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[{"key": "dc.contributor.advisor", "value": "Asunta, Laura", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Rahikainen, Elisa", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-06-10T09:00:21Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-06-10T09:00:21Z", "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/123456789/69840", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Uudet teknologiat tulevat mullistamaan ty\u00f6el\u00e4m\u00e4\u00e4 ja vaatimaan ketter\u00e4\u00e4 toimintaa organisaatioilta kokonaisvaltaisesti \u2013 my\u00f6s viestinn\u00e4n osalta. Julkisuusty\u00f6n eli PR:n ammattilaiset ovat avainasemassa toimimaan suunnann\u00e4ytt\u00e4jin\u00e4 uusien teknologioiden kuten teko\u00e4lysovellusten k\u00e4ytt\u00f6\u00f6notossa. Perustason tuntemus ja ymm\u00e4rrys teko\u00e4lyst\u00e4 ja sen sovellutuksista on kuitenkin viel\u00e4 alkutekij\u00f6iss\u00e4 PR-ammattilaisten keskuudessa, mink\u00e4 vuoksi vuonna 2018 Chartered Institute of Public Relations (CIPR) kutsui koolle \u201dAI in PR\u201d -paneelin selvitt\u00e4m\u00e4\u00e4n teko\u00e4lyn merkityst\u00e4 julkisuusty\u00f6n alalla.\n\nT\u00e4ss\u00e4 maisterintutkielmassa aiheena on teko\u00e4ly nousevana ilmi\u00f6n\u00e4 PR-ammattilaisten ty\u00f6ss\u00e4. \nTutkielman tarkoituksena oli selvitt\u00e4\u00e4, miten PR-ammattilaiset rakentavat ymm\u00e4rryst\u00e4 teko\u00e4lyst\u00e4 osana k\u00e4yt\u00e4nn\u00f6n julkisuusty\u00f6t\u00e4. Aihetta tutkittiin PR-ammattilaisten blogiteksteist\u00e4 hy\u00f6dynt\u00e4en repertuaarianalyysi\u00e4. Aineisto koostui 30 blogitekstist\u00e4 aiheenaan teko\u00e4ly PR-ty\u00f6ss\u00e4. Repertuaarianalyysissa pureudutaan tekstist\u00e4 kumpuaviin teemoihin, joista muodostuu yksitt\u00e4isi\u00e4 repertuaareja. N\u00e4iden konseptien lis\u00e4ksi tutkielmassa k\u00e4sitell\u00e4\u00e4n Rogers\u2019in teoriaa innovaatioiden diffuusiosta (diffusion of innovations), diskurssianalyysia tutkimusotteena, teko\u00e4ly\u00e4 sek\u00e4 teko\u00e4lyn ja julkisuusty\u00f6n suhdetta.\n\nRepertuaarianalyysin tuloksena aineistosta l\u00f6ytyi nelj\u00e4 hallitsevaa repertuaaria: kouluttaminen (educating), t\u00e4rkeys (importance), hy\u00f6ty (advantage) ja ihmisen paremmuus (human superiority). Jokainen yksitt\u00e4inen repertuaari koostui erin\u00e4isist\u00e4 teemoista. Ty\u00f6n lopputulemana oli, ett\u00e4 julkisuusty\u00f6n ammattilaiset rakentavat ymm\u00e4rryst\u00e4\u00e4n teko\u00e4lyst\u00e4 osana julkisuusty\u00f6t\u00e4 oppimalla ja jakamalla tietoa teko\u00e4lyst\u00e4, tunnistamalla teko\u00e4lyn t\u00e4rkeyden ja hy\u00f6dyt PR-alalla sek\u00e4 tunnistamalla paremmuutensa teko\u00e4lykoneita vastaan.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "New technologies are here to revolutionize working life and demand agile performances from organizations including their communications departments. PR professionals are in the position to act as pioneers in adopting new technologies such as artificial intelligence based applications. However, PR professionals\u2019 knowledge and understanding of AI and its applications is still in preliminary stages, thus, in 2018 Chartered Institute of Public Relations (CIPR) launched the AI in PR panel to scope the influence of AI in PR work. The topic of this master\u2019s thesis is AI as a new phenomenon in public relations.\n\nThe aim of this thesis was to examine, how PR professionals\u2019 understanding of AI for PR purposes is constructed through PR professionals\u2019 blog texts by conducting a repertoire analysis. The collected data consisted of 30 blog texts written by PR professionals on the topic of AI in PR. The repertoire analysis searched for dominant repertoires constructed by reoccurring themes in the texts. In addition to these concepts, this thesis includes sections on Rogers\u2019 theory on diffusion of innovations, discourse analysis as a research approach, artificial intelligence and the relationship between AI and PR.\n\nThe findings of the repertoire analysis found four dominant repertoires in the data: repertoire of educating, repertoire of importance, repertoire of advantage and repertoire of human superiority. Each repertoire was constructed by distinctive themes. The findings concluded that PR professionals construct their understanding of AI for PR purposes by gaining and sharing knowledge about AI, acknowledging the importance and benefits of AI in PR work and by maintaining that in public relations humans have the edge over machines.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-06-10T09:00:21Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-06-10T09:00:21Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "69", "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": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Constructing PR professionals\u2019 understanding of AI for PR purposes : a repertoire analysis of PR professionals\u2019 blog texts", "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-202006104082", "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": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "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": "Viestinn\u00e4n johtaminen", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Corporate Communication", "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": "2043", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "suhdetoiminta", "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": "blogit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "teko\u00e4ly", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "repertuaarianalyysi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "public relations", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "communication", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "blogs", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "artificial intelligence", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "repertoire analysis", "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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