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[{"key": "dc.contributor.advisor", "value": "Pyykk\u00f6nen, Miikka", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Jakonen, Mikko", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Paavilainen, P\u00e4ivi", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2018-12-14T07:35:48Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2018-12-14T07:35:48Z", "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/123456789/60613", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4 pro gradu -tutkielma tarkastelee perheenem\u00e4nnyyden diskursseja sek\u00e4 niihin liittyvi\u00e4 arvoja ja normeja 1950-luvun Kotiliesi-lehtien perheenem\u00e4nnille suunnatuissa mainoksissa. Tutkielman tavoitteena on ymm\u00e4rt\u00e4\u00e4 viisikymmenluvun mainosdiskurssien konstruoimaa perheenem\u00e4nnyytt\u00e4 ilmi\u00f6n\u00e4. L\u00e4hihistoriaamme perheenem\u00e4nnyys on kuulunut olennaisena osana. T\u00e4st\u00e4 huolimatta perheenem\u00e4nnyyden tutkimus on j\u00e4\u00e4nyt marginaaliseksi Suomessa.\r\n\r\nKahdesta tutkimuskysymyksest\u00e4 ensimm\u00e4inen kartoitti perheenem\u00e4nnille suunnattujen mainosten konstruoimia perheenem\u00e4nnyyden diskursseja. Toinen tutkimuskysymys syvensi analyysi\u00e4 diskursseissa tunnistettavissa olevien arvojen ja normien tarkasteluun. Tutkimusaineisto sis\u00e4lsi yhteens\u00e4 83 perheenem\u00e4nnille suunnattua mainosta, jotka poimittiin Kotilieden vuosikerroista 1950, 1952, 1954, 1956 ja 1958.\r\n\r\nTutkimusaihetta l\u00e4hestyttiin historiatietoisen sosiologian kautta. Sosiologinen sosiaalinen konstruktionismi oli metodologisena taustana tulkitsevalle diskurssianalyysille. Aineiston analysoinnissa diskurssien muodostamiseen (tutkimuskysymys 1) k\u00e4ytettiin tekstuaalista analyysi\u00e4 ja sanastoanalyysi\u00e4. Arvojen ja normien tunnistamiseen (tutkimuskysymys 2) sovellettiin puolestaan tulkitsevaa analyysi\u00e4.\r\n\r\nTekstuaalisen analyysin ja sanastoanalyysin pohjalta nimettiin kuusi toisistaan poikkeavaa perheenem\u00e4nnyyden diskurssia, joista vahvimpana ilmeni Ainaista puurtamista kotitaloust\u00f6iss\u00e4 -diskurssi. Muut diskurssit olivat Vieraanvaraista kestitt\u00e4mist\u00e4, Hyvinvoinnin vaalimista, Tietotaidon siirtymist\u00e4 \u00e4ideilt\u00e4 tytt\u00e4rille, Tarkan markan kaukoviisautta sek\u00e4 Ajanmukaisuutta ja kehityskyky\u00e4. Diskurssit lomittuivat osittain toisiinsa ja olivat melko sopusoinnussa kesken\u00e4\u00e4n. Kodin piiriin kytkeytyv\u00e4 kerronta l\u00e4p\u00e4isi kaikki diskurssit. Yksitt\u00e4isten diskurssien sis\u00e4ll\u00e4 ilmeni kuitenkin j\u00e4nnitteist\u00e4 kerrontaa. \r\n\r\nTulkitsevan analyysin avulla diskursseista tunnistettiin erilaisia arvoja ja normeja. Perheenem\u00e4nnyyteen liittyv\u00e4t normit olivat enimm\u00e4kseen diskurssikohtaisia. Kaikissa diskursseissa ilmeni kodin itseisarvoa suojeleva normi, joka v\u00e4lillisesti velvoitti perheenem\u00e4nti\u00e4 pysym\u00e4\u00e4n kodin piiriss\u00e4. Viisikymmenluvun mainosten konstruoima perheenem\u00e4nnyys n\u00e4ytt\u00e4ytyi osittain perinteisen\u00e4 ja osittain modernina ilmi\u00f6n\u00e4. Kuvaavaa sille oli ristiriitainen kerronta, jossa em\u00e4nnyys etsi paikkaansa. Mainosten perheenem\u00e4nnyys oli hyvin suorituskeskeist\u00e4 ja velvollisuuksien t\u00e4ytt\u00e4m\u00e4\u00e4 arkea. Siihen ei kuulunut lepo, rentoutuminen ja vapaa-aika. Muiden tarpeista huolehtiminen oli ensisijaista. Mainosten konstruoima em\u00e4nnyys heijasteli 1950-luvun em\u00e4ntien todellisuutta, mutta my\u00f6s erosi siit\u00e4 huomattavasti. Viisikymmenluvun perheenem\u00e4nnyys oli sek\u00e4 todellisuudessa ett\u00e4 mainosten konstruoimana muuttuva ilmi\u00f6. T\u00e4m\u00e4n p\u00e4iv\u00e4n yhteiskunnassa perheenem\u00e4nnyys ei ole tunnistettavissa sellaisena ilmi\u00f6n\u00e4 kuin se n\u00e4ytt\u00e4ytyi viisikymmenluvun Suomessa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "This master\u2019s thesis investigates discourses on housewifeness, and norms and values related to them, in the advertisements aimed at housewives, in Kotiliesi magazines of the 1950\u2019s. The aim is to understand the housewifeness, construed by the fifties\u2019 advertisement discourses, as a phenomenon. As for our near history, housewifeness has belonged to it as a focal part. Nonetheless, research on housewifeness has remained marginal in Finland.\r\n\r\nFrom the two research questions, the first one mapped on discourses on housewifeness, constructed by the advertisements aimed to housewives. The second research question deepened the analysis into discussion on values and norms, recognisable in the discourses. The research data included 83 advertisements, altogether, aimed at housewives and gleaned from Kotiliesi\u2019s volumes 1950, 1952, 1954, 1956 and 1958. \r\n\r\nThe research subject was approached via historically minded sociology. Sociological social constructionism worked as the methodological background for the interpretative discourse analysis. In analysing the data, textual analysis and vocabulary analysis were used for defining the discourses (research question 1). As for \r\nrecognising values and norms (research question 2), interpretative analysis was applied.\r\n\r\nBased on the textual analysis and vocabulary analysis, six discourses on housewifeness differing from each other were named, from which Constant toil in housework \u2013discourse appeared as the strongest one. The other discourses were Provision of hospitality, Taking care of wellbeing, Transmission of know-how from mothers to daughters, Prudent long-sightedness, and Up-to-datedness and developmental ability. The discourses partly overlapped and they were relatively in tune with each other. Within single discourses however, there appeared contradictory narration.\r\n\r\nBy means of the interpretative analysis, various values and norms were recognised from the discourses. The norms related to housewifeness were mostly discourse-specific. In all discourses appeared a norm, which protected the intrinsic value of the home and indirectly required the housewives to stay in the context of the home. The housewifeness, construed by the advertisements of the fifties, appeared as a partly-traditional, partly-modern phenomenon. Contradictory narration, within which the housewifeness was searching for its place, was characteristic to it. The housewifeness in the advertisements was highly accomplishment-focused everyday life, filled with responsibilities. Rest, relaxation and freetime did not belong to it. Taking care of the needs of others was the first priority. The housewifeness, construed by the advertisements, reflected the reality of the housewives of the 1950\u2019s, but also differed from it remarkably. The housewifeness, construed by the advertisements of the fifties, was a transforming phenomenon. In today\u2019s society, housewifeness is not recognisible as such the phenomenon as it appeared in fifties\u2019 Finland.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2018-12-14T07:35:48Z\r\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2018-12-14T07:35:48Z (GMT). No. of bitstreams: 0\r\n Previous issue date: 2018", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "154", "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": "1950-luku", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "em\u00e4nnyys", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "perheenem\u00e4nt\u00e4", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Kotiliesi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "tulkitseva diskurssianalyysi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "housewife", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "1950\u2019s", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "housewifeness", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "\u201dSiin\u00e4p\u00e4 vasta loistoem\u00e4nt\u00e4!\u201d : perheenem\u00e4nnyys 1950-luvun Kotiliesi-lehtien mainosteksteiss\u00e4", "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-201812145124", "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": "Yhteiskuntatieteiden ja filosofian laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Social Sciences and Philosophy", "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": "Sosiologia", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Sociology", "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": "", "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": "203", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "diskurssianalyysi", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "koti\u00e4idit", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "em\u00e4nn\u00e4t", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "diskurssi", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainonta", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainokset", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "diskurssianalyysi", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "naistenlehdet", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sosiaalinen konstruktivismi", "language": "", "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"}]
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