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[{"key": "dc.contributor.advisor", "value": "Lievonen, Matias", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Pesonen, Reetta", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Carp\u00e9n, Helmi", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-06-14T10:04:33Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-06-14T10:04:33Z", "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/123456789/76489", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Podcastien suosio on kasvanut viime vuosina r\u00e4j\u00e4hdysm\u00e4isesti. Niiss\u00e4 on jo tunnistettu olevan paljon kaupallista potentiaalia, mutta aiempi tutkimus ei ole viel\u00e4 keskittynyt tutkimaan niiden kaupallisuuden toimintalogiikkaa. Aihe on eritt\u00e4in ajankohtainen ja puhututtaa my\u00f6s kaupallisen alan julkisessa keskustelussa. \n\nTutkimuksessa haluttiin selvitt\u00e4\u00e4, mill\u00e4 eri tavoin podcastien kaupallisia yhteist\u00f6it\u00e4 voidaan toteuttaa ja voidaanko niiden n\u00e4hd\u00e4 kytkeytyv\u00e4n podcastin tai jakson teemaan. Lis\u00e4ksi selvitettiin, millaisia ominaispiirteit\u00e4 kaupallisilla yhteist\u00f6ill\u00e4 on. Tutkimus taustoittaa suomalaista podcast-kentt\u00e4\u00e4 ja toteutustapoja peilataan markkinointiviestinn\u00e4n keskeisiin k\u00e4sitteisiin, kuten natiivimainonta, vaikuttajamarkkinointi ja sponsoroitu sis\u00e4lt\u00f6. Tunnistetut ominaispiirteet kytket\u00e4\u00e4n viestinn\u00e4st\u00e4 tuttuihin tehokeinoihin tarinankerronnasta suositteluun.\n\nSuomalaisista podcasteista syksyll\u00e4 2020 ker\u00e4tty aineisto koostuu 30 podcast-jaksosta, joiden kaupalliset yhteisty\u00f6osiot k\u00e4siteltiin aineistol\u00e4ht\u00f6isen sis\u00e4ll\u00f6nanalyysin menetelm\u00e4ll\u00e4. Aineistosta tunnistettiin ja luokiteltiin nelj\u00e4 erilaista kaupallisen yhteisty\u00f6n toteutustapaa ja viisi ominaispiirrett\u00e4. Tulokset osoittavat, ett\u00e4 podcast on monipuolinen media-alusta, joka tarjoaa erilaisia kaupallisia mahdollisuuksia sek\u00e4 podcastin tekij\u00f6ille ett\u00e4 niiden mainostilaa hy\u00f6dynt\u00e4ville organisaatioille. Tutkimus antaa hyv\u00e4n l\u00e4pileikkauksen suomalaisen podcast-kent\u00e4n kaupallisuudesta ja tarjoaa ty\u00f6kaluja podcastien hy\u00f6dynt\u00e4miseen viestinn\u00e4n ammattilaisille.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-06-14T10:04:33Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-06-14T10:04:33Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "65", "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": "viestinn\u00e4n johtaminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "kaupallinen yhteisty\u00f6", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sponsoroitu sis\u00e4lt\u00f6", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "vaikuttajat", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "\u201cT\u00e4h\u00e4n v\u00e4liin asiaa meid\u00e4n sponsorilta\u201d : kaupalliset yhteisty\u00f6t suomalaisissa podcasteissa", "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-202106143692", "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": 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