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[{"key": "dc.contributor.author", "value": "Paajanen, Aino", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-12-17T12:16:45Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-12-17T12:16:45Z", "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/123456789/73303", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Nykyp\u00e4iv\u00e4n\u00e4 ruoka ja ravitsemus kiinnostavat ja her\u00e4tt\u00e4v\u00e4t erilaisia tunteita aiempaa enemm\u00e4n. Huomion kohteena on esimerkiksi ruoan alkuper\u00e4 tai terveellisyys, ja aiheet ovat eri medioissa esill\u00e4 tiuhaan. T\u00e4m\u00e4 kehitys tarjoaa mahdollisuuksia my\u00f6s suomalaisille elintarvikeyrityksille kansainv\u00e4lisill\u00e4 markkinoilla. Muun muassa Saksan rooli on Suomelle t\u00e4rke\u00e4, sill\u00e4 se on viidenneksi suurin elintarvikkeiden vientimaamme.\n\nT\u00e4ss\u00e4 maisterintutkielmassa tutkitaan, miten kaksi suomalaista elintarvikeyrityst\u00e4 markkinoivat tuotteitaan saksankielisill\u00e4 verkkosivuillaan. Yrityksiksi valikoitui niiden vertailtavuuden ja kattavien saksankielisten verkkosivujen perusteella Suomisen Maito Oy tuotteellaan Jymy-j\u00e4\u00e4tel\u00f6 sek\u00e4 Lappi-Hunaja Suomi (saksaksi Arktischer-Honig Finnland). Tutkimuskysymykset ovat seuraavat:\n\u2022\tMill\u00e4 tavalla ja mink\u00e4 teemojen avulla Suomen imagoa v\u00e4litet\u00e4\u00e4n valittujen suomalaisyritysten saksankielisill\u00e4 verkkosivuilla?\n\u2022\tMit\u00e4 eroja ja yht\u00e4l\u00e4isyyksi\u00e4 l\u00f6ytyy tutkittavien yritysten verkkosivuilta tuotteiden suomalaisen alkuper\u00e4n suhteen?\n\u2022\tMit\u00e4 stereotypioita Suomesta voidaan l\u00f6yt\u00e4\u00e4 tutkittavien yritysten verkkosivuilta? \n\nT\u00e4rkeimpi\u00e4 k\u00e4sitteit\u00e4 tutkimuskysymyksi\u00e4 silm\u00e4ll\u00e4 pit\u00e4en ovat imago, br\u00e4ndi sek\u00e4 stereotypiat. Tutkimusmateriaali analysoitiin laadullisen sis\u00e4ll\u00f6nanalyysin keinoin. Kuckartzin (2018) mallin mukaan materiaalista rakennettiin induktiivisesti kategoriaj\u00e4rjestelm\u00e4. T\u00e4m\u00e4n j\u00e4rjestelm\u00e4n kuusi p\u00e4\u00e4kategoriaa ovat suomalainen luonto, laatu, trendit, raaka-aineiden alkuper\u00e4, erikoisuudet sek\u00e4 suomalaiset perinteet. N\u00e4m\u00e4 kategoriat vastaavat samalla ensimm\u00e4iseen tutkimuskysymykseen. \n\nYritysten verkkosivuilla huomattiin yht\u00e4l\u00e4isyyksi\u00e4 esimerkiksi rakenteen suhteen. Lis\u00e4ksi suurin kategoria, suomalainen luonto, oli merkitt\u00e4v\u00e4 tekij\u00e4 molemmille yrityksille. Suurimmat erot l\u00f6ytyiv\u00e4t kategorioista trendit, raaka-aineiden alkuper\u00e4 sek\u00e4 kuvien merkityksest\u00e4, jotka olivat t\u00e4rke\u00e4mm\u00e4ss\u00e4 roolissa Suomisen Maito Oy:n sivuilla. Lappi-Hunaja Suomen sivuilla taas painottuivat erikoisuudet, suomalaiset perinteet sek\u00e4 tuotteiden valmistus. Suurin osa stereotypioista, kuten mets\u00e4, harvaan asutut er\u00e4maat tai keskiy\u00f6n aurinko sijoittui suomalainen luonto -kategoriaan. Muista Suomeen liittyvist\u00e4 stereotypioista esiin nousivat sauna ja salmiakki.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2020-12-17T12:16:45Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-12-17T12:16:45Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "68", "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": "deu", "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": "Image", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Stereotype", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "qualitative Inhaltsanalyse", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "interkulturelles Marketing", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "\u201eDirekt aus der arktischen Natur Finnlands\u201c: Image von und Stereotype \u00fcber Finnland auf den deutschsprachigen Websites zweier finnischer Lebensmittelunternehmen", "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-202012177249", "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": 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