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[{"key": "dc.contributor.author", "value": "Voutilainen, Marika", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2015-06-02T05:13:54Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2015-06-02T05:13:54Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2015", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1474821", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/46151", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Medialukutaito ja mainonnan lukutaito ovat kansalaistaitoja, joita jokainen nyky-\nyhteiskunnassa tarvitsee. Koululla on t\u00e4rke\u00e4 teht\u00e4v\u00e4 tarjota kaikille lapsille\nyht\u00e4l\u00e4iset mahdollisuudet kehitt\u00e4\u00e4 n\u00e4it\u00e4 taitoja. T\u00e4ss\u00e4 tutkimuksessa tarkastellaan\nlasten k\u00e4sityksi\u00e4 mainoksista ja suhdetta niihin. Samalla hahmotellaan\nsuuntaa sille, millaista mediakasvatusta tarvittaisiin, jotta lapsista kasvaisi taitavia\nja kriittisi\u00e4 mainosten lukijoita. Tutkimuksen kohdejoukkona on yksi 2.\nluokan oppilasryhm\u00e4, yhteens\u00e4 kaksikymment\u00e4 oppilasta. Aineisto koostuu\nnelj\u00e4st\u00e4 ryhm\u00e4haastattelusta ja kahdestakymmenest\u00e4 lasten tuottamasta piirroksesta.\nAineiston analyysi on toteutettu teoriaohjaavan sis\u00e4ll\u00f6nanalyysin tapaan.\nTutkimuksessa selvisi, ett\u00e4 lapsilla on jo paljon tietoa mainoksista. Lapset\ntiedostivat mainosten myyntitarkoituksen ja tunnistivat mainoksissa k\u00e4ytett\u00e4vi\u00e4\nsuostuttelutapoja. Mainonnan tuotantoon liittyvien tekij\u00f6iden ymm\u00e4rt\u00e4minen\noli lapsille viel\u00e4 hankalaa. Lasten suhtautumistavat mainoksia kohtaan\nosoittautuivat hyvin ristiriitaisiksi ja tilanteittain vaihteleviksi. Aikuisille suunnattuihin\nmainoksiin suhtauduttiin kriittisemmin kuin lapsille suunnattuihin\nmainoksiin, ja mainoksia tarkasteltiin pitk\u00e4lti niiss\u00e4 mainostettavien tuotteiden\nkautta. Lapset kertoivat jutelleensa mainoksista kavereidensa kanssa, ja osa lapsista\noli hy\u00f6dynt\u00e4nyt mainoksia leikeiss\u00e4\u00e4n. Suurin osa lapsista oli my\u00f6s joskus\nostanut tai pyyt\u00e4nyt vanhempaa ostamaan mainoksen perusteella.\nTutkimuksen tulokset vahvistavat n\u00e4kemyst\u00e4, jonka mukaan mediakasvatukseen\ntulee liitt\u00e4\u00e4 monipuolista mainosten k\u00e4sittely\u00e4: itse tekemist\u00e4, analysointia\nja keskustelua.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Miia Hakanen (mihakane) on 2015-06-02 05:13:53.669530. Form: Admin-lomake opinn\u00e4ytteiden julkaisuun (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/admin-lomake-opinnaytteet). JyX data: [jyx_publishing-allowed (fi) =False]", "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 2015-06-02T05:13:54Z\nNo. of bitstreams: 2\nURN:NBN:fi:jyu-201506022142.pdf: 432811 bytes, checksum: a3444681dcd3fc21865d213970ce3467 (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 2015-06-02T05:13:54Z (GMT). No. of bitstreams: 2\nURN:NBN:fi:jyu-201506022142.pdf: 432811 bytes, checksum: a3444681dcd3fc21865d213970ce3467 (MD5)\nlicense.html: 107 bytes, checksum: a7d86e598caa500b1b433bbb9dc8ef1c (MD5)\n Previous issue date: 2015", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (87 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": "lapset", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "mainokset", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "media", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "mediakasvatus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "mainonnan lukutaito", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "8-9-vuotiaiden lasten k\u00e4sityksi\u00e4 mainoksista", "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-201506022142", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": 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"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.rights.accessrights", "value": "Aineistoon p\u00e4\u00e4sy\u00e4 on rajoitettu tekij\u00e4noikeussyist\u00e4. Aineisto on luettavissa Jyv\u00e4skyl\u00e4n yliopiston kirjaston arkistoty\u00f6asemalta. Ks. https://kirjasto.jyu.fi/fi/tyoskentelytilat/laitteet-ja-tilat.", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "This material has a restricted access due to copyright reasons. It can be read at the workstation at Jyv\u00e4skyl\u00e4 University Library reserved for the use of archival materials: https://kirjasto.jyu.fi/en/workspaces/facilities.", "language": "en", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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