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[{"key": "dc.contributor.author", "value": "Muikku, Kaisa", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-08-01T05:18:38Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-08-01T05:18:38Z", "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/123456789/82419", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tatcha on amerikkalainen kauneusbr\u00e4ndi, joka on saanut inspiraationsa japanilaisesta kulttuurista.\nHeid\u00e4n l\u00e4hestymistapansa kauneuteen ja ihonhoitoon on holistinen ja kokonaisvaltainen: itsest\u00e4\nhuolehtiminen on v\u00e4litt\u00e4mist\u00e4 henkisest\u00e4 ja fyysisest\u00e4 hyvinvoinnista. Tatchan br\u00e4ndifilosofian mukaan\non olennaista olla tietoisesti l\u00e4sn\u00e4 ja harmoniassa itsens\u00e4 kanssa sek\u00e4 kunnioittaa ja suojella luontoa.\nBr\u00e4ndin vahvat arvot ja ideologiat tekev\u00e4t heist\u00e4 mielenkiintoisen tutkimuskohteen\ndiskurssintutkimuksen n\u00e4k\u00f6kulmasta.\nTutkielma vastaa kysymyksiin 1) Mit\u00e4 eri diskursseja voidaan tunnistaa Tatchan nettisivulta? ja 2) Miten\nTatcha rakentaa multimodaalisesti br\u00e4ndi-identiteettins\u00e4 nettisivullaan? Kiinnostuksenkohteena on my\u00f6s\nse, miten br\u00e4ndi k\u00e4sittelee, esittelee ja hy\u00f6dynt\u00e4\u00e4 suhdettaan japanilaiseen kulttuuriin ja tietotaitoon.\nMateriaali koostuu Tatchan englanninkielisist\u00e4 nettisivuista. Aineistoa analysoitiin erityisesti\nmultimodaalisen diskurssianalyysin n\u00e4k\u00f6kulmasta, mutta sit\u00e4 pohjustettiin my\u00f6s nettisivujen analyysin\nviitekehyksell\u00e4 sek\u00e4 korpusanalyysilla.\nTatchan nettisivuilta tunnistettiin nelj\u00e4 p\u00e4\u00e4diskurssia multimodaalisen analyysin avulla: \u201dGeishan\nsalaisuudet\u201d, \u201dHyvinvointi\u201d, \u201dKest\u00e4v\u00e4 kehitys\u201d sek\u00e4 \u201dHyv\u00e4ntekev\u00e4isyys\u201d, joiden varaan Tatchan br\u00e4ndiidentiteetti rakentuu. Tutkimustuloksista k\u00e4y my\u00f6s ilmi, ett\u00e4 Tatchan on minimalistinen ja holistinen\nluksusbr\u00e4ndi, jolla on vahva arvopohja. Sen br\u00e4ndi-identiteetti rakentuu yll\u00e4 mainittujen diskurssien\nvaraan, joiden lis\u00e4ksi Tatcha esitt\u00e4\u00e4 itsens\u00e4 v\u00e4litt\u00e4v\u00e4n\u00e4 ja vastuullisena br\u00e4ndin\u00e4, jolle tietoinen l\u00e4sn\u00e4olo,\nvastuullisuus, v\u00e4litt\u00e4minen ja ymp\u00e4rist\u00f6yst\u00e4v\u00e4llisyys ovat t\u00e4rkeit\u00e4. Tutkielma on tapaustutkimus, joka\ntoimii esimerkkin\u00e4 br\u00e4nditutkimuksesta diskurssintutkimuksen n\u00e4k\u00f6kulmasta.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2022-08-01T05:18:38Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-08-01T05:18:38Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "82", "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": "corpus 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": "beauty brand", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "\u201dFrom Skin to Soul\" : a case study of a beauty brand website", "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-202208013975", "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": 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