La imagen de las mujeres en la publicidad rechazada por la audiencia en Cataluña.

Authors

  • Núria García-Muñoz
  • Luisa Martínez-García Universidad Autónoma de Barcelona

DOI:

https://doi.org/10.15847/obsOBS312009242

Keywords:

Audiencias, estudios de género, publicidad, estereotipos de género, recepción.

Abstract

El presente artículo analiza la publicidad que ha sido denunciada en Cataluña en el 2007. El estudio forma parte de un proyecto más amplio iniciado en el 2005 y trata de conocer los estereotipos sexistas a partir de la percepción de las personas consumidoras de los contenidos de los medios. El análisis se ha desarrollado a partir de una doble perspectiva, cuantitativa y cualitativa, e incluye el análisis de contenido como principal recurso metodológico. Los estereotipos de la mujer como responsable única de las tareas domésticas y familiares y su escenificación como elemento decorativo son elementos fundamentales en la significación de las audiencias. The image of women in advertising rejected by the audience in Catalonia. The aim of this article is to analyze the publicity that has been denounced or in Catalonia in 2007. The study is part of a larger project that started in 2005 and tries to know the gender stereotypes from the perception of people who consume media. The stereotypes of women as unique responsible for domestic and familiar tasks and its staging as decorative element are fundamentals elements in the significance of the audiences.

Author Biographies

Núria García-Muñoz

Profesora Titular del Departamento de Comunicación Audiovisual y Publicidad de la Universidad Autónoma de Barcelona.

Luisa Martínez-García, Universidad Autónoma de Barcelona

Profesora asociada del departamento de Comunicació Audiovisual i Publicitat de la Universitat Autònoma de Barcelona

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Published

2009-03-23

How to Cite

García-Muñoz, N., & Martínez-García, L. (2009). La imagen de las mujeres en la publicidad rechazada por la audiencia en Cataluña. Observatorio (OBS*), 3(1). https://doi.org/10.15847/obsOBS312009242

Issue

Vol. 3 No. 1 (2009)

Section

Articles

License

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