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[{"key": "dc.contributor.advisor", "value": "Huovinen, Erkki", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Sire\u0301n, Milla", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2015-06-10T15:30:02Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2015-06-10T15:30:02Z", "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:1475756", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/46278", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Ta\u0308ssa\u0308 maisterintutkielmassa kiinnostuksen kohteina olivat mainosmusiikin hera\u0308tta\u0308ma\u0308t feminiinisyyden ja maskuliinisuuden merkitykset televisiomainosten yhteydessa\u0308. Mainonta ja mainosmusiikki ovat vahvasti la\u0308sna\u0308 2010-luvun ihmisten arjessa, ja siksi niilla\u0308 on myo\u0308s merkitta\u0308va\u0308 rooli sukupuolika\u0308sitysten rakentajina. Tutkielman fokuksessa olivat nimenomaan nuoret kuluttajat, joiden kohdalla sukupuoli-identiteetti on erityisen mielenkiintoinen tutkimuskohde.\nTutkimuskysymyksena\u0308 oli \"Miten televisiomainoksen musiikki vaikuttaa nuoren kuluttajan kokemuksiin mainoksen feminiinisyydesta\u0308 tai maskuliinisuudesta?\" Sen lisa\u0308ksi tutkielma tarkasteli myo\u0308s rajatumpien viiteryhmien (ika\u0308ryhma\u0308, sukupuoli, musiikillinen harrastuneisuus) va\u0308lisia\u0308 eroja. Tutkielman teoriataustan muodosti mainontaan ja mainosmusiikkiin liittyva\u0308 seka\u0308 musiikin ja mainonnan semiotiikkaa ja sukupuolittuneita merkityksia\u0308 koskeva kirjallisuus.\nTutkimukseen osallistui 160 13\u201318-vuotiasta nuorta, jotka arvioivat yhdeksa\u0308n televisiomainoksen ominaisuuksia vastakohtaisten sanaparien avulla. Mainokset olivat korostetusti feminiinisia\u0308, maskuliinisia tai sukupuolineutraaleja, ja niiden taustalla soi klassinen musiikki, pop- tai hevimusiikki siten, etta\u0308 kolmen mainoskategorian ja kolmen musiikkigenren kaikki eri yhdistelma\u0308t olivat edustettuina. Aineistoa tarkasteltiin muun muassa toistomittausten varianssianalyysin seka\u0308 faktorianalyysin avulla.\nTulokset viittaavat siihen, etta\u0308 musiikilla pystyy muovaamaan nuorten kokemuksia mainosten sukupuolittuneisuudesta: klassista musiikkia sisa\u0308lta\u0308via\u0308 mainoksia pidettiin feminiinisempina\u0308 ja hevimusiikkia sisa\u0308lta\u0308via\u0308 maskuliinisempina kuin popmusiikkia sisa\u0308lta\u0308via\u0308 mainoksia. Lisa\u0308ksi tuloksista selvisi, etta\u0308 vaikka nuoret sanaparien sanoja arvioidessaan tunnistivat joihinkin niista\u0308 liittyvia\u0308 stereotyyppisia\u0308 sukupuolittuneisuuska\u0308sityksia\u0308, na\u0308ma\u0308 na\u0308kemykset eiva\u0308t kuitenkaan ilmenneet heida\u0308n tavassaan ka\u0308ytta\u0308a\u0308 kyseisia\u0308 sanoja mainosten ominaisuuksien arvioimiseen.\nTutkielma antaa rohkaisevan kuvan nuorten ajatusmaailman avarakatseisuudesta, silla\u0308 stereotypioita ei koeta omiksi, vaan niiden olemassaolo ainoastaan tiedostetaan. Musiikki kuitenkin suuntaa mainoksista va\u0308littyvia\u0308 sukupuolittuneita merkityksia\u0308, jotka lieneva\u0308t ta\u0308rkeita\u0308 kuluttajan kokemuksen muotoutumisessa. Median aiempaa pirstaloituneemman luonteen vuoksi kiehtovaa on se, missa\u0308 ma\u0308a\u0308rin mainoksista va\u0308littyy eri viiteryhmille yha\u0308 eriytyneempia\u0308 sukupuolika\u0308sityksia\u0308.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Milla Sir\u00e9n (mikasir) on 2015-06-10 15:30:01.715749. Form: Pro gradu -lomake (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/pro-gradu-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 2015-06-10T15:30:02Z\nNo. of bitstreams: 2\nURN:NBN:fi:jyu-201506102277.pdf: 1516955 bytes, checksum: 0cecc1e9a39e298755631cb0c5f6ad87 (MD5)\nlicense.html: 4837 bytes, checksum: 8b6ae28e1645aab0e4159b0c6ca777d6 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2015-06-10T15:30:02Z (GMT). No. of bitstreams: 2\nURN:NBN:fi:jyu-201506102277.pdf: 1516955 bytes, checksum: 0cecc1e9a39e298755631cb0c5f6ad87 (MD5)\nlicense.html: 4837 bytes, checksum: 8b6ae28e1645aab0e4159b0c6ca777d6 (MD5)\n Previous issue date: 2015", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (97 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": "mainosmusiikki", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", 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