Representation of sociocultural diversity in audiovisual advertising
Introduction: Our objective is to analyze the treatment that audiovisual advertising makes of sociocultural diversity, focusing particularly on phenotypic traits. We also propose some lines of action oriented towards good dynamizing practices in inclusive intercultural milieus, avoiding the reproduc...
| Autores: | , , |
|---|---|
| Tipo de recurso: | artículo |
| Fecha de publicación: | 2018 |
| País: | España |
| Institución: | Universitat Autònoma de Barcelona |
| Repositorio: | Dipòsit Digital de Documents de la UAB |
| Idioma: | español |
| OAI Identifier: | oai:ddd.uab.cat:187500 |
| Acceso en línea: | https://ddd.uab.cat/record/187500 https://dx.doi.org/urn:doi:10.4185/RLCS-2018-1263 |
| Access Level: | acceso abierto |
| Palabra clave: | Sociocultural diversity TV advertising Good inclusive practices Applied audiovisual research Intercultural environments Diversidad sociocultural Publicidad televisiva Buenas prácticas inclusivas Investigación audiovisual aplicada Interculturalidad |
| Sumario: | Introduction: Our objective is to analyze the treatment that audiovisual advertising makes of sociocultural diversity, focusing particularly on phenotypic traits. We also propose some lines of action oriented towards good dynamizing practices in inclusive intercultural milieus, avoiding the reproduction of racist or xenophobic assumptions. Methodology: we have based our analysis on: (a) a general sample of 834 advertisements broadcasted in prime time on various Spanish television channels, (b) in-depth interviews with 38 advertising experts, (c) collaborative work with various professional associations and institutional organizations, and (d) a reception study with 249 college students. Results: we conclude that phenotypic diversity in advertising is underrepresented with respect to the social reality of reference and that inclusive good practices must go through the incorporation of multicultural diversity in television advertising. We emphasize the importance of doing it from intercultural dynamizing perspectives that show discourses with interpersonal and intergroup interconnections in different contexts and situations. |
|---|