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[{"key": "dc.contributor.advisor", "value": "Asunta, Laura", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Juholin, Elisa", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Peltonen, Ulla", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2018-12-19T13:08:49Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2018-12-19T13:08:49Z", "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/123456789/60700", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tutkimuksessa selvitettiin, millaista on kustannusyhti\u00f6iden mediatiedotteiden kielenk\u00e4yt\u00f6n argumentaatiossa esiintyv\u00e4 retoriikka, ja miten kustannusyhti\u00f6t retoriikan avulla pyrkiv\u00e4t vahvistamaan uskottavuuttaan ja lis\u00e4\u00e4m\u00e4\u00e4n vakuuttavuuttaan. Tutkimusaineisto koostui nelj\u00e4n kustannusyhti\u00f6n puolen vuoden aikana l\u00e4hett\u00e4mist\u00e4 mediatiedotteista STT Info -tiedotejakelun kautta. Aineistoon valikoitui Gummeruksen, Johnny Knigan, Tammen ja WSOY:n mediatiedotteita. Tutkimus on laadullinen tapaustutkimus (case study). Tutkimusmenetelm\u00e4n\u00e4 on retorinen diskurssianalyysi, jonka teoreettisena l\u00e4ht\u00f6kohtana k\u00e4ytettiin Jokisen (1999b) retoristen keinojen luokittelukriteereit\u00e4. Retorisen diskurssianalyysin avulla kustannusyhti\u00f6iden mediatiedotteista etsit\u00e4\u00e4n sellaisia vakuuttelun ja suostuttelun keinoja, joilla kustannusyhti\u00f6t pyrkiv\u00e4t saamaan yleis\u00f6n vakuuttuneeksi argumenttinsa uskottavuudesta tai osoittamaan argumentin esitt\u00e4j\u00e4n luotettavuuden. Retorisen analyysin tulokset tiivistet\u00e4\u00e4n kvantifioinnin avulla.\n\nTutkimustulosten perusteella voidaan todeta, ett\u00e4 kaikista kustannusyhti\u00f6iden mediatiedotteista l\u00f6ytyi retoriikkaa, mutta ne jakautuivat ep\u00e4tasaisesti kustannusyhti\u00f6iden v\u00e4lill\u00e4. Muutamaa retorista keinoa k\u00e4ytettiin runsaasti, kun suurin osa j\u00e4i v\u00e4h\u00e4isemm\u00e4lle k\u00e4yt\u00f6lle. Nelj\u00e4 eniten k\u00e4ytetty\u00e4 retorista keinoa kattoivat noin 65 prosenttia kaikista k\u00e4ytetyist\u00e4 retorisista keinoista ja loput kahdeksan vajaat 35 prosenttia. Mediatiedotteissa esiintyi eniten puhujakategoriaa ja m\u00e4\u00e4r\u00e4ll\u00e4 vakuuttamista, joiden molempien osuus oli noin viidennes, seuraavaksi eniten esiintyi kolmen listaa ja konsensuksella/asiantuntijan lausunnolla vahvistamista, joita molempia l\u00f6ytyi runsas 10 prosenttia. \n\nKustannusyhti\u00f6iden tiedotteiden kielenk\u00e4yt\u00f6n piirteiden tarkastelu paljasti niiden markkinoinnilliset ja myynnilliset tavoitteet. Kustannusyhti\u00f6iden mediatiedotteet ovat tuotetiedotteita, joilla markkinoidaan kustantamoiden uusia kaunokirjoja. Kustannusyhti\u00f6t pyrkiv\u00e4t tavoitteellisesti saamaan ilmaista mainostilaa mediasta uutuuskirjoistaan kertovien tuotetiedotteiden avulla.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2018-12-19T13:08:49Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2018-12-19T13:08:49Z (GMT). No. of bitstreams: 0\n Previous issue date: 2018", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "91", "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": "argumentaatio", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "kustannusyhti\u00f6t", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "mediatiedotteet", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "vakuuttaminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Retoriset temput tiedotteissa : mill\u00e4 keinoin kustannusyhti\u00f6t pyrkiv\u00e4t vakuuttamaan yleis\u00f6ns\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-201812195232", "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": "Yhteis\u00f6viestint\u00e4", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Organizational Communication", "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": "3131", "language": "", "element": "subject", 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