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[{"key": "dc.contributor.author", "value": "Tuomela, Pauliina", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2017-05-24T08:58:26Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2017-05-24T08:58:26Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2017", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1702187", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/54096", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tutkielman tavoitteena on selvitt\u00e4\u00e4, miten lihanjalostajat kuvaavat tuotantoel\u00e4inten hyvinvointia kuluttajille suunnattujen verkkosivujensa vastuullisuusviestinn\u00e4ss\u00e4. Aihe on t\u00e4rke\u00e4, koska lihanjalostajien kuvaukset vaikuttavat kuluttajien tietoon, uskomuksiin ja ostop\u00e4\u00e4t\u00f6ksiin. Tutkimusongelmaa l\u00e4hestyt\u00e4\u00e4n kahdella tutkimuskysymyksell\u00e4: 1. Millaisia el\u00e4inten hyvinvoinnin representaatioita lihanjalostajat rakentavat verkkosivujensa vastuullisuusviestinn\u00e4ss\u00e4? 2. Miten representaatioita rakennetaan kielellisesti?\n\nTeoreettis-analyyttisen\u00e4 viitekehyksen\u00e4 tutkimuksessa toimivat kriittinen diskurssintutkimus ja systeemis-funktionaalinen kieliteoria. Kriittinen diskurssintutkimus tutkii kielenk\u00e4yt\u00f6n ja vallan suhteita ja systeemis-funktionaalinen kieliteoria selitt\u00e4\u00e4 merkitysten kielellist\u00e4 rakentumista.\n\nTutkimus on laadullinen. Aineistona on el\u00e4inten hyvinvointia k\u00e4sittelev\u00e4t kirjoitetut tekstit, jotka on poimittu Atrian Kotikokkaajat-sivustolta ja HKScan Finland Oy:n tuotemerkkien HK ja Kariniemen verkkosivuilta. Analyysiss\u00e4 hy\u00f6dynnet\u00e4\u00e4n systeemis-funktionaalisen kieliteorian metafunktioista erityisesti ideationaalista metafunktiota, joka kuvaa kielen k\u00e4ytt\u00f6\u00e4 todellisuuden representoinnissa. Tarkastelun kohteena ovat prosessityypit eli lausetyypit, sananvalinnat sek\u00e4 lauseiden ja lausekkeiden v\u00e4liset suhteet.\n\nEl\u00e4inten hyvinvointia rakennetaan lihanjalostajien verkkosivuilla yhdeks\u00e4n representaation avulla. Hyvinvointia kuvaillaan yleisell\u00e4 tasolla representaatioissa eri osa-alueista koostuva hyvinvointi, tuottava hyvinvointi, mitattava hyvinvointi, s\u00e4\u00e4delty hyvinvointi ja valvottu hyvinvointi. Tarkemmin tuotantoel\u00e4inten hyvinvointia kuvaillaan representaatioissa suomalaiset terveet el\u00e4imet, el\u00e4imet el\u00e4v\u00e4t hyviss\u00e4 olosuhteissa, suomalaiset hyv\u00e4t olosuhteet ja hyvin ruokitut el\u00e4imet.\n\nRepresentaatioita rakennetaan erityisesti tarkastelemalla asioita positiivisesta n\u00e4k\u00f6kulmasta ja k\u00e4ytt\u00e4m\u00e4ll\u00e4 merkitykselt\u00e4\u00e4n my\u00f6nteisi\u00e4 sananvalintoja, mik\u00e4 rakentaa positiivisia representaatioita. Representaatiot rakentavat markkinoivaa diskurssia, joka sopii vastuullisuusviestinn\u00e4n tavoitteisiin. Representaatioilla lihanjalostajat pyrkiv\u00e4t vahvistamaan valta-asemaansa ja kuluttajien luottamusta el\u00e4intuotantoon sek\u00e4 luonnollistamaan nykyist\u00e4 el\u00e4intuotantoa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Pauliina Tuomela (pahetuom) on 2017-05-24 08:58:25.630634. 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 2017-05-24T08:58:26Z\nNo. of bitstreams: 2\nURN:NBN:fi:jyu-201705242478.pdf: 672364 bytes, checksum: 2373062b6fb475037a94351e64bfea18 (MD5)\nlicense.html: 4850 bytes, checksum: fda9c38ddcd6e9655b50b578025043e2 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2017-05-24T08:58:26Z (GMT). No. of bitstreams: 2\nURN:NBN:fi:jyu-201705242478.pdf: 672364 bytes, checksum: 2373062b6fb475037a94351e64bfea18 (MD5)\nlicense.html: 4850 bytes, checksum: fda9c38ddcd6e9655b50b578025043e2 (MD5)\n Previous issue date: 2017", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (74 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": "diskurssintutkimus", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "systeemis-funktionaalinen kielioppi", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "yhteiskuntavastuu", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "yritysvastuu", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "viestint\u00e4", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "lihateollisuus", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "tuotantoel\u00e4imet", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Tuotantoel\u00e4inten hyvinvoinnin rakentuminen lihanjalostajien vastuullisuusviestinn\u00e4ss\u00e4", "language": null, "element": "title", 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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": "Suomen kieli", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Finnish", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.method", "value": "Diskurssintutkimus", "language": null, "element": "subject", "qualifier": "method", "schema": "dc"}, {"key": "dc.date.updated", "value": "2017-05-24T08:58:26Z", "language": null, "element": "date", "qualifier": "updated", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": null, "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"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": "309", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "systeemis-funktionaalinen 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