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[{"key": "dc.contributor.advisor", "value": "Haapanen, Lauri", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Valtanen, Julia", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-06-13T09:05:44Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-06-13T09:05:44Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2024", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/95841", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n maisterintutkielman tarkoitus oli selvitt\u00e4\u00e4, millaiset otsikot menestyv\u00e4t Iltalehden otsikkotesteiss\u00e4. Pyrkimyksen\u00e4ni oli hahmottaa Iltalehden otsikkotestituloksia tarkastelemalla, millaiset piirteet tekev\u00e4t iltap\u00e4iv\u00e4lehden verkko-otsikosta toimivan ja n\u00e4in ollen otsikkotestiss\u00e4 voittavan. Tutkimusta motivoi selke\u00e4n tutkimusaukon t\u00e4ytt\u00e4minen ainutlaatuisen aineiston avulla sek\u00e4 toimituksellisen l\u00e4-pin\u00e4kyvyyden ja n\u00e4in yleis\u00f6n luottamuksen lis\u00e4\u00e4minen.\n\nTutkimuksen aineisto koostuu 118:sta Iltalehdell\u00e4 tammikuun 2024 aikana toteutetusta otsikkotestist\u00e4 kaikkine otsikkovaihtoehtoineen. Tarkastelin aineistoa aiemmassa tutkimuksessa (Kuiken ym., 2017) havaittujen tehokkaan otsikon tunnusmerkkien kautta, joita olivat lyhyet sanat, kysymyksen ja sitaatin poissaolo sek\u00e4 tulevaan suuntautuvien viittauksien, pronominien ja tunteisiin vetoavien sanojen sis\u00e4l-lytt\u00e4minen. Aineistoni koostuu kahdella ja kolmella otsikkovaihtoehdolla tehdyist\u00e4 testeist\u00e4, jotka sis\u00e4lt\u00e4v\u00e4t kaiken kaikkiaan yhteens\u00e4 293 otsikkoa.\n\nAineiston otsikkotestej\u00e4 tarkastelemalla k\u00e4vi ilmi, ettei yksik\u00e4\u00e4n aiemmassa tutkimuksessa (Kuiken ym., 2017) l\u00f6ydetty tehokkaan otsikon piirre suoriudu Iltalehden testeiss\u00e4 poikkeuksetta voittavalla tavalla. Ainoastaan tulevaan suuntautuvat viittaukset osoittautuivat uskottavasti tehokkaan otsikon piirteeksi. Tutkimuksessa osoittautui, ett\u00e4 otsikkotestien voittajaotsikot ovat kesken\u00e4\u00e4n hyvin erilaisia. T\u00e4ll\u00e4 tutkimuksella pystyttiin kuitenkin vahvistamaan jo aiemmassa tutkimuksessa todettua tietoa, jonka mukaan otsikkotestauksen tuoma hy\u00f6ty toimituksille on kiistaton, sill\u00e4 aineiston otsikkotesteist\u00e4 vain noin 40 prosentissa voittajaksi p\u00e4\u00e4tyi otsikko, joka oli arvotettu Iltalehden toimituksessa alun perin \u201dparhaaksi\u201d. Toimitusten olisi hy\u00f6dyllist\u00e4 kokeilla otsikkotesteiss\u00e4\u00e4n kesken\u00e4\u00e4n riitt\u00e4v\u00e4n erilaisia ja eri tyylikeinoilla muodostettuja otsikoita, mik\u00e4 mahdollistaa eri otsikkotyylien toimivuudesta kertovan datan saamisen ja auttaa hahmottamaan, millaiset otsikot puhuttelevat omaa yleis\u00f6\u00e4 parhaiten.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2024-06-13T09:05:44Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-06-13T09:05:44Z (GMT). No. of bitstreams: 0\n Previous issue date: 2024", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "69", "language": "", "element": "format", "qualifier": "extent", "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": "otsikkotestaus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "otsikkotestaaminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Tutkimus Iltalehden otsikkotestituloksista : t\u00e4llaisia ovat menestyv\u00e4t otsikot", "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-202406134608", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities and Social Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Humanistis-yhteiskuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Language and Communication Studies", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Kieli- ja viestint\u00e4tieteiden laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Journalism", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Journalistiikka", "language": "fi", "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": "3133", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "iltap\u00e4iv\u00e4lehdet", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "journalismi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "otsikot", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yleis\u00f6", "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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