Análisis del rol femenino dentro de las publicidades difundidas en redes sociales
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Date
2023
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Publisher
PUCE - Ibarra
Abstract
La presente investigación se centró en el análisis del rol femenino dentro de la publicidad difundida en redes sociales empresariales. Tiene como objetivo mostrar la representación de la mujer en las campañas publicitarias difundidas en las plataformas digitales de cinco empresas líderes en Ecuador, las cuales son: Supermaxi, SC Johnson, Club, Nestlé y Palmolive. Se tomaron como referencia fechas específicas como los días de Navidad, San Valentín y del día de la Mujer, utilizando como antecedente la primera semana previa y posterior a cada una de las fechas mencionadas. La información en curso se fundamenta en un análisis de contenido y la observación de dichas publicaciones en las plataformas de Instagram y Facebook. Se examinan los diferentes enfoques utilizados para representar a la mujer, abarcan roles tradicionales o estereotipos de género. Asimismo, se analiza la interacción, además las reacciones de la audiencia para evaluar la percepción de la publicidad, el uso de colores específicos al mostrar a la mujer, entre otros elementos. Los resultados revelan un cambio significativo de la representación de la mujer en la publicidad digital, muestran tendencias hacia la imagen diversa de la mujer. Sin embargo, aún persisten desafíos para la eliminación de estereotipos, esto subraya la necesidad de una descripción más equitativa y diversa, así como de brindar una mayor oportunidad de demostrar no solo atributos físicos, sino también intelectuales de las mujeres
This research focused on the analysis of the female role within the advertising disseminated on business social networks, with the aim of showing the representation of women in the advertising campaigns of five leading companies, which were (Supermaxi, SC Johnson, Club, Nestlé and Palmolive) broadcast on digital platforms. Specific seasons were taken as a reference, such as Christmas, Valentine's Day and Women's Day, taking the first week before and after each of the mentioned seasons as antecedent. The continuous information is based on a content analysis and observation of these posts on the Instagram and Facebook platforms. The different approaches used to represent women are examined, covering traditional roles or gender stereotypes. Likewise, the interaction is analyzed, in addition to the reactions of the audience to evaluate the perception of the ads, the use of specific colors to show the woman. The results reveal a significant change in the representation of women in digital advertising, showing trends towards a diverse image of women. However, there are still challenges to eliminate stereotypes and, in turn, promote promotion within equitable representation. This underlies the need for a more equitable and diverse description, as well as providing a greater opportunity to demonstrate the physical attributes, as well as the intellectual attributes of women
This research focused on the analysis of the female role within the advertising disseminated on business social networks, with the aim of showing the representation of women in the advertising campaigns of five leading companies, which were (Supermaxi, SC Johnson, Club, Nestlé and Palmolive) broadcast on digital platforms. Specific seasons were taken as a reference, such as Christmas, Valentine's Day and Women's Day, taking the first week before and after each of the mentioned seasons as antecedent. The continuous information is based on a content analysis and observation of these posts on the Instagram and Facebook platforms. The different approaches used to represent women are examined, covering traditional roles or gender stereotypes. Likewise, the interaction is analyzed, in addition to the reactions of the audience to evaluate the perception of the ads, the use of specific colors to show the woman. The results reveal a significant change in the representation of women in digital advertising, showing trends towards a diverse image of women. However, there are still challenges to eliminate stereotypes and, in turn, promote promotion within equitable representation. This underlies the need for a more equitable and diverse description, as well as providing a greater opportunity to demonstrate the physical attributes, as well as the intellectual attributes of women
Description
Keywords
Mujer, Publicidad, Estereotipos, Plataformas, Redes sociales