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[{"key": "dc.contributor.advisor", "value": "K\u00e4\u00e4nt\u00e4, Leila", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Hypp\u00f6l\u00e4, Jenni", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2025-06-12T08:52:18Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2025-06-12T08:52:18Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2025", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/103477", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Vegaanisen ja kasvipohjaisen ruokavalioiden yleistyess\u00e4 on ajankohtaista analysoida\nkasvipohjaisten elintarvikkeiden tyyli\u00e4 tuoda esiin vegaanisuus. T\u00e4m\u00e4n tutkielman aiheena on\ntutkia, kuinka vegaanisuus ilmentyy 14:sta kasvipohjaisen tuotteen pakkauksissa. Tutkimukseen\nvalikoitui kasvipohjaisia vaihtoehtoistuotteita jugurtille, erilaisille juustoille, kahvimaidolle,\npursotettavalle kermalle, sek\u00e4 j\u00e4\u00e4tel\u00f6ille. Valintaperusteita olivat muun muassa mielenkiintoiset\nulkoasut ja br\u00e4ndivaihtelevuus. Tutkielma on toteutettu Multimodaalisen Kriittisen\nDiskurssianalyysin linssin l\u00e4vitse. Analyysissa tarkastellaan pakkausten eri elementtej\u00e4 \u2013\nkuvioita, symboleita, tekstip\u00e4tki\u00e4, v\u00e4rej\u00e4, sek\u00e4 sommittelua. Lis\u00e4ksi tutkielmassa pohditaan syit\u00e4\nja seurauksia eri ulkoasuvalinnoille.\nTutkielma tuo selke\u00e4sti esille sen, kuinka elementtien toistuminen samankaltaisissa konteksteissa\nvahvistaa niihin liitettyj\u00e4 konnotaatioita. Lehtikuviot ja vihre\u00e4 viestiv\u00e4t tuotteen vegaanisuutta,\nmutta pakkauksissa esiintyy my\u00f6s rajanvetoa maito- ja kasvipohjaisten tuotteiden v\u00e4lille, kun\nkasvipohjaisen elintarvikkeen pakkaus alleviivaa erilaisuutta verrattuna perinteiseen. Lis\u00e4ksi\nanalyysi osoittaa, ett\u00e4 sommittelulla voi olla vaikutusta viestin (t\u00e4ss\u00e4 tapauksessa\nelintarvikepakkauksen elementtien kokonaisuus \u2013 viesti tuotteesta) ymm\u00e4rrett\u00e4vyyteen ja\nmerkitykseen.\nJatkotutkimuksena voisi olla hy\u00f6dyllist\u00e4 tehd\u00e4 vertailevaa analyysia vegaanisten ja el\u00e4inper\u00e4isten\nelintarviketuotteiden v\u00e4lill\u00e4. Lis\u00e4ksi suurempi otanta antaisi laajemman ymm\u00e4rryksen eri\nelementtien konnotaatioista ja vaikutuksista.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2025-06-12T08:52:18Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-06-12T08:52:18Z (GMT). No. of bitstreams: 0\n Previous issue date: 2025", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "34", "language": null, "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": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "To be, or to be dairy-free : a multimodal critical discourse analysis on packagings of plant-based alternatives to dairy", "language": null, "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-202506125292", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Humanistis-yhteiskuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities and Social Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Kieli- ja viestint\u00e4tieteiden laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Language and Communication Studies", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": null, "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": null, "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Englannin kieli", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "English", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": "fi", "element": "rights", "qualifier": "copyright", "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.yso", "value": "vegaanit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "diskurssianalyysi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "multimodaalisuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "englannin kieli", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "elintarvikkeet", "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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