| fullrecord |
[{"key": "dc.contributor.advisor", "value": "Sepp\u00e4nen, Ville", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Jaatinen, Jere", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-10-22T05:18:18Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-10-22T05:18:18Z", "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/123456789/72292", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Monet organisaatiot ovat ottaneet ensiaskeliaan meemikulttuurin\nvaljastamiseksi sosiaalisen median markkinoinnin strategiana viime\nvuosikymmenen aikana. Nykyisess\u00e4 Internetin promootiokulttuurissa vain\nharvojen ja valittujen, kuten Wendy's -pikaruokaketjun Twitter-tilin voidaan\nn\u00e4hd\u00e4 onnistuneen meemikeskeisen l\u00e4hestymistavan hy\u00f6dynt\u00e4misess\u00e4, josta\nosoituksena on yrityksen taloudellinen menestys vuosikymmenen lopulla.\nIlmi\u00f6n kasvava suosio perustuu erityisesti siihen, ett\u00e4 markkinoijat ja yritykset\npyrkiv\u00e4t saavuttamaan suosion digitaalinatiivien, eli minneliaalien (ja\nsukupolven Z) keskuudessa, joille Internetin meemikulttuuri on juurikin\nominainen ja t\u00e4rke\u00e4 osa sukupolven kulttuuria. Kyseisen meemimarkkinoinnin\nyhten\u00e4 suurimpana haasteena on kinkkinen paradoksi: anti-korporatistinen\nmeemikulttuuri sek\u00e4 ns. perinteiset, huolellisesti suunnitellut\nmarkkinointistrategiat eiv\u00e4t pelaa hyvin yhteen. Suuri enemmist\u00f6 br\u00e4ndien\nluomista meemeist\u00e4 ja \u201dhumoristisista\u201d kommenteista ovat p\u00e4\u00e4tyneet naurun ja\npilkan kohteeksi sivustoille kuten r/FellowKids. Jotta br\u00e4ndin imago s\u00e4ilyy\nilmi\u00f6n aiheuttamilta kolhuilta, tulisi markkinoijan pyrki\u00e4 muodostamaan\nbr\u00e4ndin identiteetti sis\u00e4ll\u00f6n tuottajan rooliin demokraattisessa osallistumiselle\navoimessa digitaalisessa kulttuurissa, l\u00f6yt\u00e4\u00e4 keinoja pysy\u00e4 perill\u00e4 alati\nmuuttuvasta meemi-zeitgeistista seuraamalla kyseist\u00e4 kulttuuria sek\u00e4\nymm\u00e4rt\u00e4\u00e4 kulttuuriin liittyv\u00e4t erityispiirteet ja nyanssit, kuten miellettyyn\nautenttisuuteen perustuva itseironisuus ja Internet-rumuus -estetiikka, joita\nmy\u00f6s Aakerin br\u00e4ndipersoonallisuusskaalan kiihtymys, rosoisuus ja\nmaanl\u00e4heisyys tukevat.\nMeemikulttuurin ja korporaatiokulttuurin ristiriidat ja j\u00e4nnite tulee tiedostaa, ja\nymm\u00e4rt\u00e4\u00e4 my\u00f6s yksitt\u00e4isiin meemeihin liittyv\u00e4t konnotaatiot, joihin meemin\nmutaatio voi merkitt\u00e4v\u00e4sti vaikuttaa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "In the last decade, many organisations have taken their first steps to deploy\nmeme culture as a new tool for marketing. Only a few chosen have succesfully\nimplemented this phenomenon in their marketing strategy, and the best\nexample might be Wendy's and their Twitter-account, which brought their\nbrand significant economic success in the end of the decade. Meme culture is a\nsignificant part of the most important group of consumers of today, the\nmillenials, which is the main reason for the rise of the meme marketing\nphenomenon. The biggest challenges for the meme marketing approach is to\npenetrate into this chaotic and anti-corporatistic Internet-culture, and that this\napproach itself is in a big contrast with traditional marketing strategies that are\nbased on carefully planning and implementation. Huge part of meme\nmarketing organisations have found themselves as laughing stock for this\nmeme culture community in forums like r/FellowKids. But when it comes to the\nimplementation of meme-based approach to an organisation's marketing\nstrategy, it is hugely important to understand the traits of this culture, like the\nself-irony and the Internet-ugliness phenomenon that lead to perceived\nauthenticity in this culture. In addition to following the most important meme\nculture communities and sites to keep up with the everchanging meme culture\n-zeitgeist, it is also a major thing to understand the features that depict the\nvalue of a modern meme and change the brand identity to a content creator in\nthis democratic digital culture. It's also important to understand the tension\nbetween meme culture and corporate culture, as well as the fact that meme\nmutation can drastically change the connotations of a single meme.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-10-22T05:18:18Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-10-22T05:18:18Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "57", "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": "meemikulttuuri", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Internet-meemit", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "osallistumiselle avoin digitaalinen kulttuuri", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "promootiokulttuuri", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Reddit", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "br\u00e4ndin identiteetti", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "br\u00e4ndin imago", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Oikeasti hauska vai FellowKids? : johdanto promootiokulttuuriin Internetiss\u00e4 vuonna 2020", "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-202010226350", "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": "Informaatioteknologian tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Information Technology", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Informaatioteknologia", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Information Technology", "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": "Tietoj\u00e4rjestelm\u00e4tiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Information Systems Science", "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": "601", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainonta", "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": "Internet", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "meemit", "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.subject.yso", "value": "kulttuuri", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Twitter", "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"}]
|