La construcción de género en el discurso publicitario televisivo comercial de Cubavisión Internacional
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Fecha
2020
Autores
Ramos Pérez, Amalia
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Universidad Central "Marta Abreu" de Las Villas. Facultad de Humanidades. Departamento de Periodismo
Resumen
La presente investigación caracteriza, desde la perspectiva cualitativa, la construcción de género en el discurso publicitario comercial presente en la programación de cambio del canal Cubavisión Internacional, durante el año 2019. Se asume el método del Análisis del Discurso Multimodal, para analizar las asignaciones, las relaciones y la ideología de género en los spots publicitarios comerciales televisivos. Para sistematizar referentes teóricos sobre el tema, se emplea el método bibliográfico-documental y su correspondiente técnica, la revisión bibliográfico-documental. Se aplica, además, como técnica, la entrevista semiestructurada y estructurada, tanto a encargados de la inserción de los discursos publicitarios comerciales en la programación de cambio, como a expertos en temas de género y publicidad televisiva. Los resultados obtenidos señalan que, en el discurso publicitario de CVI, los estereotipos devienen base para construir el género; por ello, se explicita la diferencia marcada de paradigmas femeninos y masculinos, sus relaciones, y la omisión del “otro genérico” bajo preceptos tradicionales, que inciden en la configuración de una identidad folclorista, exteriorista y de divertimento vulgar. La construcción de una ideología de género a partir de conceptos puramente tradicionales demuestra la permanencia en CVI de un discurso conservador, que no contribuye al establecimiento de garantías sociales para el ejercicio digno y cabal de los derechos.
This research characterizes, from a qualitative perspective, the construction of gender in the commercial advertising discourse present in the programming of change of the television media outlet Cubavisión Internacional, during the year 2019. The method of Multimodal Discourse Analysis is assumed in order to analyze assignments, relationships and gender ideology on television commercials. The bibliographic-documentary method and its corresponding technique, the bibliographic-documentary review, are used to systematize theoretical references on the subject. In addition, the semi-structured and structured interview is applied as a technique to the ones in charge of the insertion of commercial advertising discourses in exchange programming, as well as to experts in gender issues and television advertising. The results obtained indicate that, in CVI's advertising discourse, stereotypes become the basis for constructing gender; for this reason, the marked difference between traditional feminine and masculine paradigms, their relationships, and the omission of the “generic other” are explained, which influence the configuration of a folkloric, externalist and entertaining identity. The construction of a gender ideology from purely conservative gender concepts demonstrates the permanence of the media with a traditional discourse, an issue that delays the preparation of society for the guarantee of the full exercise of rights.
This research characterizes, from a qualitative perspective, the construction of gender in the commercial advertising discourse present in the programming of change of the television media outlet Cubavisión Internacional, during the year 2019. The method of Multimodal Discourse Analysis is assumed in order to analyze assignments, relationships and gender ideology on television commercials. The bibliographic-documentary method and its corresponding technique, the bibliographic-documentary review, are used to systematize theoretical references on the subject. In addition, the semi-structured and structured interview is applied as a technique to the ones in charge of the insertion of commercial advertising discourses in exchange programming, as well as to experts in gender issues and television advertising. The results obtained indicate that, in CVI's advertising discourse, stereotypes become the basis for constructing gender; for this reason, the marked difference between traditional feminine and masculine paradigms, their relationships, and the omission of the “generic other” are explained, which influence the configuration of a folkloric, externalist and entertaining identity. The construction of a gender ideology from purely conservative gender concepts demonstrates the permanence of the media with a traditional discourse, an issue that delays the preparation of society for the guarantee of the full exercise of rights.
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Construcción de Género, Spots Publicitarios Comerciales, Cubavisión Internacional, Asignaciones de Género, Relaciones de Género, Ideología de Género, Construction of Gender, Commercial Advertising Spots, Gender Assignments, Gender Relations, Gender Ideology