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[{"key": "dc.contributor.advisor", "value": "Kuismin, Ari", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Haapaniemi, Lydia", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-06-30T09:19:03Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-06-30T09:19:03Z", "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/123456789/88157", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n maisterintutkielman tavoitteena on tuottaa tietoa vastuullisuusviestinn\u00e4st\u00e4, auttaa ymm\u00e4rt\u00e4m\u00e4\u00e4n millaisilla diskursseilla yritysvastuuta tuotetaan sosiaalisessa mediassa sek\u00e4 mill\u00e4 tavoin n\u00e4m\u00e4 diskurssit representoivat Pridea liikkeen\u00e4, tapahtumana ja yhteis\u00f6n\u00e4.\n\nTutkielmassa vastuullisuusviestint\u00e4\u00e4 l\u00e4hestyt\u00e4\u00e4n CSR-k\u00e4sitett\u00e4 hy\u00f6dynt\u00e4en. CSR (Corporate Social Responsibility) eli yritysvastuu viittaa organisaation vastuuseen tuottaa yhteiskunnallista tai sosiaalista arvoa, osakkeenomistajille tuotetun arvon lis\u00e4ksi. Vastuullisuusviestint\u00e4 (CSR Communication) viittaa organisaation tapoihin neuvotella ja viesti\u00e4 n\u00e4ist\u00e4 vastuista ja velvollisuuksista sidosryhmien kanssa.\n\nPride on seksuaali- ja sukupuoliv\u00e4hemmist\u00f6jen oikeuksia ajava kansainv\u00e4linen ihmisoikeusliike, joka n\u00e4kyy ymp\u00e4rivuotisen ihmisoikeusty\u00f6n sek\u00e4 jokavuotisten Pride-kulkueiden ja -mielenosoitusten muodossa. Vuosittain j\u00e4rjestett\u00e4v\u00e4 Helsinki Pride on yksi Suomen suurimmista ihmisoikeustapahtumista, jota rahoittavat merkitt\u00e4v\u00e4sti erilaiset yhteisty\u00f6kumppaniorganisaatiot. N\u00e4iden organisaatioiden sosiaalisen median viestint\u00e4\u00e4 tarkastelen tutkimuksessani vastuullisuusviestint\u00e4n\u00e4. Tutkimusaineisto koostuu 28 yhteisty\u00f6kumppaniorganisaation Pride-aiheisista Instagram-julkaisuista kes\u00e4lt\u00e4 2022. Tutkielmassa aineistosta etsit\u00e4\u00e4n vastuullisuuden diskursseja, sek\u00e4 niiss\u00e4 syntyvi\u00e4 Pride- representaatioita. Diskurssin ja representaation k\u00e4sitteet luovat tutkimukseen teoreettisen kehyksen hahmottaa kielen ja vallank\u00e4yt\u00f6n v\u00e4list\u00e4 suhdetta, sek\u00e4 erilaisten asiakokonaisuuksien, kuten Priden ja yritysvastuun v\u00e4lisi\u00e4 kytk\u00f6ksi\u00e4.\n\nAineiston analyysi on toteutettu multimodaalisella kriittisell\u00e4 diskurssianalyysill\u00e4. Analyysin tuloksena analyysist\u00e4 on l\u00f6ydetty nelj\u00e4 vastuullisuuden diskurssia: tavoitteiden ja ihanteiden diskurssi, joka hy\u00f6dynt\u00e4\u00e4 pyrkimyspuhetta ja esitt\u00e4\u00e4 Priden abstraktisti, yritysaktivismidiskurssi, joka representoi Priden kumouksellisena toimijana ja yrityksen kevyen poliittisena, vastuullisen ty\u00f6paikan diskurssi, jossa organisaatio kuvaa konkreeettisia vastuullisuustoimiaan tuleville ty\u00f6nhakijoille ja Pridea n\u00e4iden toimien mahdollistajana, sek\u00e4 vastuullisen kuluttamisen diskurssi, jossa yritysvastuu jaetaan kuluttajan kanssa ja Pride kaupallistetaan. Diskursseja yhdist\u00e4\u00e4 merkitt\u00e4v\u00e4sti tapa esitt\u00e4\u00e4 vastuullisuus eettisesti kunnioitettavien arvojen abstraktina toteuttamisena sek\u00e4 tapa representoida Pride pelkistettyn\u00e4, suhteellisen homogeenisena ja heteronormatiivisena.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2023-06-30T09:19:03Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-06-30T09:19:03Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "76", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "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": "vastuullisuusviestint\u00e4", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "CSR", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Pride", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "multimodaalinen kriittinen diskurssianalyysi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "#WORKINGWITHPRIDE : kriittinen diskurssianalyysi Helsinki Pride yhteisty\u00f6kumppaneiden vastuullisuusviestinn\u00e4st\u00e4 Instagramissa", "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-202306304303", "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": 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