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[{"key": "dc.contributor.advisor", "value": "Nissi, Riikka", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Turunen, Anne", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-05-20T06:53:36Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-05-20T06:53:36Z", "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/123456789/81193", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Suomalaiset toivovat usein etenkin julkisilta, ammattimaisesti laadituilta teksteilt\u00e4 kielellist\u00e4 esimerkillisyytt\u00e4 ja \u201doikeakielisyytt\u00e4\u201d. T\u00e4ss\u00e4 tutkimuksessa selvit\u00e4n, puhuvatko maallikot samansuuntaisesti my\u00f6s sosiaalisessa mediassa esiintyvien mainosten kielest\u00e4, ovathan sosiaalisen median mainoksetkin ammattimainen tekstilaji. Tarkastelen kolmeen sosiaalisen median mainokseen liittyv\u00e4\u00e4 metakielt\u00e4 analysoimalla laatimani kyselytutkimuksen vastausaineistoa diskurssianalyysin keinoin. Tutkimuskysymykseni ovat: Miten lukijat puhuvat sosiaalisen median mainosten kielest\u00e4? Mit\u00e4 kieli-ideologioita sosiaalisen median mainonnan lukijahavainnoista hahmottuu?\n\nNime\u00e4n aineistosta nelj\u00e4 eri diskurssia: ammattitaidon diskurssin, somekielen diskurssin, tunnediskurssin ja aitouden diskurssin. N\u00e4iden diskurssien taustalta hahmottelen my\u00f6s niihin vaikuttavia kieli-ideologioita. Tutkimustulokseni osoittavat, ett\u00e4 sosiaalisessa mediassa esiintyv\u00e4n mainonnan kielest\u00e4 puhutaan usein kielen puhtautta suojelevista tai yleiskielen normeja painottavista n\u00e4k\u00f6kulmista. T\u00e4ll\u00f6in puhe liittyy useimmiten ammattitaitoon, \u201dsomekielen\u201d puutteellisuuteen sek\u00e4 \u201dv\u00e4\u00e4r\u00e4nlaisen\u201d kielen \u00e4rsytt\u00e4vyyteen. Ideologian tasolla t\u00e4llaiset puhetavat liittyv\u00e4t yleens\u00e4 kielelliseen purismiin tai normipainotteiseen kielik\u00e4sitykseen. Toisaalta aineistosta nousee paljon puhetta kielen tilanteisuudesta, kuten sosiaalisen median kontekstista, hyv\u00e4st\u00e4 kotikutoisuudesta ja aitoudesta. T\u00e4llaisen kieli-ideologian mukaan esimerkiksi rento ja leikittelev\u00e4 kieli on mainoksilta nimenomaan toivottavaa.\n\nTutkimustulokseni kertovat sosiaalisessa mediassa esiintyvien mainosten kielen aktivoivan monia kieli-ideologioita, joiden pohjalta l\u00f6yt\u00e4m\u00e4ni diskurssit rakentuvat \u2013 usein my\u00f6s yht\u00e4aikaisesti. Jatkotutkimusaiheita voisi l\u00f6yty\u00e4 esimerkiksi uuden tekstilajin eli sosiaalisen median mainoksen rakentumisen metakielen suunnalta.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2022-05-20T06:53:36Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-05-20T06:53:36Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "52", "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.title", "value": "Sosiaalisessa mediassa esiintyvi\u00e4 mainoksia koskevia diskursseja ja kieli-ideologioita", "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-202205202825", "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": "Suomen kieli", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Finnish", "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": "309", "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": "diskurssi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainonta", "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": "kielenk\u00e4ytt\u00f6", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "media", "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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