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[{"key": "dc.contributor.author", "value": "Vihersalo, Katariina", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2012-07-02T08:08:06Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2012-07-02T08:08:06Z", "language": "", "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:1218993", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/38130", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tutkimuksen aiheena on kansainv\u00e4lisen \u2019Girl Effect\u2019-kampanjan verkkoviestint\u00e4 ja sivuston k\u00e4ytt\u00e4j\u00e4lle rakennettu toimijuus. Nykyisin yksil\u00f6n vastuuta painotetaan kehitysyhteisty\u00f6ss\u00e4 kampanjoiden tukijoina, muutokseen velvoittajina, lahjoittajina sek\u00e4 vapaaehtoisty\u00f6ntekij\u00f6in\u00e4. Etenkin verkkokampanjointi perustuu yksil\u00f6n toimijuuden korostamiseen; sivuston k\u00e4ytt\u00e4j\u00e4 pyrit\u00e4\u00e4n vakuuttamaan omasta tarpeellisuudestaan ja toimintojensa merkityksest\u00e4. Samalla kampanjoissa my\u00f6s luodaan \u201dpohjoisen ja etel\u00e4n\u201d v\u00e4lisi\u00e4 suhteita ja merkityksi\u00e4. \r\n Tutkimuksen tavoitteena on tarkastella, mink\u00e4laista toimijuutta verkkosivun k\u00e4ytt\u00e4j\u00e4lle rakennetaan. Samalla my\u00f6s pohditaan, miten toimijuus perustellaan ja miten sen p\u00e4tevyys ja paikkaansapit\u00e4vyys luodaan diskursiivisin, tekstuaalisin ja monimodaalisin keinoin. Menetelm\u00e4n\u00e4 k\u00e4ytet\u00e4\u00e4n monimodaalista diskurssin tutkimusta, joka mahdollistaa teksti- ja kuva-aineiston analysoinnin genren n\u00e4k\u00f6kulmasta. Tutkimuksen aineistona toimii kehitysmaiden tytt\u00f6jen asemaan keskittyv\u00e4 \u2019Girl Effect\u2019 -kampanjan verkkosivusto, joka pyrkii aktivoimaan sivuston k\u00e4ytt\u00e4j\u00e4n osaksi kampanjaa.\r\n Tutkimus osoittaa, ett\u00e4 kampanjan rakentama toimijuus perustuu muutamaan keskeiseen toimintoon verkkosivustolla; oppimiseen, lahjoittamiseen ja toisten saamiseen mukaan kampanjaan. Toimijuus on siten ennalta rajattu. T\u00e4rkeint\u00e4 toimijuuden rakentumisessa on yksil\u00f6n valtuuttaminen yhteiskunnalliseksi vaikuttajaksi. Toisin sanoen toimijuus miellet\u00e4\u00e4n moraalisesti oikeaksi valinnaksi, jolla on konkreettisia vaikutuksia, ja tytt\u00f6jen osoitetaan olevan kannattava sijoitus. Lis\u00e4ksi toimijuus esitet\u00e4\u00e4n hauskana ja helppona, mik\u00e4 saadaan aikaan kampanjan visuaalisen ilmeen ja kielellisten piirteiden avulla. \r\n Kampanjan analysoinnin perusteella n\u00e4ytt\u00e4\u00e4 silt\u00e4, ett\u00e4 l\u00e4nsimaiseen yleis\u00f6\u00f6n t\u00e4ht\u00e4\u00e4v\u00e4 viestint\u00e4 korostaa \u201dpohjoisen\u201d toimijuutta ja t\u00e4rkeytt\u00e4 kuvaten kehitysmaat riippuvaiseksi l\u00e4nsimaiden avusta. Nopeutta ja helppoutta korostava verkkokampanja saattaa kuitenkin olla ristiriidassa yksil\u00f6llisen toimijuuden kanssa.", "language": "", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Katariina Vihersalo (sakavihe) on 2012-07-02 08:08:06.158477. 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 2012-07-02T08:08:06Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201207021988.pdf: 1268789 bytes, checksum: 37481e47b9bc65f2d1fb93cdc3797553 (MD5)\r\nlicense.html: 5027 bytes, checksum: 46fb4ae16bc13ef7bfe85ffea539e35d (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2012-07-02T08:08:06Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201207021988.pdf: 1268789 bytes, checksum: 37481e47b9bc65f2d1fb93cdc3797553 (MD5)\r\nlicense.html: 5027 bytes, checksum: 46fb4ae16bc13ef7bfe85ffea539e35d (MD5)\r\n Previous issue date: 2012", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "75 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": "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": "Girl effect -kampanja", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Agency in the Girl Effect campaign website : a multimodal discourse analytic study", "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-201207021988", "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 -tutkielma", "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": "Kielten laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Languages", "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": "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.subject.method", "value": "Diskurssianalyysi", "language": null, "element": "subject", "qualifier": "method", "schema": "dc"}, {"key": "dc.date.updated", "value": "2012-07-02T08:08:07Z", "language": "", "element": "date", "qualifier": "updated", "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": "301", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kehitysyhteisty\u00f6", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "verkkoviestint\u00e4", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kampanjat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "toimijuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "WWW-sivut", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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