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[{"key": "dc.contributor.advisor", "value": "Kiviniemi, Anne-Laure", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Suom\u00e4ki, Annariina", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-06-02T07:06:09Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-06-02T07:06:09Z", "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/123456789/81426", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n tutkimuksen aiheena on yritysten kest\u00e4v\u00e4n kehityksen markkinointi kielellisin keinoin. Ilmastonmuutos huolettaa ihmisi\u00e4 ja he pyrkiv\u00e4t omilla valinnoillaan suosimaan ymp\u00e4rist\u00f6yst\u00e4v\u00e4llisempi\u00e4 vaihtoehtoja. T\u00e4m\u00e4 on johtanut siihen, ett\u00e4 yritykset haluavat vastata kuluttajien ymp\u00e4rist\u00f6huoliin esiintyen vastuullisina ja ekologisina toimijoina. Tutkimuksen tarkastelun kohteena olivat suomalaiset vientiyritykset Mysoda ja Huhtam\u00e4ki. Tavoitteena oli selvitt\u00e4\u00e4, kuinka yritykset vakuuttavat toimivansa ekologisesti, vaikka heid\u00e4n tuotteitaan ei l\u00e4ht\u00f6kohtaisesti pidet\u00e4 ymp\u00e4rist\u00f6yst\u00e4v\u00e4llisin\u00e4. Aineisto koostuu valittujen yritysten nettisivujen kest\u00e4v\u00e4n kehityksen alasivuista. Tutkimuskysymyksemme oli, ett\u00e4 kuinka yritykset hy\u00f6dynt\u00e4v\u00e4t kielt\u00e4 rakentaakseen mielikuvaa kest\u00e4v\u00e4st\u00e4 yritystoiminnasta. Kyseess\u00e4 on laadullinen kielitieteen tutkimus. Tarkastelimme aineistoa diskurssianalyysin keinoin keskittyen tunnistamaan erilaisia diskursseja ja analysoimaan niiss\u00e4 ilmenev\u00e4\u00e4 argumentointia. Hy\u00f6dynsimme tutkimuksessa logoksen, paatoksen ja eetoksen k\u00e4sitteit\u00e4 argumentoinnin analysoimiseksi. \n\nAloitimme tutkimuksemme m\u00e4\u00e4rittelem\u00e4ll\u00e4 teoreettisen viitekehyksen ja tarvittavat k\u00e4sitteet, kuten diskurssianalyysi, diskurssi, argumentointi ja representaatio. Tutkimuksen toisessa osassa perehdyimme kontekstiin: kest\u00e4v\u00e4n markkinoinnin k\u00e4sitteeseen sek\u00e4 valittuihin yrityksiin ja aineistoon. Lopuksi analysoimme aineistoa esitellyn teorian pohjalta. Tunnistimme aineistostamme nelj\u00e4 eri diskurssia: ymp\u00e4rist\u00f6nsuojelu-, vastuullisuus-, laatu- ja paikallisuusdiskurssit. Havaitsimme, ett\u00e4 korostamalla ekologisuuttaan yritykset pyrkiv\u00e4t erottautumaan kilpailijoistaan ja muuttamaan mielikuvaa tarpeettomista ja roskaavista hy\u00f6dykkeist\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2022-06-02T07:06:09Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-06-02T07:06:09Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "25", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "fra", "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": "discours", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "argumentation", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "durabilit\u00e9", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "argumentaatio", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Mysoda", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Huhtam\u00e4ki", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "kest\u00e4v\u00e4 markkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Discours de durabilit\u00e9 sur les sites Internet de deux entreprises finlandaises", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "bachelor thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202206023047", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Bachelor's thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Kandidaatinty\u00f6", "language": "fi", "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": "Romaaninen filologia", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Romance Philology", "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_7a1f", "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": "bachelorThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "307", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kest\u00e4v\u00e4 kehitys", "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": "diskurssi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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