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[{"key": "dc.contributor.author", "value": "Saarinen, Petra", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2012-10-17T07:56:36Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2012-10-17T07:56:36Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2010", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1232675", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/40010", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tutkimus k\u00e4sittelee kansallisten teemojen k\u00e4ytt\u00f6\u00e4 suomalaisessa nykymainonnassa\nkansakunnan, kansallisen identiteetin sek\u00e4 sukupuolen tuottamisen n\u00e4k\u00f6kulmasta.\nKeskeisen\u00e4 teoriana tutkimus hy\u00f6dynt\u00e4\u00e4 Michael Billigin ajatuksia banaalista\nnationalismista eli arkisesta ja l\u00e4hes huomaamattomasta vakiintuneiden kansakuntien\nnationalismin muodosta. Tutkimus kysyy, millaisia suomalaisuuden ja suomalaisen\nsukupuolen representaatioita mainoksissa on. Lis\u00e4ksi kuvia ja kuvauksia punnitaan niiden\nkonventionaalisuuden kannalta kysyen, tuotetaanko mainoksissa uudenlaisia kansakunnan\nja sukupuolen representaatioita. Tutkimuksessa kohdeilmi\u00f6t\u00e4 tarkastellaan rajatussa,\nesimerkinomaisessa aineistossa. Aineiston muodostavat vuosina 2000\u20132009 julkaistut\nsuomalaisen XZ-hiustenhoitotuotesarjan 21 mainosta. Tutkimusmenetelm\u00e4n\u00e4 on kuvaanalyysi,\njossa yhdistyv\u00e4t l\u00e4hiluku, Roland Barthes\u2019in semiotiikan alaan lukeutuvat\najatukset kuvasta sek\u00e4 valikoidut kuva-analyysiin soveltuvat semioottiset k\u00e4sitteet.\nAnalyysin tuloksena aineistosta erottuu viisi erilaista temaattista ryhm\u00e4\u00e4: suomalaisuus on\nesitetty 1) nykysuomalaisten naisten juurina luonnossa ja perinteess\u00e4, 2) urbaanina ja\nnykyaikaisena, 3) nykykulttuurin suurmiehin\u00e4, 4) vaihtelevana tai rankkana ilmastona ja\nsiin\u00e4 el\u00e4misen\u00e4 sek\u00e4 5) ahkerana ja sisukkaana kansanluonteena. Keskeisimmiksi\nsuomalaisuuden edustajiksi aineistossa nousevat luonto, perinne ja suomalainen ihminen.\nSuomalaisuus n\u00e4ytt\u00e4ytyy aineistossa p\u00e4\u00e4osin homogeenisena. Suomalainen sukupuoli on\nesitetty sukupuolittuneena niin, ett\u00e4 naisen roolit poikkeavat miehen vastaavista selv\u00e4sti.\nTarkasteltaessa aineistoa kokonaisuutena piirtyy n\u00e4kyviin toistuva teema, jossa\nperinteiseen suomalaiseen asetelmaan on istutettu ripaus nykysuomalaisuutta.\nTuloksista voidaan p\u00e4\u00e4tell\u00e4, ett\u00e4 aineisto tuottaa suomalaisuutta, joka on osin\nkonventionaalista, mutta osin my\u00f6s uudenlaista. Tulokset osoittavat kansallisten teemojen\nvoivan olla vahvasti esill\u00e4 arkisessa mainonnassa ja mainonnan voivan osallistua\nsuomalaisuuden m\u00e4\u00e4rittelyyn ja tuottamiseen. Tutkimus tarjoaa suomalaisen kansakunnan\nja identiteetin rakentumista koskevaan keskusteluun yhden, nykyaikaan painottuvan\nn\u00e4k\u00f6kulman.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Hilla M\u00e4kel\u00e4 (himiirma) on 2012-10-17 07:56:29.963006. 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 2012-10-17T07:56:36Z\nNo. of bitstreams: 2\nURN:NBN:fi:jyu-201210172701.pdf: 4198104 bytes, checksum: eb359d62c2beef01c7cb675d25299946 (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 2012-10-17T07:56:36Z (GMT). No. of bitstreams: 2\nURN:NBN:fi:jyu-201210172701.pdf: 4198104 bytes, checksum: eb359d62c2beef01c7cb675d25299946 (MD5)\nlicense.html: 107 bytes, checksum: a7d86e598caa500b1b433bbb9dc8ef1c (MD5)\n Previous issue date: 2010", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "111 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": "kansallinen identiteetti", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": 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