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[{"key": "dc.contributor.advisor", "value": "Olbertz-Siitonen, Margarethe", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Dlaske, Kati", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Piispanen, Samuel", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2025-06-25T05:24:45Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2025-06-25T05:24:45Z", "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/123456789/103961", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Lentoliikenteen merkitys nykyisess\u00e4 globaalissa toimintaymp\u00e4rist\u00f6ss\u00e4 on lyhyesti sanottuna suuri. Lent\u00e4minen mahdollistaa ihmisten ja tavaroiden nopean liikkumisen ymp\u00e4ri maailmaa, sitoen samalla toisiinsa niin kansantalouksia kuin kokonaisia kulttuureitakin. Kiistatta merkitt\u00e4vien ilmastovaikutustensa vuoksi lentoliikenne n\u00e4hd\u00e4\u00e4n kuitenkin pitk\u00e4lti ongelmallisena liikkumismuotona kest\u00e4v\u00e4n kehityksen kannalta. Lufthansan asema Euroopan johtavana lentoyhti\u00f6konsernina on t\u00e4ss\u00e4 kontekstissa erityisen kiinnostava. T\u00e4t\u00e4 korostaa entisest\u00e4\u00e4n yhti\u00f6n parasta aikaa tekem\u00e4t mittavat investoinnit toimintansa kehitt\u00e4miseksi, tarkoituksena mm. ymp\u00e4rist\u00f6yst\u00e4v\u00e4llisyyden vaaliminen. Lentokonelaivaston modernisointi on puolestaan t\u00e4m\u00e4n suhteen keskeisess\u00e4 roolissa. Samanaikaisesti on kuitenkin niin, ett\u00e4 t\u00e4t\u00e4 uuteen kalustoon liittyv\u00e4\u00e4 viestint\u00e4\u00e4 on toistaiseksi tutkittu riitt\u00e4m\u00e4tt\u00f6m\u00e4sti. \nT\u00e4m\u00e4n vuoksi seuraava maisterintutkielma k\u00e4sittelee Lufthansan harjoittamaa viestint\u00e4\u00e4, koskien sen kahden uusimman pitk\u00e4nmatkan matkustajakonetyypin (Airbus A350 & Boeing B787) esittely\u00e4 yhti\u00f6n virallisilla verkkosivuilla. T\u00e4ss\u00e4 yhteydess\u00e4 pyrit\u00e4\u00e4n selvitt\u00e4m\u00e4\u00e4n mit\u00e4 diskursseja koneiden esittelyn lomassa ilmenee ja miten ne tulevat esille. Lopuksi keskityt\u00e4\u00e4n analysoimaan l\u00f6ydettyjen diskurssien yhteytt\u00e4 laajempiin yhteiskunnallisiin tendensseihin, sek\u00e4 mahdollisia vaikutuksia Lufthansan yritysimagoon. \nMultimodaalinen diskurssianalyysi osoitti Lufthansan viestinn\u00e4n olevan kokonaisuudessaan hyvin monipuolista. Kest\u00e4v\u00e4n kehityksen, matkustajamukavuuden ja tekniikan diskurssit ovat katkeamatta l\u00e4sn\u00e4 uusia koneita esitelless\u00e4. N\u00e4iden suhteen hy\u00f6dynnet\u00e4\u00e4n laajasti multimodaalisuutta ja esimerkiksi retorisia keinoja. Laajemmin tarkasteltuna Lufthansa sitoo uudet lentokonetyyppins\u00e4 t\u00e4ten aikamme megatrendeihin ja kuluttajamarkkinoiden asettamiin ajankohtaisiin odotuksiin, positioiden itse\u00e4\u00e4n samalla johdonmukaisesti asiakasorientoituneena ja vastuullisena toimijana.", "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 Miia Hakanen (mihakane@jyu.fi) on 2025-06-25T05:24:45Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-06-25T05:24:45Z (GMT). No. of bitstreams: 0\n Previous issue date: 2025", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "74", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "deu", "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": "Lufthansa", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Nachhaltigkeit mit Komfort gestreckt : Darstellung neuer Langstreckenjets auf der Firmenwebsite der Lufthansa : Eine multimodale Diskursanalyse", "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-202506255724", "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": "Saksan kieli ja kulttuuri", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "German Language and Culture", "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": "imago", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kest\u00e4v\u00e4 kehitys", "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": "diskurssi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "diskurssianalyysi", "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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