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[{"key": "dc.contributor.advisor", "value": "Hahn, Judit", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Nurmi, Sonja", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-06-14T05:50:04Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-06-14T05:50:04Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2021", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/76480", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Vuonna 2016 suomalainen kosmetiikkabr\u00e4ndi Lumene k\u00e4vi l\u00e4pi laajan uudelleenbr\u00e4nd\u00e4yksen, jonka\njohdosta niin br\u00e4ndin ulkon\u00e4k\u00f6 ja tuotteet kuin identiteettikin uudistuivat. Lumene oli s\u00e4ilynyt l\u00e4hes\nennallaan useamman vuosikymmenen ja miellettiin enimm\u00e4kseen keski-ik\u00e4isten naisten br\u00e4ndiksi.\nBr\u00e4ndin uuden ilmeen my\u00f6t\u00e4 kuitenkin my\u00f6s nuorten naisten mielenkiinto her\u00e4si niin Suomessa kuin\nmaailmallakin.\nT\u00e4m\u00e4n tutkielman tarkoituksena oli tutkia Lumenen br\u00e4ndi-identiteetin rakentumista br\u00e4ndin\nkansainv\u00e4lisill\u00e4 nettisivuilla erityisesti kansainv\u00e4lisen yleis\u00f6n n\u00e4k\u00f6kulmasta. Tavoitteena oli saada\nselville, millaisia diskursseja Lumenen nettisivuilla esiintyy, kuinka Lumenen br\u00e4ndi-identiteetti\nrakentuu multimodaalisin keinoin ja millainen rooli Lumenen suomalaisilla juurilla on br\u00e4ndiidentiteetin\nrakentumisessa. Tutkimuksen aineisto koostui Lumenen nettisivuilta ker\u00e4tyist\u00e4\nkuvankaappauksista, joita tutkittiin multimodaalisen diskurssianalyysin n\u00e4k\u00f6kulmasta keskittyen\nkirjoitettuun tekstiin, kuviin, v\u00e4reihin ja videoihin. T\u00e4m\u00e4n lis\u00e4ksi koko nettisivusta laadittiin korpus,\njoka antoi yleisn\u00e4kym\u00e4n sivuston kielenk\u00e4yt\u00f6st\u00e4 sek\u00e4 sivustolla esiintyvist\u00e4 teemoista.\nLumenen nettisivuilta tunnistettiin kolme keskeisint\u00e4 diskurssia: \u201dPohjoismainen kauneus\u201d diskurssi,\n\u201dsuomalainen eksotiikka\u201d diskurssi sek\u00e4 \u201dymp\u00e4rist\u00f6\u00e4 s\u00e4\u00e4st\u00e4v\u00e4 ja luonnollinen\u201d diskurssi. N\u00e4m\u00e4\ndiskurssit toimivat vahvasti my\u00f6s Lumenen br\u00e4ndi-identiteetin pohjalla. Tutkimuksessa k\u00e4vi ilmi, ett\u00e4\nuseita semioottisia resursseja, kuten teksti\u00e4, kuvia ja v\u00e4rej\u00e4, k\u00e4ytettiin sek\u00e4 diskurssien ett\u00e4 Lumenen\nbr\u00e4ndi-identiteetin rakentamiseen, usein my\u00f6s samanaikaisesti. Havaintojen perusteella voitiin todeta\nLumenen korostavan suomalaisia juuriaan ylpe\u00e4sti, samanaikaisesti hy\u00f6dynt\u00e4en yhteytt\u00e4\u00e4n\nPohjoismaihin paremman n\u00e4kyvyyden kannalta. Tutkimus my\u00f6s osoitti, ett\u00e4 erityisesti\n\u201dPohjoismainen kauneus\u201d ja \u201dsuomalainen eksotiikka\u201d diskursseja korostettiin Lumenen\nkansainv\u00e4lisill\u00e4 nettisivulla, mik\u00e4 voi viitata siihen, ett\u00e4 Lumene viestii erilaisia identiteettej\u00e4 eri\nyleis\u00f6ille.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-06-14T05:50:04Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-06-14T05:50:04Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "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 discourse analysis", "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": "nation branding", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "online marketing", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "\u201cWild crafted, sustainable, Nordic beauty\u201d : Lumene\u2019s brand identity construction on the brand\u2019s international website", "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-202106143685", "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": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "301", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "verkkosivustot", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4nd\u00e4ys", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digitaalinen markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "merkkitavarat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "websites", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "brands", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": 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