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[{"key": "dc.contributor.advisor", "value": "Uusitalo, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Lappalainen, Roni", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-01-18T06:14:53Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-01-18T06:14:53Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2022", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/79374", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tutkielmassa tarkastellaan yritysten vastuullista markkinointiviestint\u00e4\u00e4 multimodaalisen kriittisen diskurssinanalyysin avulla. Tutkielman tavoitteena on selvitt\u00e4\u00e4, mit\u00e4 vallitsevaan sosiaaliseen paradigmaan liittyvi\u00e4 diskursseja yritysten vastuullisesta markkinointiviestinn\u00e4st\u00e4 l\u00f6ytyy, mit\u00e4 ideologisia taustoja ja seurauksia diskursseilla on ja miten vallitseva sosiaalinen paradigma yll\u00e4pit\u00e4\u00e4 valta-asemaansa diskurssien avulla. Tutkielmassa analysoidaan Helsingin sanomien vastuullisuuteen liittyvi\u00e4 etusivumainoksia 1.1.2021 \u2013 30.6.2021 v\u00e4liselt\u00e4 ajalta. Aineistosta l\u00f6ytyy yhteens\u00e4 viisi diskurssia. L\u00f6ydetyt diskurssit ovat mahdollisuuksien ja tavoitteiden diskurssi, kuluttamisen ja kuluttajan vastuun diskurssi, teknologiadiskurssi, hy\u00f6tydiskurssi sek\u00e4 suomalaisuusdiskurssi. Ideologisten taustojen osalta nelj\u00e4 diskurssia, kuluttamisen ja kuluttajan vastuun diskurssi, mahdollisuuksien ja tavoitteiden diskurssi, teknologiadiskurssi sek\u00e4 hy\u00f6tydiskurssi, edustavat vallitsevaa sosiaalista paradigmaa sek\u00e4 makromarkkinoinnin kehityskoulukuntaa. Suomalaisuusdiskurssi edustaa ideologisilta taustoiltaan arkip\u00e4iv\u00e4ist\u00e4 nationalismia. Vallitsevaa sosiaalista paradigmaa tukevien diskurssien seuraukseksi katsotaan perusteettoman optimistinen suhtautuminen teknologiaan, vihre\u00e4n kasvun ulkopuolisten vaihtoehtojen v\u00e4heneminen sek\u00e4 vastuullisuusongelmien liiallinen yksinkertaistaminen. Suomalaisuusdiskurssin ideologisena seurauksena on alkuper\u00e4isen ja koskemattoman kansallisen maiseman mielikuvan yll\u00e4pit\u00e4minen. Vallitseva sosiaalinen paradigma yll\u00e4pit\u00e4\u00e4 valta-asemaansa sill\u00e4, ett\u00e4 kaikki diskurssit tukevat toisiaan ja pystyv\u00e4t esiintym\u00e4\u00e4n rinnakkain. Diskurssien keskin\u00e4inen tuki n\u00e4kyy erityisen vahvasti kuluttamisen ja kuluttajan vastuun diskurssin sek\u00e4 mahdollisuuksien ja tavoitteiden diskurssin v\u00e4lill\u00e4. Lis\u00e4ksi teknisist\u00e4 ilmauksista johtuen kuluttajilla voi olla haastavaa osallistua keskusteluun yritysten kanssa. Aineiston hegemonisimmat diskurssit ovat suomalaisuusdiskurssi sek\u00e4 kuluttamisen ja kuluttajan vastuun diskurssi. Suomalaisuusdiskurssi esiintyy aineistossa ehdottomana, kun taas kuluttamisen ja kuluttajan vastuun diskurssi esiintyy aineistossa m\u00e4\u00e4r\u00e4llisesti eniten.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2022-01-18T06:14:53Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-01-18T06:14:53Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "74", "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": "fin", "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": "makromarkkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "kriittinen markkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "\"Yhdess\u00e4 kohti nollap\u00e4\u00e4st\u00f6j\u00e4\" : multimodaalinen kriittinen diskurssianalyysi vastuullisesta markkinointiviestinn\u00e4st\u00e4", "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-202201181143", "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": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "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": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "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": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "diskurssi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kuluttajat", "language": null, "element": 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