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[{"key": "dc.contributor.advisor", "value": "Luoma-aho, Vilma", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "S\u00e4teri, Annamari", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2016-01-07T17:31:22Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2016-01-07T17:31:22Z", "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:1506795", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/48276", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Perinteisen mainonnan menetta\u0308essa\u0308 tehoaan organisaatiot ovat keskittyneet omaan sisa\u0308llo\u0308ntuotantoonsa, ja monet bra\u0308ndit ovat muuttuneet mediasisa\u0308lto\u0308jen tuottajiksi ja julkaisijoiksi. Na\u0308ma\u0308 bra\u0308ndijournalismin kaltaiset mainonnan uudet muodot ja journalistiset bra\u0308ndisisa\u0308llo\u0308t ovat puhututtaneet journalismin, viestinna\u0308n ja markkinoinnin ammattilaisia, mutta ala vaatii tutkimustietoa toiminnan tueksi.\r\n\r\nTa\u0308ma\u0308n tutkimuksen tavoitteena oli luoda ymma\u0308rrysta\u0308 bra\u0308ndijournalismin ilmio\u0308sta\u0308 kuluttajan na\u0308ko\u0308kulmasta selvitta\u0308ma\u0308lla\u0308, mihin tarpeisiin sisa\u0308lto\u0308ja\u0308 kulutetaan, miten sisa\u0308llo\u0308t koetaan ja mitka\u0308 tekija\u0308t vaikuttavat sisa\u0308lto\u0308jen kokemiseen ja niihin suhtautumiseen. Tavoitteena oli selvitta\u0308a\u0308 myo\u0308s, minka\u0308laisia sisa\u0308lto\u0308ja\u0308 kuluttajat arvostavat. Tutkimuksessa bra\u0308ndijournalismin ilmio\u0308ta\u0308 tutkittiin Raha- automaattiyhdistyksen Raymond-median kontekstissa. Tutkimus toteutettiin laadullisena tutkimuksena, jonka aineisto kera\u0308ttiin teemahaastatteluin kahdeksalta Raymondin lukijalta. Aineisto analysoitiin aineisto\u0308la\u0308hto\u0308isella\u0308 sisa\u0308llo\u0308nanalyysilla.\r\n\r\nBra\u0308ndijournalismille nousi tutkimuksessa kuusi laajaa ka\u0308ytto\u0308syykategoriaa: rentoutuminen, viihtyminen, ajankulutus, tiedonhankinta ja ympa\u0308risto\u0308n tarkkailu, identiteetin vahvistaminen seka\u0308 sisa\u0308lto\u0308jen ainutlaatuisuuteen liittyva\u0308t syyt. Bra\u0308ndin tuottamiin sisa\u0308lto\u0308ihin suhtautumiseen ja niiden kokemiseen todettiin vaikuttavan lukijan kokema suostuttelupyrkimys, lukijan tieta\u0308mys ja mielikuva sisa\u0308lto\u0308a\u0308 julkaisevasta bra\u0308ndista\u0308, bra\u0308ndin na\u0308kyvyys sisa\u0308llo\u0308issa\u0308 seka\u0308 sisa\u0308lto\u0308jen koettu journalistinen ja visuaalinen laatu. Tutkimuksessa miellytta\u0308vimpia\u0308 ja arvostetuimpia sisa\u0308lto\u0308ja\u0308 kuvattiin kiinnostaviksi, laadukkaiksi, tarinallisiksi, uskottaviksi ja puolueettomiksi seka\u0308 uutta tietoa tai na\u0308ko\u0308kulmia tarjoaviksi. Raymondia ei koettu markkinoivaksi asiakaslehdeksi vaan sita\u0308 verrattiin laatujournalismiin kiiinnostavuuden ja uskottavuuden suhteen. Sisa\u0308llo\u0308ille kuitenkin sallittiin bra\u0308ndin na\u0308kyvyys julkaisun alustassa ja siihen sijoitetuissa mainoksissa, etenkin kun se oli esitetty la\u0308pina\u0308kyva\u0308sti ja selkea\u0308sti.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Annamari S\u00e4teri (ansateri) on 2016-01-07 17:31:21.597088. 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 2016-01-07T17:31:22Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201601071041.pdf: 2220977 bytes, checksum: 66d3f7ae2c7898fa9dfe80e7c57415fb (MD5)\r\nlicense.html: 4860 bytes, checksum: fe1430278bb59d7722ec611dfc47cb6c (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2016-01-07T17:31:22Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201601071041.pdf: 2220977 bytes, checksum: 66d3f7ae2c7898fa9dfe80e7c57415fb (MD5)\r\nlicense.html: 4860 bytes, checksum: fe1430278bb59d7722ec611dfc47cb6c (MD5)\r\n Previous issue date: 2015", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (145 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": "Raha-automaattiyhdistys", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Kun br\u00e4ndist\u00e4 tulee media : miksi br\u00e4ndijournalismia kulutetaan ja kuinka sen sis\u00e4ll\u00f6t koetaan?", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.title.alternative", "value": "Miksi br\u00e4ndijournalismia kulutetaan ja kuinka sen sis\u00e4ll\u00f6t koetaan?", "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-201601071041", "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": 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