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[{"key": "dc.contributor.advisor", "value": "Lauk, Epp", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Kangas, Jaana", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2019-10-24T05:29:56Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2019-10-24T05:29:56Z", "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/123456789/66011", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 pro gradu -tutkimuksessa selvitettiin, mitk\u00e4 tekij\u00e4t vaikuttavat lukijoiden halukkuuteen maksaa\nverkkojournalismista. Tutkimuksessa selvitettiin my\u00f6s, ketk\u00e4 maksavat verkkojournalismista ja mill\u00e4 tavalla\nja kuinka paljon lukijat ovat valmiita maksamaan verkkojournalismista.\nLukijoilta saatavat tulot ovat kasvattaneet merkityst\u00e4\u00e4n mediayhti\u00f6ille. \n\nPaperilehtien levikit ja mainostulot ovat\nolleet pitk\u00e4\u00e4n laskusuunnassa, sill\u00e4 sek\u00e4 lukijat ett\u00e4 mainostajat ovat siirtyneet entist\u00e4 enemm\u00e4n verkkoon.\nVerkossa sanomalehtien sis\u00e4lt\u00f6 oli pitk\u00e4\u00e4n ilmaista, ja mainostuloista kilpailevat my\u00f6s Googlen ja Facebookin\nkaltaiset yritykset. Se on osaltaan ajanut median ansaintalogiikan kriisiin.\n\nTutkimusaineisto koostui 514 verkkokyselylomakkeeseen tulleesta vastauksesta, jotka ker\u00e4ttiin 21.2.\u2013\n25.2.2019 v\u00e4lisen\u00e4 aikana yhteisty\u00f6ss\u00e4 Keskisuomalainen-konserniin kuuluvien lehtien kanssa. Aineistosta\ntarkasteltiin vastausten jakautumista sek\u00e4 keskilukuja. Vastaajat jaettiin eri ryhmiin tilausk\u00e4ytt\u00e4ytymisen sek\u00e4\nsosiodemografisten tekij\u00f6iden perusteella, ja ryhmi\u00e4 vertailtiin toisiinsa.\n\nVastauksia analysoimalla huomattiin, ett\u00e4 verkkojournalismista viimeisen vuoden aikana maksaneet\nsuhtautuivat verkkojournalismin maksullisuuteen my\u00f6nteisemmin kuin ne, joilla tilausta ei ollut ollut. Tilaajat\nolivat my\u00f6s ei-tilaajia valmiimpia maksamaan verkkojournalismista tulevaisuudessa. Vastaajat halusivat\nmieluummin yhdell\u00e4 kuukausimaksulla mahdollisimman paljon sis\u00e4lt\u00f6\u00e4 kuin maksaa yhdest\u00e4 jutusta tai\nosatilauksesta kerrallaan. Tulos on linjassa sen kanssa, miten muut digitaaliset palvelut, kuten Netflix ja\nSpotify, toimivat. Lukijat pitiv\u00e4t nykyisi\u00e4 tilaushintoja kalliina ja olisivatkin valmiita maksamaan\nsanomalehden verkkotilauksesta noin 5\u201310 euroa nykyist\u00e4 v\u00e4hemm\u00e4n.\n\nTutkimuksen perusteella ehdotan, ett\u00e4 lukijoiden maksuhalukkuuden kasvattamiseksi sanomalehtien tulisi\nkehitt\u00e4\u00e4 keinoja, joilla maksukynnys saadaan ylitetty\u00e4 ensimm\u00e4isen kerran. Lis\u00e4ksi sanomalehtien kannattaisi\ntarkastella kriittisesti tilausvaihtoehtojaan, jotta verkkotilaus sopisi paremmin erilaisiin tarpeisiin ja vastaisi\nkuluttajien k\u00e4sityst\u00e4 digitaalisten palveluiden tilaamisesta. Koko media-alan tulisi viesti\u00e4 paremmin siit\u00e4, miksi\njournalismi on maksullista, jotta lukijat ymm\u00e4rt\u00e4isiv\u00e4t paremmin median ansaintalogiikan ja laatujournalismin\narvon.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The aim of this research was to explore the factors that influence readers\u2019 willingness to pay for online\njournalism. The study examined who are paying for online news, what kind of subscription model they prefer\nand how much they are willing to pay for online journalism.\n\nThe traditional revenue model for newspapers came under pressure in the mid 1990\u2019s after newspapers started\nto publish their content for free in the internet. Circulations dropped as the general public started to read news\nonline, and advertisers followed suit. Digital revenue, however, couldn\u2019t replace the lost circulation and\nadvertising revenue. Online subscriptions have become increasingly important for media corporations since\nlarge corporations, like Google and Facebook, also compete for the same digital advertising revenue.\n\nThe data for this research consisted of 514 responses to an online questionnaire. The data was collected\nbetween February 21 and February 25, 2019 in cooperation with Keskisuomalainen Oyj. The distribution of\nanswers and averages were examined, respondents were divided into groups based on subscription behavior\nand socio-demographic factors and the groups were compared.\n\nThe findings of this study suggest that those who had paid for online journalism in the past year regarded paying\nfor online journalism more favorably than those who didn\u2019t have a subscription. Subscribers also had a higher\nwillingness to pay for online journalism in the future than non-subscribers. Based on the data, respondents\nwanted to get as much content as possible for a single fee as they do with Netflix and Spotify. Respondents\nalso considered the current online subscription fees expensive and would be willing to pay about 5\u201310 euros\nless for a subscription than currently.\n\nBased on the study I suggest that news media should develop different ways to reduce barriers for a first time\npurchase. Additionally, news outlets should examine their subscription options critically in order to match the\nconsumer\u2019s perceptions of paying for digital services. Finally, the media industry as a whole should\ncommunicate better with the audience about the details of the media revenue model and the importance of\nquality journalism \u2013 and why it cannot exist without a fee.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2019-10-24T05:29:56Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2019-10-24T05:29:56Z (GMT). No. of bitstreams: 0\n Previous issue date: 2019", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "113", "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": "maksumuuri", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Miksi maksaa kun ilmaiseksikin saa : lukijoiden halukkuus maksaa verkkojournalismista", "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-201910244577", "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": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Kieli- ja viestint\u00e4tieteiden laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Language and Communication Studies", "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": "Journalistiikka", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Journalism", "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": "3133", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ansaintalogiikka", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "journalismi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "lukijat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "verkkojournalismi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sanomalehdet", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "verkkolehdet", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "tilaukset", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "maksuhalukkuus", "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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