Promoción de estereotipos de género a través de comerciales televisivos dirigidos hacia una audiencia juvenil

Abstract

Gender stereotypes have been propagated for many years and today they continue to be reinforced culturally by the different means of communication and its derivatives such as: advertising, magazines, soap operas, artistic posters, commercials, radio, songs, among others. These stereotypes have largely influenced behaviors and attitudes that people have in society, assigning roles compared to what should do the woman and the man, putting them on many occasions in a position of inequality, taking into account the different studies consulted, this can affect not only behavior, but also generate in many the discrimination and sexism, which is becoming natural within society.

This is how this research focuses on analyzing the way in which promote gender stereotypes through visual analysis and content of the Caracol channel commercials presented during the program television program "I am called" within the family time slot from 8:00 to 9:00 pm, emphasizing the influence this can have on the youth audience. The results of this study tend to generate a critical reflection on what that is being consumed daily on Colombian television so that the influence of stereotypes and the way in which they are followed is understood promoting, generating possible social changes, also with the intention to contribute to the investigations carried out in the different Latin American countries to make these influences visible and support the cultural transformations.