| fullrecord |
[{"key": "dc.contributor.author", "value": "Zhang, Zhanzhan", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2010-11-17T11:23:48Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2010-11-17T11:23:48Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2010", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1142805", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/25606", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tiivistelm\u00e4 \u2013 Abstract\nT\u00e4m\u00e4 opinn\u00e4ytety\u00f6 soveltaa semioottista l\u00e4hestymistapaa Kiinassa Durex-kondomituotteelle tarkoitetun \u201dPerfect Fit\u201d mainoksen seksuaalisen sis\u00e4ll\u00f6n analysoinnissa. Valittu teoria pohjautuu pohjimmiltaan kaksiosaiseen merkityksen rakentumiseen Barthesin Mythologioiden mukaan, joka puolestaan rakentuu Saussuren kehitt\u00e4m\u00e4lle lingvistiselle ja strukturaaliselle merkkij\u00e4rjestelm\u00e4lle. Multimodaliteetti analyysi valittiin metodiksi sill\u00e4 video yhdist\u00e4\u00e4 runsaan valikoiman erilaisia elementtej\u00e4 ja eroavaisuuksia. Tapaustutkimuksen aikana mainoksen kuvia analysoitiin yksi kerrallaan ja kaikki relevantit seksuaaliset merkit ker\u00e4ttiin ja k\u00e4siteltiin visuaalisesti tai \u00e4\u00e4nellisesti. Yhteydet erityisesti merkityksen ja myytin v\u00e4lill\u00e4 k\u00e4siteltiin yksityiskohtaisesti, jotta mahdolliset piilomerkitykset voitaisiin selvitt\u00e4\u00e4.\nOpinn\u00e4ytety\u00f6 rakentaa yhteyksi\u00e4 myytin ja ruumiillisen estetiikan, seksuaalisuuden (feminiinisyys/maskuliinisuus), sosiaalipolitiikan/lakien ja ongelmien (kuten sukupuolitautien/HIV) ja nykyaikaisen kulttuurin, erityisesti uutena ilmi\u00f6n\u00e4 Internet ja semiotiikka, mainoksen kautta.", "language": "", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Miia Hakanen (mihakane) on 2010-11-17 11:23:43.523283. Form: Admin-lomake Pro gradu -t\u00f6ille (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/admin-lomake-pro-gradu-toille). JyX data:", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija@noreply.fi) on 2010-11-17T11:23:48Z\nNo. of bitstreams: 2\nURN:NBN:fi:jyu-201011173096.pdf: 1079643 bytes, checksum: 2ba483bd32cbee77376bdaacde21737f (MD5)\nlicense.html: 107 bytes, checksum: a7d86e598caa500b1b433bbb9dc8ef1c (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2010-11-17T11:23:48Z (GMT). No. of bitstreams: 2\nURN:NBN:fi:jyu-201011173096.pdf: 1079643 bytes, checksum: 2ba483bd32cbee77376bdaacde21737f (MD5)\nlicense.html: 107 bytes, checksum: a7d86e598caa500b1b433bbb9dc8ef1c (MD5)\n Previous issue date: 2010", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "107 sivua", "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": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "Durex-mainos", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "multimodaliteetti", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "myytti", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "julkinen piiri", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "semiotiikka", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "seksi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "seksuaalisuus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "The representation of sexual signs in Chinese Durex TV commercial : a semiotic approach", "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-201011173096", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.dcmitype", "value": "Text", "language": "en", "element": "type", "qualifier": "dcmitype", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Humanistinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taiteiden ja kulttuurin tutkimuksen laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Art and Cultural Studies", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Digital Culture (maisteriohjelma)", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "International Master's Degree Programme in Digital 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.accesslevel", "value": "openAccess", "language": "fi", "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "319", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "televisio", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Internet", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainokset", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kondomit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "myytit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "seksuaalisuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ruumiillisuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kulttuuri", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "semiotiikka", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Kiina", "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"}]
|