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[{"key": "dc.contributor.advisor", "value": "McVeigh, Joseph", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Tolonen, Anni", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-04-19T05:14:30Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-04-19T05:14:30Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2021", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/75096", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Meemit ovat t\u00e4rke\u00e4 ja keskeinen osa internet-kulttuuria, ja viime vuosina niit\u00e4 on alettu k\u00e4ytt\u00e4\u00e4 my\u00f6s markkinoinnin ja poliittisen vaikuttamisen ty\u00f6kaluina. Yhdysvaltojen presidentinvaaleissa meemit ovat olleet iso osa vaaleista k\u00e4yt\u00e4v\u00e4\u00e4 nettikeskustelua jo vuoden 2008 vaaleista asti. Vuoden 2020 presidentinvaaleissa Michael Bloomberg, yksi demokraattipuolueen presidenttiehdokkaista, toi meemit osaksi vaalikampanjaansa sponsoroimalla Instagramin suosittuja meemitilej\u00e4 julkaisemaan humoristisia meemej\u00e4 itsest\u00e4\u00e4n ja vaalikampanjastaan sadoille tuhansille seuraajilleen. Sponsoroitujen meemien motiivina oli ep\u00e4aktiivisen, nuoren \u00e4\u00e4nest\u00e4j\u00e4kunnan tavoittaminen sosiaalisen median kautta.\n\nT\u00e4m\u00e4n tutkielman tarkoituksena oli tutkia aineistol\u00e4ht\u00f6isen sis\u00e4ll\u00f6nanalyysin kautta, mink\u00e4laisia humoristisia teemoja vaalikampanjan meemeist\u00e4 l\u00f6ytyi, ja mink\u00e4laista kuvaa niill\u00e4 pyrittiin luomaan Michael Bloombergist\u00e4. Lis\u00e4ksi tutkielma pyrki analysoimaan sit\u00e4, millaisen vastaanoton meemit saivat internet-yleis\u00f6n keskuudessa ja miksi. \nTutkimustulokset osoittivat, ett\u00e4 meemeiss\u00e4 toistuvia humoristisia aiheita olivat Bloombergin ik\u00e4, varallisuus, pyynn\u00f6t auttaa vaalikampanjassa, tekninen osaamattomuus, sek\u00e4 ep\u00e4toivo saavuttaa suosiota ja sopeutua internet-yhteis\u00f6n joukkoon. Lis\u00e4ksi meemeiss\u00e4 oli metatekstisi\u00e4 elementtej\u00e4 kuten sis\u00e4ll\u00f6n teeman sopiminen kyseisen meemitilin teemaan, ja meemit meemien sis\u00e4ss\u00e4. Meemien tarkoituksena oli selke\u00e4sti luoda itseironinen ja hauska kuva Bloombergist\u00e4. Instagram-yleis\u00f6n vastaanotto oli kuitenkin laajalti negatiivinen, ja kritisoinnin kohteeksi joutuivat Bloombergin lis\u00e4ksi erityisesti meemej\u00e4 postanneet vaikuttajat eli meemitilien omistajat. Tulevaisuudessa olisi mielenkiintoista n\u00e4hd\u00e4, ett\u00e4 jos ja kun meemeill\u00e4 toteutettua vaalikampanjointia tulee lis\u00e4\u00e4, voivatko t\u00e4llaiset kampanjat olla my\u00f6s menestyvi\u00e4, vai onko ep\u00e4autenttisilla, sponsoroiduilla meemeill\u00e4 mahdotonta ostaa sosiaalisen median k\u00e4ytt\u00e4jien suosiota.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-04-19T05:14:30Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-04-19T05:14:30Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "29", "language": "", "element": "format", "qualifier": "extent", "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.title", "value": "\u201cCan you make me a meme that lets the younger generation know I\u2019m the cool candidate?\u201d : analysis of sponsored meme advertisements in a presidential campaign", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "bachelor thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202104192401", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Bachelor's thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Kandidaatinty\u00f6", "language": "fi", "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_7a1f", "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": "bachelorThesis", "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": "meemit", "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": "presidentinvaalit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digitaalinen kulttuuri", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "vaikuttaminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "memes", "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": "presidential elections", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digital culture", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "influencing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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