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[{"key": "dc.contributor.advisor", "value": "Asunta, Laura", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Nousiainen, Laura", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2018-10-22T10:56:18Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2018-10-22T10:56:18Z", "language": null, "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/123456789/59900", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Digitaalisaation my\u00f6t\u00e4 ty\u00f6el\u00e4m\u00e4, kaiken muun ymp\u00e4r\u00f6iv\u00e4n ohella, muuttuu kiihtyv\u00e4\u00e4 vauhtia. Puhutaan ty\u00f6el\u00e4m\u00e4n murroksesta \u2013 uudesta ty\u00f6st\u00e4. Muutos koskettaa my\u00f6s viestinn\u00e4n ammattilaisia: viestinn\u00e4n kentt\u00e4 on yksi nopeimmin kehittyvist\u00e4 aloista, esimerkiksi median murroksen my\u00f6t\u00e4. N\u00e4in ollen viestinn\u00e4n ammattilaisten ty\u00f6ss\u00e4\u00e4n kohtaamat haasteet vaihtuvat jatkuvasti ja viestinn\u00e4n ammattilaisilta vaaditaan yh\u00e4 enemm\u00e4n uutta osaamista.\nT\u00e4m\u00e4n tutkimuksen tarkoituksena on ymm\u00e4rt\u00e4\u00e4, millaisia viestinn\u00e4n ammattilaisten tulevaisuuden ty\u00f6teht\u00e4v\u00e4t sek\u00e4 niiss\u00e4 tarvittavat osaamistarpeet ovat ja miten viestinn\u00e4n ammattilaisten t\u00e4m\u00e4n hetken osaaminen vastaa n\u00e4ihin tulevaisuuden tarpeisiin. T\u00e4m\u00e4n tutkimuksen tavoitteena on selvitt\u00e4\u00e4, onko viestinn\u00e4n ammattilaisilla sit\u00e4 osaamista, mit\u00e4 he tulevaisuudessa ty\u00f6ss\u00e4\u00e4n tarvitsevat vai onko osaamisessa puutteita. \nTutkimuksen tutkimuskohteena olivat johtavat viestinn\u00e4n ammattilaiset. Tutkielmassa hy\u00f6dynnettiin sek\u00e4 laadullisia ett\u00e4 m\u00e4\u00e4r\u00e4llisi\u00e4 tutkimusmenetelmi\u00e4. Aineiston analyysitapana k\u00e4ytettiin laadullisen analyysin menetelm\u00e4\u00e4, teemoittelua, ja aineistosta nousevia teemoja verrattiin lis\u00e4ksi aiempaan aihetta k\u00e4sitelev\u00e4\u00e4n tutkimuskirjallisuuteen.\nT\u00e4ss\u00e4 tutkimuksessa on k\u00e4ytetyt kahta p\u00e4\u00e4l\u00e4hdett\u00e4: Terence Flynnin vuonna 2014 julkaistu tieteellinen artikkeli Do They Have What It Takes? A Review of the Literature on Knowledge, Competencies, and Skills Necessary for Twenty-First-Century Public Relations Practitioners in Canada sek\u00e4 Arthur W. Page Societyn raportti The Authentic Enterprise vuodelta 2007.\nTutkimuksen tulosten mukaan osa viestinn\u00e4n ammattilaisista kokee, ett\u00e4 viestij\u00f6iden teht\u00e4viin kuuluu tulevaisuudessa johtamistaitoihin liittyvi\u00e4 ja niit\u00e4 vaativia teht\u00e4vi\u00e4. Juuri n\u00e4iss\u00e4 taidoissa viestinn\u00e4n ammattilaisilla on kuitenkin viel\u00e4 kehitett\u00e4v\u00e4\u00e4. Lis\u00e4ksi hieman kehitett\u00e4v\u00e4\u00e4 on my\u00f6s ICT-taidoissa, analyyttisiss\u00e4 taidoissa ja innovointitaidoissa.\nVerrattaessa viestinn\u00e4n ammattilaisten ajatuksia tulevaisuuden osaamistarpeista aiempaan aihetta k\u00e4sittelev\u00e4\u00e4n tutkimuskirjallisuuteen, ovat viestinn\u00e4n ammattilaiset t\u00e4m\u00e4n tutkimuksen tulosten perusteella tietoisia ty\u00f6el\u00e4m\u00e4n ja ty\u00f6teht\u00e4vien muutoksesta. Heill\u00e4 on ainakin tietyn asteinen k\u00e4sitys siit\u00e4, mihin suuntaan viestinn\u00e4n alan ty\u00f6teht\u00e4v\u00e4t ovat kehittym\u00e4ss\u00e4 ja millaista osaamista heilt\u00e4 tulevaisuudessa n\u00e4in ollen todenn\u00e4k\u00f6isesti vaaditaan.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Riitta Pitk\u00e4nen (rpitkane@jyu.fi) on 2018-10-22T10:56:18Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2018-10-22T10:56:18Z (GMT). No. of bitstreams: 0\n Previous issue date: 2018", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "79", "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": "ammattilainen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "PR", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Pari askelta edell\u00e4 vai jo useampi j\u00e4ljess\u00e4? : tulevaisuuden viestint\u00e4ty\u00f6 ja sen vaatimat osaamistarpeet", "language": "", "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-201810224482", "language": "", "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": "Humanistis-yhteiskuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities and Social Sciences", "language": "en", "element": "contributor", "qualifier": 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