El Salvador and stereotypes of women prevailing in your television advertising

Abstract

Stereotypes naturalize social imageries on gender and sexuality, therefore, it turns out important to advance the investigation of these themes, in order to discover various edges that allow to capture, analyze and interpret aspects significant of the media representations (Muñoz & Bastidas, 2016). The different edges to address the issue of gender stereotypes and the violence that can trigger are important to take into account, especially if you talk about this reproduction takes place in mass media such as television, and with tools such as advertising. In El Salvador, the reproduction of stereotypes gender in advertising is defined, according to the Salvadoran Institute for Development for the Woman (ISDEMU), as a type of violence against women, specifically as symbolic violence (ISDEMU, 2013), For what is important the analysis of this social problem from the point of marketing view, specifically advertising on television, which is a massive and important medium of transmission of advertising content. This study aims to determine the existence of gender stereotypes in advertising Salvadoran open signal television, and also identify the different types of stereotypes present in said advertising, in order to start a way to later understand the impact that these can generate in a society specifically in such a violent like the Salvadoran. Likewise, it proposes a interdisciplinary approach, from the study of social representations.

Realidad Empresarial No. 9, 2020: 25-40