Estereotipos de género en la publicidad gráfica a través de folletos promocionales de las grandes cadenas de supermercados de Argentina Article Swipe

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Daniela Moyano , Natalia Elorriaga , Vilma Irazola ·

YOU? · · 2020 · Open Access ·

Fundamentos: Hablar de equidad de género requiere de abordar estereotipos perjudiciales, donde amenudo se perpetúan a través de la publicidad. El objetivo del estudio fue explorar la construcción yreproducción de estereotipos de género presentes en la publicidad gráfica a través de folletos promocionales en las principales cadenas de supermercados de la Ciudad Autónoma de Buenos Aires (CABA), Argentina.Métodos: Se desarrolló una metodología cualitativa usando análisis documental y muestreo intencional. Se recolectaron folletos de 8 principales cadenas de supermercados de la CABA durante 3 meses (960 páginas de folletos).Resultados: Los hallazgos indican que existen marcados estereotipos de género en las publicidades impresas donde se representó a las mujeres en roles pasivos y tradicionales como madre-cuidadora y ama de casa; esta tendencia se vio asimismo en publicidades orientadas a la población infantil. La representación de hombres fue con actividades diferenciales y roles activos. Se observaron representaciones vinculadas a la mujer madre, cuidadora y ama de casa y al modelo de familia tradicional en torno a aspectos alimentarios.Conclusiones: Se concluye que en las publicidades gráficas a través de folletos promocionales existen estereotipos de género sexistas, sin observar una evolución positiva hacia otros patrones de género, inclusión y diversidad.

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Type: article
Language: es
Landing Page: http://hdl.handle.net/11336/142665
PDF: http://hdl.handle.net/11336/142665
OA Status: green
Cited By: 2
OpenAlex ID: https://openalex.org/W3096483914

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Title: Estereotipos de género en la publicidad gráfica a través de folletos promocionales de las grandes cadenas de supermercados de Argentina

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Type: article

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Language: es

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Publication year: 2020

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Publication date: 2020-06-01

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Authors: Daniela Moyano, Natalia Elorriaga, Vilma Irazola

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Landing page: https://hdl.handle.net/11336/142665

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Concepts: Humanities, Political science, Art

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Cited by: 2

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Citations by year (recent): 2024: 1, 2021: 1

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