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[{"key": "dc.contributor.author", "value": "Reponen, Johanna", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2015-05-26T19:04:02Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2015-05-26T19:04:02Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2015", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/46077", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Media on usein laajan tutkimuksen kohteena ja erityisesti kielt\u00e4 tutkittaessa huomiota ovat saaneet esimerkiksi erilaiset artikkelit ja televisiosarjat. Yksi v\u00e4hemm\u00e4lle huomiolle j\u00e4\u00e4nyt tutkimuksen kohde on kampanjat. Kampanjoissa, kuten aina tilanteissa, joissa kielt\u00e4 k\u00e4ytet\u00e4\u00e4n, luodaan representaatioita kampanjoinnista ja kampanjasta itsest\u00e4\u00e4n. T\u00e4m\u00e4n vuoksi niill\u00e4 on valtaa k\u00e4ytt\u00e4\u00e4 kielt\u00e4 maailmamme ja omien mielipiteidemme muokkaamiseen. Omassa tutkielmassani keskityn juuri kielen analysoimiseen kriittist\u00e4 diskurssinanalyysi\u00e4 k\u00e4ytt\u00e4en l\u00f6yt\u00e4\u00e4kseni kampanjan luomat representaatiot. Aineistonani k\u00e4ytin YK:n naisten osaston UN Womenin kampanjan HeForShe kotisivua sek\u00e4 Emma Watsonin pit\u00e4m\u00e4\u00e4 puhetta sen julkaisemistilaisuudessa. Erityisesti kiinnitin huomiota siihen, millaisia representaatioita luodaan feminismist\u00e4 ja miehist\u00e4. Analysoin my\u00f6s kotisivulla k\u00e4ytetty\u00e4 vaaleanpunaista v\u00e4ri\u00e4, ja sen luomia merkityksi\u00e4. Analyysini osoitti, ett\u00e4 kampanja pyrki representoimaan feminismi\u00e4 tarpeellisena, hyv\u00e4n\u00e4 ja yhten\u00e4isen\u00e4 liikkeen\u00e4. Etenkin viimeksi mainittu representaatio oli hyvin vahva, sill\u00e4 kampanjan tavoitteena oli saada miehet liittym\u00e4\u00e4n liikkeeseen ja taistelemaan naisten rinnalla sukupuolten v\u00e4lisen tasa-arvoisuuden puolesta. T\u00e4t\u00e4 representaatiota tuki my\u00f6s analyysini vaaleanpunaisen v\u00e4rin k\u00e4yt\u00f6st\u00e4. Miehist\u00e4 puolestaan luotiin puheessa representaatio sukupuolistereotypian uhreina. Kampanjan kotisivuilla ja nimess\u00e4 oli kuitenkin havaittavissa representaatioita, jotka loivat ristiriitaa. Miehet esitettiinkin uhrien sijaan suojelijoina. N\u00e4in ollen miehet ja naiset eiv\u00e4t olleetkaan en\u00e4\u00e4 samanarvoinen, yhten\u00e4inen rintama tasa-arvon puolesta. Tutkielmani osoittaa, ett\u00e4 kampanjoiden luomat representaatiot voivat olla ristiriidassa kesken\u00e4\u00e4n, mik\u00e4 voi vaikuttaa my\u00f6s kampanjan menestykseen. Kampanjoilla on paljon valtaa luoda representaatioita, joita ei v\u00e4ltt\u00e4m\u00e4tt\u00e4 kyseenalaisteta, etenkin jos kyseess\u00e4 on iso organisaatio. T\u00e4m\u00e4n vuoksi aiheen tutkimus tulevaisuudessa on mielest\u00e4ni t\u00e4rke\u00e4\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Johanna Reponen (josorepo) on 2015-05-26 19:04:02.064540. Form: Kandidaatintutkielma -lomake (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/kandin-tutkielma-lomake). JyX data: [jyx_publishing-allowed (fi) =True]", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2015-05-26T19:04:02Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201505262050.pdf: 668551 bytes, checksum: c08b5ef1df5d9b2e40d0d3a13ffbe2f2 (MD5)\r\nlicense.html: 4849 bytes, checksum: 1927fe0063be63a05a6ddd4f05f9490f (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2015-05-26T19:04:02Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201505262050.pdf: 668551 bytes, checksum: c08b5ef1df5d9b2e40d0d3a13ffbe2f2 (MD5)\r\nlicense.html: 4849 bytes, checksum: 1927fe0063be63a05a6ddd4f05f9490f (MD5)\r\n Previous issue date: 2015", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "20", "language": "", "element": "format", "qualifier": "extent", "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.title", "value": "Representations of feminism and men : analysis of the campaign HeForShe's launching speech and homepage", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "bachelor thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-201505262050", "language": "", "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": "Kandidaatintutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Bachelor's thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Humanistis-yhteiskuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities and Social Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Kieli- ja viestint\u00e4tieteiden laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Language and Communication Studies", "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": "English", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Englannin kieli", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.date.updated", "value": "2015-05-26T19:04:03Z", "language": "", "element": "date", "qualifier": "updated", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_7a1f", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "bachelorThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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