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[{"key": "dc.contributor.advisor", "value": "Hahn, Judit", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Kortesoja, Heidi", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-11-03T07:10:49Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-11-03T07:10:49Z", "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/123456789/72452", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 tutkielmassa analysoin amerikkalaisen ravintolaketju Wendy\u2019sin roasting-trendi\u00e4, sek\u00e4 roasting-diskurssia yleens\u00e4 keskusteluanalyysin ja metaviestianalyysin avulla. Wendy\u2019s-ravintolaketjun roasting-trendi oli sosiaalisen median trendi, joka alkoi vuoden 2017 alussa. Wendy\u2019sin Twitter-tili osallistui heille twiitanneen k\u00e4ytt\u00e4j\u00e4n kanssa keskusteluun, jonka lopuksi Wendy\u2019s pilkkasi k\u00e4ytt\u00e4j\u00e4n tiet\u00e4m\u00e4tt\u00f6myytt\u00e4 ja virheellist\u00e4 ajattelua. Kyseinen twiitti ker\u00e4si paljon huomiota, ja johti Wendy\u2019sin roasting-trendin syntymiseen, jonka aikana Wendy\u2019sin Twitter-tili avoimesti pilkkasi heille twiittej\u00e4 l\u00e4hett\u00e4neit\u00e4 k\u00e4ytt\u00e4ji\u00e4 ja jopa muita br\u00e4nditilej\u00e4. Trendin suosion ansiosta ravintolaketjun maine sosiaalisessa mediassa mullistui t\u00e4ysin, ja trendi\u00e4 ylistettiin niin Twitterin k\u00e4ytt\u00e4jien kuin online-uutisalustojen kirjoittajienkin toimesta.\n\nTutkielman tavoitteena on tutkia roasting-diskurssia p\u00e4\u00e4asiassa Wendy\u2019sin roasting-trendin n\u00e4k\u00f6kulmasta. Tutkin trendin aikana tehtyj\u00e4 keskusteluja k\u00e4ytt\u00e4en viitteen\u00e4 Meredithin (2019) tutkielmassa esitettyj\u00e4 kanssak\u00e4ymisen keskeisi\u00e4 ydinominaisuuksia. Analysoin my\u00f6s metaviestien k\u00e4ytt\u00f6\u00e4 trendin keskusteluissa ja eritoten trendin huumorissa. Analyysist\u00e4 muodostamieni johtop\u00e4\u00e4t\u00f6sten avulla pystyin erottelemaan roasting-keskustelut kahteen eri ryhm\u00e4\u00e4n sek\u00e4 muodostamaan mallin, jonka avulla pystyn kuvailemaan, miten roasting-keskustelut muodostuvat. My\u00f6s metaviestien k\u00e4ytt\u00f6 ilmeni t\u00e4rke\u00e4n\u00e4 osana trendi\u00e4, erityisesti trendin humoristisissa puolissa, kun metaviestej\u00e4 k\u00e4ytettiin hyv\u00e4ksi sarkasmin muodossa.\n\nAnalyysin j\u00e4lkeisess\u00e4 pohdintaosiossa tutkin my\u00f6s sit\u00e4, kuinka tutkielmassa esitetyt taustatutkimukset voivat laajentaa analyysin tuloksia. Pohdinnan avulla sain selville, ett\u00e4 roasting-keskustelujen v\u00e4liset erot voivat johtua autenttisuuden tunteen saavuttelusta. My\u00f6s roasting-viestien tyyppej\u00e4 on lukuisia, ja roasting-viestien m\u00e4\u00e4ritelm\u00e4 on huomattavasti muuttunut roasting-diskurssin perinteisest\u00e4 m\u00e4\u00e4ritelm\u00e4st\u00e4. Pystyin my\u00f6s laajentamaan roasting-keskustelujen mallia; malliin ei kuulu vain keskustelujen rakenteen kuvailu, vaan my\u00f6s my\u00f6s se, miten uusia k\u00e4ytt\u00e4ji\u00e4 voidaan innostaa osallistumaan roasting-trendiin. Metaviestien rooli ei my\u00f6sk\u00e4\u00e4n rajoitu pelk\u00e4st\u00e4\u00e4n trendin huumoriin, mutta on my\u00f6s t\u00e4rke\u00e4 osa roasting-diskurssin tulkintaa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-11-03T07:10:49Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-11-03T07:10:49Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "89", "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": "Wendy's", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "brand identity", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "online discourse analysis", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "online interaction", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "\u201cWay too cool to ever be frozen\u201d : analyzing the online interactions of the Wendy\u2019s roasting trend", "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-202011036490", "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": "Englannin kieli", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "English", "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": "301", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "roustaus", "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": "br\u00e4ndit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Twitter", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4nd\u00e4ys", "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": "verkkoviestint\u00e4", "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": "uusmedia", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "keskustelunanalyysi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "roasting (entertainment)", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "social media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "brands", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Twitter", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "branding", "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": "network communication", "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": "new media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "conversation 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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