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Browsing by study line "Humanistiska studieinriktningen"

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  • Nakagami, Ayana (2023)
    In recent decades, the visibility of Finland has been increasing in Japan. It might even be almost impossible not to notice “Finland” in everyday life. -Products with Moomin characters, trendy Finnish style saunas, Finnish words used in brand or product names and Finnish themed facilities. But what kind of themes spring to mind when Finland is mentioned? What images are attached to Finland, or how is Finland talked about in everyday life? This study investigates what Japanese people post about Finland and what kind of representations of Finland appear on Japanese Twitter, as well as how the Japanese society is represented through these discussions. For the data collection, the search word and command “フィンランド min_faves: 1000” was used, in order to find tweets that included the Japanese word for Finland, フィンランド, and which had accumulated more than 1000 likes. The final data amounted to 364 tweets posted on Twitter between September 16th 2020 and November 7th 2022. The analysis was conducted in two separate phases; in the first phase, themes of the tweets which appeared in the data were identified by using qualitative content analysis (QCA), and in the second phase, representation analysis was conducted together with QCA in order to find out how Finland is represented on Japanese Twitter, and what kind of meanings are attached to Finland. The analysis identified the following themes that often appear in the tweets about Finland: Nature, travel destination, history, national defence, brands, art, language, customs, education as social welfare, school, work-life balance, gender equality, and mindset. The representations of Finland found in the data were: The ideal model for Japan (a model for a fair society/ a model for a happier life), magical and consumable Finland, a small but brave and a strong country, and questioning “the dream country Finland”. The analysis also found that the images of Finland are constructed to fit the narratives of Japanese people. “The dream country Finland” was created by Japanese people’s fantasies and ideals and it was used to criticize some aspects of the Japanese society: the Japanese government, politics, social welfare, working style, national defence, among others.
  • Todorova, Mariyana (2021)
    This thesis investigates the influence of the COVID-19 pandemic on tourism advertising. The analysis is focused on case-studying Iceland due to the importance of tourism for the country’s economy and due to its successful tourism marketing campaigns. The thesis aims at analyzing the appeals and visual rhetoric techniques utilized by Iceland during the COVID-19 pandemic and further comparing them the ones from 2019. The comparison to pre-COVID-19 advertising, demonstrates what is the influence of the COVID-19 pandemic on Iceland’s tourism advertising. What is more the study examines whether the pandemic shapes new values and desired tourism behavior and thus fills a research gap defined by Zenker and Kock (2020). The data consists of 7 official tourism advertisements of Iceland from 2019, 2020, 2021, published on their official YouTube channel, and the website: The joyscroll. The data is presented in the form of screenshots in the appendixes of this thesis. The data is analyzed via mixed methods, incorporating qualitative content analysis (QCA) of the appeals in combination with critical visual analysis (CVA). The CVA is further focused on the three dimensions of landscape, people, and heritage. The analysis shows that there is an evident change in both the preferred advertising appeals and in the visual rhetoric techniques utilized during the COVID-19 pandemic. What is more the analysis highlights the importance of emotional appeals and humor and the formation of a new value to Icelandic tourism – mental health.
  • Hynninen, Henrik (2023)
    This thesis looks to find what types of narrative themes emerged during the 2010s from articles published in The Finnish American Reporter related to the topics of preservation and celebration in the Finnish North American context. Additionally, this thesis examines what types of activities were featured as acts of preservation and celebration of Finnish culture and which of these acts were seen as success stories or failures. To get acquainted with the topic, this thesis introduces academic research related to the concepts of identity, ethnicity, heritage, preservation of heritage, celebration of heritage, immigration, and Americanization. These topics are further complemented by looking into what types of research has been conducted on Finns in North America prior to this thesis, and by telling the history of the Finnish community in North America. The main dataset for this thesis consists of 370 feature articles published in The Finnish American Reporter between January 2010 and December 2019. This study takes a qualitative approach and qualitative content analysis was used during the data collection process to identify relevant articles. These articles were then analyzed with narrative analysis tools in order to find themes that developed across the articles. This study finds that teamwork and collaboration was an essential theme across all the articles, which made the preservation and celebration of Finnishness possible. The variety of Finnish communities, experiences and activities were also carrying themes throughout all the articles. Several different Finnish cultural activities examined here were featured as success stories, but failures were also present in the articles. Many of the articles demonstrated Finnish communities and organizations fighting hard against the decline of Finnishness in North America.
  • Partanen, Johanna E. (2022)
    If culture fossilizes in language, what does language say about us? Typology of Hate: Hegemonic Sign Systems in Hate Speech examines how culturally semiotic signs build the themes of gendered hate speech in the contemporary hybrid media environment. More than ever, the role taken in discourse previously governed by “intellectuals” is shifting, and ideas of significance are circulated, debated and constructed online. Hate speech occupying space in mainstream culture is seen as a risk that modern technology enables in a completely new way. Online hate speech forms a complicated network of multimodal interactions, which makes defining it – and consequently, managing it – more challenging. Definitions of hate speech cannot focus on individual utterances or speech acts alone but must be looked against a wider socio-cultural impact by studying the meanings of signs and significations constructed in language against their cultural backdrop. This Master’s Thesis attempts to define hate speech by recognizing some of the thematic tropes repeated in its different variations, particularly its gendered form, which are semiotized online. Through an observation in digital ethnography and methods of discourse analysis, the qualitative data of the research was collected from r/TheRedPill on Reddit in March 2022. Data shows that the case study’s discourse is largely built on three thematic tropes defining gendered hate speech. Heteropatriarchal constructions of gender, systemic devaluation and regulation of femininity, and pseudoscientific beliefs are at the core of the group’s hateful discourse. This thesis has recognized dominant patterns through examples of gendered hate speech in radicalized language in the case study of the Red Pill community, and further paves way towards a practical index manual on hate speech reporting and recognition.