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[{"key": "dc.contributor.advisor", "value": "Villi, Mikko", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Karjalainen, Sanna", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-03-25T05:22:42Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-03-25T05:22:42Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2020", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/68307", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Natiivimainonta on ollut nyt muutamia vuosia kasvava trendi. Vaikka uutismedioiden julkaisema natiivimainonta her\u00e4tt\u00e4\u00e4 huolta natiivimainonnan ja journalismin periaatteiden v\u00e4lill\u00e4 vallitsevan ristiriidan vuoksi, natiivimainonnan julkaisu yh\u00e4 lis\u00e4\u00e4ntyy uutismedioissa.\nT\u00e4m\u00e4n tutkimuksen tavoitteena on kuvata ja analysoida lukijoiden n\u00e4kemyksi\u00e4 uutismedioissa julkaistusta natiivimainonnasta ja sit\u00e4, miten natiivimainonta vaikuttaa heid\u00e4n k\u00e4sityksiins\u00e4 journalismin luotettavuudesta sek\u00e4 heid\u00e4n tapaansa kuluttaa journalismia. T\u00e4t\u00e4 on tarpeellista tarkastella, jotta natiivimainonnan mahdolliset vaikutukset journalismille selkenisiv\u00e4t.\nTutkimus on toteutettu laadullisena tutkimuksena. Aineisto ker\u00e4ttiin haastattelemalla nelj\u00e4\u00e4 eri ik\u00e4ist\u00e4 journalististen sis\u00e4lt\u00f6jen lukijaa puolistrukturoidulla teemahaastattelulla. Aineisto analysoitiin teemoittelun avulla.\nTuloksissa lukijoiden suhtautuminen natiivimainontaan jakautuu kahtia. Osa heist\u00e4 suhtautuu natiivimainontaan negatiivisesti, osa puolestaan neutraalisti ja sallivasti. Positiiviseksi suhtautumista ei voi kuvailla. Natiivimainonnan julkaisu heikent\u00e4\u00e4 lukijoiden silmiss\u00e4 etenkin sellaisten uutismedioiden luotettavuutta ja arvostettavuutta, joiden he uskovat julkaisevan paljon natiivimainontaa. Negatiivisen suhtautumisen ja luottamuksen heikkenemisen taustalla piilee natiivimainonnan ep\u00e4selv\u00e4ksi koettu merkint\u00e4 ja siten vaikea tunnistettavuus. Natiivimainonnan vuoksi journalismin parista ei silti siirryt\u00e4 pois, mutta paljon natiivimainontaa julkaisevien uutismedioiden k\u00e4ytt\u00f6 v\u00e4henee ja tarkkuus lis\u00e4\u00e4ntyy kaikkialla.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2020-03-25T05:22:42Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-03-25T05:22:42Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "45", "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": "natiivimainonta", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "uutismediat", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "journalismin luotettavuus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "journalismin kuluttaminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "\u201dTuntuu niinku h\u00e4m\u00e4r\u00e4lt\u00e4\u201d : uutismedioiden julkaisema natiivimainonta ja sen vaikutukset journalismin luotettavuuteen sek\u00e4 kulutukseen lukijoiden n\u00e4k\u00f6kulmasta", "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-202003252524", "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": "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_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": "3133", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "journalismi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "natiivimainonta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainonta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "lukijat", "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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