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[{"key": "dc.contributor.author", "value": "Lundstr\u00f6m, Anette", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2011-03-31T05:57:24Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2011-03-31T05:57:24Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2011", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1155235", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/26719", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Lundstr\u00f6m Anette. Televisiomainosten v\u00e4litt\u00e4m\u00e4 kuva \u00e4ideist\u00e4. Kasvatustieteen pro gradu \u2013tutkielma. Jyv\u00e4skyl\u00e4n yliopiston. Kasvatustieteen laitos. Kev\u00e4t 2011. 79 sivua + liitteet 21 sivua. \n\nPro gradu \u2013tutkielmassani tarkastelen televisiomainosten v\u00e4litt\u00e4m\u00e4\u00e4 kuvaa \u00e4ideist\u00e4. Tarkastelun kohteina ovat mainos\u00e4itien ulkoinen olemus ja olotila, sosiaaliset suhteet, mainos\u00e4idin toiminta sek\u00e4 mainoksen tapahtumapaikka. T\u00e4m\u00e4n lis\u00e4ksi olen tarkastellut mainosten tuottamaa kuvaa hyv\u00e4st\u00e4 \u00e4itiydest\u00e4.\n\nTutkimuksen aineisto on ker\u00e4tty syksyll\u00e4 2009 sek\u00e4 kev\u00e4\u00e4ll\u00e4 2010 tallentamalla televisiomainoksia kolmelta Suomen katsotuimmalta mainoskanavalta. Tallennuksia tehtiin sek\u00e4 arkip\u00e4ivin\u00e4 ett\u00e4 viikonloppuina aikaisesta aamusta my\u00f6h\u00e4iseen iltaan. Tavoitteena oli ker\u00e4t\u00e4 mahdollisimman kattava aineisto kyseisen\u00e4 ajankohtana esitetyist\u00e4 televisiomainoksista. Aineiston muodostivat 48 televisiomainosta, joissa \u00e4itiyteen viitattiin joko sanoin tai kuvin. \u00c4itej\u00e4 mainoksissa oli yhteens\u00e4 55.\n\nTutkimusmenetelm\u00e4n\u00e4 on k\u00e4ytetty sis\u00e4ll\u00f6nanalyysi\u00e4. Mainoksia on tarkasteltu m\u00e4\u00e4r\u00e4llisesti laskemalla erilaisten muuttujien esiintymiskertoja sek\u00e4 sanallisesti kuvailemalla syv\u00e4llisemmin mainoksia ja mainoksissa esiintyvi\u00e4 \u00e4itej\u00e4. Hyv\u00e4\u00e4 \u00e4itiytt\u00e4 l\u00e4hestyttiin Valkosen (2005) kokoaman monitieteisen hyv\u00e4n vanhemmuuden osatekij\u00f6it\u00e4 sis\u00e4lt\u00e4v\u00e4n taulukon pohjalta. \u00c4itien toimintaan perustuen aineistosta etsittiin erilaisia \u00e4itityyppej\u00e4. \u00c4itityypit olivat: aikaa antava \u00e4iti, huolehtiva \u00e4iti, arkea py\u00f6ritt\u00e4v\u00e4 \u00e4iti, \u00e4iti osana perhett\u00e4, ty\u00f6ss\u00e4k\u00e4yv\u00e4 \u00e4iti, rentoutuva \u00e4iti ja auktoriteetti\u00e4iti.\n\nTutkimuksen tulokset osoittavat, ett\u00e4 mainos\u00e4itien kuvaukset suomalaisessa televisiomainonnassa olivat monipuolisia. \u00c4idit kuvattiin mainoksissa useimmiten tavallisen kokoisina ja arkisina, mutta aineistoon mahtui my\u00f6s hoikkia, tukevia ja huoliteltuja \u00e4itej\u00e4. T\u00e4ss\u00e4 tutkimuksessa perinteisen sukupuolij\u00e4rjestelm\u00e4n horjuttaminen n\u00e4kyi naisten toimintakent\u00e4n laajentamisena: mainos\u00e4itien elinpiiri oli laajentunut kodin ulkopuolelle ja heill\u00e4 riitti aikaa yst\u00e4ville, sukulaisille, ty\u00f6lle, harrastukselle ja itselleen. Perinteisi\u00e4 \u00e4itihahmoja toistetaan edelleen, mutta samalla \u00e4itiys esitett\u00e4\u00e4n ajassa muuttuvana ilmi\u00f6n\u00e4. Vanhojen, tiukasti rajattujen, \u00e4itiyden representaatioiden rinnalle tarjotaan useita vaihtoehtoisia \u00e4itiyden toteuttamisen tapoja.", "language": null, "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Anette Lundstr\u00f6m (anellund) on 2011-03-31 05:57:22.209983. Form: Pro gradu -lomake (1 tekij\u00e4) (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/pro-gradu-lomake-1-tekijae). 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 2011-03-31T05:57:24Z\nNo. of bitstreams: 2\nURN:NBN:fi:jyu-2011033110578.pdf: 711828 bytes, checksum: 79d45ea32273f2c5a9bcb00c108b0322 (MD5)\nlicense.html: 4991 bytes, checksum: dbd29a7558c434f8829a075264c82d9f (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2011-03-31T05:57:24Z (GMT). No. of bitstreams: 2\nURN:NBN:fi:jyu-2011033110578.pdf: 711828 bytes, checksum: 79d45ea32273f2c5a9bcb00c108b0322 (MD5)\nlicense.html: 4991 bytes, checksum: dbd29a7558c434f8829a075264c82d9f (MD5)\n Previous issue date: 2011", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "100 sivua", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "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": "\u00e4itiys", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "hyv\u00e4 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