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[{"key": "dc.contributor.advisor", "value": "Lahti, Malgorzata", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Heini, Sanna", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-06-16T09:23:46Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-06-16T09:23:46Z", "language": "", "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/123456789/69967", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n p\u00e4iv\u00e4n maailmassa kilpailu yritysten v\u00e4lill\u00e4 on suurempaa kuin koskaan. T\u00e4m\u00e4n vuoksi yritysten on teht\u00e4v\u00e4 strategisia p\u00e4\u00e4t\u00f6ksi\u00e4 asemansa takaamiseen. T\u00e4llainen strateginen p\u00e4\u00e4t\u00f6s on esimerkiksi panostaa yhteiskuntavastuullisiin toimiin, jotka voivat liitty\u00e4 esimerkiksi yhteiskunnan tai ymp\u00e4rist\u00f6n hyvinvointiin. Yrityksen, joka tekee yhteiskuntavastuullisia toimia, voidaan n\u00e4hd\u00e4 olevan vahvemmassa asemassa kuluttajien silmiss\u00e4. T\u00e4m\u00e4n tutkimuksen tarkoituksena on selvitt\u00e4\u00e4, millaisista teemoista yrityksen Oatly yhteiskuntavastuuviestint\u00e4 Twitteriss\u00e4 koostuu sek\u00e4 tulkita, miten yritys viestii n\u00e4ist\u00e4 teemoista. Oatly on ruotsalainen elintarvikeyritys, joka kehitt\u00e4\u00e4, valmistaa ja markkinoi kasviper\u00e4isi\u00e4 vaihtoehtotuotteita maidolle (esim. kauramaito, kaurajugurtti, kauraj\u00e4\u00e4tel\u00f6, yms.). Oatly identifioi itsens\u00e4 kest\u00e4v\u00e4n kehityksen edell\u00e4k\u00e4vij\u00e4ksi. Se on kuitenkin voittoa tekev\u00e4 yritys, joka tekee kyseisen yrityksen yhteiskuntavastuuviestinn\u00e4n tutkimisesta viel\u00e4kin kiehtovampaa.\r\n\r\nTutkimus suoritettiin kahta eri metodia k\u00e4ytt\u00e4en, koska tutkimuskysymykset vaativat kaksi eri l\u00e4hestymistapaa. Ensimm\u00e4iseen tutkimuskysymykseen vastattiin k\u00e4ytt\u00e4en multimodaalista temaattista analyysia. Toiseen tutkimuskysymykseen vastattiin k\u00e4ytt\u00e4en multimodaalista kriittist\u00e4 diskurssianalyysia. Tutkimuksessa tarkasteltiin 160 Oatlyn Twitter sivulla julkaistua twiitti\u00e4, joiden n\u00e4htiin olevan yhteydess\u00e4 yhteiskuntavastuullisiin teemoihin. Kyseiset twiitit on julkaistu toukokuun 2018 ja huhtikuun 2019 v\u00e4lisen\u00e4 aikana. Tutkimani twiitit koostuivat tekstist\u00e4 ja muista elementeist\u00e4 (esim. kuvat, videot tai linkit), jonka vuoksi tutkimukseen otettiin multimodaalinen l\u00e4hestymistapa.\r\n\r\nTutkimuksesta selvisi, ett\u00e4 Oatlyn yhteiskuntavastuuviestint\u00e4 voidaan jakaa kolmeen teemaan, jotka ovat: ymp\u00e4rist\u00f6, ravinto sek\u00e4 tuotanto. Kyseiset teemat olivat hyvin tasapainoisesti edustettuina, vaikka Oatly painotti ymp\u00e4rist\u00f6teemaa hieman enemm\u00e4n, kuin kahta muuta. Tutkimuksessa selvitettiin my\u00f6s, kenelle Oatly osoittaa kyseisi\u00e4 viestej\u00e4, joiden voidaan todeta olevan Oatlyn kohdentamat kuluttajat yksil\u00f6in\u00e4 sek\u00e4 yritykset ruokatuotannon sis\u00e4ll\u00e4. Tutkimus osoitti my\u00f6s, ett\u00e4 viestint\u00e4 eri sidosryhmille suoritettiin eri tavoin. T\u00e4llaisia eroavaisuuksia voitiin huomata viestien s\u00e4vyss\u00e4, esimerkiksi kuinka yst\u00e4v\u00e4llinen tai toisaalta vaativa s\u00e4vy oli. My\u00f6s Oatlyn k\u00e4ytt\u00e4m\u00e4t strategiat vaihtelivat, kun viestej\u00e4 kohdennettiin eri yleis\u00f6lle. Lopuksi voidaan my\u00f6s huomata, ett\u00e4 Oatly osoittaa viestej\u00e4 kaikille sidosryhmilleen, joka tarkoittaa, ett\u00e4 viestit ovat kohdennettu molemmille yleis\u00f6ille samanaikaisesti. Tutkimuksesta voidaan todeta Oatlyn tarvitsevan molempia sidosryhmi\u00e4\u00e4n, jotta viestint\u00e4 on mahdollisimman vaikuttavaa. Samalla Oatly pystyy pit\u00e4m\u00e4\u00e4n yll\u00e4 mielikuvaa yrityksen vastuullisuudesta ja tehd\u00e4 samaan aikaan voittoa. N\u00e4m\u00e4 strategiat yhdess\u00e4 antavat Oatlylle mahdollisuuden myyd\u00e4 tuotetta sek\u00e4 olla edell\u00e4k\u00e4vij\u00f6it\u00e4 yhteiskuntavastuussa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "In today\u2019s world the competition between companies is greater than ever and companies must make strategic decisions to secure their position in the market. Such strategic decision is to invest in corporate social responsibility (CSR) actions and increase the company\u2019s good image in the eyes of consumers. These CSR actions can be related to, for example, society or environment. The purpose of this study is to identify themes embedded in Oatly\u2019s CSR communication on their Twitter page. Oatly is a Swedish grocery company that develops, manufactures, and markets plant-based alternative products for milk, (e.g. oat milk, oat yogurt, oat ice cream, etc.). Oatly identifies itself to be a pioneer of sustainable development. However, Oatly is a profit making organization which makes the company more intriguing in terms of studying CSR communication. \r\n\r\nThe study was conducted using multimodal thematic analysis and multimodal critical discourse analysis, because the research questions required different approaches. The study included 160 Twitter messages posted on Oatly\u2019s original Twitter page that were seen to be related to the themes of CSR. The messages were published between May 2018 and April 2019. It was logical to study full year because all seasons were represented and the data was enough to conduct this study. The tweets analyzed comprise of text and other elements (e.g. images, videos, and links) which made the study multimodal.\r\n\r\nThe findings demonstrated that Oatly\u2019s CSR communication included three themes which were environmental, dietary, and manufacturing issues. The themes were nicely balanced although, Oatly emphasized the environmental issues a little more than the other two. It could also be noticed that Oatly constructed and addressed different audiences: their targeted consumers and companies in food industry. Findings showed that Oatly used different communication strategies when communicating with its two audiences. Such differences included how friendly the tone of the messages was and how much information was being shared. Finally, it can be noticed that Oatly addresses every stakeholder which means that it targets both of its audiences at the same time. Oatly also needs both of its audiences to make CSR communication as effective as possible. At the same time, Oatly is able to maintain positive CSR image while making profit. Together, these strategies enable Oatly to sell their products and be a pioneer in corporate social responsibility.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2020-06-16T09:23:46Z\r\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-06-16T09:23:46Z (GMT). No. of bitstreams: 0\r\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "96", "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.subject.other", "value": "Oatly", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "challenger brand", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "\u201cWe Promise to Be a Good Company\u201d : Oatly\u2019s Corporate Social Responsibility Communication on Twitter", "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-202006164200", "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": "Intercultural Management and Communication", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Intercultural Management and 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": "3136", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sosiaalinen media", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yritysvastuu", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Twitter", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "viestint\u00e4", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "social media", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "corporate responsibility", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Twitter", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "communication", "language": "", "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": 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