La representació de la diversitat fenotípica en la publicitat televisiva a Espanya: perspectives professionals i implicacions per a les dinàmiques culturals d’inclusió
Resum
La publicitat visual i audiovisual és un llenguatge social influent que transforma les representacions de la realitat en referents culturals, amb implicacions directes per a la percepció de la diversitat. No obstant això, malgrat el seu impacte en el teixit social, pocs estudis han abordat la representació de la variabilitat fenotípica en la publicitat combinant perspectives acadèmiques i professionals sobre el fenomen a Espanya. El nostre estudi explora aquest assumpte a través de la recopilació sistemàtica de dades de 834 anuncis de televisió, la codificació de 359 personatges que apareixen en pantalla i 38 entrevistes en profunditat amb professionals de la publicitat. Les conclusions de l’estudi mostren, entre altres troballes: (a) l’escassa presència de diversitat fenotípica en la publicitat televisiva, (b) la infrarepresentació de certs col·lectius i (c) la complexitat que enclou la presa de decisions entre clients i agències, els quals han de conciliar l’aversió al risc amb l’eficàcia necessària per a l’èxit de qualsevol campanya publicitària. Aquesta recerca pot ser útil per a empreses del sector publicitari (en proporcionar-los un millor coneixement d’objectius específics) i per a gestors de polítiques públiques (ajudant a promoure una millor dinàmica intercultural i la integració de grups minoritaris).
Paraules clau
publicitat audiovisual, representació sociocultural, diversitat, dinàmiques culturals d’inclusióReferències
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Drets d'autor (c) 2022 Jorge Grau-Rebollo, Nicolás Lorite-García
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