Sui generis

The article reports the results of a content analysis of 815 Italian commercials and a qualitative research on some case studies. The study aims to determine the level of sex typing in the Italian advertising and try to find some new portrayals of men and women. If the content analysis confirms the...

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Detalles Bibliográficos
Autor: Panarese, Paola
Tipo de recurso: artículo
Fecha de publicación:2014
País:España
Institución:Universitat Autònoma de Barcelona
Repositorio:Dipòsit Digital de Documents de la UAB
Idioma:inglés
OAI Identifier:oai:ddd.uab.cat:129589
Acceso en línea:https://ddd.uab.cat/record/129589
https://dx.doi.org/urn:doi:10.7238/a.v0i50.2274
Access Level:acceso abierto
Palabra clave:Gender
Advertising
Representations
Role portrayals
Italian Television
Género
Publicidad
Representación
Representaciones de roles
Televisión italiana
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spelling Sui generisgender portrayals in the italian television advertisingSui GenerisPanarese, PaolaGenderAdvertisingRepresentationsRole portrayalsItalian TelevisionGéneroPublicidadRepresentaciónRepresentaciones de rolesTelevisión italianaThe article reports the results of a content analysis of 815 Italian commercials and a qualitative research on some case studies. The study aims to determine the level of sex typing in the Italian advertising and try to find some new portrayals of men and women. If the content analysis confirms the perpetuation of old stereotypes in the Italian commercials, the qualitative research reveals a timid transgression of traditional gender representations. Sometimes, women are depicted as professionals and ambitious workers, inserted in different workplaces and not confined at home, flanked by men and not only driven by them. Occasionally, men are depicted at home, in the role of father or as a sexual object. However, the "new" portrayals do not imply a reduction of the differences between men and women; rather they articulate the gender diversity in a more subtle form. On the one hand, the Italian commercials reassure traditional identities, pushing them towards consumptions that destabilize the gender order. On the other hand, they promote a new awareness and attention to the gender complexity, anchoring it to traditional consumptions. Even if the new portrayals are few and do not constitute a trend, they prove that the topic is more complex than it seems, and the issues are much more nuanced than in the past.El artículo presenta los resultados de un análisis de contenido de 815 anuncios publicitarios italianos y una investigación cualitativa sobre algunos estudios de casos. El estudio tiene como objetivo determinar el nivel de asignación del sexo en la publicidad italiana y tratar de encontrar algunos cambios en las representaciones de género. Mientras que el análisis de contenido confirma la perpetuación de los estereotipos de edad en los anuncios italianos, la investigación cualitativa revela una transgresión tímida de los roles de género tradicionales. 22014-01-0120142014-01-01Articlehttp://purl.org/coar/resource_type/c_6501VoRhttp://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/articleapplication/pdfhttps://ddd.uab.cat/record/129589https://dx.doi.org/urn:doi:10.7238/a.v0i50.2274reponame:Dipòsit Digital de Documents de la UABinstname:Universitat Autònoma de BarcelonaInglésengopen accesshttp://purl.org/coar/access_right/c_abf2Aquest document està subjecte a una llicència d'ús Creative Commons. Es permet la reproducció total o parcial, la distribució, la comunicació pública de l'obra i la creació d'obres derivades, fins i tot amb finalitats comercials, sempre i quan es reconegui l'autoria de l'obra original.https://creativecommons.org/licenses/by/3.0/info:eu-repo/semantics/openAccessoai:ddd.uab.cat:1295892026-06-06T12:50:31Z
dc.title.none.fl_str_mv Sui generis
gender portrayals in the italian television advertising
Sui Generis
title Sui generis
spellingShingle Sui generis
Panarese, Paola
Gender
Advertising
Representations
Role portrayals
Italian Television
Género
Publicidad
Representación
Representaciones de roles
Televisión italiana
title_short Sui generis
title_full Sui generis
title_fullStr Sui generis
title_full_unstemmed Sui generis
title_sort Sui generis
dc.creator.none.fl_str_mv Panarese, Paola
author Panarese, Paola
author_facet Panarese, Paola
author_role author
dc.subject.none.fl_str_mv Gender
Advertising
Representations
Role portrayals
Italian Television
Género
Publicidad
Representación
Representaciones de roles
Televisión italiana
topic Gender
Advertising
Representations
Role portrayals
Italian Television
Género
Publicidad
Representación
Representaciones de roles
Televisión italiana
description The article reports the results of a content analysis of 815 Italian commercials and a qualitative research on some case studies. The study aims to determine the level of sex typing in the Italian advertising and try to find some new portrayals of men and women. If the content analysis confirms the perpetuation of old stereotypes in the Italian commercials, the qualitative research reveals a timid transgression of traditional gender representations. Sometimes, women are depicted as professionals and ambitious workers, inserted in different workplaces and not confined at home, flanked by men and not only driven by them. Occasionally, men are depicted at home, in the role of father or as a sexual object. However, the "new" portrayals do not imply a reduction of the differences between men and women; rather they articulate the gender diversity in a more subtle form. On the one hand, the Italian commercials reassure traditional identities, pushing them towards consumptions that destabilize the gender order. On the other hand, they promote a new awareness and attention to the gender complexity, anchoring it to traditional consumptions. Even if the new portrayals are few and do not constitute a trend, they prove that the topic is more complex than it seems, and the issues are much more nuanced than in the past.
publishDate 2014
dc.date.none.fl_str_mv 2
2014-01-01
2014
2014-01-01
dc.type.none.fl_str_mv Article
http://purl.org/coar/resource_type/c_6501
VoR
http://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://ddd.uab.cat/record/129589
https://dx.doi.org/urn:doi:10.7238/a.v0i50.2274
url https://ddd.uab.cat/record/129589
https://dx.doi.org/urn:doi:10.7238/a.v0i50.2274
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
https://creativecommons.org/licenses/by/3.0/
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
https://creativecommons.org/licenses/by/3.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Dipòsit Digital de Documents de la UAB
instname:Universitat Autònoma de Barcelona
instname_str Universitat Autònoma de Barcelona
reponame_str Dipòsit Digital de Documents de la UAB
collection Dipòsit Digital de Documents de la UAB
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