4n. Tutkimuksen teoriaosa kartoittaa uusia mainosmuotoja ja viestinn\u00e4n etiikkaa erityisesti l\u00e4pin\u00e4kyvyyden ja (mahdollisesti piilotettujen) kaupallisten intressien julkitulon n\u00e4k\u00f6kulmasta. Tutkimuksen empiirisess\u00e4 osiossa k\u00e4ytiin laadullista sis\u00e4ll\u00f6nanalyysi\u00e4 hy\u00f6dynt\u00e4en l\u00e4pi ammattilaisille suunnattujen eettisten ohjeiden sis\u00e4lt\u00f6 Suomen, Yhdysvaltojen, Euroopan sek\u00e4 globaalissa kontekstissa. Ammatillisten organisaatioiden ohjeita verrataan my\u00f6s muutaman merkitt\u00e4v\u00e4n mediayhti\u00f6n koodistoihin.\n\nTutkimuksen tulokset osoittavat, ett\u00e4 eettiset ohjeistukset (40 kappaletta) vaihteleva t paljon sis\u00e4ll\u00f6lt\u00e4\u00e4n yleisesti sek\u00e4 siin\u00e4 mieless\u00e4, kuinka ne huomioivat l\u00e4pin\u00e4kyvyyden ja uudet mediamai nonnan muodot. Tulosten perusteella muodostettiin yhdeks\u00e4n eettisten ohjeiden tyyppi\u00e4, jotka kuvaavat ohjeistusten sis\u00e4lt\u00f6\u00e4 suhteessa uusiin mainontamuotoihin. Suurin osa ohjeistuksista k\u00e4sittelee l\u00e4pin\u00e4kyvyytt\u00e4 sek\u00e4 kaupallisen ja toimituksellisen aineiston erotettavuutta, mutta vain kahdeksan nelj\u00e4st\u00e4kymmenest\u00e4 ohjeesta huomioi sponsoroidun sis\u00e4ll\u00f6n.\n\nTulosten ja taustatiedon pohjalta voidaan todeta, ett\u00e4 useat viestinn\u00e4n ja median alojen eettisist\u00e4 ohjeistuksista kaipaavat p\u00e4ivitt\u00e4mist\u00e4 nykyaikaan. Sponsoroidun sis\u00e4ll\u00f6n yleistyess\u00e4 siihen liittyv\u00e4t mahdolliset eettiset ongelmat tulevat entist\u00e4 ajankohtaisemmiksi. L\u00e4pin\u00e4kyvyyden sek\u00e4 tuottamistavaltaan perinteisist\u00e4 mainoksista poikkeavien muotojen huomioiminen auttaisi sek\u00e4 media-alaa ett\u00e4 mainoksia tuottavia br\u00e4ndej\u00e4 v\u00e4ltt\u00e4m\u00e4\u00e4n eettisesti arveluttavia ylily\u00f6ntej\u00e4 ja n\u00e4ist\u00e4 seuraavia kohua ja mainehaittoja. Mik\u00e4li ammattij\u00e4rjest\u00f6jen reagointikyky alan muutoksiin on liian hidas, mediatalot ja br\u00e4ndit voisivat my\u00f6s luoda omia julkisia eettisi\u00e4\nkoodistojaan normien muotoutumisen tueksi.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "In the recent years the new forms of online media advertising, sponsored content and native advertising, have gained popularity. Lack of research about ethics of these forms and the incoherence of the industry\u2019s norms have made it timely to investigate new ethical viewpoints. Especially the issue of transparency demands attention.\n\nThe goal of this thesis was to study the applicability of codes of ethics made for communication and media professionals in today\u2019s advertising environment. The theoretical part of the study maps research about new advertising forms and communication ethics especially from the views of transparency and disclosures of (potentially hidden) commercial interests. The empirical part of the study used qualitative content analysis to scrutinize codes of ethics provided for professionals in Finland, United States, and in European and global contexts. Codes formed by professional organizations are also compared with a few codes from significant media enterprises.\n\nThe results indicate that codes of ethics (40 codes) vary a lot in their general content as well as in how they acknowledge transparency and the new forms of online advertising. N ine types of codes of ethics were formed on the basis of the results. These types illustrate the content of the codes in relation to new forms of advertising. Most of the codes deal with transparency and the separation between commercial and editorial content. However, only eight of the total forty guidelines take sponsored content into account.\n\nBy looking at the res ults and theory it can be stated that many of the ethical guidelines of communication and media require updating to meet today\u2019s situation. As sponsored content becomes more popular, the ethical issues related to it become even more topical. Acknowledging transparency and new forms of advertising, which differ in their way of production from conventional ads, would help both the media industry and brands producing advertising to avoid ethically questionable blunders as well as the uproar and damages to reputation that may follow. If professional organizations are slow to react to the changes, media organizations and brands could form their own public ethical standards to help shape new norms for the industries.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Pasi Ikonen (pasaikon) on 2015-08-19 13:41:36.846052. 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 2015-08-19T13:41:37Z\nNo. of bitstreams: 2\nURN:NBN:fi:jyu-201508192706.pdf: 915041 bytes, checksum: f52144d628ccc791cbe609ae78d74994 (MD5)\nlicense.html: 4799 bytes, checksum: 20b77f0b7dc2dcf839dd4480e88fd3b3 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2015-08-19T13:41:37Z (GMT). No. of bitstreams: 2\nURN:NBN:fi:jyu-201508192706.pdf: 915041 bytes, checksum: f52144d628ccc791cbe609ae78d74994 (MD5)\nlicense.html: 4799 bytes, checksum: 20b77f0b7dc2dcf839dd4480e88fd3b3 (MD5)\n Previous issue date: 2015", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (112 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": "eng", "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": "natiivimainonta", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Codes of ethics in the age of sponsored content", "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-201508192706", "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": "2015-08-19T13:41:37Z", "language": null, "element": "date", "qualifier": "updated", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": null, "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"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": "mainonta", "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": "viestint\u00e4", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "etiikka", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "verkkomainonta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "l\u00e4pin\u00e4kyvyys", "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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