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[{"key": "dc.contributor.advisor", "value": "Kyt\u00f6l\u00e4, Samu", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Westinen, Elina", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Keisala, Emmi", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-06-23T07:48:17Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-06-23T07:48:17Z", "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/123456789/82009", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Rammstein on yksi kansainv\u00e4lisesti tunnetuinpia ja menestyneimpi\u00e4 metalliyhtyeit\u00e4 maailmassa. Yhtye on tunnettu erityisesti n\u00e4ytt\u00e4v\u00e4st\u00e4 ja ainutlaatuisesta lavaesiintymisest\u00e4\u00e4n sek\u00e4 provokatiivisesta tyylist\u00e4\u00e4n. T\u00e4m\u00e4n tutkielman\ntavoitteena oli perehty\u00e4 Rammsteinin br\u00e4ndiin multimodaalisten elementtien n\u00e4k\u00f6kulmasta tutkimalla b\u00e4ndin live-esiintymisi\u00e4 ja saada niiden kautta selville, mihin multimodaalisiin elementteihin yhtyeen br\u00e4ndi rakentuu. Lis\u00e4ksi\nty\u00f6ss\u00e4 tutkittiin br\u00e4ndin jatkuvuutta ja kehityst\u00e4 vuosien varrella yhtyeen lavaesiintymisten pohjalta.\n\nAnalyysiosio on jaettu kahteen osaan kahden tutkimuskysymyksen mukaan. Tutkimuksen metodina hy\u00f6dynnettiin multimodaalista kriittist\u00e4 diskurssianalyysia, ja sen aineistona k\u00e4ytettiin yhtyeen videotaltioituja live-esiintymisisi\u00e4, jotka ker\u00e4ttiin Rammsteinin omalta viralliselta \u201cRammstein Official\u201d YouTube- kanavalta.\nTutkimus osoitti, ett\u00e4 viestiess\u00e4\u00e4n yleis\u00f6n kanssa Rammstein hy\u00f6dynt\u00e4\u00e4 laajalti erityisesti visuaalisia multimodaalisia elementtej\u00e4 ja kiinnitt\u00e4\u00e4 erityist\u00e4 tarkkuutta yksityiskohtiin. Yhtyeen br\u00e4ndin kenties n\u00e4ytt\u00e4vin ja ominaisin elementti on pyrotekniikka lavasteiden ja rekvisiitan muodossa. Laulaja Till Lindemannin pyrotekniikan k\u00e4ytt\u00f6 oli my\u00f6s yksi eriytt\u00e4v\u00e4 tekij\u00e4 alan markkinoilla Rammsteinin br\u00e4ndiss\u00e4. T\u00e4m\u00e4n lis\u00e4ksi toinen tutkimuksen n\u00e4kyvimmist\u00e4 tuloksista oli se, ett\u00e4 live-esiintymiset eiv\u00e4t sis\u00e4ll\u00e4 juuri lainkaan verbaalista vuorovaikutusta yhtyeen ja yleis\u00f6n v\u00e4lill\u00e4.\n\nRammsteinin br\u00e4ndi osoittautui my\u00f6s inklusiiviseksi ja helposti l\u00e4hestytt\u00e4v\u00e4ksi Lindemannin selke\u00e4n saksan kielen \u00e4\u00e4nt\u00e4misen ja yhtyeen monipuolisen tarinankerronnan ansiosta. Rammsteinin kappaleiden sanoma tuli selke\u00e4sti esille\nlavaesiintymisen kautta my\u00f6s saksan kielt\u00e4 taitamattomille yleis\u00f6n j\u00e4senille. Lis\u00e4ksi Rammsteinin br\u00e4ndi ja omintakeinen esiintymistyyli ovat pysyneet tyylilt\u00e4\u00e4n yhdenmukaisena vuosien varrella.\n\nT\u00e4m\u00e4 Pro-gradu tutkielma luo pohjaa laajemmalle tutkimukselle Rammsteinin br\u00e4ndist\u00e4 ja markkinointistrategiasta. Lis\u00e4ksi t\u00e4ss\u00e4 tutkimuksessa k\u00e4ytetty\u00e4 teoreettista viitekehyst\u00e4 ja multimodaalista tutkimusmenetelm\u00e4\u00e4 on mahdollista hy\u00f6dynt\u00e4\u00e4 muihin artisteihin tai yhtyeisiin my\u00f6s metalligenren ulkopuolelta", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Rammstein is one of the most popular industrial metal bands internationally. The German band is known for their impressive live shows, in particular. This study focuses on Rammstein\u2019s branding through their live shows and how they utilize multimodal modes of communication in their live performances. The aim of this study is to find out, firstly, which multimodal elements construct Rammstein\u2019s brand, how are they used in branding, and secondly, whether these multimodal elements have evolved or changed over the years. The goal of this study is also to discuss the consistency of Rammstein\u2019s branding. \n\nThe analysis was divided into two parts according to the two research\nquestions for the sake of clarity. This study was conducted by using multimodal critical discourse analysis as a method. The data was collected from Rammtein\u2019s own official Youtube channel \u201cRammstein Official\u201d.\nThis study showed that, in addition to music, Rammstein relies heavily on visual modes of communication, with particular reference to detail. Pyrotechnics seemed to be an essential part of Rammstein\u2019s live shows, which was one of the main aspects providing differentiation to their brand. One of the most interesting elements in Rammstein\u2019s live shows is that there is (little to) no verbal communication. Rammstein\u2019s brand proved to be accessible and inclusive\nto non-German speakers due to Till Lindemann\u2019s clear articulation as well as the band\u2019s storytelling in their live shows. This study also showed that Rammstein has stayed relatively consistent in their branding and have stayed true\nto their own unique style of performing. This study could inspire more detailed studies about Rammstein\u2019s branding and marketing strategies. Rammstein is a multi-faceted brand and creates a myriad of different possible data for\nfurther studies. In addition, this same study could be applied to research about different bands or artists representing genres other than metal.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2022-06-23T07:48:17Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-06-23T07:48:17Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "54", "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": "Rammstein", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "metal genre", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Feuer Frei! : The Multimodal Construction of Rammstein's Brand", "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-202206233613", "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": "restrictedAccess", "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": "br\u00e4ndit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "multimodaalisuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "musiikki", "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": "visuaalinen viestint\u00e4", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "viestint\u00e4", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "englannin kieli", "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": "brands", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "multimodality", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "music", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "branding", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "visual communication", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "communication", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "English language", "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.rights.accessrights", "value": "The author has not given permission to make the work publicly available electronically. Therefore the material can be read only at the archival workstation at Jyv\u00e4skyl\u00e4 University Library (https://kirjasto.jyu.fi/collections/archival-workstation).", "language": "en", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "Tekij\u00e4 ei ole antanut lupaa avoimeen julkaisuun, joten aineisto on luettavissa vain Jyv\u00e4skyl\u00e4n yliopiston kirjaston arkistoty\u00f6semalta. Ks. https://kirjasto.jyu.fi/kokoelmat/arkistotyoasema..", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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