Estereotipos de género y socialización del menor: La publicidad de juguetes a través de Facebook en España

Authors

  • Jesús Díaz-Campo Universidad Internacional de La Rioja (España)
  • Erika Fernández-Gómez Universidad Internacional de La Rioja (España)

DOI:

https://doi.org/10.15847/obsOBS1132017923

Keywords:

Publicidad, ética, infancia, estereotipos de género, redes sociales, Facebook

Abstract

Los mensajes publicitarios son persuasivos. La presencia de estereotipos de género en los que se dirigen a los menores puede influir decisivamente en su proceso de socialización. Por ello, este trabajo se centra en la estrategia seguida en Facebook por los principales anunciantes del sector de juguetes en España durante la campaña de Navidad 2014-2015. Se analiza el objetivo del mensaje, el género de los menores, la presencia de adultos, la voz en off y el tipo de acción. Los datos obtenidos se comparan con los estudios precedentes, que se han limitado a analizar los mensajes en televisión y otros medios offline. Los resultados muestran una menor presencia de estereotipos y que las marcas han cambiado su estrategia, para adaptarla a la naturaleza de las redes sociales.

Author Biographies

Jesús Díaz-Campo, Universidad Internacional de La Rioja (España)

Profesor Adjunto Facultad de Empresa y Comunicación

Erika Fernández-Gómez, Universidad Internacional de La Rioja (España)

Profesor Adjunto Facultad de Empresa y Comunicación

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Published

2017-09-28

How to Cite

Díaz-Campo, J., & Fernández-Gómez, E. (2017). Estereotipos de género y socialización del menor: La publicidad de juguetes a través de Facebook en España. Observatorio (OBS*), 11(3). https://doi.org/10.15847/obsOBS1132017923

Issue

Vol. 11 No. 3 (2017)

Section

Articles

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