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[{"key": "dc.contributor.advisor", "value": "Hahn, Judit", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Lehtikangas, Netta", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2019-12-20T12:28:33Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2019-12-20T12:28:33Z", "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/123456789/67005", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sosiaalinen media on muuttanut sit\u00e4, kuinka viestimme, mutta my\u00f6s tapaamme suhtautua kieleen sek\u00e4\nkoko meit\u00e4 ymp\u00e4r\u00f6iv\u00e4\u00e4n maailmaan. N\u00e4iden muutosten lomassa my\u00f6s markkinointi on muuttanut\nmuotoaan ja on nyt l\u00e4hemp\u00e4n\u00e4 kuluttajaa kuin koskaan aiemmin. Tutkimalla br\u00e4ndej\u00e4 sosiaalisen median\nkontekstissa saamme lis\u00e4\u00e4 tietoa siit\u00e4, kuinka br\u00e4ndit rakentavat identiteettej\u00e4\u00e4n diskursiivisesti ja\nmonimodaalisesti ja kuinka sosiaalinen media vaikuttaa sek\u00e4 identiteettien rakentamiseen ett\u00e4 niiden\nedelleen viestimiseen. Lis\u00e4ksi voimme tarkastella miten k\u00e4ytt\u00e4m\u00e4mme diskurssit vaikuttavat siihen,\nmillaisina identiteettimme muille n\u00e4ytt\u00e4ytyv\u00e4t sek\u00e4 kuinka suhtautua kriittisesti sosiaalisessa mediassa\nesitettyihin identiteetteihin.\n\nT\u00e4ss\u00e4 tutkielmassa tutkin ruotsalaisen kauratuoteyrityksen Oatlyn joulukuussa 2018 julkaisemia twiittej\u00e4,\njotka koostuivat niin kirjoitetusta kielest\u00e4, kuvista kuin videoista. Tarkoituksenani oli selvitt\u00e4\u00e4, millaisia\ndiskursseja Oatlyn twiiteiss\u00e4 on sek\u00e4 kuinka Oatly sosiaalisessa mediassa markkinoidessaan rakentaa\nbr\u00e4ndi-identiteetti\u00e4\u00e4n ja millaisena se n\u00e4ytt\u00e4ytyy. Lis\u00e4ksi olin kiinnostunut siit\u00e4, kuinka entekstualisaatio\nja resemiotisaatio ilmenev\u00e4t Oatlyn twiiteiss\u00e4, jotta n\u00e4kisin k\u00e4yt\u00e4nn\u00f6llisell\u00e4 tasolla, kuinka identeettity\u00f6t\u00e4\nsosiaalisessa mediassa tehd\u00e4\u00e4n.\n\nAnalysoin Oatlyn twiittej\u00e4 monimodaalisen diskurssianalyysin keinoin ja l\u00f6ysin aineistosta kuusi erilaista\ndiskurssikategoriaa: kasvisruokamy\u00f6nteinen, me vastaan muut-, ymp\u00e4rist\u00f6yst\u00e4v\u00e4llinen, kansallinen ja\nkulttuurillinen, siisti tyyppi- sek\u00e4 fanidiskurssi. N\u00e4ist\u00e4 kasvisruokamy\u00f6nteinen ja ymp\u00e4rist\u00f6yst\u00e4v\u00e4llinen\ndiskurssi erottuivat joukosta muita selke\u00e4mpin\u00e4, ja niit\u00e4 painotettiin eniten. N\u00e4m\u00e4 kaksi aatteellisesti\ntoisiaan l\u00e4hell\u00e4 olevaa diskurssia osoittautuivat my\u00f6s Oatlyn br\u00e4ndi-identiteetin rakentamisessa\nmerkitt\u00e4viksi. Osoitin twiiteist\u00e4 my\u00f6s useita esimerkkej\u00e4 entekstualisaatiosta eli siit\u00e4, kuinka kielellist\u00e4\naineistoa oli irrotettu asiayhteydest\u00e4\u00e4n tekstin\u00e4 ja edelleen siirretty toiseen asiayhteyteen. Lis\u00e4ksi nostin\naineistosta esiin esimerkkej\u00e4 resemiotisaatiosta eli siit\u00e4, kuinka semioottiset resurssit voivat muuttaa\nmuotoaan, kun niit\u00e4 k\u00e4ytet\u00e4\u00e4n eri diskursseissa. Vaikka br\u00e4ndit, kuten t\u00e4ss\u00e4 tapauksessa Oatly, toimivat\nsosiaalisessa mediassa pohjimmiltaan kaupallisista syist\u00e4, niiden tapa viesti\u00e4 ei ole aina pelk\u00e4st\u00e4\u00e4n\nkaupallisuuteen perustuvaa. Yksil\u00f6iden tavoin br\u00e4ndit rakentavat ja viestiv\u00e4t identiteettej\u00e4\u00e4n sosiaalisessa\nmediassa ja samalla v\u00e4litt\u00e4v\u00e4t aatteita ja jopa kulttuureja seuraajilleen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2019-12-20T12:28:32Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2019-12-20T12:28:33Z (GMT). No. of bitstreams: 0\n Previous issue date: 2019", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "87", "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": "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": "multimodal discourse analysis", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "social media marketing", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "brand identity", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "entextualisation", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "resemiotisation", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "The cool guy\u2019s guide to swap to non-dairy : the Swedish oat product company Oatly\u2019s brand identity representation on Twitter", "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-201912205479", "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": "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_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": 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