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[{"key": "dc.contributor.advisor", "value": "Villi, Mikko", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Niemi, Liisa", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-07-02T06:03:52Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-07-02T06:03:52Z", "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/123456789/71014", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sosiaalisen median merkitys on korostunut toimituksissa viime vuosina mediaorganisaatioiden kamppaillessa nuorten yleis\u00f6jen huomiosta. My\u00f6s julkisen palvelun mediat, kuten Yleisradio, ovat vahvasti l\u00e4sn\u00e4 eri sosiaalisen median alustoilla. Julkisen palvelun medioilla on kannettavanaan yhteiskunnallinen vastuu, mutta alustoille levitt\u00e4ytyess\u00e4\u00e4n ne joutuvat my\u00f6s sopeutumaan alustojen toimintalogiikkaan. \n \nT\u00e4m\u00e4n tutkimuksen tarkoituksena oli kuvata Yleisradion omien verkkoalustojen ja sosiaalisen median alustojen suhdetta. Tutkimuksen teoriaosuus jaettiin kolmeen osaan. Ensimm\u00e4isess\u00e4 perehdyttiin julkisen palvelun medioihin ja arvoihin, jotka ohjaavat niiden toimintaa. Toisessa osassa k\u00e4siteltiin sosiaalisen median alustoja, alustaistumisen ja sosiaalisen median logiikan vaikutusta media-alaan sek\u00e4 yleisradioyhti\u00f6iden toimintaa sosiaalisessa mediassa. Viimeinen osa k\u00e4sitteli mediankulutustapojen muutosta ja toimitusten keinoja ymm\u00e4rt\u00e4\u00e4 yleis\u00f6j\u00e4 verkkoanalytiikan avulla. \n \nTutkimuksessa hy\u00f6dynnetty sekundaariaineisto koostuu kymmenest\u00e4 puolistrukturoidusta teemahaastattelusta, jotka ker\u00e4ttiin touko-elokuussa 2019 osana Media-alan tutkimuss\u00e4\u00e4ti\u00f6n rahoittamaa Jyv\u00e4skyl\u00e4n yliopiston kieli- ja viestint\u00e4tieteiden laitoksen SOMEDIA-tutkimushanketta. Haastateltavina oli kymmenen Yleisradion ty\u00f6ntekij\u00e4\u00e4, jotka vastaavat sosiaalisen median suunnittelusta Ylen eri osastoilla ja ovat osa Yleisradion sis\u00e4ist\u00e4 sosiaalisen median kehitt\u00e4j\u00e4verkostoa. \n \nSekundaariaineistosta etsittiin laadullisen sis\u00e4ll\u00f6nanalyysin avulla vastauksia kahteen tutkimuskysymykseen. Ensimm\u00e4inen tutkimuskysymys k\u00e4sitteli sit\u00e4, miten Yleisradiossa on pyritty sopeutumaan sosiaalisen median toimintaymp\u00e4rist\u00f6\u00f6n. Toisessa tutkimuskysymyksess\u00e4 kysyttiin, millaisena haastateltavat n\u00e4kev\u00e4t Ylen omien verkkoalustojen ja sosiaalisen median alustojen suhteen. \n \nAnalyysin perusteella voidaan sanoa, ett\u00e4 Yleisradio on omaksunut sosiaalisen median olennaiseksi osaksi toimintaansa ja sen avulla pyrit\u00e4\u00e4n tavoittamaan erityisesti nuoria yleis\u00f6j\u00e4. Sosiaalista mediaa k\u00e4ytettiin niin vuorovaikutukseen yleis\u00f6n kanssa, journalististen sis\u00e4lt\u00f6jen julkaisukanavana kuin markkinointiv\u00e4lineen\u00e4kin. Tulokset osoittivat, ett\u00e4 sosiaalisen median logiikalla ja alustoilta saatavalla analytiikalla on my\u00f6s vaikutusta sis\u00e4lt\u00f6jen tuotantoon Yless\u00e4. Ylen omien verkkoalustojen ja sosiaalisen median alustojen v\u00e4linen suhde n\u00e4ytt\u00e4ytyy tasapainotteluna. Toisaalta sosiaalisen median alustat t\u00e4ydent\u00e4v\u00e4t Ylen muita julkaisukanavia, mutta samalla ne asettavat haasteita julkisen palvelun teht\u00e4vien toteuttamiselle. Yleisradiossa kuitenkin n\u00e4htiin yhten\u00e4 sen teht\u00e4v\u00e4n\u00e4 olla l\u00e4sn\u00e4 vastuullisena ja luotettavana toimijana my\u00f6s kolmansilla alustoilla.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2020-07-02T06:03:52Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-07-02T06:03:52Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "85", "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": "Yleisradio", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "julkisen palvelun media", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "julkisen palvelun arvot", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sosiaalisen median logiikka", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "\"Ilman sosiaalista mediaa meit\u00e4 ei ole oikein olemassa\u201d : tarkastelussa Ylen omien verkkoalustojen ja sosiaalisen median alustojen suhde", "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-202007025197", "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": "arvot", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "julkiset palvelut", "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": "media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yleisradioyhti\u00f6t", "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": 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