Markkinointiviestinnän suunnitelma Imatran Kylpylä Fitnekselle

Tässä opinnäytetyössä tehtiin markkinointiviestinnän suunnitelma vuosikellon muodossa sekä sisältömarkkinoinnin suunnitelma Imatran Kylpylän Fitness- liikuntapalveluille. Tämä opinnäytetyö pyrittiin tekemään niin, että se tuottaisi lisäarvoa toimeksiantajalle siten, että yritys voisi hyödyntää opinnäytetyötä markkinoinnissaan ja sitä kautta saada uusia asiakkaita sekä ylläpitää vanhojen asiakkaiden asiakastyytyväisyys. Opinnäytetyö koostui sekä teoreettisesta että käytännöllisestä osuudesta. Teoriaosuudessa käsitellään markkinointiviestintää ja sen keinoja, palveluiden markkinoinnin eroa tuotemarkkinoinnista sekä sisältömarkkinointia. Toiminnallisessa osuudessa toteutettiin markkinoinnin vuosikello kuukausitasolla sekö sisältömarkkinointi suunnitelma. Nämä pohjautuivat teorialähteisiin sekä lähtökohta-analyyseihin. Vuosikello toteutettiin SmartArt-grafiikkaobjektia käyttämällä. Vuosikellon tapahtumista ja ajankohtaisista sesongeista vastasivat Imatran Kylpylän liikunnanohjaajat. Lisäksi vuosikelloa varten seurattiin raportteja myynnistä ja kävijämääristä. Toimeksiantaja arvioi käytön yhteydessä vuosikellon toimivuutta. Sisältömarkkinoinnin suunnitelma tehtiin Excel-taulukkoon, josta sitä on helppo muokata ja lisätä tulevia kampanjoita ja tapahtumia. Sisältömarkkinoinnin suunnitelma toimii viestinnän apuna ja siitä käy ilmi mitä viestitään, miksi, kenelle, milloin, kuka, missä ja hinta. Kehitysideoina ovat viestinnän säännöllisyys ja suunnitelmallisuus sekä sen määrä. Eri medioita kannattaa käyttää tehokkaasti. Suunnitelman tarkoitus on antaa toimeksiantajalle työkalut tehokkaaseen viestintään maltillisilla kustannuksilla

One size fits most? : Visual representation of women in Brandy Melville’s Instagram images

This thesis examines the visual representations of women in Brandy Melville’s Instagram imagery and aims to evaluate the teen retail brand’s contribution to today’s portrayal of women in the media. Brandy Melville’s strong reliance on social media in its marketing and the promotion of small-sized clothing with the slogan ‘one size fits most’ provide an interesting starting point for the study. The study employs content analysis as a method to examine the corpus of 200 images and 303 female representations referred to as Brandy Girls. Theoretical framework of study is built upon Theo van Leeuwen’s (2008) theory of visual representation of social actors, which provides tools for scrutinizing the depicted people. Also, the related work of Paul Messaris (1997) is addressed. As a critical discourse analysis, the study has its interest in the representational choices of the brand which as an influential authority targeting mainly teenagers has the power to define what kinds of representations are covered in the media. The results indicate that Brandy Melville promotes a strongly stereotypical female representation and reproduces images of the thin and white ideals. On a more general level, the study points to the larger cultural context in which often unrealistic gendered ideals are produced and maintained and aims to highlight the importance of visual literacy especially in the current digital age

HVO – the road towards a more environmentally friendly forestry

För att skogsbruket fortsatt ska utvecklas och vara produktivt samtidigt som det är miljövänligt så krävs det nya innovationer som är lätta att implementera i dagens maskiner. Detta då skogsmaskiner tillverkas på en liten skala och marknaden i Sverige i princip endast består av ett maskinsystem, skördare och skotare. I dagens maskiner finns det redan miljöanpassade produkter som exempelvis hydraulolja, sågkedjeolja och fetter. Det som dock har varit rätt likvärdigt i alla år är drivmedlet som än idag är diesel. Den konventionella dieseln som används idag har dock utvecklats till viss del genom att bränslet nu delvis består av förnybart material. Idag finns det dock även drivmedel som fullt ut är producerade av förnybart material, samtidigt som de är likvärdiga med konventionella dieseln. Ett av dessa bränslen är HVO, vilket är producerat av restprodukter som exempelvis slaktavfall och trädrester. Denna studie är utförd genom att studera den teoretiska skillnaden mellan HVO och konventionell diesel, för att se hur mycket förbättring miljömässigt som kan göras gällande exempelvis utsläpp från skogsmaskiner genom byte av bränsle. Efter intervjuer med skogsentreprenörer är det tydligt att HVO inte är någonting som används i dagsläget. Orsaken till detta är tydlig efter litteraturstudien där det visar sig att utbudet är alldeles för dåligt för att det ska vara möjligt att användas inom skogsbruket i en större skala.For the forestry to further develop, be productive and still be environmentally friendly new innovations that are easily implemented are in demand. This is because of the low production rate of forestry machines and the market, in Sweden, almost only is about one system of machines, which are harvesters and forwarders. In the forestry today it already exists environmentally friendly products for the hydraulic oil, saw chain oil and grease. The use of biofuel could be said to currently be lacking, and this because the near singular use of conventional diesel. While the conventional diesel today is somewhat more environmentally friendly, because it has a mix of renewable products in it, it now exists some biofuels that entirely is based on renewable products. One of these biofuels is for instance HVO, which is produced by products like forestry residues or left-overs from animal slaughter. This study is made to theoretically investigate the possibility of environmental improvement from the forestry by changing to HVO as fuel instead of conventional diesel. The result of the interviews with forestry entrepreneurs makes it clear that HVO is something that is not used in forestry. The reason for this becomes clear in the literature study that shows that the availability of HVO is too low for it to be used in forestry in a bigger scale

Did the Pietists become esotericists when they read the works of Jacob Boehme?

As is commonly known, Jacob Boehme (1575–1624) is, and has been ever since his emergence, difficult to place in the history of thought. He has, for instance, been characterized as ‘the most religious of philosophers’. As such Boehme could be seen to be on a borderline somewhere between philosophy and theology. From a reverse point of view, however, he could also be termed the most speculative of the religiously minded, as a deeply religious thinker or mystic. His influence is also shown in both fields; not only was he to play an important role within German philosophy during the Romantic era, but also, within the Pietist movement, or the movement for re­vival of piety within the Lutheran church. Focusing on the Pietist movement, initiated by Philipp Jakob Spener (1635–1705) in the late seventeenth century and its spread on Finnish ground, the author of this article shows that where Boehmian influence is traceable, it reached quite different environments depending on the movement’s leaders or followers. Also some light is shed on the controversy between Lutheran orthodoxy and Pietism in early eighteenth century Finland

Esotericism in reverse: Descartes and the poetic imagination in the seventeenth century

Western esotericism appears to be a field most precarious in terms of positioning. This article will highlight the divide between ‘critics’ and ‘religionists’ from a pre-Enlightenment position by discussing René Descartes’ role within esotericism. The study attempts to show that a pro-Enlightenment predilection tends to blur its object of research as to the kinds of knowledges that are under scrutiny. The conclusions drawn from the case of Descartes suggests that the perception of what the ‘esoteric’ in modern studies is generally agreed upon being, is reversed

TRACING TRAJECTORIES IN A COMMUNITY OF PRACTICE THROUGH PODCASTS

The purpose of this project is to understand how humor works in expert-novice identity construction in podcasts. I employ a Community of Practice (Lave and Wenger, 1989) framework to examine the social hierarchy among the participants of a regular podcast. I am particularly concerned with uncovering how novice members construct themselves and are constructed by expert members through humor, as well as how expert members socialize novice members to participate in the kinds of humor practices that index membership in the Community of Practice (CoP). Rooster Teeth is an internet-based entertainment production company. They produce a weekly podcast which they make available for free on the internet. The podcast participants represent a small CoP with expert/novice differentiation. Combining a corpus linguistic approach with an ethnographic approach, I collected, transcribed, and studied several podcasts that were recorded over a two-year period, beginning with the first few podcasts where founding members established the practices and their roles as experts. Then, I examine the performances of three novices over time. Two of them follow a periphery to core trajectory and become regular members of the podcast while one remained on the periphery. I discovered that teasing and modeling are the primary tools that the experts use to socialize novices and that within Rooster Teeth, novices have the power to negotiate practice from the periphery of the community. This study demonstrates the power that novices may wield within CoPs, and reveals how powerful a socializing tool humor can be

Remarks on Swedenborgian Elements in the Literary Production of Johan Ludvig Runeberg

This article sets out to trace possible influences of Emanuel Swedenborg, the Swedish theosophist and spirit-seer, in the production of the Finnish national poet Johan Ludvig Runeberg. We argue that the influence of Swedenborgianism on nineteenth-century culture in Finland was greater than has generally been suggested by literary scholars. The first part of the article provides a historical background of Swedenborgianism in the country. The latter part indicates a larger epistemic and religious accord between Swedenborg and Runeberg, to be accounted for in greater detail in terms of influence. Both authors subscribed to an emblematic worldview within the Classical discourse of nature as a book, ultimately supported by a framework of logocentrism and theism. Runeberg’s discussion of words and things,and his use of the metaphor of light, places him within a mainstream nineteenth-century spirituality, which may be juxtaposed, in addition to general Romantic views, also with Swedenborgian sources