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[{"key": "dc.contributor.advisor", "value": "Itkonen, Hannu", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Jousi, Julius", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2018-06-14T07:25:36Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2018-06-14T07:25:36Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2018", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/58556", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Osana yleisempi\u00e4 yhteiskunnallisia muutoksia, urheiluseurojen toimintaymp\u00e4rist\u00f6 on ollut viimeisten vuosikymmenten aikana murroksessa. Yksi n\u00e4ist\u00e4 muutoksista koskee ihmisten henkil\u00f6kohtaisia yhteis\u00f6siteit\u00e4. Seurat eiv\u00e4t voi en\u00e4\u00e4 olettaa olevansa automaattisesti t\u00e4rke\u00e4 osa niihin kuuluvien yksil\u00f6iden identiteetti\u00e4. Kilpailu eri valinnanmahdollisuuksien viidakossa kulkevien ihmisten kiinnittymisest\u00e4 on ankaraa. Tarjotakseen yksil\u00f6ille houkuttelevaa tarttumapintaa seurojen onkin pystytt\u00e4v\u00e4 palvelemaan ihmisten identiteettej\u00e4 my\u00f6s oman identiteettins\u00e4 kautta. Vahvemmin kiinnittyneit\u00e4 yksil\u00f6it\u00e4 toivovien seurojen on kyett\u00e4v\u00e4 edustamaan heille muutakin kuin vain harrastuksen mahdollistajaa. Ensin seurojen on kuitenkin tunnettava mahdollisimman hyvin oma identiteettins\u00e4, jotta sen esitt\u00e4minen ja vahvistaminen ennen kaikkea br\u00e4ndinrakennuksen n\u00e4k\u00f6kulmasta olisi j\u00e4rkev\u00e4\u00e4 ja uskottavaa. \r\n\r\nTutkimuksessa l\u00e4hestyt\u00e4\u00e4n edell\u00e4 kuvattua identifikaation, organisaatioidentiteetin ja br\u00e4ndin tematiikkaa helsinkil\u00e4isen salibandyseura M-Teamin n\u00e4k\u00f6kulmasta. Tavoitteena on ensinn\u00e4kin selvitt\u00e4\u00e4, kuinka M-Teamin seurayhteis\u00f6\u00f6n kuuluvat ihmiset kiinnittyv\u00e4t seuraan. Toiseksi, tutkimuksessa luodaan kuva M-Teamin nykyisest\u00e4 identiteetist\u00e4 seurayhteis\u00f6n sis\u00e4isen tulkinnan perusteella. Lis\u00e4ksi syvennyt\u00e4\u00e4n viel\u00e4 tutkittavien M-Teamille asettamiin tulevaisuuden toiveisiin. Tutkimuksen yleisen tason p\u00e4\u00e4m\u00e4\u00e4r\u00e4n\u00e4 on rakentaa k\u00e4sitys mainittujen kolmen p\u00e4\u00e4k\u00e4sitteen v\u00e4lisest\u00e4 yhteydest\u00e4. N\u00e4in ollen tutkimuksen on tarkoitus palvella niin M-Teamia kuin kaikkia muitakin urheiluseuroja. Urheiluseuratutkimukselle tarjotaan keskustelunavaus toistaiseksi v\u00e4h\u00e4iselle huomiolle j\u00e4\u00e4neeseen aihepiiriin. \r\n\r\nTutkimusaineisto ker\u00e4ttiin internetiss\u00e4 t\u00e4ytetyll\u00e4 kvantitatiivisella kyselylomakkeella, jota t\u00e4ydennettiin muutamilla avoimilla osioilla. Tutkimuksen kohdejoukkoa edustivat M-Teamin nykyiset ja entiset seuratoimijat, kannattajat, pelaajien vanhemmat sek\u00e4 yhteisty\u00f6kumppanit. Tutkimukseen osallistuneet (N=231) tavoitettiin M-Teamin sosiaalisen median kanavien sek\u00e4 seuran j\u00e4senrekisterin kautta vuoden 2018 helmi- ja maaliskuun aikana.\r\n\r\nTulosten perusteella enemmist\u00f6lle vastaajista M-Teamiin kuuluminen on osa sosiaalista identiteetti\u00e4, mutta keskim\u00e4\u00e4rin seuraan ja sen ymp\u00e4rille muodostuneeseen seurayhteis\u00f6\u00f6n on kuitenkin l\u00f6yh\u00e4\u00e4. Vaikka M-Teamin nykyinen identiteetti on osin ep\u00e4m\u00e4\u00e4r\u00e4inen ja ristiriitainen, sen perustukset ovat melko vahvat. Seuraidentiteetin ydinpiirteit\u00e4 ovat juniority\u00f6n ensisijaisuus, paikallisuus, omaan halliin liittyv\u00e4 ylpeys, sek\u00e4 er\u00e4\u00e4nlainen \u201dkotikutoisuus\u201d. Tulevaisuudessa M-Teamin toivotaan jatkavan pelaajien kasvattamisen tiell\u00e4, mutta toimivan ennen kaikkea aikaisempaa aktiivisemmin, ammattimaisemmin ja suunnitelmallisemmin. Seuran tulisi vahvistaa identiteetti\u00e4\u00e4n huolellisesti rakennettavan sek\u00e4 johdonmukaisesti ja k\u00e4rsiv\u00e4llisesti k\u00e4yt\u00e4nt\u00f6\u00f6n viet\u00e4v\u00e4n br\u00e4ndi-identiteetin v\u00e4lityksell\u00e4. Yleisell\u00e4 tasolla identifikaation, organisaatioidentiteetin ja br\u00e4ndin voidaan n\u00e4hd\u00e4 muodostavan yhteyden, jossa kaikki kolme ovat toisiinsa n\u00e4hden jatkuvassa vuorovaikutussuhteessa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "As a part of general societal changes during the last few decades, the environment of sports clubs has undergone a major transition. One of these changes concerns the personal bonds between individuals and communities. Sports clubs can no more assume to be an inevitably important part of identities of people within them. Sports clubs face an environment of tough competition between potential identity mounts. Meanwhile, contemporary societies form nearly an endless pool for individual\u2019s possible choices. To be able to offer a fruitful ground for identification, clubs must serve individual\u2019s identities through their own organizational identities. For identification to be strong, in people\u2019s minds, clubs should represent more than just an organization making a hobby possible. First, a club needs to recognize its own identity, to be able to make representing and strengthening of the identity beneficial and believable, especially from the viewpoint of brand building. \r\n\r\nIn this study, identification, organizational identity and brand are approached in the context of a Helsinki-based floorball club M-Team. The first objective is to investigate how people belonging to M-Team community identificate themselves to the club. The second goal is to describe M-Team\u2019s organizational identity, based on the inner perception of that community. Furthermore, the examinees\u2019 wishes about M-Team\u2019s future will be addressed. The general mission of the research is to build understanding about the connection between the three main concepts mentioned. That being said, the study is meant to serve both M-Team and all the other sport clubs. For the academic sport club research, the exam offers an opening on a topic which has so far only been little discussed.\r\n\r\nThe research material was gathered by an internet-based quantitative survey which was supplemented with a few open questions. The target group of the research was formed of the current and former club agents, supporters, players\u2019 parents and sponsors. The examinees (N = 231) were reached via the social media channels of M-Team and through the club\u2019s member register during February and March 2018. \r\n\r\nFor the majority of the examinees, belonging to M-Team is a part of their social identity. On average, though, the identification to club and the club community is light. Although M-Team\u2019s current identity is partly vague and ambiguous, its foundations are fairly strong. The core characteristics of the club identity are junior function as a first priority, locality, pride of club\u2019s own facilities and an attribute best described as a \u201dhome-made\u201d atmosphere. In the future, M-Team is wished to continue on the path of growing players, but at the same time to be more active, professional and systematical than before. The club should strengthen its identity especially through a carefully built brand identity which is brought to practice in a consistent and patient manner. On a general level, identification, organizational identity and brand form a connection in which the concepts are in a continued interaction with each other.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2018-06-14T07:25:36Z\r\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2018-06-14T07:25:36Z (GMT). No. of bitstreams: 0\r\n Previous issue date: 2018", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "153", "language": "", "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": "identifikaatio", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "organisaatioidentiteetti", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "seuraidentifikaatio", "language": "", 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"dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Liikuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Sport and Health Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Liikunta- ja terveystieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Sport and Health Sciences", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", 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