| fullrecord |
[{"key": "dc.contributor.advisor", "value": "Piirainen-Marsh, Arja", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Heikkinen, Katarina", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-06-29T06:43:03Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-06-29T06:43:03Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2023", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/88119", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Kielenk\u00e4yt\u00f6n ja sukupuolen yhteyksi\u00e4 on tutkittu useasta n\u00e4k\u00f6kulmasta, ja tutkimuksien tuloksia on hy\u00f6dynnetty my\u00f6s mainonnan saralla. Kuluttajakulttuuri on nyt vallitsevampi kuin koskaan ennen, ja br\u00e4ndit kehitt\u00e4v\u00e4t jatkuvasti uusia ideoita ja taktiikoita, joilla vaikuttaa kuluttajien k\u00e4ytt\u00e4ytymiseen, ajatteluprosesseihin ja siihen, mit\u00e4 pid\u00e4mme t\u00e4rke\u00e4n\u00e4. Kieli on yksi t\u00e4rkeimmist\u00e4 ty\u00f6kaluista, joita ihmiset k\u00e4ytt\u00e4v\u00e4t viestien v\u00e4litt\u00e4miseen ja vastaanottamiseen, joten on luonnollista, ett\u00e4 br\u00e4ndit k\u00e4ytt\u00e4v\u00e4t tietyntyyppist\u00e4 kielt\u00e4 houkutellakseen asiakkaita ostamaan tuotteitaan.\nT\u00e4ss\u00e4 tutkimuksessa k\u00e4sittelin kielen ja sukupuolen v\u00e4lisi\u00e4 yhteyksi\u00e4 ja analysoin Sephora.com- sivuston myydyimpien miesten hajuvesien tuoksu kuvauksia. Tavoitteeni oli saada selville k\u00e4ytt\u00e4v\u00e4tk\u00f6 hajuvesibr\u00e4ndit tuoksujen kuvauksissa sukupuolittunutta kielt\u00e4, mink\u00e4laista mieskuvaa hajusteiden kuvaukset rakentavat ja miten maskuliinisuus tulee esiin eri sanavalinnoissa. Analyysiss\u00e4ni hy\u00f6dynsin kriittist\u00e4 diskurssianalyysi\u00e4, tekstianalyysi\u00e4 ja sosiokulttuuristen rakenteiden analyysi\u00e4.\nLajittelin datan nelj\u00e4\u00e4n p\u00e4\u00e4kategoriaan tekstin sis\u00e4ll\u00f6st\u00e4 esille tulleen teeman perusteella. Tutkimuksestani selvisi, ett\u00e4 hajuvesibr\u00e4ndit k\u00e4ytt\u00e4v\u00e4t sukupuolittuneita sanavalintoja, jotka korostavat maskuliinisuutta eri tavoilla. Maskuliinisia kuvia tuotiin esiin mm. luontoon liittyvill\u00e4 metaforilla ja kuvauksilla. Seksuaalisuutta kuvattiin mm. viittaamalla kreikkalaisiin jumaliin ja k\u00e4ytt\u00e4m\u00e4ll\u00e4 adjektiivej\u00e4, jotka johdattelevat lukijan luomaan tietynlaisia mielikuvia. Menestyst\u00e4 kuvattiin sanavalinnoilla, jotka viittasivat rahaan, itsen\u00e4isyyteen, itsevarmuuteen ja rohkeuteen. Hajusteissa maskuliinisuus tuotiin esiin hyvin ste- reotyyppisill\u00e4 kuvauksilla, jotka vahvistavat jo kauan historiassa kehittynytt\u00e4 ajatusta siit\u00e4, mik\u00e4 on maskuliinista ja mik\u00e4 ei. Osa datasta sis\u00e4lsi my\u00f6s hyvin neutraalia kielenk\u00e4ytt\u00f6\u00e4, joka ei erityisesti nostanut esiin maskuliinisuutta, vaan kuvaustekstit keskittyiv\u00e4t kertomaan, mist\u00e4 hajuveden tuoksu koostuu. Tutkimuksen tuloksista k\u00e4vi ilmi, ett\u00e4 vaikka sukupuolineutraalisuus on yleistynyt viimeisen vuosikymmenen aikana, miesten kosmetiikkatuotteet keskittyv\u00e4t silti vahvasti markkinointi tapaan, joka korostaa maskuliinisia piirteit\u00e4 ja ns. maskuliinista ihannetta.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2023-06-29T06:43:03Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-06-29T06:43:03Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "48", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "language", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "gendered discourse", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "masculine discourse", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "\u2019Unexpected and undeniably bold\u2019 : masculine presentations in men's fragrance descriptions", "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-202306294224", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "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": "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.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "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": "dc.subject.yso", "value": "mainonta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sukupuoli", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "maskuliinisuus", "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": "kielenk\u00e4ytt\u00f6", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sukupuolierot", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sukupuoliroolit", "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": "kieli ja kielet", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "advertising", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "gender", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "masculinity", "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": "use of language", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "gender differences", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "gender roles", "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": "languages", "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"}]
|