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[{"key": "dc.contributor.advisor", "value": "Hahn, Judit", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Piittinen, Sari", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Penttinen, Riikka", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-12-12T07:19:15Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-12-12T07:19:15Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2022", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/84274", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Pro graduni tarkoituksena oli selvitt\u00e4\u00e4, miten ja millaisia tarinoita yritys Oy Karl Fazer Ab (tutkimuksessa nimell\u00e4 Fazer) k\u00e4ytt\u00e4\u00e4 nettisivuillaan. Tutkimusaihe on t\u00e4rke\u00e4, sill\u00e4 tarinankerronnan on todistettu olevan eritt\u00e4in tehokas vaikutuskeino. Yritykset sek\u00e4 organisaatiot ovat my\u00f6s ymm\u00e4rt\u00e4neet t\u00e4m\u00e4n faktan, ja k\u00e4ytt\u00e4v\u00e4t sit\u00e4 hy\u00f6dykseen vaikuttaakseen suuriin joukkoihin ihmisi\u00e4. T\u00e4m\u00e4n takia on eettisesti t\u00e4rke\u00e4\u00e4 analysoida miten suuret, jo ennest\u00e4\u00e4n vaikuttavat ja valtaa pit\u00e4v\u00e4t yritykset k\u00e4ytt\u00e4v\u00e4t kyseist\u00e4 keinoa viestinn\u00e4ss\u00e4\u00e4n. Yhten\u00e4 Suomen suosituimmista ruuantarjoajista Fazer toimii asiassa johtajana ja esimerkkin\u00e4.\n\nTutkimuksen aineistona olivat kaksi Fazerin englanninkielist\u00e4 nettisivua, www.fazer.com ja www.fazergroup.com. Nettisivujen sis\u00e4lt\u00f6 tiivistettiin tutkimuksessa lyhyesti ja l\u00f6ytyneet tarinat lajiteltiin kolmeen eri kategoriaan: historia, Fazer nykyisin, sek\u00e4 arvot ja etiikka. Kategorioista valittiin nelj\u00e4 tarinaesimerkki\u00e4, joita tarkasteltiin yksityiskohtaisesti. T\u00e4h\u00e4n tarkasteluun valikoitui kolme artikkelialasivua, sek\u00e4 alasivu, joka sis\u00e4lsi videon. N\u00e4m\u00e4 nelj\u00e4 tarinaa tutkittiin narratiivisen analyysin keinoin. Erityisesti huomioitiin tarinoiden hahmot, juoni, kausaliteetti ja ajallisuus. T\u00e4m\u00e4n lis\u00e4ksi k\u00e4ytettiin vaihtelevien tarinaelementtien tunnistamisen mahdollistavaa tutkimusmenetelm\u00e4\u00e4. Koska tarkasteltiin nettisivuja, multimodaalinen l\u00e4hestymistapa oli my\u00f6s hy\u00f6dyllinen. T\u00e4h\u00e4n sis\u00e4ltyi kuvien ja videon visuaalinen analyysi. \n\nTutkimuksen tuloksena selvisi, ett\u00e4 Fazer rakentaa br\u00e4nditarinaansa huolellisesti. Yleisi\u00e4 tarina-aiheita olivat perustaja Karl Fazer sek\u00e4 Suomi. Fazer oli tarinoissa vahvasti yhteydess\u00e4 suomalaisuuteen ja yrityksen patriarkaalisiin juuriin. Yritys my\u00f6s pyrkii vaikuttamaan monimuotoiselta. Fazer haluaa n\u00e4ytt\u00e4yty\u00e4 hyv\u00e4ntekij\u00e4n\u00e4, sek\u00e4 muutosten ja innovaatioiden alullepanijana.\n\nT\u00e4m\u00e4 tutkielma n\u00e4ytt\u00e4\u00e4 yhden esimerkin siit\u00e4, miten yritys k\u00e4ytt\u00e4\u00e4 kielt\u00e4, kuvia ja muita keinoja tarinankerronnassa. Viime vuosina on tutkittu niin multimodaalisuutta sek\u00e4 narratiiveja englannin lingvistiikan alueella, mutta mit\u00e4\u00e4n Fazeriin liittyv\u00e4\u00e4 ei ole k\u00e4sitelty n\u00e4iden kanssa. Lis\u00e4ksi tarinoita on tutkittu eri aloilla v\u00e4hemm\u00e4n multimodaalisuuden k\u00e4sitteen kanssa. My\u00f6s siksi t\u00e4m\u00e4 tutkielma lis\u00e4\u00e4 tietoa aiheesta kyseisill\u00e4 tutkimistavoilla. Tutkimuksesta on my\u00f6s hy\u00f6ty\u00e4 monella alalla, kuten hyv\u00e4ntekev\u00e4isyydess\u00e4 ja markkinoinnissa, sill\u00e4 se vahvistaa k\u00e4sityst\u00e4 tarinoiden vaikutusvallasta, sek\u00e4 antaa siit\u00e4 konkreettisen esimerkin, Fazerin.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2022-12-12T07:19:15Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-12-12T07:19:15Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "58", "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": "storytelling", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "multimodal analysis", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "visual analysis", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "narratives", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Fazer", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "The story of Fazer : a multimodal analysis of storytelling on the websites of a company", "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-202212125532", "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", 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