Análisis crítico del discurso de género implícito en la publicidad, estudio de caso: Spot Fino para el Día de la Madre en Bolivia 2015. Estudio semiológico y de percepción
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Rev. aportes de la comunicación
Abstract
Dentro de una sociedad patriarcal existen comportamientos y actitudes machistas que fomentan y perpetúan la estructura jerárquica social donde los varones ejercen una relación de poder y control sobre las mujeres, estas (relaciones) están validadas por las instituciones públicas y privadas. El objetivo de esta investigación es analizar el discurso de género implícito dentro del spot de Aceite Fino para el día de las madres en Bolivia 2015 desde un punto de vista académico, para esto se realizó el análisis semiológico y un estudio de percepción, a partir de un análisis estructural y actancial del spot y un estudio de percepción del público objetivo, en tres grupos focales. El spot de Fino para el día de la madre en Bolivia 2015 llamado "En homenaje a las mujeres que decidieron ser mamás" normaliza y refuerza la estructura social patriarcal, ya que muestra roles de género muy marcados; la mujer protagonista de éste se desenvuelve únicamente dentro del espacio privado que es el hogar, renuncia a otros aspectos de su vida para dedicarse a ser madre y esposa; se prioriza la maternidad sobre la paternidad, ya que esta última se la muestra como secundaria o inexistente. En cuanto a percepción de las mujeres participantes de los grupos focales podemos ver que las que se encuentran entre los 19 y 28 años se sentían poco identificadas y consideraban que ésta era anticuada, las mujeres entre 28 y 44 no se sentían para nada identificadas y expresaron molestia ya que consideraban que reforzaba estereotipos e ideas que limita a la mujer únicamente a las tareas del hogar y crianza de los niños.
Within a patriarchal society exist chauvinistic behaviors and attitudes that reinforce and perpetuate the hierarchical social structure in which men exert power and control over women and these power relationships are validated by public and private institutions. The objective of this investigation is to analyze the gendered discourse implicit in Fino's Mother's Day commercial in Bolivia, 2015, from an academic standpoint. For this purpose, a semiotic analysis and a study of perception were carried out based on a structural and actantial analysis of the commercial and a study of perception of the target audience in three focus groups. Fino's Mother's Day commercial in Bolivia, 2015, called "A Tribute to Women Who Decided to Be Mothers", normalizes and reinforces the patriarchal social structure since it presents clearly defined gender roles: the female protagonist functions solely within the private space of the home and renounces other aspects of her life in order to dedicate herself to the roles of mother and wife; maternity is príoritized above paternity since the latter is shown as secondary or even nonexistent. Regarding the women that participated in the focus groups, we can see that women between the ages of 19 and 28 showed a low degree of identification with the commercial and considered it old fashioned; the women between 28 and 44 years of age felt no identification with the commercial and expressed displeasure since they considered that the commercial reinforced stereotypes and ideas that limit women to home related and child rearing tasks.
Within a patriarchal society exist chauvinistic behaviors and attitudes that reinforce and perpetuate the hierarchical social structure in which men exert power and control over women and these power relationships are validated by public and private institutions. The objective of this investigation is to analyze the gendered discourse implicit in Fino's Mother's Day commercial in Bolivia, 2015, from an academic standpoint. For this purpose, a semiotic analysis and a study of perception were carried out based on a structural and actantial analysis of the commercial and a study of perception of the target audience in three focus groups. Fino's Mother's Day commercial in Bolivia, 2015, called "A Tribute to Women Who Decided to Be Mothers", normalizes and reinforces the patriarchal social structure since it presents clearly defined gender roles: the female protagonist functions solely within the private space of the home and renounces other aspects of her life in order to dedicate herself to the roles of mother and wife; maternity is príoritized above paternity since the latter is shown as secondary or even nonexistent. Regarding the women that participated in the focus groups, we can see that women between the ages of 19 and 28 showed a low degree of identification with the commercial and considered it old fashioned; the women between 28 and 44 years of age felt no identification with the commercial and expressed displeasure since they considered that the commercial reinforced stereotypes and ideas that limit women to home related and child rearing tasks.
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No. 21