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[{"key": "dc.contributor.advisor", "value": "K\u00e4\u00e4nt\u00e4, Leila", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "K\u00e4\u00e4ri\u00e4inen, Pauliina", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2018-05-08T11:06:00Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2018-05-08T11:06:00Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2018", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/57888", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Representaatiot mediassa vaikuttavat ajatuksiimme, arvoihimme ja k\u00e4ytt\u00e4ytymiseemme. Kielenk\u00e4yt\u00f6n kautta media rakentaa ymm\u00e4rryst\u00e4mme esimerkiksi siit\u00e4, mit\u00e4 on olla nainen tai mies. Mainokset ovat osa jokap\u00e4iv\u00e4ist\u00e4 el\u00e4m\u00e4\u00e4mme ja sen takia t\u00e4rke\u00e4 tutkimuskohde. Erityisesti meikkimainokset, jotka sis\u00e4lt\u00e4v\u00e4t usein kuvia naisista ja joiden oletettu kohdeyleis\u00f6 ovat naiset, ovat t\u00e4rke\u00e4\u00e4 aineistoa naiskuvaa sek\u00e4 naiseuden representaatiota tutkittaessa. \r\n \r\nT\u00e4m\u00e4 kandidaatintutkielma k\u00e4sittelee naiseuden representaatiota Revlonin meikkimainoksissa vuosikymmenten 1960 ja 2010 v\u00e4lill\u00e4. Hy\u00f6dynt\u00e4en kriittisen diskurssintutkimuksen teoriaa, tutkielma tarkastelee, millaisissa rooleissa naiset n\u00e4hd\u00e4\u00e4n mainoksissa ja kuinka t\u00e4m\u00e4 on muuttunut vuosikymmenten aikana. Kielenk\u00e4yt\u00f6n lis\u00e4ksi tutkielma erittelee my\u00f6s multimodaalisia representaation keinoja Revlonin mainoksissa. \r\n \r\nTutkielma osoittaa, ett\u00e4 Revlonin mainoskampanjoiden naiskuva on seurannut yhteiskunnan muutoksia, erityisesti feminismin noustessa suosioon 1970-luvulla. Naiset kuitenkin n\u00e4hd\u00e4\u00e4n mainoksissa useimmiten yh\u00e4 joko passiivisena koristeena ja ihailun kohteena tai yst\u00e4v\u00e4n roolissa antamassa kuluttajalle vinkkej\u00e4, kuinka saavuttaa haluttu tulos. \r\n \r\nYhteen br\u00e4ndiin kohdistuva tutkielma ei kuitenkaan kata t\u00e4ysin kauneustuotteiden mainonnan muutoksia, joten lis\u00e4tutkimus aiheesta on tarpeen. Representaatioita voisi jatkossa tutkia vertailemalla eri tuotemerkkien mainosten naiskuvia kesken\u00e4\u00e4n.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Pauliina K\u00e4\u00e4ri\u00e4inen (piahelpa) on 2018-05-08 11:05:59.683128. 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 2018-05-08T11:06:00Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201805082497.pdf: 258569 bytes, checksum: 8cb7e202055189a8b62f7f2667f71f3d (MD5)\r\nlicense.html: 4845 bytes, checksum: 5369c7154838bde37e6f79fe8a87a2f2 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2018-05-08T11:06:00Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201805082497.pdf: 258569 bytes, checksum: 8cb7e202055189a8b62f7f2667f71f3d (MD5)\r\nlicense.html: 4845 bytes, checksum: 5369c7154838bde37e6f79fe8a87a2f2 (MD5)\r\n Previous issue date: 2018", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "18", "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.subject.other", "value": "advertising", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "critical discourse analysis", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "feminist media studies", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "representation", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "\"The world belongs to Charlie\" : representation of women in Revlon's advertising", "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-201805082497", "language": "", "element": "identifier", "qualifier": "urn", "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.department", "value": "Kieli- ja viestint\u00e4tieteiden laitos", "language": "fi", "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": "Englannin kieli", "language": "", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.date.updated", "value": "2018-05-08T11:06:00Z", "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": "fi", "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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