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[{"key": "dc.contributor.advisor", "value": "Luoma-aho, Vilma", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Joensivu, Suvi", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2015-10-29T12:32:34Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2015-10-29T12:32:34Z", "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:1498784", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/47499", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Henkilo\u0308bra\u0308nda\u0308ys ja profiloituminen ovat olleet pitka\u0308a\u0308n eri alojen kuuluisuuksien etuoikeus. Sosiaalinen media on kuitenkin mahdollistanut henkilo\u0308bra\u0308nda\u0308yksen hyvin laajalle yleiso\u0308lle. Onkin arvioitu, etta\u0308 sosiaalisen median kanavat ovat nykyisin pa\u0308a\u0308asiallisia areenoita henkilo\u0308bra\u0308nda\u0308ykselle. Lisa\u0308ksi digitaalinen viestinta\u0308 ja sosiaalinen media ovat luoneet uuden viestinna\u0308n muodon: yksilo\u0308iden joukkoviestinna\u0308n. Na\u0308in ollen na\u0308ytta\u0308a\u0308 silta\u0308, etta\u0308 sosiaalinen media on ollut seka\u0308 henkilo\u0308bra\u0308nda\u0308ys-ilmio\u0308n aiheuttaja etta\u0308 mahdollistaja. Informaatioteknologian vallankumouksen aikana on kasvanut myo\u0308s kaksi uutta sukupolvea, joiden tavat ka\u0308ytta\u0308a\u0308 teknologiaa eroavat merkitta\u0308va\u0308sti heida\u0308n vanhemmistaan. Na\u0308ma\u0308 nuoret ja nuoret aikuiset ovat kuin kotonaan online-ympa\u0308risto\u0308issa\u0308 ja vietta\u0308va\u0308t siella\u0308 paljon aikaa pa\u0308ivitta\u0308in. Na\u0308in ollen, osa na\u0308ista\u0308 nuorista ja nuorista aikuisista on muodostanut itseytta\u0308a\u0308n verkkoympa\u0308risto\u0308issa\u0308 ja luoneet itselleen verkkoidentiteetin.\r\n\r\nTa\u0308ma\u0308n tutkimuksen tarkoituksena on selvitta\u0308a\u0308, mista\u0308 motiiveista viestinna\u0308n opiskelijat bra\u0308nda\u0308a\u0308va\u0308t itsea\u0308a\u0308n seka\u0308 miten he ka\u0308ytta\u0308va\u0308t siina\u0308 sosiaalista mediaa. Lisa\u0308ksi tarkoituksena on muodostaa kokonaiska\u0308sitys siita\u0308, miten viestinna\u0308n opiskelijat suhtautuvat henkilo\u0308bra\u0308nda\u0308ykseen yleisesti. Vastaajaryhma\u0308 koostuu Jyva\u0308skyla\u0308n yliopiston viestinta\u0308tieteiden laitoksen opiskelijoista. Aineisto kera\u0308ttiin verkkokyselylla\u0308 (N=61).\r\n\r\nTulokset osoittivat, etta\u0308 viestinna\u0308n opiskelijat kokivat henkilo\u0308bra\u0308nda\u0308yksen jokseenkin ta\u0308rkea\u0308ksi. Kuitenkin vain kolmasosalla opiskelijoista oli henkilo\u0308bra\u0308ndi. Jos opiskelija ei ollut bra\u0308nda\u0308nnyt itsea\u0308a\u0308n tietoisesti, ha\u0308nella\u0308 na\u0308ytti olevan hankaluuksia oman bra\u0308ndinsa\u0308 tiedostamisessa. Mies- ja naisopiskelijoiden suhtautumisessa henkilo\u0308bra\u0308nda\u0308yksesn huomattiin eroavaisuuksia. Lisa\u0308ksi oli todenna\u0308ko\u0308isempa\u0308a\u0308, etta\u0308 miesopiskelijalla oli henkilo\u0308bra\u0308ndi. Suurin motiivi henkilo\u0308bra\u0308nda\u0308ykseen oli tyo\u0308ela\u0308ma\u0308 ja menestyminen tyo\u0308maailmassa. Lisa\u0308ksi, opiskelijat halusivat tulla huomatuiksi ja saada tunnustusta asiantuntijoina. Opiskelijat liittiva\u0308tkin henkilo\u0308bra\u0308nda\u0308yksen vahvasti tyo\u0308ela\u0308ma\u0308a\u0308n ja ammattilaisuuten ja asiantuntijuuteen. Sosiaalinen media oli pa\u0308a\u0308asiallinen kanava henkilo\u0308bra\u0308nda\u0308ykseen helppoutensa ja tehokkuutensa vuoksi. Ta\u0308rkea\u0308a\u0308 verkkobra\u0308nda\u0308yksessa\u0308 oli opiskelijoiden mukaan sisa\u0308llo\u0308n laatu, aktiivisuus, muiden ka\u0308ytta\u0308jien seuraaminen seka\u0308 oman profiilin visuaalisuus.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Personal branding, self-branding, and self-promotion have been privileges of celebrities from different fields. Social media has, however, made the processes and techniques of personal branding accessible for a lot broader audience. Indeed, it has been argued that social media channels are nowadays the main arenas for personal branding. Digital communication and social media have created a new form of communication, mass self-communication. Therefore, it seems that social media has simultaneously been the catalyst and enabler for a phenomenon called personal branding. There are also two new generations that have grown up during the information technology revolution and their ways to use technology are drastically different from their parents. These adolescents and young adults feel at home online and spend a lot of time with online activities on a daily basis. Thus, the generations are partly constructing their selves online, some forming online identities.\r\n\r\nThis research aims to clarify the motives driving communication students to brand themselves. Also, they ways in which social media is used in personal branding efforts will be explicated. In addition, the study attempts to form an overview about the attitudes communication students have towards personal branding. The respondent group consists of the communication students from the University of Jyva\u0308skyla\u0308. Data was gathered with an online survey (N=61).\r\n\r\nThe results indicated that the communication students found personal branding important. Yet, only one third of the students had a personal brand. Seemed, that if students had not branded themselves intentionally, they had difficulties in recognizing their personal brand. Also, it was noted that female and male students differ in the attitudes towards personal branding, and more likely had a male student a personal brand than a female student. The biggest motivator for personal branding was work and succeeding in the working world. Moreover, the students wanted to stand out and gain recognition as professionals. Indeed, the students linked personal branding quite strongly to work and professionalism. Social media was the main channel due to its ease and efficiency. According to the students, important in online personal branding was the quality of the content, activity, following other users, and the visuality of one\u2019s profile.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Suvi Joensivu (sueiamjo) on 2015-10-29 12:32:33.829887. 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 2015-10-29T12:32:34Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201510293534.pdf: 990618 bytes, checksum: b79685014f26d4611ccb21cfdc38920a (MD5)\r\nlicense.html: 4834 bytes, checksum: feb7d608d281356466ec5b13216e0f1f (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2015-10-29T12:32:34Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201510293534.pdf: 990618 bytes, checksum: b79685014f26d4611ccb21cfdc38920a (MD5)\r\nlicense.html: 4834 bytes, checksum: feb7d608d281356466ec5b13216e0f1f (MD5)\r\n Previous issue date: 2015", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (99 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": "Personal branding", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Self-branding", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Professional branding", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Mass self-communication", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Online identity", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Henkil\u00f6br\u00e4ndi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Henkil\u00f6br\u00e4nd\u00e4ys", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Asiantuntijabr\u00e4ndi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Verkkoidentiteetti", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Communication students' motives for and attitudes towards personal branding", "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-201510293534", "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": "2015-10-29T12:32:34Z", "language": "", "element": "date", "qualifier": "updated", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "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": "br\u00e4nd\u00e4ys", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "henkil\u00f6t", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "asiantuntijat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "identiteetti", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sosiaalinen media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Internet", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "joukkoviestint\u00e4", "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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