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[{"key": "dc.contributor.author", "value": "Pekonen, Onni", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2012-08-17T11:09:17Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2012-08-17T11:09:17Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2007", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1224205", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/38297", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tutkimus k\u00e4sittelee poliittisia kuluttajakuvia ja niiden rakentamista sek\u00e4 \u2019kuluttajan\u2019\nhy\u00f6dynt\u00e4mist\u00e4 poliittisessa toiminnassa. Tutkimusn\u00e4k\u00f6kulmasta keskeisen\u00e4 kuluttajan\nesitt\u00e4misess\u00e4 poliittisena toimijana on normatiivisuuden ohjaaminen h\u00e4nen toimintaansa\nerilaisten m\u00e4\u00e4reiden, m\u00e4\u00e4ritelmien ja kuvausten kautta. Kuluttajaa koskevassa puheessa\nnormatiivisuus tulee esiin erityisesti erilaisten nimilappujen ja m\u00e4\u00e4reiden, kuten \u2018vastuullisuuden\u2019,\n\u2018reiluuden\u2019, \u2018eettisyyden\u2019 ja \u2018oikeudenmukaisuuden\u2019 liitt\u00e4misen\u00e4 kuluttajaan ja\nh\u00e4nen valintoihinsa. Ty\u00f6n tutkimusn\u00e4k\u00f6kulmasta kyse on aina pyrkimyksest\u00e4 ohjata\ntoimintaa tiettyyn suuntaan erilaisten m\u00e4\u00e4ritelmien, priorisointien ja kuvausten kautta.\nNormatiivisuuden ja deliberatiivisen poliittisen puheen n\u00e4k\u00f6kulmia tulkinnassa hy\u00f6dynt\u00e4en\ntutkielma korostaa, kuinka kuluttajan toimintaan on mahdollista liitt\u00e4\u00e4 erilaisia velvollisuuksia,\nvastuuta ja perusteita sen mukaan mink\u00e4laisessa toimintaymp\u00e4rist\u00f6ss\u00e4 ja roolissa\nh\u00e4nen n\u00e4hd\u00e4\u00e4n toimivan. Tutkimus tarkastelee sit\u00e4, miten n\u00e4it\u00e4 politisoivia kuluttajakuvia\nsynnytet\u00e4\u00e4n, tuodaan esiin ja perustellaan valittujen tutkimusesimerkkien retoriikassa ja\ntoiminnassa.\nTutkimus ottaa et\u00e4isyytt\u00e4 poliittisen kuluttajasubjektin malliin, jossa kuluttaja ja h\u00e4nen\ntietoiset valintansa n\u00e4hd\u00e4\u00e4n kuluttamisen ilmi\u00f6n poliittisuuden l\u00e4ht\u00f6kohtana ja\narviointipisteen\u00e4. Sen sijaan tutkimuksessa keskityt\u00e4\u00e4n tapaan aktivoida kuluttajaa\npoliittisena toimijana ja sitoa t\u00e4t\u00e4 tiettyjen toimintatapojen ja p\u00e4\u00e4m\u00e4\u00e4rien toteuttamiseen.\nKuluttamisen poliittisuus ilmenee ty\u00f6n n\u00e4k\u00f6kulmasta \u2018poliittisten kulutusvalintojen\u2019 sijaan\nkykyn\u00e4 ja taitona aktivoida ja suostutella \u2018kuluttajaa\u2019 toimintaan. T\u00e4t\u00e4 kautta tutkimuksessa\nm\u00e4\u00e4ritell\u00e4\u00e4n ja rajataan analyysin kohteeksi \u2018kuluttajakampanjointi\u2019, joka tiettyihin\np\u00e4\u00e4m\u00e4\u00e4riin ja tietyn teeman ymp\u00e4rille organisoituna pyrkii l\u00e4hestym\u00e4\u00e4n ihmisi\u00e4\nheid\u00e4n kuluttajaominaisuudessaan sek\u00e4 aktivoimaan kuluttajia korostaen kulutusvalintoihin\nliitt\u00e4m\u00e4\u00e4ns\u00e4 poliittisuutta. K\u00e4yt\u00e4nn\u00f6ss\u00e4 t\u00e4m\u00e4 ilmenee erilaisten vastuuketjujen rakentamisena\nsek\u00e4 kuluttajakuvien retorisena tuottamisena. \u2018Kuluttajakampanjat\u2019 paitsi pyrkiv\u00e4t\nkonkreettisesti vaikuttamaan kulutusvalintoihin, hy\u00f6dynt\u00e4v\u00e4t ne \u2018kuluttajuutta\u2019 my\u00f6s\ntoimintaan sitomisessa ja asioiden esille nostamisessa. Tutkimusesimerkkien, Play Fair at\nthe Olympics \u2013kampanjan ja Reilun kaupan, toimintaa ja retoriikkaa avataan klassisen\nretoriikan tarjoamien n\u00e4k\u00f6kulmien ja k\u00e4sitteiden kautta, joista keskeiseksi nousevat\ndeliberatiivinen ja juridinen retoriikka, sek\u00e4 erityisesti redeskriptioiden ja \u2019kuvakielen\u2019\nhy\u00f6dynt\u00e4minen.", "language": null, "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Miia Hakanen (mihakane) on 2012-08-17 11:09:17.134368. 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 2012-08-17T11:09:17Z\nNo. of bitstreams: 2\nURN:NBN:fi:jyu-201208172165.pdf: 643392 bytes, checksum: febd55f4b00e17f6e2dcbc2deee81d24 (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 2012-08-17T11:09:17Z (GMT). No. of bitstreams: 2\nURN:NBN:fi:jyu-201208172165.pdf: 643392 bytes, checksum: febd55f4b00e17f6e2dcbc2deee81d24 (MD5)\nlicense.html: 107 bytes, checksum: a7d86e598caa500b1b433bbb9dc8ef1c (MD5)\n Previous issue date: 2007", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "120 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": "kuluttaminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "kuluttaja", 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