Roles de género: hegemonía y estética en los anuncios publicitarios para niños y niñas presentes en Chanchito
Gender roles, understood as social constructs, prototypes of what "should be" that are taught and reinforced from childhood, are part of the notions that have been addressed by advertising since the 1930s, to establish the behaviors and habits expected of men and women, a distinction also...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Fundación de Estudios Superiores Comfanorte
2022-01-01
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| Series: | Mundo Fesc |
| Subjects: | |
| Online Access: | https://www.fesc.edu.co/Revistas/OJS/index.php/mundofesc/article/view/1196 |
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| Summary: | Gender roles, understood as social constructs, prototypes of what "should be" that are taught and reinforced from childhood, are part of the notions that have been addressed by advertising since the 1930s, to establish the behaviors and habits expected of men and women, a distinction also evident in advertising aimed at children. Advertising has undoubtedly been one of the branches of communication through which various ideas have been extended to society, with the aim of encouraging the adoption of certain beliefs or behaviors, generally promoted from positions of power. This article aims to show how these hegemonic discourses regarding gender roles were present in advertising aimed at boys and girls, readers of the children's magazine Chanchito , which circulated in Colombia between 1933 and 1934. Through a case study, with a qualitative approach, we seek to characterize the 1,323 advertisements in the magazine in relation to the themes, language, and graphic proposal presented by each of these pieces; a characterization that reflects the latent concern of the time about how to direct boys and girls towards the gender roles associated with the idea of being a man or a woman. |
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| ISSN: | 2216-0353 2216-0388 |