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[{"key": "dc.contributor.advisor", "value": "Piirainen-Marsh, Arja", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Szilvay, Elina", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-11-09T07:23:43Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-11-09T07:23:43Z", "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/123456789/91841", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Pikamuotibr\u00e4ndit hy\u00f6dynt\u00e4v\u00e4t markkinoinnissaan laajasti sosiaalista mediaa. Tutkimukseni kohde Twitter, joka tunnetaan nykyisin nimell\u00e4 X, on yksi k\u00e4ytetyimmist\u00e4 sosiaalisen median alustoista. H&M ja Zara ovat pikamuotij\u00e4ttej\u00e4, joilla on yhteens\u00e4 miljoonia seuraajia ja joiden markkinointi vaikuttaa merkitt\u00e4v\u00e4sti kuluttajien ostop\u00e4\u00e4t\u00f6ksiin.\nPikamuotiteollisuudella on haitallisia vaikutuksia ymp\u00e4rist\u00f6\u00f6n ja sosiaalisiin kysymyksiin, kuten ilmaston l\u00e4mpenemiseen ja huonoihin ty\u00f6oloihin. T\u00e4m\u00e4n tutkielman painopiste on pikamuotibr\u00e4ndien vihre\u00e4n markkinoinnin k\u00e4yt\u00e4nn\u00f6iss\u00e4 ja niiden tavoitteissa n\u00e4ytt\u00e4yty\u00e4 kest\u00e4vin\u00e4 toimijoina. Lis\u00e4ksi tutkimuksessa nostetaan esiin merkityksi\u00e4, joita voidaan pit\u00e4\u00e4 myynninedist\u00e4mistarkoituksessa ep\u00e4eettisin\u00e4, ja pyrit\u00e4\u00e4n siten my\u00f6t\u00e4vaikuttamaan markkinoinnin eettisien k\u00e4yt\u00e4nt\u00f6jen ja ohjeistusten kehitt\u00e4miseen.\nJohtavat pikamuotibr\u00e4ndit H&M ja Zara k\u00e4ytt\u00e4v\u00e4t twiitatuissa mainosvideoissaan merkitysten luomisen keinoina kielellisi\u00e4 ja semioottisia resursseja. Semioottisten resurssien, kuten kielen, kuvien ja \u00e4\u00e4nien, avulla n\u00e4m\u00e4 br\u00e4ndit pyrkiv\u00e4t vaikuttamaan yleis\u00f6\u00f6n lis\u00e4t\u00e4kseen myynti\u00e4 ja esiinty\u00e4kseen ymp\u00e4rist\u00f6yst\u00e4v\u00e4llisin\u00e4 ja sosiaalisesti kest\u00e4vin\u00e4. Analyysi kielenk\u00e4yt\u00f6st\u00e4 sek\u00e4 muista semioottisista resursseista perustuu monimodaalisen diskurssianalyysin periaatteisiin.\nTutkimustulokset osoittavat, ett\u00e4 H&M ja Zara ovat molemmat sitoutuneet ekologiseen kest\u00e4vyyteen Twitter-markkinoinnissaan ja hy\u00f6dynt\u00e4v\u00e4t semioottisia keinoja ymp\u00e4rist\u00f6vastuunsa korostamiseksi. Ymp\u00e4rist\u00f6yst\u00e4v\u00e4lliset tuotemallistot ovat yleisin teema n\u00e4iden br\u00e4ndien vihre\u00e4ksi markkinoinniksi tulkittavissa Twitter-videoissa. Muita teemoja ovat tuotteissa k\u00e4ytettyjen luonnollisten ja kest\u00e4vien materiaalien korostaminen, vanhojen tai k\u00e4ytettyjen tekstiilien kierr\u00e4tykseen kannustaminen sek\u00e4 kest\u00e4v\u00e4\u00e4n kehitykseen ja ymp\u00e4rist\u00f6nsuojeluun liittyviin kampanjoihin osallistumisesta viestiminen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2023-11-09T07:23:43Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-11-09T07:23:43Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "77", "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": "multimodal discourse analysis", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "green marketing", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "fast fashion", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "\u201dIt\u2019s gonna be a given to have organic cotton in a dress\u201d : a multimodal analysis of the green marketing of leading fast fashion brands on Twitter", "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-202311097877", "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": "sosiaalinen media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Twitter", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "semiotiikka", "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": "vaateteollisuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "social media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Twitter", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "semiotics", "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": "clothing industry", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "brands", "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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