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Voiko lobbaus
vaikuttaa
uutisagendaamme
Jenni Tikkanen
Miltton Gradukilpailun voittaja
Anna-Mari Vimpari
Miltton Networks
LOBBAUS, VAIKUTTAJAVIESTINTÄ…
Lobbaus on vaikuttamista poliittiseen päätöksentekoon
ryhmän edun mukaisesti viestimällä niiden tahojen kanssa,
jotka ovat keskeisiä siinä poliittisessa prosessissa, jossa
päätetään lobbaajalle tärkeästä asiasta. Lobbauksen
kohderyhmiä ovat poliittiset päättäjät, virkamiehet,
kilpailevat lobbaajat, joukkoviestimet, kansalaiset ja
lobbaajan omat sidosryhmät.
(Jaatinen 2003)
MITEN MEDIAJULKISUUTTA
KÄYTETÄÄN LOBBAUKSESSA ?
Tutkimustehtävä:
Kaksi aineistoa ja analyysimenetelmää:
 Medianäkyvyyden kehysanalyysi
(Helsingin sanomien uutisointi
2007-2014)
 Aiheessa aktiivisten lobbareiden
haastattelut
ESITYKSEN SISÄLTÖ
Lobbauksen toimintaympäristön muutos
Julkista vai suoraa vaikuttamista?
Tehokas lobbari notkistuu – pysyvätkö jäykemmät
perässä?
Demokratisoituuko lobbaus?
LOBBAUKSEN
TOIMINTAYMPÄRISTÖN MUUTOS
AMMATTIMAISTUMINEN
 enemmän suunnitelmallisuutta, tietoa,
verkostoja ja resursseja
 yhtenä osa-alueena mediasuhteet
Poliittinen järjestelmä
 Hallitusohjelma ohjaa entistä
enemmän
 Yksittäisten ministeriöiden rooli
korostunut
 Komiteatyyppinen valmistelutyö
korvautunut työryhmillä ja
asiantuntijaselvityksillä
 Aikataulut kiristyneet – toisaalta
prosessit venyvät
 Todellinen päätöksenteko ja
vaikuttaminen eriytyvät julkisesta
keskustelusta
Mediakenttä
 Nopea, reaaliaikainen
 Sattumanvarainen, vaikea
ennakoida
 Perustuu yleisö- ja uutiskilpailuun
 Yksinkertaistaa
 Sisältää yhä vähemmän
erikoistoimittajia ja tutkiva
journalisteja
 Objektiivinen ja kriittinen?
TOIMINTAYMPÄRISTÖN MUUTOS
NOTKISTUNUT
suomalaisen politiikan julkinen elämä
Tehokas lobbari notkistuu –
PYSYVÄTKÖ JÄYKEMMÄT PERÄSSÄ?
NOTKISTUVA
lobbari muuttaa tyyliä
Tehokas lobbari notkistuu –
PYSYVÄTKÖ JÄYKEMMÄT PERÄSSÄ?
TEHOKKAAN MEDIAVAIKUTTAMISEN
EDELLYTYKSET
Voiko lobbaus vaikuttaa
uutisagendaamme?
 Demokratisoituuko lobbaus?
− Eli pääsevätkö yhä useammat äänet kuuluviin
monipuolisemman mediakentän ansiosta?
 Mitä ammattimaistumiskehitys voi
parhaimmillaan tuoda mukanaan?
KIITOS!
Jenni Tikkanen
Miltton Gradukilpailun voittaja
Anna-Mari Vimpari
Miltton Networks
j_tikkanen
fi.linkedin.com/in/jennitikkanen

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