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[{"key": "dc.contributor.advisor", "value": "Bontenbal, Ilona", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Nori, Konsta", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-01-17T05:18:26Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-01-17T05:18:26Z", "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/123456789/67343", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 tutkielmassa selvit\u00e4n, miten suomalainen energiayhti\u00f6 Neste viestii yritysblogissaan ymp\u00e4rist\u00f6yst\u00e4v\u00e4llisyyden teemoista. Tutkimuksen aineistona on Nesteen verkkosivujen yritysblogi, jota on julkaistu vuodesta 2014 alkaen. T\u00e4t\u00e4 tutkimusta varten blogikirjoituksista valittiin Nesteen m\u00e4\u00e4rittelemiin kategorioihin \u201dilmastonmuutos\u201d ja \u201duusiutuvat ratkaisut\u201d kuuluvat kirjoitukset. Tutkimuksen tavoitteena on pyrki\u00e4 kuvailemaan, mink\u00e4laisilla eri tavoilla Neste puhuu ymp\u00e4rist\u00f6yst\u00e4v\u00e4llisyydest\u00e4 yhten\u00e4 yritystoimintaansa kuuluvana ulottuvuutena.\n\nAiheen taustoituksessa selvitet\u00e4\u00e4n, mit\u00e4 haasteita energiayhti\u00f6t kohtaavat energiatransition aikakaudella. Parhaillaan k\u00e4ynniss\u00e4 olevassa transitiossa yhteiskunnan on pystytt\u00e4v\u00e4 taloudellisesti j\u00e4rkev\u00e4ll\u00e4 tavalla siirtym\u00e4\u00e4n fossiilisista polttoaineista uusiutuviin energial\u00e4hteisiin. Taustoitus aloitetaan selvitt\u00e4m\u00e4ll\u00e4 Nesteen yritystoiminnan perusteet. Taustoitus jatkuu yritysviestinn\u00e4n ja yritysblogin m\u00e4\u00e4rittelemisell\u00e4, jota seuraa yrityksen maineenhallinnan t\u00e4rkeyden havainnollistaminen.\n\nTutkimusmenetelm\u00e4n\u00e4 on k\u00e4ytetty diskurssianalyysi\u00e4. Blogikirjoitusten ytimen muodostavat puhe vastuullisuudesta sek\u00e4 perimm\u00e4isten arvojen t\u00e4rkeydest\u00e4, jotka ovat esitelty analyysiosion johdannossa. Analyysin johdannon j\u00e4lkeen siirryt\u00e4\u00e4n blogikirjoitusten niin sanottuihin p\u00e4\u00e4diskursseihin, joita on kolme kappaletta. P\u00e4\u00e4diskurssit muodostavat analyysiosion alaotsikot. Ensimm\u00e4isen\u00e4 k\u00e4sitell\u00e4\u00e4n Nesteen omien toimien edistyneisyyden korostaminen, jota seuraa p\u00e4\u00e4diskurssit asiantuntijuudesta, taloudellisuudesta ja k\u00e4yt\u00e4nn\u00f6llisyydest\u00e4. Kolmas analyysiosio keskittyy kirjoitusten optimistisuuteen ja kansallisen n\u00e4k\u00f6kulman esille tuomiseen. Neste rakentaa ymp\u00e4rist\u00f6yst\u00e4v\u00e4llist\u00e4 mainetta n\u00e4iden diskurssien kautta. Vaikka tuloksista ei voida saada yleistett\u00e4v\u00e4\u00e4 tietoa ymp\u00e4rist\u00f6yst\u00e4v\u00e4llisyyden diskursseista, perehtym\u00e4ll\u00e4 yhden yrityksen viestint\u00e4\u00e4n on mahdollista muodostaa syv\u00e4llinen kuva yhdest\u00e4 energiateollisuuden suurimmista yrityksist\u00e4 ja sen tavoista muokata mainettaan ymp\u00e4rist\u00f6yst\u00e4v\u00e4llisemm\u00e4ksi.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2020-01-17T05:18:26Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-01-17T05:18:26Z (GMT). No. of bitstreams: 0\n Previous issue date: 2019", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "36", "language": "", "element": "format", "qualifier": "extent", "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": "energiatransitio", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Ymp\u00e4rist\u00f6yst\u00e4v\u00e4llisen maineen rakentaminen Neste Oyj:n yritysblogissa 2014-2019", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "bachelor thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202001171288", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Bachelor's thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Kandidaatinty\u00f6", "language": "fi", "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": "Yhteiskuntatieteiden ja filosofian laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Social Sciences and Philosophy", "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": "Yhteiskuntapolitiikka", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Social Policy", "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_7a1f", "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": "bachelorThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "209", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kest\u00e4v\u00e4 kehitys", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "blogit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yritystoiminta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "energiayhti\u00f6t", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "maineenhallinta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "\u00f6ljy-yhti\u00f6t", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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