La representación de la diversidad fenotípica en la publicidad televisiva en España: perspectivas profesionales e implicaciones para las dinámicas culturales de inclusión
Resumen
La publicidad visual y audiovisual es un lenguaje social influyente que transforma las representaciones de la realidad en referentes culturales, con implicaciones directas para la percepción de la diversidad. Sin embargo, a pesar de su impacto en el tejido social, pocos estudios han abordado la representación de la variabilidad fenotípica en la publicidad combinando perspectivas académicas y profesionales sobre el fenómeno en España. Nuestro estudio explora este asunto a través de la recopilación sistemática de datos de 834 anuncios de televisión, la codificación de 359 personajes que aparecen en pantalla y 38 entrevistas en profundidad con profesionales de la publicidad. Las conclusiones del estudio muestran, entre otros hallazgos: (a) la escasa presencia de diversidad fenotípica en la publicidad televisiva, (b) la infrarrepresentación de ciertos colectivos y (c) la complejidad que encierra la toma de decisiones entre clientes y agencias, quienes deben conciliar la aversión al riesgo con la eficacia necesaria para el éxito de cualquier campaña publicitaria. Esta investigación puede ser útil para empresas del sector publicitario (al proporcionarles un mejor conocimiento de objetivos específicos) y para gestores de políticas públicas (ayudando a promover una mejor dinámica intercultural y la integración de grupos minoritarios).
Palabras clave
publicidad audiovisual, representación sociocultural, diversidad, dinámicas culturales de inclusiónCitas
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