| fullrecord |
[{"key": "dc.contributor.advisor", "value": "Dlaske, Kati", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Korhonen, Elvira", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-05-30T07:11:07Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-05-30T07:11:07Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2024", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/95364", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Yritysten viestint\u00e4 ja vastuullisuus ovat lis\u00e4\u00e4ntyneet kasvavissa m\u00e4\u00e4rin digitalisaation, ihmisten ymp\u00e4rist\u00f6tietoisuuden ja erin\u00e4isten ymp\u00e4rist\u00f6\u00f6n liittyvien s\u00e4\u00e4nn\u00f6ksien my\u00f6t\u00e4. T\u00e4ten my\u00f6s yritysten keinot esitt\u00e4yty\u00e4 vihrein\u00e4 toimijoina ja luoda vihre\u00e4\u00e4 yrityskuvaa muun muassa viherpesun kautta on lis\u00e4\u00e4ntynyt. Toisaalta my\u00f6s kuluttajien vaatimukset sek\u00e4 kriittisyys yritysten vihreit\u00e4 toimia kohtaan on kasvanut. \n \nT\u00e4m\u00e4 maisterintutkielma k\u00e4sittelee kielellisten retoristen ja argumentatiivisten keinojen k\u00e4ytt\u00f6\u00e4 kest\u00e4v\u00e4ss\u00e4 yritysviestinn\u00e4ss\u00e4 Deutsche Bahnin ja Lufthansan verkkosivustoilla. Deutsche Bahn ja Lufthansa tekev\u00e4t yhteisty\u00f6t\u00e4 kesken\u00e4\u00e4n, mutta toimivat my\u00f6s kilpailijoina Saksan johtavina lento- ja junaliikenteen kuljetusyrityksin\u00e4. Tutkimuksen tarkoituksena on selvitt\u00e4\u00e4 mit\u00e4 kielellisi\u00e4 retorisia ja argumentatiivisia keinoja Deutsche Bahn ja Lufthansa k\u00e4ytt\u00e4v\u00e4t nettisivuillaan kest\u00e4vyyteen liittyen, kuinka visuaaliset keinot tukevat kielellisi\u00e4 keinoja, sek\u00e4 \nmink\u00e4laisia yhten\u00e4isyyksi\u00e4 ja eroja nettisivujen v\u00e4lill\u00e4 on havaittavissa. Kest\u00e4v\u00e4n yritysviestinn\u00e4n tarkastelu kielellisest\u00e4 n\u00e4k\u00f6kulmasta on merkitt\u00e4v\u00e4\u00e4, sill\u00e4 viestinn\u00e4n kautta yritykset pyrkiv\u00e4t vakuuttamaan kuluttajat toimistaan, sek\u00e4 niiden kest\u00e4vyydest\u00e4. \n \nKielellisi\u00e4 retorisia ja argumentatiivisia keinoja nimettiin tutkielman puitteissa yhteens\u00e4 yksitoista kappaletta, joista kuusi oli yhtenevi\u00e4 ja viisi eri\u00e4vi\u00e4 kielellisi\u00e4 keinoja. Visuaaliset tehokeinot tukivat p\u00e4\u00e4osin kielellisi\u00e4 keinoja. Kumpikin yritys hy\u00f6dynsi vaikuttamiskeinoja kyseisill\u00e4 nettisivuilla viesti\u00e4kseen toimiensa kest\u00e4vyydest\u00e4 kuluttajille, sek\u00e4 esitt\u00e4\u00e4kseen itsens\u00e4 kest\u00e4v\u00e4n\u00e4 toimijana. Lis\u00e4ksi joidenkin kielellisten keinojen kohdalla ilmeni my\u00f6s muita kielellisi\u00e4 ja visuaalisia tehokeinoja, jotka tukivat argumentaatiota. Yhtenev\u00e4iset kielelliset tehokeino \nolivat: luvut, tunteisiin vetoaminen, luettelointi, tulevaisuuden painottaminen, me-pronominin ja toimintaverbien k\u00e4ytt\u00f6. Lis\u00e4ksi toimijuuden korostaminen esiintyi useissa kohdissa kummallakin nettisivulla. Toisistaan eroavia tutkimuksessa nimettyj\u00e4 kielellisi\u00e4 keinoja olivat Deutsche Bahnin viestinn\u00e4ss\u00e4 toisto, sitaatit ja analogia, ja Lufthansan sivulla ilmenneet sanonnat ja vertailu.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2024-05-30T07:11:07Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-05-30T07:11:07Z (GMT). No. of bitstreams: 0\n Previous issue date: 2024", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "55", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "deu", "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": "argumentaatio", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "retoriset keinot", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "argumentaatiokeinot", "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": "Deutsche Bahn", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Lufthansa", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Auf dem gr\u00fcnen Weg : multimodale Diskursanalyse \u00fcber die Unternehmenskommunikation zur Nachhaltigkeit auf den Websites der Deutschen Bahn und der Lufthansa", "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-202405304127", "language": null, "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": "Faculty of Humanities and Social Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Humanistis-yhteiskuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Language and Communication Studies", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Kieli- ja viestint\u00e4tieteiden laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "German Language and Culture", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Saksan kieli ja kulttuuri", "language": "fi", "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": "308", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "diskurssianalyysi", "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": "retoriikka", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "saksan kieli", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "viherpesu", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yritysviestint\u00e4", "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"}]
|