Nettipokerinpelaaja - sankari vai surkimus? Tutkimus lehdistön nettipokeriuutisoinnissa esiintyvistä mielikuvista, sekä mielikuvien ja medianäkyvyyden vaikutuksista pelaajiin.

Pro gradu -tutkimukseni selvittää nettipokeriaiheisen medianäkyvyyden ja nettipokeripelaajien vuorovaikutussuhdetta. Työn ensimmäinen osa keskittyy siihen, miten tutkimukseeni valitut sanomalehdet kuvaavat artikkeleissaan nettipokeria ja esiintyykö niissä mielikuvien käyttöä. Työn toinen osa kartoittaa sitä, onko nettipokerin medianäkyvyydellä ja sanomalehtien nettipokeriuutisoinnissa mahdollisesti käytetyillä mielikuvilla vaikutusta pelaajiin. Tutkimukseni ensimmäinen vaihe oli kvalitatiivinen ja tutkimusaineistona toimivat nettipokeriaiheiset artikkelit valitsemistani lehdistä. Lehtiartikkelien analyysin tuloksena ilmeni, että valituissa lehdissä esiintyi kahdenlaista mielikuvien käyttöä sisältävää päädiskurssia liittyen nettipokeriin. Diskursseista ensimmäinen käsitteli nettipokeria ongelmakeskeisesti ja niitä oli aineistossa 35 prosenttia. Sen fokus kohdistui huolipuheeseen peliongelmien lisääntymisestä ja varoitustarinoihin nettipokerin pelaamisen liittyvistä riskeistä. Ongelmakeskeisyyden vastadiskurssina näyttäytyi nettipokeria positiivisessa valossa esittelevä tyyli, joka keskittyi voittojen ja luksuselämäntyylistä nauttivien pokerisankarien esittelyyn. Positiivisen kirjoitustyylin artikkeleita oli aineistossa 34 prosenttia. Tutkimuksen toisen vaiheen toteutin kvantitatiivisesti ja tutkimusaineistona toimi nettipokerinpelaajille suunnattu nettikysely. Kyselyyn vastanneista 88 prosenttia oli lukenut nettipokeriaiheista kirjoittelua sanomalehdistöstä ja 26 prosenttia ilmoitti medianäkyvyyden vaikuttaneen pelaamisen aloittamiseen. Mahdollisen peliriippuvuuden omaavien keskuudessa 36 prosenttia ilmoitti, että medianäkyvyys on vaikuttanut pelaamisen aloittamiseen. Lisäksi nettipokeriaiheinen sanomalehtikirjoittelu oli vaikuttanut pelaajien mielikuviin nettipokerista. Positiivisia mielikuvia oli lehdistä aiheesta lukeneiden keskuudessa 75 prosentilla. Lehdistä aiheesta lukemattomilla oli positiivisia mielikuvia 44 prosentilla, siis lähes 32 prosenttia vähemmän. Ongelmakeskeisiä mielikuvia oli lehdistä nettipokerista lukeneilla 52 prosenttia ja lukemattomilla 36 prosenttia, eron ollessa 16 prosenttia. Lehdistön vaikutus pelaajien mielikuviin oli suurempi niiden pelaajien kohdalla, joilla oli mahdollinen peliriippuvuus. Tulokset eivät vielä riitä kausaalijohtopäätösten tekemiseen, mutta antavat silti osviittaa siitä, että nettipokerin medianäkyvyys ja mielikuvia sisältämä journalismi voivat vaikuttaa yleisöönsä.

Mielikuvat transformatiivisen oppimisen välineenä : Tutkimus mielikuvaoppimisesta luontevan esiintymistavan löytämiseksi

The research focus of this study is imagery-based learning aimed at discovering an authentic way of public speaking in the context of transformative learning. The experiences of the participants in this learning process were also a subject of study. This learning process consisted of both guided and independent imagery-based training techniques. Critical reflection plays an important role in transformative learning. Actions, and interpretations and assumptions guiding them, are recognised and subjected to critical reflection. The goal of the learning process is an authentic and wide meaning perspective. Imagery-based training benefits from the gap between the new and the old experience of public speaking, and this is utilised as an activating factor for learning. The study is qualitative, looking at the imagery learning process and its outcomes from the subjective viewpoint of the participants personal experience. The imagery training acted as an intervention in the process of learning authentic public performance. The number of participants in this study was ten, five men and five women from four different working backgrounds. There were 80 individual training sessions, each attended by one person. The author conducted the imagery-based training. For each participant the learning process took roughly nine months. The research data consisted in the answers to questions in writing, diary entries, interviews and researcher notes. The data gathered by these methods was compiled into a personal report for each participant. The learners perceived authentic public speaking performance at the end of the learning process as wider, more flexible and more genuine than at the start of the training. Authenticity was defined through an internal process of becoming aware instead of some external characteristics. The learners understood the process of imagery learning as training for public performance and as an opportunity to become familiar with one s own personal way of acting and with one s own attitudes. They also perceived it as a tool that enabled the observation of personal experiences from different points of view. The learners reflected on ways of acting related to public speaking as well as on contributing factors to performance anxiety during the imagery learning process. Towards the end of the learning process, even critical reflection took place. The learners were categorized into three groups according to differences in their learning processes: the participants, the actors and the critical reflectors. This grouping reflected the relative amount of transformation in their learning processes. The participants became aware of their actions and assumptions. They took part in guided training sessions only. Worries in private life also had some consequences to their training in imagery learning. Apart from than becoming more conscious, the learning process did not yield much difference to the public speaking experiences of the participants. The actors attended both guided imagery training sessions and did individual training on their own. They became aware of their assumptions and their ways of acting. The encounter of the new and the old way of acting stimulated their learning. The actors advanced towards their own goals or even achieved them. The critical reflectors recognised their own assumptions and ways of acting and started to reflect critically on their own attitudes, as well as external attitudes and interpretations. Their assumptions, interpretations and experiences of public performance started to change in a positive direction. The learning process of the critical reflectors was functioning as a transformative process. This learning process revealed old assumptions hindering learning and old ways of acting resulting from these assumptions, thus opening up an opportunity for critical reflection and transformation. Avainsanat Nyckelord imagery learning, imagery-based training, transformative learning, reflection, critical reflection, public speaking anxiety, authentic public performance

Lähi-itä - mielikuvat, media ja konflikti : Tutkimuskohteena opettajaopiskelijat

This study examines Finnish student teachers' images of The Middle East conflict and its parties and medias' influence on these images. The research problems are 1) how student teachers understand the Middle East as a geographical and a cultural area 2) what kind of conceptions they have of the Middle East conflict and its parties; Israelis, Palestinians and Arabs and societies and religions closely connected to them and 3) how the media has influenced on these conceptions. Theoretical background of this study concerns with different mental images, their construction and meaning, stereotypes, intercultural competence, media and its influence as well as media literacy. The methods used in this study were survey and theme interview. Also headlines of the news were analysed. The survey was directed at student teachers of the University of Helsinki (n = 75). Six of them were interviewed. The survey was conducted in February and interviews were made in the turn of May and June 2003. The headlines analysed dealt with the Middle East conflict in the newspaper "Helsingin Sanomat" in January, April and July 2003. Main results: Images of the Middle East area differed largely from respondent to another. Student teachers didn't know much about the Middle East conflict. Stereotypes occurred in the conceptions connected to the parties of the conflict. Stereotypes appeared especially in the negative conceptions of islam and muslims and one-sided conceptions of Arabs. The influence of the conflict was noticeable in conceptions related to Israelis, Israel and Palestinians. Palestinians were sympathized. Attitudes towards Israelis, Palestinians and Arabs were negative to some extend and their societies were not valued very equal, open or modern. On the basis of the research, student teachers' intercultural competence was not good enough. Media had influence on the conceptions. Also skills in critical use of media varied largely. Some trusted strongly in the objectivity of a picture and the news. It can be argued, on the grounds of the results, that teacher education should concentrate more on themes of intercultural competence and media literacy. These two are interrelated and are both needed in understanding and conceptualising the world.

Uskollinen unelma ja Paratiisilintu: suunnittelijoiden mielikuvat yksilöllisen vaatteen suunnitteluprosessissa

Tutkimuksen tarkoituksena oli tarkastella ja kuvailla ateljeeompelimon suunnittelijan mielikuvia yksilöllisen vaatteen suunnitteluprosessissa. Suunnitteluprosessissa ilmeneviä mielikuvia tutkittiin sekä asiakaslähtöisestä suunnittelusta että pienimuotoisesta mallistosuunnittelusta käsin. Tutkimuksen aineisto kerättiin kolmen suunnittelijan teemahaastatteluilla, minkä jälkeen aineisto analysoitiin teema-alueista luodun analyysirungon mukaisesti. Tutkimustuloksissa mielikuvia on havainnollistettu valokuvin sekä materiaalinäyttein vaatteista, joista haastattelutilanteissa keskusteltiin. Tutkimuksessa suunnitteluprosessi käsitetään osaksi käsityön luovaa ilmaisua, johon kuuluu osittain myös vaatteen valmistusprosessi. Yksilöllisen vaatteen suunnittelu alkaa suunnittelijan abstrakteista mielikuvista, jotka tarkentuvat prosessin edetessä konkretisoituen lopulta valmiiseen vaatteeseen. Tutkimuksessa mielikuvat käsitetään kokemuksiksi, jotka kietoutuvat prosessimaisesti suunnittelun yhteyteen. Mielikuvia muodostuu suunnittelun kaikilla osa-alueilla, ja niiden syntyyn vaikuttavat lähinnä asiakas, materiaali sekä suunnittelijan esteettinen ja taidollinen näkemys. Mielikuvia kehitetään ja ilmaistaan luonnostelemalla, sovituksissa, asiakaskeskusteluissa sekä materiaalin muodonannon avulla. Mielikuvilla on merkitystä suunnittelun ongelmanratkaisuvaiheissa. Mielikuvat näyttivät ohjaavan suunnittelijoita valitsemaan erilaisten mahdollisuuksien joukosta sen, joka tuntui parhaimmalta. Tutkimustulokset osoittivat suunnittelijoiden peilaavan jokaista suunnitteluprosessia mielikuvaan esteettisestä, toiminnallisesta ja ilmaisullisesta vaatteesta. Mielikuvissa vaate vastaa asiakkaan tarpeisiin, siinä on jokin kiinnostava yksityiskohta ja se edustaa tinkimätöntä käsityön taitoa. Tutkimustuloksissa korostui erityisesti materiaalin ja mielikuvien suhde. Materiaali innoittaa mielikuvien syntymiseen ja sen avulla luodaan vaikutelmia vastaamaan haluttua mielikuvaa. Materiaalin ja mielikuvien sidoksellisuus tarjoaa aiheita jatkotutkimukseen.

"Sitähän me ollaan, mitä me syödään" Ammattikuljettajien käsitykset ja mielikuvat terveellisestä ruoasta

Ammattikuljettajien elintavoissa ja terveydessä on parantamisen varaa. Ammattikuljettajien elintapojen taustalla vaikuttavat epäsäännölliset ja pitkät työajat, yötyö ja vähäinen liikunta. Monet ammattikuljettajista ovat ylipainoisia, mikä altistaa sairauksille, kuten diabeteksen, uniapnean, tukija liikuntaelinongelmien synnylle. Kuljetusalan ammattilaisten työ sisältää ominaisuuksia, jotka heikentävät terveellistä ruokailua. Tämän tutkimuksen tavoitteena oli selvittää, minkälaisia käsityksiä ammattikuljettajilla on terveellisestä ruoasta ja aterioista ja minkälaisia mielikuvia heillä on terveellisyydestä. Tutkimuksen teoriaosassa terveellisyyden käsityksiä tarkasteltiin aikaisempien tutkimusten pohjalta ja terveellisyyden merkitystä ja ruoan valintaa ohjaavia tekijöitä selvitettiin terveyskäyttäytymiseen sovellettavien mallien kautta. Tutkimusmenetelmänä oli kvalitatiivinen tutkimus. Tutkimusta varten haastateltiin 12 taksiautoilijaa pääkaupunkiseudulta, jotka kuuluivat Työterveyslaitoksen ”Virkeänä ratissa- ruoasta terveyttä tien päälle” hankkeeseen. Haastattelut suoritettiin joulukuussa 2009 ja tammikuussa 2010 ja ne analysoitiin sisällönanalyysillä. Haastateltavat tiedostivat ruoan terveellisyyden tärkeyden hyvin, mutta terveellisyys ei ohjannut ruoan valintaa ensisijaisesti. Haastateltavat tunnistivat epäkohtia omissa ruoan valinnoissaan, mutta kukaan ei sanonut syövänsä pelkästään epäterveellisesti. Työn aikainen ruokailu koettiin hankalana, eikä silloin tarkkailtu ruokailua. Usein vasta terveysongelma herätti miettimään syömistä ja sen vaikutusta omaan terveyteen. Terveellisten ateriavalintojen tekeminen koettiin hankalampana, kuin epäterveellisten. Terveellisyys koettiin suhteellisena käsitteenä. Tärkeimmät terveellisyyteen liitetyt käsitykset olivat oma hyvinvointi, vaihtelua työjaksoon, tankkaus, tunnesidonnaisuus, valinnan vaikeus, taloudellinen uhrautuminen, luopuminen ja epäluulo. Tulosten mukaan kehittämistarpeita olisi etenkin työaikaisen ruokailun mahdollisuuksien parantamisessa, jossa tienvarsiateriapalveluilla on tärkeä rooli terveellisempien tuotteiden tarjonnalla asiakkailleen. Aineiston mukaan kysyntää olisi pienemmille annoksille, keitoille ja puuroille, joiden saatavuus koettiin etenkin yöaikaan heikoksi.

Luomuviinien kulutus ja niihin liitetyt mielikuvat

Tutkimuksen tavoitteena oli selvittää suomalaisten viininkuluttajien luomuviinien valintaa sekä niihin liitettyjä mielikuvia. Erityisen kiinnostuneita oltiin luomuviinien koetusta laadusta sekä siitä, mitkä mielikuvat ja motiivit edistävät ja mitkä estävät luomuviinien valintaa. Teoriaosassa tarkasteltiin viinimarkkinoita kansainvälisellä sekä kansallisella tasolla, viinintuotannon vaikutuksia ympäristöön sekä ympäristöystävällisyyden merkitsemistä. Ympäristöystävällisiin viineihin luettiin tässä tutkimuksessa luomuviinit, biodynaamiset viinit ja viinit, joiden tuotannossa noudatetaan kestävän kehityksen periaatteita. Päähuomio tutkimuksessa oli Alkon luomuhyllyntunnuksilla merkityissä luonnonmukaisista rypäleistä viljellyillä viineillä, joita arkikielessä kutsutaan luomuviineiksi. Tutkimus suoritettiin kvantitatiivisiin tutkimusmenetelmiin kuuluvalla kyselylomakkeella. Teoriaosion kirjallisuus antoi viitekehyksen, jonka pohjalta empiirinen tutkimus toteutettiin. Aineisto kerättiin pääkaupunkiseudulla kolmessa eri Alkon myymälässä, ja aineisto koostuu 145 viiniä kuluttavasta vastaajasta. Tutkimuksen tulosten mukaan luomuviiniä suositaan valinnoissa, mutta valintaan tai hylkäämiseen johtavat mielikuvat eivät ole yksiselitteisiä. Valintaan johtavia motiiveja ja mielikuvia oli helpompi löytää kuin hylkäämiseen johtavia. Kokeilunhalu / mielenkiinto, ympäristönäkökulmat sekä puhtauteen ja terveyteen liittyvät mielikuvat olivat motiiveja, jotka tässä tutkimuksessa edistivät eniten luomuviinien valintaa. Luomuviinien laatu ja hinnat koettiin tasavertaiseksi suhteessa tavanomaisin viineihin. Luomuviinien laatu liittyi erityisesti luonnollisuuteen ja puhtauteen. Markkinoinnin ja viestinnän keinoin on mahdollista lisätä kuluttajien tietämystä luomuviineistä, ja siten vaikuttaa niihin liitettyihin mielikuviin.

Honey flows through fertile valleys : The cognitive and evolutionary foundations of paradise representations

The aim of the study is to explain how paradise beliefs are born from the viewpoint of mental functions of the human mind. The focus is on the observation that paradise beliefs across the world are mutually more similar than dissimilar. By using recent theories and results from the cognitive and evolutionary study of religion as well as from studies of environmental preferences, I suggest that this is because pan-human unconscious motivations, the architecture of mind, and the way the human mind processes information constrain the possible repertoire of paradise beliefs. The study is divided into two parts, theoretical and empirical. The arguments in the theoretical part are tested with data in the empirical part with two data sets. The first data set was collected using an Internet survey. The second data set was derived from literary sources. The first data test the assumption that intuitive conceptions of an environment of dreams generally follow the outlines set by evolved environmental preferences, but that they can be tweaked by modifying the presence of desirable elements. The second data test the assumption that familiarity is a dominant factor determining the content of paradise beliefs. The results of the study show that in addition to the widely studied belief in supernatural agents, belief in supernatural environments wells from the natural functioning of the human mind attesting the view that religious thinking and ideas are natural for human species and are produced by the same mental mechanisms as other cultural information. The results also help us to understand that the mental structures behind the belief in the supernatural have a wider scope than has been previously acknowledged.

Empire, Tourism, Nostalgia: Joseph Brodsky and Travel Writing

Joseph Brodsky, one of the most influential Russian intellectuals of the late Soviet period, was born in Leningrad in 1940, emigrated to the United States in 1972, received the Nobel Prize for Literature in 1987, and died in New York City in 1996. Brodsky was one of the leading public figures of Soviet emigration in the Cold War period, and his role as a model for the constructing of Russian cultural identities in the last years of the Soviet Union was, and still is, extremely important. One of Joseph Brodsky’s great contributions to Russian culture of the latter half of the twentieth century is the wide geographical scope of his poetic and prose works. Brodsky was not a travel writer, but he was a traveling writer who wrote a considerable number of poems and essays which relate to his trips and travels in the Soviet empire and outside it. Travel writing offered for Brodsky a discursive space for negotiating his own transculturation, while it also offered him a discursive space for making powerful statements about displacement, culture, history and geography, time and space—all major themes of his poetry. In this study of Joseph Brodsky’s travel writing I focus on his travel texts in poetry and prose, which relate to his post-1972 trips to Mexico, Brazil, Turkey, and Venice. Questions of empire, tourism, and nostalgia are foregrounded in one way or another in Brodsky’s travel writing performed in emigration. I explore these concepts through the study of tropes, strategies of identity construction, and the politics of representation. The theoretical premises of my work draw on the literary and cultural criticism which has evolved around the study of travel and travel writing in recent years. These approaches have gained much from the scholarly experience provided by postcolonial critique. Shifting the focus away from the concept of exile, the traditional framework for scholarly discussions of Brodsky’s works, I propose to review Brodsky’s travel poetry and prose as a response not only to his exilic condition but to the postmodern and postcolonial landscape, which initially shaped the writing of these texts. Discussing Brodsky’s travel writing in this context offers previously unexplored perspectives for analyzing the geopolitical, philosophical, and linguistic premises of his poetic imagination. By situating Brodsky’s travel writing in the geopolitical landscape of postcolonial postmodernity, I attempt to show how Brodsky’s engagement with his contemporary cultural practices in the West was incorporated into his Russian-language travel poetry and prose and how this engagement thus contributed to these texts’ status as exceptional and unique literary events within late Soviet Russian cultural practices.

Constructing skilled images

When experts construct mental images, they do not rely only on perceptual features; they also access domain-specific knowledge and skills in long-term memory, which enables them to exceed the capacity limitations of the short-term working memory system. The central question of the present dissertation was whether the facilitating effect of long-term memory knowledge on working memory imagery tasks is primarily based on perceptual chunking or whether it relies on higher-level conceptual knowledge. Three domains of expertise were studied: chess, music, and taxi driving. The effects of skill level, stimulus surface features, and the stimulus structure on incremental construction of mental images were investigated. A method was developed to capture the chunking mechanisms that experts use in constructing images: chess pieces, street names, and visual notes were presented in a piecemeal fashion for later recall. Over 150 experts and non-experts participated in a total of 13 experiments, as reported in five publications. The results showed skill effects in all of the studied domains when experts performed memory and problem solving tasks that required mental imagery. Furthermore, only experts' construction of mental images benefited from meaningful stimuli. Manipulation of the stimulus surface features, such as replacing chess pieces with dots, did not significantly affect experts' performance in the imagery tasks. In contrast, the structure of the stimuli had a significant effect on experts' performance in every task domain. For example, taxi drivers recalled more street names from lists that formed a spatially continuous route than from alphabetically organised lists. The results suggest that the mechanisms of conceptual chunking rather than automatic perceptual pattern matching underlie expert performance, even though the tasks of the present studies required perception-like mental representations. The results show that experts are able to construct skilled images that surpass working memory capacity, and that their images are conceptually organised and interpreted rather than merely depictive.

Muusikon mentaaliharjoittelu : Konsertoivan ja opettavan pianistin mentaaliharjoittelu

This research explores the foci, methods and processes of mental training by pianists who are active as performers and teachers. The research is based on the concept of mental training as a solely mental mode of practising. Musician s mental training takes place without an instrument or the physical act of playing. The research seeks answers to questions: 1) What are the foci of a pianist s mental training? 2) How does a pianist carry out the mental training? 3) What does mental training in music entail as a process? The research approach is qualitative, and the materials were gathered from thematic interviews. The aim of practising is always an improved result both in the act of playing and the performance. Mental training by a pianist is collaboration between technical, auditory, visual, kinaesthetic and affective factors. Also interpretation, memory and overcoming stage fright are needed. Technical, cognitive and performance skills are involved. According to the results of this research, mental training is a goal-oriented activity which can have an impact on all of these factors. Without a musical inner ear and its functionality, true musicianship cannot exist. One particular result of this research is the conceptualisation of opening up the inner ear. Auditory exercises and internally playing mental images are essential elements of the mental practice of a musician. Visual images, such as a picture of music notation or a performance event, are the point of focus for musicians who find visual images to be the easiest to realise. When developing technical skills by using mental training, it is important to focus on the technically most difficult sections. It is also necessary to focus on the holistic experiencing of the performance situation. By building on positive energies and strengths, the so-called psyching up may be the most important element in mental training. Based on the results of this research, a synthesis is outlined of the music event as an activity process, built on representations and schemes. Mental training aims at the most ideal possible act of playing and the creation of a musical event; these are achieved by focussing on various mental images produced by the different senses, together with concrete practising. Mental training in sports and in music share common factors. Both modes of practising, mental as well as physical, involve three important elements: planning, realisation and evaluation of the practice. In music, however, the goal is an artistic end result which does not often apply to an athletic event. Keywords: Mental training in music, auditory imagining, visualisation, kinaesthetic-mental experience, mastery of the psyche

Kiusaamisen kasvot kasvatusyhteisössä : Päivähoitoyksikön esimiesten kokemuksia ja näkemyksiä työpaikkakiusaamisesta

The subject of my research was analyzing how psychological violence appears in educational communities in both preschool and kindergarten environments. The superiors of every daycare unit (a total of 80 units) in Vantaa were asked to tell about their own views and experiences of psychological violence in educational communities. In addition I cleared out the superior’s views on what the role of workplace counseling is in clearing out cases of psychological violence. A workplace always consists of people connected through work and the workplace creates a context for psychological violence. Working is public in an educational environment, as also customers set expectations and make wishes on how the work should be done. Different thoughts on what the working community should be creates pressure for the workers. My aim was to find out about the superior’s views on different types of psychological violence in the workplace, how one’s personality effects on an experience on psychological violence, the superior’s abilities and possibilities on noticing psychological violence in an early stage and the necessity of intervention. I also wanted to map the superior’s views and experiences on the value of workplace counseling in straightening out cases of psychological violence. The research point of view used was triangulation with hermeneutical and phenomenological features. The research method used was a semistructured questionnaire with a few open questions used to seek answers for the problems that have come up in the research. I analyzed the collected data partly from quantitative and partly from qualitative point of views, and also my aim was to understand psychological violence in the workplace as a phenomena in the communities within the early phases of education and to give this worker-to-worker mobbing a face. As a result of my research, I found out that the psychological violence inside the educational communities is more passive and scheming than aggressive or straightforward. The most important outcome of my research was finding a risk factor, where the superior is in danger of being the target of workplace psychological violence. Out the superiors who answered the questionnaire, 12% told they had been the target of this psychological violence after being transferred in to an old unit to work as the new superior. I hope this result will be of use when changes similar to this are known to take place. Avainsanat – Nyckelord – Keywords Psychological violence, educational enviroment, moral and ethic at work, role of the superior, role of a workplace consultant

Konsumerismi, potilaiden ja kuluttajien aktiivinen toiminta sekä erityisesti lääkäreiden kokemukset ja näkemykset potilaista kuluttajina

Consumerism emphasises the patient s position and freedom of choice. Consumerism is being promoted by a range of phenomena occurring in society and health care. Different actors hold different views on the patient as a consumer and on his or her participation. Consumer demand is created outside the patient physician relationship and the commercialisation of services generates new expectations with respect to physician s work. More and more patients may be interested in adopting a more equal position in the care relationship, and trying to negotiate with the physician or to even dictate how he or she should be cared for. In Finland, very little research has been conducted on patients and consumers organising themselves at national system level, patients as choosers, and physicians attitudes to various consumerist phenomena or the choice made by the patient. In the empirical data for this study, the term consumer-patient refers to active consumers and patients making choices related to their clinical care prior to a physician s diagnosis. Consumer-patients are also represented by consumer and patient organisations and movements. The main research question is: How do physicians regard the care choice made by the patient? This question is addressed from a perspective encompassing patients and consumers organised activities and individuals active behaviour in health care as well as physicians experiences and their views on patients as consumers making choices related to their care. The first part (Study I), examines the patient organisation field, information sources used including the websites of such organisations, files from Finland s Slot Machine Association, RAY, a survey conducted by a Finnish television news department and interviews of patient organisations. Based on observation and a physician survey, Study II examines physicians attitudes to the idea that patients could obtain information through consumer movements about physicians care practices before seeking medical care. Studies III−IV use a physician survey to examine physicians attitudes to direct-to-consumer-advertising of prescription drugs (DTCA) and their experiences and views of patient requests related to treatments and examinations. Study V uses comparative surveys to examine the attitudes of health care professionals and the population to the introduction of new technologies in health care, using genetic screenings and tests as an example. The number of patient organisations increased, with a particular escalation as of the 1990s. The characteristics and operating methods of the organisations varied greatly. Physicians organisations adopted a negative or neutral attitude towards the consumer movements idea of distributing information on care practices, whereas individual physicians attitudes were slightly more positive. Physicians regarded direct-to-consumer-advertising of prescription drugs as negative, but took a more permissive attitude towards indirect advertising. More than every third physician considered drug advertisements in general to be harmful or useless in the distribution of drug information to patients or consumers. More than half of physicians conducting patient work reported that they (very) often encountered patients who stated upon arrival for a consultation that they wanted specific treatments or examinations, and that the number of such situations had increased. Such situations were viewed as positive with regard to the care relationship by every fifth physician and as negative by two fifths. Physicians justified a reserved attitude to the patients consumer role by referring to their medical expertise and position as care decision-makers, the patient physician relationship and the public health care system. Reasons for a positive attitude included the patient s participation and co-operation, the patient physician relationship and the patient s knowledge. Professionals were more reserved than lay people about the introduction and extension of genetic technologies in health care. A significant minority of the physicians did not take a clear pro or con attitude to the patients consumer role or to the use of new technologies in health care. The physicians age, gender, place of work and specialisation influenced their attitudes to the patient s consumer role, and private physicians viewed it in a more positive light than those working in public health care. Active consumer-patients challenge the society to hold a discussion of the patient s choice, participation in care decision-making and participation in health care policy in general. Their transformation into customers and consumers implies not only a new division of individuals roles and powers, but also contributes to changing relationships between system level roles: between citizens and the state and between public and private health care. This phenomenon raises various issues related to health care policy. In conclusion, topics are presented for discussion, practical measures and further research. Keywords: health care, consumerism, distribution of technologies, commercialisation, physicians, patients, consumers, patient s choice, patient s role.

Young people's perceptions of the wood products industry : a relational view

The basis for this study was in poor attractiveness of the wood products industry among young people as a field to study and work in. The purpose was to produce new information of how to improve the relationship between young people and the wood products industry in order to better attract young people with different relational orientation. A survey was conducted among students of comprehensive schools and students of wood industry at vocational schools selected by systematic cluster sampling. The final sample consisted of 613 students. The study combined the theories and concepts of relationships, communication and trust of several disciplines. In addition, it applied theories of relationship marketing, stakeholders, publics, involvement and concepts of reputation and values. It studied the central relational elements in the form of antecedents, relationship state and its consequences. The study examined, how young people with different background and level of interest perceive wood industry as a field to study and work in from relational point of view, what are the central deficiencies in perceived relational elements and what are the public relations activities enhancing the relationship between wood industry and young people with less and high interest in the sector. The results indicate poor visibility of the wood industry among young people: unfamiliarity with the industry and unawareness of the opportunities to study in the field. It appeared that instead of increasing only information sharing, interactive communication in different forms is needed. The study also suggests that behaviors of the industry sector advancing perceived trustworthiness are of crucial importance. Moreover, the wood industry needs to pay attention to its behaviors and communication also among other stakeholder groups, especially the media, as reputation plays an important role in building up trust and satisfaction between young people and the sector. Finally, the less and highly interested young people were found to assess the relationship partly through different relational elements. In order to develop the relationship with highly interested young people they should be regarded clearly as future employees of the wood industry through activities affirming that they are desired and valued employees in the sector. Further, openness of information disclosure, whether concerning current situation or future prospects, seems to increase credibility and attractiveness of the wood industry. Highly interested young people were also found to appreciate socially responsible activities. The less interested young people seem to be insecure about the reliability of the wood industry as an employer, as well as, its ability and interest to invest in young people s skills. In addition,involvement in issues relevant for young people was found crucial in enhancing the relationship with the less interested young people.The conclusions of the study provide tools for enhancing the attractiveness of the wood industry among young people not only to the industry itself, but also to its advocates, teachers and student counselors of comprehensive and vocational schools, authorities and policy makers.

Ammatti, ihminen ja maailmankuva murroksessa : Tutkimus yliopistokirjastoista ja kirjastonhoitajista tietoyhteiskuntakaudella 1970-2005

PROFESSION, PERSON AND WORLDVIEW AT A TURNING POINT A Study of University Libraries and Library Staff in the Information Age 1970 - 2005 The incongruity between commonly held ideas of libraries and librarians and the changes that have occurred in libraries since 2000 provided the impulse for this work. The object is to find out if the changes of the last few decades have penetrated to a deeper level, that is, if they have caused changes in the values and world views of library staff and management. The study focuses on Finnish university libraries and the people who work in them. The theoretical framework is provided by the concepts of world view (values, the concept of time, man and self, the experience of the supernatural and the holy, community and leadership). The viewpoint, framework and methods of the study place it in the area of Comparative Religion by applying the world view framework. The time frame is the information age, which has deeply affected Finnish society and scholarly communication from 1970 to 2005. The source material of the study comprises 30 life stories; somewhat more than half of the stories come from the University of Helsinki, and the rest from the other eight universities. Written sources include library journals, planning documents and historical accounts of libraries. The experiences and research diaries of the research worker are also used as source material. The world view questions are discussed on different levels: 1) recognition of the differences and similarities in the values of the library sphere and the university sphere, 2) examination of the world view elements, community and leadership based on the life stories, and 3) the three phases of the effects of information technology on the university libraries and those who work in them. In comparing the values of the library sphere and the university sphere, the appreciation of creative work and culture as well as the founding principles of science and research are jointly held values. The main difference between the values in the university and library spheres concerns competition and service. Competition is part of the university as an institution of research work. The core value of the library sphere is service, which creates the essential ethos of library work. The ethical principles of the library sphere also include the values of democracy and equality as well as the value of intellectual freedom. There is also a difference between an essential value in the university sphere, the value of autonomy and academic freedom on the one hand, and the global value of the library sphere - organizing operations in a practical and efficient way on the other hand. Implementing this value can also create tension between the research community and the library. Based on the life stories, similarities can be found in the values of the library staff members. The value of service seems to be of primary importance for all who are committed to library work and who find it interesting and rewarding. The service role of the library staff can be extended from information services provider to include the roles of teacher, listener and even therapist, all needed in a competitive research community. The values of democracy and equality also emerge fairly strongly. The information age development has progressed in three phases in the libraries from the 1960s onward. In the third phase beginning in the mid 1990s, the increased usage of electronic resources has set fundamental changes in motion. The changes have affected basic values and the concept of time as well as the hierarchies and valuations within the library community. In addition to and as a replacement for the library possessing a local identity and operational model, a networked, global library is emerging. The changes have brought tension both to the library communities and to the relationship between the university community and the library. Future orientation can be said to be the key concept for change; it affects where the ideals and models for operations are taken from. Future orientation manifests itself as changes in metaphors, changes in the model of a good librarian and as communal valuations. Tension between the libraries and research communities can arise if the research community pictures the library primarily as a traditional library building with a local identity, whereas the 21st century library staff and directors are affected by future orientation and membership in a networked library sphere, working proactively to develop their libraries.

Reinventing Nordic Openness : Transparency and State Information in Finland

The study explores new ideational changes in the information strategy of the Finnish state between 1998 and 2007, after a juncture in Finnish governing in the early 1990s. The study scrutinizes the economic reframing of institutional openness in Finland that comes with significant and often unintended institutional consequences of transparency. Most notably, the constitutional principle of publicity (julkisuusperiaate), a Nordic institutional peculiarity allowing public access to state information, is now becoming an instrument of economic performance and accountability through results. Finland has a long institutional history in the publicity of government information, acknowledged by law since 1951. Nevertheless, access to government information became a policy concern in the mid-1990s, involving a historical narrative of openness as a Nordic tradition of Finnish governing Nordic openness (pohjoismainen avoimuus). International interest in transparency of governance has also marked an opening for institutional re-descriptions in Nordic context. The essential added value, or contradictory term, that transparency has on the Finnish conceptualisation of governing is the innovation that public acts of governing can be economically efficient. This is most apparent in the new attempts at providing standardised information on government and expressing it in numbers. In Finland, the publicity of government information has been a concept of democratic connotations, but new internationally diffusing ideas of performance and national economic competitiveness are discussed under the notion of transparency and its peer concepts openness and public (sector) information, which are also newcomers to Finnish vocabulary of governing. The above concepts often conflict with one another, paving the way to unintended consequences for the reforms conducted in their name. Moreover, the study argues that the policy concerns over openness and public sector information are linked to the new drive for transparency. Drawing on theories of new institutionalism, political economy, and conceptual history, the study argues for a reinvention of Nordic openness in two senses. First, in referring to institutional history, the policy discourse of Nordic openness discovers an administrative tradition in response to new dilemmas of public governance. Moreover, this normatively appealing discourse also legitimizes the new ideational changes. Second, a former mechanism of democratic accountability is being reframed with market and performance ideas, mostly originating from the sphere of transnational governance and governance indices. Mobilizing different research techniques and data (public documents of the Finnish government and international organizations, some 30 interviews of Finnish civil servants, and statistical time series), the study asks how the above ideational changes have been possible, pointing to the importance of nationalistically appealing historical narratives and normative concepts of governing. Concerning institutional developments, the study analyses the ideational changes in central steering mechanisms (political, normative and financial steering) and the introduction of budget transparency and performance management in two cases: census data (Population Register Centre) and foreign political information (Ministry for Foreign Affairs). The new policy domain of governance indices is also explored as a type of transparency. The study further asks what institutional transformations are to be observed in the above cases and in the accountability system. The study concludes that while the information rights of citizens have been reinforced and recalibrated during the period under scrutiny, there has also been a conversion of institutional practices towards economic performance. As the discourse of Nordic openness has been rather unquestioned, the new internationally circulating ideas of transparency and the knowledge economy have entered this discourse without public notice. Since the mid 1990s, state registry data has been perceived as an exploitable economic resource in Finland and in the EU public sector information. This is a parallel development to the new drive for budget transparency in organisations as vital to the state as the Population Register Centre, which has led to marketization of census data in Finland, an international exceptionality. In the Finnish Ministry for Foreign Affairs, the post-Cold War rhetorical shift from secrecy to performance-driven openness marked a conversion in institutional practices that now see information services with high regards. But this has not necessarily led to the increased publicity of foreign political information. In this context, openness is also defined as sharing information with select actors, as a trust based non-public activity, deemed necessary amid the global economic competition. Regarding accountability system, deliberation and performance now overlap, making it increasingly difficult to identify to whom and for what the public administration is accountable. These evolving institutional practices are characterised by unintended consequences and paradoxes. History is a paradoxical component in the above institutional change, as long-term institutional developments now justify short-term reforms.