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[{"key": "dc.contributor.advisor", "value": "Lepp\u00e4nen, Sirpa", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Selander, Annika", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-08-24T07:04:23Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-08-24T07:04:23Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2020", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/71489", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Verkkoviestinn\u00e4n rooli markkinointiviestinn\u00e4ss\u00e4 on kasvanut huomattavasti viime vuosikymmenin\u00e4. Myynnin ohella uusia markkinointikanavia hy\u00f6dynnet\u00e4\u00e4n my\u00f6s positiivisten el\u00e4m\u00e4narvojen ja -tapojen edist\u00e4miseen. Yksi suurimmista verkkokanavien tuomista viestinn\u00e4n muutoksista on sis\u00e4ll\u00f6n monimuotoisuus: kuvat, videot ja muut interaktiiviset elementit muodostavat nyt huomattavan suuren osan verkkov\u00e4litteisen viestinn\u00e4n rakenteesta.\n\nT\u00e4m\u00e4 tutkimus pohjaa multimodaaliseen argumentaatioteoriaan tutkiessaan tapoja, joilla terveysedisteist\u00e4 markkinointiviesti\u00e4 v\u00e4litet\u00e4\u00e4n verkkosivuviestinn\u00e4ss\u00e4. Tutkimuksen keski\u00f6ss\u00e4 on erimuotoisten sis\u00e4lt\u00f6jen yhteisesti v\u00e4litt\u00e4m\u00e4 viesti ja verkkosivupohjan luomat mahdollisuudet muutokseen perinteisess\u00e4 argumentoinnin rakenteessa. Metaforaan pohjautuvaa sis\u00e4lt\u00f6\u00e4 tarkastellaan diskurssintutkimuksen keinoin heijastaen sen visuaalisia, verbaalisia ja interaktiivisia elementtej\u00e4 Deganon (2013) pragma-dialektiseen malliin verkkosivun argumentaatiorakenteesta. \n\nTutkimuksen teoreettisena l\u00e4ht\u00f6kohtana on mm. Forcevillen (2010) ja Tseronisin (2018) n\u00e4kemys multimodaalisen argumentoinnin rakenteesta kokonaisuutena, ei yksitt\u00e4isin\u00e4, selkeiksi moodeiksi jaettavina palasina. Laadullinen analyysi osoittaa moodien yhteistoiminnan oleellisesti rakentavan argumentoivaa retoriikkaa verkkosivulla ja arvioi sen roolia argumentaatioteoriassa ja markkinointiviestinn\u00e4ss\u00e4. Tulokset osoittavat, ett\u00e4 visuaalisten ja hypertekstuaalisten rakenteiden hy\u00f6dynt\u00e4minen sanallisen viestinn\u00e4n ohella luo mahdollisuuksia tehokkaampaan ja monipuolisempaan markkinointiretoriikkaan sek\u00e4 luo k\u00e4ytt\u00e4j\u00e4lle mahdollisuuksia osallistua virtuaalisesti argumentaatioprosessiin. Tutkimustuloksista on k\u00e4yt\u00e4nn\u00f6n strategista hy\u00f6ty\u00e4 niin verkkoviestinn\u00e4n suunnittelijoille kuin sen kuluttajillekin.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-08-24T07:04:22Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-08-24T07:04:23Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "88", "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 argumentation", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "The tip of the 'eyesberg' : a case of multimodal website argumentation", "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-202008245625", "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": 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