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[{"key": "dc.contributor.advisor", "value": "McVeigh, Joe", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Hahn, Judit", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Iili\u00e4inen, Tiia", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2019-02-25T10:44:49Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2019-02-25T10:44:49Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2019", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/62949", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n tutkielman tarkoituksena on tarkastella naisten ja miesten representaatioita Doven mainoskuvissa. Median luomat representaatiot sukupuolesta ovat keskustelua her\u00e4tt\u00e4vi\u00e4 ja niit\u00e4 on my\u00f6s tutkittu paljon. My\u00f6s mainoksia on tutkittu t\u00e4h\u00e4n liittyen. Kuluttajina olemme jatkuvasti erilaisten mainosten ja samalla my\u00f6s niiden luomien representaatioiden ymp\u00e4r\u00f6im\u00e4n\u00e4, joten niiden tutkiminen on t\u00e4rke\u00e4\u00e4. Yleens\u00e4 tutkimus sukupuolirepresentaatioista mainoksissa on keskittynyt vain yhteen sukupuoleen tai vain joko visualisiin tai kielellisiin elementteihin. T\u00e4m\u00e4 tutkielma puolestaan tarkastelee representaatioita sek\u00e4 naisten ett\u00e4 miesten osalta ottaen huomioon sek\u00e4 visuaaliset ett\u00e4 kielelliset elementit.\n\nTarkemmin tutkielma pyrkii selvitt\u00e4m\u00e4\u00e4n, kuinka n\u00e4m\u00e4 representaatiot rakentuvat multimodaalisesti ja sit\u00e4, onko niiss\u00e4 eroja naisten ja miesten v\u00e4lill\u00e4. Aineistona toimi kuusi mainoskuvaa, joita tarkasteltiin kriittisen diskurssianalyysin sek\u00e4 sosiosemiotiikan n\u00e4k\u00f6kulmista. Visuaalinen analyysi tehtiin Kressin ja van Leeuwenin (2006) visuaalisen kieliopin puitteissa; kielellisess\u00e4 analyysissa puolestaan kiinnitettiin huomiota kieliopillisiin ja sanavalintoihin.\n\nAnalyysin my\u00f6t\u00e4 nousi esiin eroja representaatioissa naisten ja miesten v\u00e4lill\u00e4. Miehet esitettiin aktiivisempina kuin naiset, mik\u00e4 oli n\u00e4ht\u00e4viss\u00e4 sek\u00e4 visuaalisesti ja kielellisesti. Naiset puolestaan esitettiin suoremmassa kontaktissa katsojan kanssa kuin miehet. Tutkielman aineisto on kuitenkin melko suppea, joten lis\u00e4tutkimuksella voitaisiin selvitt\u00e4\u00e4 ovatko tulokset yleistett\u00e4viss\u00e4. Vastaava tutkimus muiden br\u00e4ndien osalta antaisi my\u00f6s mahdollisuuden tulosten vertailulle.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2019-02-25T10:44:49Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2019-02-25T10:44:49Z (GMT). No. of bitstreams: 0\n Previous issue date: 2019", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "25", "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": "critical discourse analysis", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Representation of gender in Dove\u2019s advertising images", "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-201902251634", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Bachelor's thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Kandidaatinty\u00f6", "language": "fi", "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": "Englannin kieli", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "English", "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_7a1f", "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": "bachelorThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "301", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sosiosemiotiikka", "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": "sukupuoli", "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": "social semiotics", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "advertising", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "gender", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "representation (creation related to information)", "language": null, "element": "subject", "qualifier": "yso", "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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