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[{"key": "dc.contributor.advisor", "value": "Niininen, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Marjanen, Tuija", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-09-25T11:05:03Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-09-25T11:05:03Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2024", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/97220", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 opinn\u00e4ytety\u00f6ss\u00e4 hy\u00f6dynnettiin viestint\u00e4tutkimuksissa yleisesti k\u00e4ytetty\u00e4 kehysteoriaa, jonka avulla selvitettiin, mit\u00e4 kehyksi\u00e4 k\u00e4ytettiin UN Women Finland -viestinn\u00e4ss\u00e4 Instagramissa Oranssin p\u00e4iv\u00e4t -kampanjaviikolla (25.11- 10.12.2023) ja mit\u00e4 kehyst\u00e4misvaikutuksia k\u00e4ytt\u00e4jien reaktioissa ja kommenteissa oli havaittavissa. Oranssit p\u00e4iv\u00e4t -kampanja on julkinen tapahtuma, joka tuo esiin naisten kohtaamaa v\u00e4kivaltaa. Kehysteorian mukaan organisaation k\u00e4ytt\u00e4mill\u00e4 narratiiveilla voi olla suuri vaikutus yleiseen mielipiteeseen, asenteisiin ja k\u00e4ytt\u00e4ytymiseen. Tutkimalla kehyksi\u00e4 ja kehystysvaikutuksia pyrkimys oli ymm\u00e4rt\u00e4\u00e4, mit\u00e4 narratiiveja organisaatio k\u00e4ytt\u00e4\u00e4 tavoitteensa saavuttamiseksi ja millaisia reaktiota ne aiheuttavat. Materiaalit ker\u00e4ttiin manuaalisesti ja niihin sis\u00e4ltyi kuvaustekstit ja visuaalinen aineisto, joka sis\u00e4lsi 27 valokuvaa ja sek\u00e4 kuvitusta. Analyysi tehtiin laadullisin menetelmin, joihin sis\u00e4ltyi temaattinen ja sis\u00e4lt\u00f6analyysi. Lopputuloksena havaittiin nelj\u00e4 p\u00e4\u00e4kehyst\u00e4 ja kolme alakehyst\u00e4. Yksi Instagram postaus saattoi sis\u00e4lt\u00e4\u00e4 useita kehyksi\u00e4 sek\u00e4 p\u00e4\u00e4llekk\u00e4isyyksi\u00e4. P\u00e4\u00e4kehys henkil\u00f6kohtainen narratiivi, sis\u00e4lt\u00e4\u00e4 henkil\u00f6tari- noita, lainauksia tai yleis\u00f6\u00e4 aktivoivia kysymyksi\u00e4. Vastakkainasettelukehys asettaa ideat tai osapuolet vastakkaiseen asetelmaan. Vastuullisuuskehys sis\u00e4lt\u00e4\u00e4 tunnettuja henkil\u00f6it\u00e4 ja osapuolia, jotka ovat ottaneet vastuuta yhteiskunnallisista asioista, sek\u00e4 kutsun tai vaatimuksen muille tekem\u00e4\u00e4n samoin. Ongelmakehys m\u00e4\u00e4rittelee ongelman, taustalla olevat syyt, seuraamukset ja keneen ongelma kohdistuu, sek\u00e4 ehdottaa korjauskeinoja. Alakehyksen\u00e4 ovat moraali, johon sis\u00e4ltyy moraaliset arviot sek\u00e4 viitaukset. Todisteiden alakehys k\u00e4ytt\u00e4\u00e4 kyselyj\u00e4 tai tilastotietoja. Yhteiskunta alakehyksen keski\u00f6ss\u00e4 on yhteiskuntaan vaikuttavat osapuolet tai asiat. Kehysvaikutuksissa havaittiin p\u00e4\u00e4asiassa tukevia ja positiivisia reaktioita organisaatiota kohtaan. Negatiiviset reaktiot kyseenalaistivat organisaation luotettavuuden ja kritisoivat sen toimintaa. T\u00e4m\u00e4 opinn\u00e4ytety\u00f6 vastaa v\u00e4h\u00e4iseen kehysanalyysitutkimukseen, joka hy\u00f6dynt\u00e4\u00e4 sek\u00e4 kirjallista ett\u00e4 visuaalista sis\u00e4lt\u00f6\u00e4 kehysten identifioimiseksi. Lis\u00e4ksi se osallistuu kehyst\u00e4misvaikutusten tutkimukseen luontaisessa ymp\u00e4rist\u00f6ss\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "This thesis utilized framing theory, commonly used in communication studies, to examine what frames were used in UN Women Finland communication on Instagram during the Orange days campaign week (25.11-10.12.2023), and what framing effects could be identified in the user-generated reactions and comments. The orange days campaign is a public campaign, which highlights the violence women face. As framing theory suggests the narratives used by the organization can have a major impact on the public opinion, attitudes and behavior. Thus, by examining the frames and the framing effects this thesis aimed to understand what narratives the organization uses to achieve its goal and what are the responses to those narratives. The data used in this thesis was collected manually and consisted of 18 Instagram posts with textual description texts, and visual material containing 27 photographs and illustrations. Analysis was conducted by using qualitative methods, which included thematic and content analysis. The results present four main frames and three sub frames. A single post could contain several frames, potentially overlapping each other. The main frames consisted of personal narratives, where personal stories, quotations or engaging questions were used; confrontation frame, where ideas or parties were placed in an opposing setting; responsibility frame, which includes known characters and entities that have taken responsibility over societal issue, and the invitation or demand for others to do the same; and problem frame, that defines the issue, the underlying causes, what consequences it has and to whom, and suggests potential remedies to fix the problem. The identified sub frames were morality, which directly gives a moral judgement or indicates morals indirectly; evidence sub frame includes the use of survey or statistical data; and society, which discusses the parties or issues influencing the society. The framing effects show mainly supportive and positive responses towards the organization and their cause. A few negative reactions were observed that question the organization\u2019s trustworthiness and criticise their actions. This thesis contributes to the lack of integrative framing analysis, which utilizes both written and visual content to identify frames, and to the inadequate research of framing effects on the public in the natural setting.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2024-09-25T11:05:03Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-09-25T11:05:03Z (GMT). No. of bitstreams: 0\n Previous issue date: 2024", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "59", "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.subject.other", "value": "kehysteoria", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "kehysvaikutukset", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "visuaalinen kehyst\u00e4minen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "UN Women Suomi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Oranssit p\u00e4iv\u00e4t", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "\u201cIt\u2019s not what you say, but how you say it\u201d : frames in UN Women Finland Orange days campaign on Instagram", "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-202409256096", "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": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "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": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "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": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sosiaalinen media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Instagram", "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": "kehysanalyysi", "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": "Instagram", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "communication", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "frame analysis", "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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