| fullrecord |
[{"key": "dc.contributor.advisor", "value": "Valkonen, Tarja", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Sagulin, Petri", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-12-28T07:12:04Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-12-28T07:12:04Z", "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/123456789/79203", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n tutkimuksen tavoitteena oli kuvata ja ymm\u00e4rt\u00e4\u00e4, millaisia merkityksi\u00e4 viestinn\u00e4n asiantuntijat antavat huumorille kampanjavaikuttamisessa ja millaisia riskej\u00e4 sen k\u00e4ytt\u00e4miseen sis\u00e4ltyy. T\u00e4m\u00e4n tutkielman tavoitteena oli kuvata viestinn\u00e4n asiantuntijoiden k\u00e4sityksi\u00e4 ja kokemuksia huumorin funktioista, huumorille sopivista kohderyhmist\u00e4, huumorille sopimattomista k\u00e4ytt\u00f6yhteyksist\u00e4 sek\u00e4 mahdollisista seurauksista.\n\nTy\u00f6 toteutettiin laadullisella menetelm\u00e4ll\u00e4 ja sen aineisto ker\u00e4ttiin puolistrukturoidun teemahaastattelun keinoin. Tutkielmaan haastateltiin yhteens\u00e4 nelj\u00e4\u00e4 viestinn\u00e4n konsultoivissa teht\u00e4viss\u00e4 toimivaa asiantuntijaa. Haastattelut toteutettiin yksil\u00f6haastatteluina, ja ker\u00e4tty aineisto analysoitiin teemoittelun keinoin.\n\nTy\u00f6 tulosten perusteella viestinn\u00e4n asiantuntijat kokivat kampanjavaikuttamisen huumorin funktionaalisena eli huumorilla on useita erilaisia k\u00e4ytt\u00f6tarkoituksia. Huumoria luonnehdittiin hyv\u00e4ntuuliseksi eik\u00e4 huumorille sopivia kohderyhmi\u00e4 rajattu erityisen tarkasti. Huumorin riskej\u00e4 tarkasteltaessa viestinn\u00e4n asiantuntijat tunnistivat useita sille sopimattomia asiayhteyksi\u00e4, kuten globaalisti ja yhteiskunnallisesti merkitt\u00e4v\u00e4t asiat, v\u00e4hemmist\u00f6t sek\u00e4 henkil\u00f6kohtaisuuksiin, arvomaailmaan ja terveyteen liittyv\u00e4n huumorin. N\u00e4iss\u00e4 ep\u00e4onnistumisella oli selke\u00e4t ja havaittavat seuraukset niin kampanjan, organisaation kuin mahdollisen kumppaniyrityksen osalta.\n\nT\u00e4m\u00e4n ty\u00f6n tulokset tuovat n\u00e4k\u00f6kulmia huumorin hy\u00f6dynt\u00e4miseen kampanjavaikuttamisessa. Viestinn\u00e4n alan organisaatiot ja asiantuntijat voivat soveltaa ty\u00f6n tuloksia esimerkiksi huumoria sis\u00e4lt\u00e4vien kampanjavaikuttamisen suunnitteluun, kohdentamiseen ja juoksuttamiseen, sek\u00e4 auttamaan v\u00e4ltt\u00e4m\u00e4\u00e4n mahdolliset ongelmat ja riskit.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-12-28T07:12:04Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-12-28T07:12:04Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "40", "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": "kampanjointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Viestinn\u00e4n asiantuntijoiden n\u00e4kemyksi\u00e4 huumorista kampanjavaikuttamisessa", "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-202112286183", "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": "Viestint\u00e4", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Communication", "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": "3135", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yhteis\u00f6viestint\u00e4", "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": "huumori", "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": "organisaatiot", "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"}]
|