| fullrecord |
[{"key": "dc.contributor.advisor", "value": "Dlaske, Kati", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Linderoos, Petra", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Peltonen, Sofia", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-12-16T08:42:15Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-12-16T08:42:15Z", "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/123456789/73242", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Ilmastonmuutos ja ymp\u00e4rist\u00f6n tila ovat viime vuosina olleet laajan keskustelun kohteina. Erityisesti huomiota on her\u00e4tt\u00e4nyt IPPC:n (Intergovernmental Panel on Climate Change) lokakuussa 2018 julkaisema raportti ilmastonmuutoksen etenemisest\u00e4, koska IPPC:n raportit toimivat kansainv\u00e4lisen ilmastopolitiikan ja siihen liittyv\u00e4n p\u00e4\u00e4t\u00f6ksenteon pohjana. Lis\u00e4ksi ilmastoaktivistit, kuten ruotsalainen Greta Thunberg, ovat saaneet mediassa paljon huomiota ja vaatineet niin p\u00e4\u00e4tt\u00e4ji\u00e4, valtioita kuin yksitt\u00e4isi\u00e4 kansalaisia ryhtym\u00e4\u00e4n ilmastotoimiin.\n\nT\u00e4m\u00e4n tutkimuksen tarkoitus on multimodaalisen diskurssianalyysin keinoin tutkia, miten ja millaisin keinoin er\u00e4s Saksan WWF:n mainosvideo pyrkii vaikuttamaan katsojiinsa. Tutkimukseen valittu video on osa laajempaa WWF:n kampanjaa, jonka tavoitteena on saada muoviroskan p\u00e4\u00e4tyminen meriin ja vesist\u00f6ihin loppumaan. Videon p\u00e4\u00e4viesti on saada katsojat allekirjoittamaan s\u00e4hk\u00f6inen vetoomus, jonka avulla WWF voi vedota valtionp\u00e4\u00e4miehiin ja pyyt\u00e4\u00e4 heit\u00e4 ottamaan vastuuta ja ty\u00f6skentelem\u00e4\u00e4n maailmanlaajuisen, laillisesti sitovan YK: n yleissopimuksen puolesta muovij\u00e4tteen torjumiseksi meriss\u00e4.\n\nTutkielmassa tarkastellaan, miten l\u00e4hdemateriaaliksi valitussa videossa hy\u00f6dynnet\u00e4\u00e4n visuaalisia, auditiivisia ja kielellisi\u00e4 keinoja merkitysten luomisessa ja miten niill\u00e4 pyrit\u00e4\u00e4n vaikuttamaan katsojaan. Keinoja tarkastellaan analyysiss\u00e4 ensin yksitt\u00e4in niiden tunnistamisen ja kuvailemisen helpottamiseksi, mutta lopuksi kiinnitet\u00e4\u00e4n huomiota my\u00f6s valikoitujen keinojen yhteisty\u00f6h\u00f6n, koska multimodaalisen analyysin tarkoituksena on analysoida, miten n\u00e4m\u00e4 erilaiset modaliteetit toimivat yhdess\u00e4 merkitysten luomiseksi.\n\nAnalyysin pohjalta k\u00e4vi ilmi, ett\u00e4 kyseinen mainosvideo pyrkii vaikuttamaan katsojiin p\u00e4\u00e4asiassa tunteiden kautta. Videossa k\u00e4ytetyt visuaaliset, auditiiviset ja kielelliset keinot ovat kaikki eri tavoilla tunteita her\u00e4tt\u00e4vi\u00e4, ja niiden avulla pyrit\u00e4\u00e4n saamaan katsoja miettim\u00e4\u00e4n esimerkiksi omaa kulutusk\u00e4ytt\u00e4ytymist\u00e4\u00e4n ja ryhtym\u00e4\u00e4n toimiin muoviongelman ratkaisemiseksi.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-12-16T08:42:15Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-12-16T08:42:15Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "129", "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": "deu", "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": "multimodaalinen diskurssianalyysi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "\u201eIch bin dein Plastikm\u00fcll\u201c : Multimodale Diskursanalyse eines Werbevideos von WWF Deutschland", "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-202012167186", "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": "Saksan kieli ja kulttuuri", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "German Language and Culture", "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": "308", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "diskurssintutkimus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "multimodaalisuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainokset", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainonta", "language": null, "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"}]
|