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[{"key": "dc.contributor.author", "value": "Pekkala, Ville", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2012-04-30T11:05:47Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2012-04-30T11:05:47Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2012", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1215745", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/37737", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4 pro gradu -tutkielma selvitt\u00e4\u00e4, kuinka Kiuruveden elinkeinopolitiikassa rakennettiin luomuimagoa retorisin keinoin. Tutkimuksessa on kaksi tutkimuskysymyst\u00e4: miten luomua k\u00e4ytettiin retorisena v\u00e4lineen\u00e4 ja miksi luomuvision toteuttaminen kohtasi vaikeuksia.\n\nTutkimusmenetelm\u00e4n\u00e4 on retorinen analyysi, jossa k\u00e4ytet\u00e4\u00e4n Chaim Perelmanin, Albert O. Hirschmanin ja Aristoteleen retoriikan teorioita. Aineistona on Kiuruvesi-lehti, koska se on paikkakunnan poliittisen keskustelun ainoa merkitt\u00e4v\u00e4 areena. Tutkittavana ovat lehden vuosikerrat vuosilta 1995\u20132005, joista on valikoitu luomuun liittyv\u00e4t artikkelit, haastattelut ja mielipidekirjoitukset. Lis\u00e4ksi tutkimuksessa tukeudutaan kaupunginvaltuuston p\u00f6yt\u00e4kirjoihin.\n\nTulokset esitet\u00e4\u00e4n j\u00e4sennettyn\u00e4 argumenttien tekniikkaan, l\u00e4ht\u00f6kohtiin ja viitekehykseen. Johtop\u00e4\u00e4t\u00f6kset muodostuvat viitekehyksen kautta ja viitekehyksen rakentaminen edellytt\u00e4\u00e4 esisopimusten ja retoristen keinojen hahmottamista. Tekniikka rajaa k\u00e4ydyn keskustelun konkreettiset muodot, l\u00e4ht\u00f6kohdat antavat edellytykset joiden pohjalta retoriikkaa harjoitettiin ja lopulta viitekehys kuvaa luomukeskustelun kokonaisuuden. Kunkin p\u00e4\u00e4luvun alla k\u00e4yd\u00e4\u00e4n teemoittain l\u00e4pi eri ilmi\u00f6it\u00e4 ja aihealueita, joissa luomuretoriikkaa ilmeni.\n\nRetoriikassa korostui vastakkainasettelu luomun ja tavanomaisen tuotannon v\u00e4lill\u00e4 sek\u00e4 asiantuntijuuteen ja lukujen auktoriteettiin tukeutuminen. T\u00e4rkeimm\u00e4t vaikuttamisen keinot olivat julkinen ylist\u00e4minen ja ivaaminen. Profiloitumisen tarve ja maatalousl\u00e4ht\u00f6inen imagonrakennus muodostivat yksimielisyyden alueen. Konteksti rakentui politiikan vierastamisen ja pakottavien taloudellisten olosuhteiden varaan.\n\nAluksi keskustelu painottui luomun legitimointiin kuntalaisten silmiss\u00e4, mihin suhtauduttiin ep\u00e4ilev\u00e4isesti. V\u00e4hitellen luomusta tuli keskeinen osa elinkeinopolitiikan retoriikkaa ja se assosioitiin l\u00e4hes mihin vain. Kun vision toteutus kohtasi vaikeuksia, sit\u00e4 alettiin kritisoida enemm\u00e4n ja luomusta argumentointi painottui vastustamiseen. Visioon liittyi laajasti odotuksia ja pelkoja, jotka ilmeniv\u00e4t luomuretoriikan kirjavuutena.\n\nKeskustelu oli rajoittunutta ja suurin poliittinen debatti k\u00e4ytiin usein vasta p\u00e4\u00e4t\u00f6sten tekemisen j\u00e4lkeen. Todellista deliberaatiota vieroksuttiin ja p\u00e4\u00e4t\u00f6ksi\u00e4 haluttiin tehd\u00e4 virkamiesm\u00e4isesti. Keskustelunavaukset tehtiin ensisijaisesti tehtyjen p\u00e4\u00e4t\u00f6sten tukemiseksi, ei valittavan toimintatavan pohtimista varten. Luomuimagon onnistumiselle olisi ollut paremmat edellytykset, mik\u00e4li siit\u00e4 oltaisiin k\u00e4yty avoimempaa kansalaiskeskustelua ja kysymyksen poliittinen luonne olisi tunnustettu avoimesti.", "language": null, "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Ville Pekkala (vihepekk) on 2012-04-30 11:05:46.786023. 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 2012-04-30T11:05:47Z\nNo. of bitstreams: 2\nURN:NBN:fi:jyu-201204301590.pdf: 613398 bytes, checksum: da548d7e12c1927ba34cea23aabeee89 (MD5)\nlicense.html: 5041 bytes, checksum: 8e1ff2a2a249cafb6ebbee65f79cd98c (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2012-04-30T11:05:47Z (GMT). No. of bitstreams: 2\nURN:NBN:fi:jyu-201204301590.pdf: 613398 bytes, checksum: da548d7e12c1927ba34cea23aabeee89 (MD5)\nlicense.html: 5041 bytes, checksum: 8e1ff2a2a249cafb6ebbee65f79cd98c (MD5)\n Previous issue date: 2012", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "123 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": "luomu", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "luonnonmukainen", 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