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[{"key": "dc.contributor.advisor", "value": "Vehmas, Hanna", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Pusa, Sanna", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2019-09-26T07:44:49Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2019-09-26T07:44:49Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2019", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/65660", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sponsorointi on olennainen osa nykyaikaista liikunta- ja urheilukulttuuria. Sponsorointi on vastikkeellista toimintaa, jonka tulisi hy\u00f6dytt\u00e4\u00e4 kumpaakin yhteisty\u00f6n osapuolta. Onnistuakseen sponsorointi vaatii huolellista strategista suunnittelua ja kummankin osapuolen sitoutumista yhteisty\u00f6h\u00f6n. Urheilun sponsoroinnilla on omat erityispiirteens\u00e4, johtuen muun muassa urheilumaailman muuttuvasta ja arvaamattomasta luonteesta. Yhten\u00e4 urheilusponsoroinnin trendin\u00e4 on viime vuosina n\u00e4hty kasvava innostus yhteiskuntavastuulliseen sponsorointiin. Aikaisemmat tutkimukset urheilusponsoroinnista ovat tutkineet aihetta useimmiten sponsoroivien yritysten n\u00e4k\u00f6kulmasta. Sen sijaan sponsorointia yleis\u00f6n n\u00e4k\u00f6kulmasta ei ole juurikaan aiemmin tutkittu. T\u00e4m\u00e4 tutkimus pyrkii vastaamaan t\u00e4h\u00e4n tarpeeseen.\n\nSosiaalinen media kasvattaa jatkuvasti suosiotaan, ja siell\u00e4 k\u00e4yt\u00e4vill\u00e4 keskusteluilla on vaikutuksia my\u00f6s reaalimaailmaan. T\u00e4m\u00e4n pro gradu \u2013tutkielman tutkimusteht\u00e4v\u00e4n\u00e4 oli selvitt\u00e4\u00e4, millaisia diskursseja eli puhetapoja urheilusponsorointia k\u00e4sittelevist\u00e4 keskusteluista muodostuu sosiaalisen median kanavassa Twitteriss\u00e4. Aineistona toimi vuoden 2018 aikana julkaistut suomenkieliset twiitit, jotka k\u00e4sitteliv\u00e4t urheilusponsorointia. Aineisto ker\u00e4ttiin Twitterist\u00e4 Excel-tiedostoon, ja sen lopulliseksi kooksi muodostui 983 twiitti\u00e4. Aineistoa analysoitiin diskurssianalyysin keinoin.\n\nTutkimuksen p\u00e4\u00e4tuloksina muodostui viisi erilaista sponsoroinnin diskurssia. N\u00e4m\u00e4 diskurssit ilment\u00e4v\u00e4t sponsoroinnin erilaisia mielikuvia. Tuloksellisuusdiskurssi esitt\u00e4\u00e4 sponsoroinnin tuloksellisena ja tehokkaana markkinointiviestinn\u00e4n keinona. Vaativuusdiskurssi alleviivaa sponsorointiprosessin vaativuutta ja monimutkaisuutta. Kasvudiskurssi luo kuvaa sponsoroinnista alati kasvavana ja laajentuvana toimintana. Sopimusdiskurssi esittelee sponsoroinnin sopimuksellisia ja oikeudellisia puolia. Viimeiseksi vastuullisuusdiskurssi esitt\u00e4\u00e4 sponsoroinnin arvopohjaisena ja vastuullisuuteen t\u00e4ht\u00e4\u00e4v\u00e4n\u00e4 toimintana. Diskurssien pohjalta suomalaista urheilusponsorointikeskustelua Twitteriss\u00e4 voidaan kuvata vaihtelevaksi, mutta perustaajuudeltaan l\u00e4hinn\u00e4 positiivisen kehitt\u00e4v\u00e4ksi. Aineiston perusteella sponsorointi n\u00e4hd\u00e4\u00e4n pelk\u00e4st\u00e4\u00e4n hyv\u00e4n\u00e4 asiana, jota halutaan kehitt\u00e4\u00e4 entist\u00e4 paremmaksi ja tehokkaammaksi. Toisaalta keskusteluissa korostuvat my\u00f6s arvot ja vastuullisuus. T\u00e4m\u00e4 on osittain ristiriidassa sponsoroinnin tuloksellisuuden kehitt\u00e4misen kanssa. Sponsorien myynnin lis\u00e4\u00e4minen tarkoittaa kulutuksen lis\u00e4\u00e4ntymist\u00e4, joka ei ole ekologisen kest\u00e4vyyden kannalta paras vaihtoehto.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sponsorship is an essential part of modern sports culture. Sponsorship is a remunerativeness activity which should benefit both parties of cooperation. Successful sponsorship requires careful, precise and committed planning of both parties. The world of sports is under a constant change and therefore is of unpredictable nature. These unique qualities have be seen to influence the sphere of sponsorship. One of the emerging topics during the past few years has been the interest of corporate social responsibility related to sponsoring. Many of the previous researches are focused on sponsoring corporations\u2019 side. However public opinions about sport sponsoring haven\u2019t been studied yet. This study aims to answer that need.\nSocial media is a continuously growing industry. In the contemporary world online discussions indeed influence our societies. In this master\u2019s thesis the aim is to examine what type of sponsorship discourses can be formed in the Finnish Twitter conversations. The focus is in speech acts and what these acts are representing. The research data was collected from Twitter and it consists of all tweets about sport sponsoring during 2018. Collected data included 983 tweets that were analysed with the method of discourse analysis in this study.\nMain results of this study comprise five different types of discourses about sport sponsoring. These discourses represent different types of images, which can be attached to the Finnish sport sponsoring conversations. The first discourse is named \u201cprofitability discourse\u201d. It characterizes sport sponsoring as being a profitable and efficient way to do marketing communication. \u201cDemanding discourse\u201d has demanding and complex properties. \u201cGrowing discourse\u201d represents a constantly growing and expanding sponsorship industry. \u201cAgreement discourse\u201d gives emphasis on legal and settlement sides of the conversation. Last discourse is called \u201cresponsibility discourse\u201d and it is based on shared values and responsibility. Based on these findings it can be stated that Finnish sponsoring conversation in Twitter is bright and colorful. The tone of the tweets was mostly positive and optimistic. Based on this study it can be con- cluded that sport sponsoring is seen as a positive thing and people who chimed in conversation wanted to develop sponsoring even more efficiently. This is controversial if for example ecological values are considered. More efficient sponsorship is seen to lead to better sales, which does not always follow sustainable development.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2019-09-26T07:44:49Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2019-09-26T07:44:49Z (GMT). No. of bitstreams: 0\n Previous issue date: 2019", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "108", "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": "urheilusponsorointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Suomalainen urheilusponsorointikeskustelu Twitteriss\u00e4", "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-201909264268", "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": "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", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Liikunnan yhteiskuntatieteet", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Social Sciences of Sport", "language": "en", "element": "subject", "qualifier": "discipline", "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": null, "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": "5032", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sponsorointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Twitter", "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": "urheilu", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "diskurssianalyysi", "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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