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[{"key": "dc.contributor.advisor", "value": "Virtaluoto, Jenni", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "K\u00e4\u00e4ri\u00e4inen, Pauliina", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-06-15T12:29:08Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-06-15T12:29:08Z", "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/123456789/76567", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sosiaalinen media on nyky\u00e4\u00e4n t\u00e4rke\u00e4 osa markkinointia ja br\u00e4ndien imagonrakennusta. Pienikin yritys voi nousta \nkulttimaineeseen oikeanlaisella imagonrakennuksella ja viestinn\u00e4ll\u00e4. Nykysukupolvet odottavat tukemiltaan \nyrityksilt\u00e4 erilaista viestint\u00e4\u00e4 kuin ennen. Ostop\u00e4\u00e4t\u00f6kset tehd\u00e4\u00e4n kasvavissa m\u00e4\u00e4rin sosiaalisen median perusteella, \nmik\u00e4 on saanut br\u00e4ndit siirt\u00e4m\u00e4\u00e4n markkinointiaan yh\u00e4 enemm\u00e4n eri sosiaalisen median alustoille.\n\nT\u00e4ss\u00e4 tutkielmassa analysoin meikki- ja ihonhoitomerkki Glossierin tuottamaa sis\u00e4lt\u00f6\u00e4 sosiaalisen median alustassa \nInstagramissa. Tutkielman tarkoitus on identifioida postauksista eri diskursseja sek\u00e4 analysoida niiden vaikutusta Glossierin br\u00e4ndi-identiteettiin.\nInstagramin postaukset ovat luonnoltaan multimodaalisia, joten k\u00e4ytt\u00e4m\u00e4ni analyysimetodi on multimodaalinen \ndiskurssianalyysi. Diskurssien tunnistamisen lis\u00e4ksi olin kiinnostunut siit\u00e4, miten feminiinisyys ja autenttisuus \nrakentuvat Glossierin tuottamassa sis\u00e4ll\u00f6ss\u00e4 sosiaalisessa mediassa.\n\nTutkimuksen aineisto koostuu 75 Glossierin Instagram-julkaisusta vuosilta 2019 ja 2020. Saadakseni t\u00e4yden kuvan k\u00e4ytetyist\u00e4 viestinn\u00e4n keinoista, huomioin analyysissa sek\u00e4 kuvan ett\u00e4 kuvatekstin, sek\u00e4 kuvatekstiss\u00e4 k\u00e4ytetyt multimodaaliset keinot kuten emojit.\n\nTunnistin ker\u00e4\u00e4m\u00e4st\u00e4ni aineistosta viisi diskurssia, jotka kaikki osaltaan rakentavat Glossierin br\u00e4ndi-identiteetti\u00e4. \nTunnistetut diskurssit keskittyiv\u00e4t Glossierin imagoon, sosiaaliseen vastuuseen, yhteis\u00f6n rakentamiseen br\u00e4ndin \nymp\u00e4rille sek\u00e4 perinteisemp\u00e4\u00e4n tuotteiden mainostamiseen. Erityisesti yhteis\u00f6n rakentaminen br\u00e4ndin ymp\u00e4rille oli suuressa osassa Glossierin Instagramia.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2021-06-15T12:29:08Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-06-15T12:29:08Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "63", "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": "postfeminism", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "The cool girl cult : Glossier and building brand identity on Instagram", "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-202106153768", "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": "sosiaalinen media", "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": "Instagram", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "diskurssianalyysi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "social media", "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": "Instagram", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "discourse analysis", "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"}]
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