Definiciones del sexismo publicitario en tiempos de posmodernidad: Una exploración de los niveles de percepción y sus condicionantes sociales en la población juvenil
This thesis analyzes academic, legal and political-administrative definitions of advertising sexism in Spain, aiming at contrasting them to new ways of sexism linked to postmodern rhetoric that apparently break traditional gender stereotypes. An exploratory analysis is also performed about youth per...
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| Format: | doctoral thesis |
| Status: | Published version |
| Publication Date: | 2024 |
| Country: | España |
| Institution: | Universidad de Valladolid |
| Repository: | UVaDOC. Repositorio Documental de la Universidad de Valladolid |
| OAI Identifier: | oai:uvadoc.uva.es:10324/67899 |
| Online Access: | https://doi.org/10.35376/10324/67899 https://uvadoc.uva.es/handle/10324/67899 |
| Access Level: | Open access |
| Keyword: | Comunicación audiovisual Sexism Sexismo Advertising Publicidad Youth Juventud 5311.01 Publicidad |
| Summary: | This thesis analyzes academic, legal and political-administrative definitions of advertising sexism in Spain, aiming at contrasting them to new ways of sexism linked to postmodern rhetoric that apparently break traditional gender stereotypes. An exploratory analysis is also performed about youth perception of these old and new ways of advertising sexism, based on gender and socioeconomic conditions. The methodology applied is a qualitative one. A semiotic analysis has been carried out in the first stage of three audiovisual campaigns by the brand Desigual and, later on, six focus groups with young people have been worked upon on which semantic differential scales have been applied in order to better understand their perception of different types of advertising sexism. Research shows the relationship between the different institutional definitions of advertising sexism that, nevertheless, evolve at a different pace when conceptualizing new expressions of it. Youth perception is still quite related to rough or evident ways of advertising sexism. Although girls do perceive advertising sexism in a wider extent than boys, there is a whole range of discursive denial or reducing mechanisms that are used specially by boys and that prove quite effective when deactivating girls’ discourse. Perception of advertising sexism seems greater amongst boys in higher socioeconomic environments, although the differences are not concluding. The results of research show the necessity to boost educommunication actions addressed to youth and teenager groups in order to keep improving gender equality. |
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