| fullrecord |
[{"key": "dc.contributor.advisor", "value": "Lehtinen, Esa", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Huotari, Lyydia", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2018-06-06T05:39:02Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2018-06-06T05:39:02Z", "language": null, "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/123456789/58364", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Medioituvassa maailmassamme yksi televisiomainos voi tavoittaa jopa miljoonia katsojia. Mainosten teht\u00e4- v\u00e4n\u00e4 on vaikuttaa katsojiin ja kuluttajiin, joten mainoksilla on valtaa. Televisiomainokset syntyv\u00e4t ymp\u00e4r\u00f6iv\u00e4n maailman vaikutuksesta, mutta my\u00f6s kuvastavat sit\u00e4. Siksi on t\u00e4rke\u00e4\u00e4 tutkia sit\u00e4, millaisena jokin asia esitet\u00e4\u00e4n mainonnassa. Tutkimuksessa tarkastellaan suomalaisuuden representaatioita Lidlin Ep\u00e4ilev\u00e4 Tuomas \u2013mainos- videoissa. Tavoitteena on selvitt\u00e4\u00e4, miten suomalaisia representoidaan ja millaisin keinoin representaatiot ra- kentuvat. Tutkielman tutkimuskysymykset ovat: 1) Millaisia suomalaisuuden representaatioita Lidlin Ep\u00e4ilev\u00e4 Tuomas \u2013mainoskampanjassa ilmenee? 2) Millaisin visuaalisin ja kielellisin keinoin n\u00e4it\u00e4 representaatioita ra- kennetaan?\nTelevisiomainokset koostuvat monista eri elementeist\u00e4, joten tarkastelen niit\u00e4 multimodaalisesta n\u00e4k\u00f6kul- masta. Tutkielma perustuu diskurssintutkimuksen viitekehykseen. Analysoin mainosten kielellist\u00e4 ainesta M. A. K. Hallidayn systeemis-funktionaalisen kieliteorian avulla ja kuvia analysoin Kressin ja van Leeuwenin visuaalisen kieliopin keinoin. Kummatkin teoriat toimivat k\u00e4yt\u00e4nn\u00f6nl\u00e4heisyytens\u00e4 vuoksi tutkimuksessani sek\u00e4 teorioina ett\u00e4 metodeina.\nAineistonani on nelj\u00e4 Lidlin mainosvideota, joissa p\u00e4\u00e4hahmona seikkailee Ep\u00e4ilev\u00e4 Tuomas. Olen tehnyt mainoksista kuvakaappauksin kuvak\u00e4sikirjoituksia, joista tarkastelen suomalaisuuden kuvallista rakentumista. Kielellisen materiaalin olen litteroinut ja litteroinneista tarkastelen suomalaisuuden kielellist\u00e4 rakentumista. Mainosten m\u00e4\u00e4r\u00e4 on suppeahko tutkielman pituuden vuoksi, mutta antaa kuitenkin kattavan kuvan mainosten luomista representaatioista.\nAnalyysini osoittaa, ett\u00e4 suomalaisuutta kuvataan mainoksissa hyvin perinteiseksi. Mainoksissa toistuu sama heteronormatiivinen perhemalli ja tavalliset sukupuoliroolit. Perheeseen kuuluu aviomies, aviovaimo ja yksi lapsi. Mainokset kuvaavat suomalaisia etnisesti yksipuolisesti: suomalainen kuvataan vaaleaihoiseksi, vaaleahiuksiseksi ja sinisilm\u00e4iseksi. Suomalaisia kuvataan perinteit\u00e4 ja menneisyytt\u00e4 arvostavina ja vierasta oudoksuvina. Mainoksissa ilmenee my\u00f6s suomalaisen miehen ep\u00e4ilev\u00e4isyytt\u00e4 ja j\u00e4\u00e4r\u00e4p\u00e4isyytt\u00e4. Suomalaisuu- den kuvaus on rakennettu stereotyyppiseksi, luultavasti ironian korostamista varten.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2018-06-06T05:39:01Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2018-06-06T05:39:02Z (GMT). No. of bitstreams: 0\n Previous issue date: 2018", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "67", "language": "", "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": "systeemis-funktionaalinen kieliteoria", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "visuaalinen kielioppi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Suomalaisuuden representaatiot Lidl Suomi Ky:n \u201dEp\u00e4ilev\u00e4 Tuomas\u201d -mainoksissa", "language": "", "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-201806063019", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s 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": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "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": "yvv.contractresearch.funding", "value": "0", "language": "", "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": null, "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": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "suomalaisuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "diskurssi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "representaatio", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainonta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "televisiomainonta", "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.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
|