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[{"key": "dc.contributor.advisor", "value": "Valo, Maarit", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Pulliainen, Esko", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2016-06-04T08:38:50Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2016-06-04T08:38:50Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2016", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1542740", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/50102", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n tutkimuksen tarkoituksena on kuvata ja ymm\u00e4rt\u00e4\u00e4 Suomen vanhimman ymp\u00e4rist\u00f6j\u00e4rjest\u00f6n, Suomen luonnonsuojeluliiton Facebook-viestint\u00e4\u00e4 sen aktiivisuuden, viestint\u00e4funktioiden ja niiden aiheuttamien reaktioiden kautta. Tutkimuksessa k\u00e4ytettiin kahta aineistoa, Luonnonsuojeluliiton Facebook-tilap\u00e4ivityksi\u00e4 kommentteineen ja tykk\u00e4yksineen kuukauden ajalta vuosilta 2010 ja 2015. Samalla saatiin siis my\u00f6s kuva siit\u00e4, miten Luonnonsuojeluliiton viestint\u00e4 on tutkittavien seikkojen osalta muuttunut viidess\u00e4 vuodessa. Aineisto analysoitiin sis\u00e4ll\u00f6nanalyysin ja aineiston m\u00e4\u00e4r\u00e4llisen j\u00e4sent\u00e4misen kautta. Viestint\u00e4funktioita tutkittaessa k\u00e4ytettiin apuna aiemman tutkimuksen luomaa luokittelukehikkoa.\n\nTutkimuksessa k\u00e4vi ilmi, ett\u00e4 Suomen luonnonsuojeluliiton Facebook-viestinn\u00e4ss\u00e4 on tapahtunut selke\u00e4 muutos kohti vuorovaikutteisempaa viestint\u00e4\u00e4. Viestinn\u00e4n aktiivisuus on kasvanut ja vuorovaikutusta ja yhteis\u00f6\u00e4 painottavien viestint\u00e4funktioiden m\u00e4\u00e4r\u00e4 on lis\u00e4\u00e4ntynyt. Luonnonsuojeluliitto k\u00e4ytt\u00e4\u00e4 sosiaalista mediaa paitsi kansalaisj\u00e4rjest\u00f6n toiminnan ja sen jatkuvuuden kannalta t\u00e4rke\u00e4\u00e4n, yhteiskunnallisten ep\u00e4kohtien ja t\u00e4rke\u00e4n informaation julki tuomiseen, varainkeruuseen ja toiminnastaan tiedottamiseen, my\u00f6s palautteen hakemiseen sek\u00e4 yhteis\u00f6n vahvistamiseen. Luonnonsuojeluliitto n\u00e4ytt\u00e4isi my\u00f6s viiden vuoden aikana lis\u00e4nneen sosiaaliselle medialle tyypillisiin tapoja viesti\u00e4, ja viestinn\u00e4n perusteella vaikuttaisi ymm\u00e4rt\u00e4v\u00e4n, kuinka sosiaalisessa mediassa voidaan aktivoida sidosryhm\u00e4\u00e4. \n\nTutkimuksessa tarkasteltiin my\u00f6s sit\u00e4, miten paljon kommentointia ja tykk\u00e4yksi\u00e4 eri viestint\u00e4funktioita edustavat viestit luonnonsuojeluliiton sivuilla her\u00e4tt\u00e4v\u00e4t. Tuloksista k\u00e4y ilmi, ett\u00e4 vuorovaikutusta ja yhteis\u00f6\u00e4 korostavista viesteist\u00e4 tyk\u00e4t\u00e4\u00e4n ja niit\u00e4 kommentoidaan paljon. Tulos voidaan tulkita niin, ett\u00e4 saadakseen sidosryhm\u00e4ss\u00e4 reaktioita aikaan, kannattaa j\u00e4rjest\u00f6n panostaa yhteis\u00f6\u00e4 ja vuorovaikutusta painottavaan viestint\u00e4\u00e4n.\n\nKommentoinnin osalta liiton aktiivisuus sen sijaan ei juurikaan ole muuttunut, vaan se on edelleen vuorovaikutuksen yll\u00e4pit\u00e4misen kannalta v\u00e4h\u00e4ist\u00e4. Kommentit eiv\u00e4t v\u00e4ltt\u00e4m\u00e4tt\u00e4 osallistu Facebookissa k\u00e4ytyyn keskusteluun, vaan niit\u00e4 kirjoitetaan my\u00f6s pelk\u00e4n lis\u00e4informaation vuoksi.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Esko Pulliainen (espepull) on 2016-06-04 08:38:49.802001. 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 2016-06-04T08:38:50Z\nNo. of bitstreams: 2\nURN:NBN:fi:jyu-201606042875.pdf: 1722608 bytes, checksum: 84eda5aac64d3c1a2cd0e4e142cad879 (MD5)\nlicense.html: 4829 bytes, checksum: 54fc84a0a296509e73b7c5be7e8a0529 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2016-06-04T08:38:50Z (GMT). No. of bitstreams: 2\nURN:NBN:fi:jyu-201606042875.pdf: 1722608 bytes, checksum: 84eda5aac64d3c1a2cd0e4e142cad879 (MD5)\nlicense.html: 4829 bytes, checksum: 54fc84a0a296509e73b7c5be7e8a0529 (MD5)\n Previous issue date: 2016", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (90 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": "Suomen luonnonsuojeluliitto", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Vuorovaikutteisuus Suomen luonnonsuojeluliiton Facebook-viestinn\u00e4ss\u00e4", "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-201606042875", "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": 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