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[{"key": "dc.contributor.author", "value": "Tuure, Herttaliisa", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2012-08-24T06:46:48Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2012-08-24T06:46:48Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2008", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1224535", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/38370", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Pro gradu k\u00e4sittelee kev\u00e4\u00e4n 2007 eduskuntavaalien mainontaa. Ty\u00f6ss\u00e4 k\u00e4sitell\u00e4\u00e4n kolmen\nsuurimman puolueen, Suomen Keskustan, Suomen Sosiaalidemokraattisen puolueen ja\nKansallisen Kokoomuksen, vaalimainontaa. Puolueilta on valittu sek\u00e4 televisiomainontaa\nett\u00e4 ulko- ja/tai lehtimainontaa. Mukaan on otettu my\u00f6s SAK:n tekem\u00e4\n\u00e4\u00e4nestysaktiivisuuskampanja, joka nivoutui kansalaisten mieless\u00e4 SDP:t\u00e4 tukevaksi\nmainonnaksi.\nVaalimainonta on muuttunut eduskunnan 100-vuotisen historian aikana paljon. Naisten\nmukaantulo politiikkaan, teknologian kehittyminen ja uusi perustuslaki ovat muokanneet\nvaalikampanjointia historian saatossa. Vuonna 2007 k\u00e4ytiin toiset p\u00e4\u00e4ministerivaalit.\nN\u00e4m\u00e4 vaalit erosivat edellisist\u00e4 monin tavoin, mutta media piti edelleen tiukasti kiinni\np\u00e4\u00e4ministerivaaleista. Puolueiden puheenjohtajista tuli p\u00e4\u00e4ministeriehdokkaita ja heit\u00e4\nk\u00e4ytettiin n\u00e4kyv\u00e4sti my\u00f6s puolueiden mainonnassa.\nPuolueiden haasteena on v\u00e4litt\u00e4\u00e4 poliittinen viesti \u00e4\u00e4nest\u00e4jille mainosten avulla siten, kuin\nhe ovat sen itse ajatelleet. Kev\u00e4\u00e4n 2007 eduskuntavaalien alla oli huomattavissa, ett\u00e4\nkaikki puolueet eiv\u00e4t t\u00e4ss\u00e4 onnistuneet. Puolueilla oli hyvin erilaiset mainoskampanjat,\nmutta kolmesta suurimmasta puolueesta kaikilla oli televisiomainontaa ja joko\nulkomainontaa tai lehtimainontaa. Mainoksissa l\u00f6ytyi niin negatiivisuutta kuin\nhuumoriakin. Ty\u00f6ss\u00e4 mainoksia on analysoitu retoriikka- ja kuva-analyysin avulla.\nMainosten analysoinnin yhteydess\u00e4 on etsitty mainoksista kohteita, joihin \u00e4\u00e4nest\u00e4j\u00e4 on\nvoinut samastua.\nTy\u00f6h\u00f6n on teemahaastateltu kustakin puolueesta yht\u00e4 henkil\u00f6\u00e4, joka on ollut mukana\nsuunnittelemassa ja toteuttamassa puolueen mainontaa. Haastattelutuloksien avulla on\nkartoitettu puolueiden n\u00e4kemyksi\u00e4 oman mainonnan onnistumisesta tai ep\u00e4onnistumisesta.\nMainosten analysoinnin ja teemahaastatteluiden avulla ty\u00f6ss\u00e4 vastataan\ntutkimuskysymykseen siit\u00e4, v\u00e4littyik\u00f6 poliittinen viesti \u00e4\u00e4nest\u00e4jille siten, kuin puolueet sen\najattelivat. Ty\u00f6ss\u00e4 k\u00e4y ilmi, ett\u00e4 puolueilla oli ongelmia viestin v\u00e4littymisess\u00e4 \u00e4\u00e4nest\u00e4jille,\nmutta my\u00f6s yleinen ilmapiiri aiheutti ongelmia puolueille. Vaalien olleessa k\u00e4ynniss\u00e4\npuolueiden on vaikea en\u00e4\u00e4 muuttaa mainossuunnitelmiaan. Levitykseen p\u00e4\u00e4tyneet\nmainokset joko selvi\u00e4v\u00e4t kritiikist\u00e4 tai ne vedet\u00e4\u00e4n pois.", "language": null, "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Miia Hakanen (mihakane) on 2012-08-24 06:46:48.481508. 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 2012-08-24T06:46:48Z\nNo. of bitstreams: 2\nURN:NBN:fi:jyu-201208242238.pdf: 1719369 bytes, checksum: c75800736bd948cee5ab6bbd25a5ecde (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 2012-08-24T06:46:48Z (GMT). No. of bitstreams: 2\nURN:NBN:fi:jyu-201208242238.pdf: 1719369 bytes, checksum: c75800736bd948cee5ab6bbd25a5ecde (MD5)\nlicense.html: 107 bytes, checksum: a7d86e598caa500b1b433bbb9dc8ef1c (MD5)\n Previous issue date: 2008", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "101 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": "eduskuntavaalit", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "vaalimainonta", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "retoriikka", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "samastuminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "visuaalinen lukutaito", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Verett\u00f6m\u00e4t vaalit? : kev\u00e4\u00e4n 2007 eduskuntavaalien mainonnan analyysi", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.title.alternative", "value": "Kev\u00e4\u00e4n 2007 eduskuntavaalien mainonnan analyysi", "language": null, "element": "title", "qualifier": "alternative", "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-201208242238", "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": "Yhteiskuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Social Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Yhteiskuntatieteiden ja filosofian laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Social Sciences and Philosophy", "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": "Valtio-oppi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Political Science", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.date.updated", "value": "2012-08-24T06:46:49Z", "language": null, "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": "208", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "eduskuntavaalit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "vaalikampanjat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainonta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "retoriikka", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "samastuminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "medialukutaito", "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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