RT info:eu-repo/semantics/doctoralThesis
T1 Definiciones del sexismo publicitario en tiempos de posmodernidad: Una exploración de los niveles de percepción y sus condicionantes sociales en la población juvenil
A1 Francisco Heredero, Ines de
A2 Universidad de Valladolid. Escuela de Doctorado
K1 Comunicación audiovisual
K1 Sexism
K1 Sexismo
K1 Advertising
K1 Publicidad
K1 Youth
K1 Juventud
K1 5311.01 Publicidad
AB 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.
YR 2024
FD 2024
LK https://uvadoc.uva.es/handle/10324/67899
UL https://uvadoc.uva.es/handle/10324/67899
LA spa
NO Escuela de Doctorado
DS UVaDOC
RD 11-jul-2024