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[{"key": "dc.contributor.advisor", "value": "Uskali, Turo", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Ruoppila, Venla", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-05-22T12:05:52Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-05-22T12:05:52Z", "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/123456789/69140", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sosiaalinen media on tehnyt itsens\u00e4 br\u00e4nd\u00e4yksest\u00e4 mahdollista my\u00f6s muille kuin julkisuuden henkil\u00f6ille. Media-alan muutokset ja ep\u00e4varma ty\u00f6tilanne ovat saaneet monet toimittajatkin pohtimaan, olisiko vahvasta henkil\u00f6br\u00e4ndist\u00e4 hy\u00f6ty\u00e4 ty\u00f6llistymisen kannalta. Samalla my\u00f6s journalismi on muuttunut persoonakeskeisemm\u00e4ksi ja mediatalot ovat alkaneet nostaa toimittajiaan aiempaa enemm\u00e4n esille.\nT\u00e4m\u00e4n tutkimuksen tarkoituksena oli selvitt\u00e4\u00e4, miten toimittajien henkil\u00f6br\u00e4ndit rakentuvat ja millaisilla keinoilla toimittajat markkinoivat itse\u00e4\u00e4n ja osaamistaan. Tutkimuksen teoriaosuudessa perehdyttiin henkil\u00f6br\u00e4ndin k\u00e4sitteeseen ja sosiaalisen median rooliin henkil\u00f6br\u00e4ndin rakentumisessa.\nTutkimusaineisto koostui kuudesta teemahaastattelusta. Haastateltavat olivat toimittajia, joilla on oman kohdeyleis\u00f6ns\u00e4 keskuudessa vahva henkil\u00f6br\u00e4ndi. Analyysimenetelm\u00e4n\u00e4 k\u00e4ytettiin teemoittelua ja tyypittely\u00e4. Analyysin ja tulkinnan tukena hy\u00f6dynnettiin my\u00f6s aiempaa aiheeseen liittyv\u00e4\u00e4 tutkimusta.\nHaastatteluaineistosta tehdyn analyysin perusteella toimittajien henkil\u00f6br\u00e4ndit syntyiv\u00e4t osittain itsest\u00e4\u00e4n \u2013 esimerkiksi tehdyn ty\u00f6n seurauksena \u2013 ja osittain tietoisen itsens\u00e4 markkinoinnin tuloksena. Toimittajabr\u00e4ndi saattoi rakentua esimerkiksi persoonallisesta kirjoitustyylist\u00e4, erikoistumisesta tiettyyn aihealueeseen tai aktiivisuudesta sosiaalisessa mediassa. Toimittajat kokivat, ett\u00e4 vahvasta henkil\u00f6br\u00e4ndist\u00e4 oli ty\u00f6el\u00e4m\u00e4ss\u00e4 hy\u00f6ty\u00e4: sen n\u00e4htiin helpottavan ty\u00f6llistymist\u00e4 sek\u00e4 vahvistavan lukijasuhdetta. Sosiaalisen median kanavat olivat toimittajille merkitt\u00e4v\u00e4 keino markkinoida itse\u00e4\u00e4n. Samalla he joutuivat kuitenkin huomioimaan mahdolliset ty\u00f6nantajan ohjeistukset sosiaalisen median k\u00e4ytt\u00f6\u00f6n liittyen.\nTutkimustulosten perusteella vahva henkil\u00f6br\u00e4ndi ei ole toimittajille itseisarvo, vaan hyv\u00e4n toimittajan mittari on ennen kaikkea hyvin tehty ty\u00f6. Huippuosaaminen voi kuitenkin pahimmillaan menn\u00e4 hukkaan, jos kukaan ei saa tiet\u00e4\u00e4 siit\u00e4. Siksi itse\u00e4\u00e4n ja ty\u00f6t\u00e4\u00e4n kannattaa markkinoida sellaisilla tavoilla, jotka itsest\u00e4 tuntuvat luontevilta.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-05-22T12:05:52Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-05-22T12:05:52Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "77", "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": "henkil\u00f6br\u00e4ndi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Toimittajien br\u00e4nd\u00e4ysk\u00e4yt\u00e4nn\u00f6t ja henkil\u00f6br\u00e4ndin rakentuminen", "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-202005223393", "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": "haastattelututkimus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "viestint\u00e4", "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": "journalismi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "toimittajat (media)", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "imago", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "henkil\u00f6br\u00e4nd\u00e4ys", "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": "julkisuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "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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