"Porque nosotras lo valemos": roles, valores y sesgos de género sobre las mujeres mayores en la publicidad televisiva
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2022
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Universidad Complutense de Madrid, Servicio de Publicaciones
Resumen
En las últimas décadas, se constata un cambio tanto en las maneras en las que las mujeres mayores afrontan la vida —cada vez más heterogéneas y tendentes a desarrollar un envejecimiento activo— como en su imaginario social. Partiendo de la premisa de que la publicidad tiende a dotar a sus productos de significados socialmente aceptados y positivos para su público objetivo, se analizan 318 anuncios protagonizados por las mujeres mayores para identificar los roles, valores, estereotipos y sesgos de género presentes en su narrativa. Los resultados indican que la presencia de las mujeres mayores en la publicidad se centra, mayoritariamente, en productos destinados al cuidado personal, de mascotas o del hogar. Y su representación resulta diversa y acorde a las maneras en las que viven los distintos roles que ejercen en la sociedad, a excepción de los profesionales.
In recent decades, a change has been observed in both the ways older women face life —increasingly heterogeneous and tending to develop active ageing— and in people’s minds. Beginning with the premise that advertising tends to imbue its products with socially accepted and positive meanings for its targets, 318 commercials featuring older women were analysed to identify which roles, values, stereotypes and gender bias are presented in their narrative. The results show that the presence of older women is focused on products for personal, pets and home care, mainly. And the manner they are portrayed proves to be varied and in keeping with the ways older women experience different societal roles, except for professional ones.
In recent decades, a change has been observed in both the ways older women face life —increasingly heterogeneous and tending to develop active ageing— and in people’s minds. Beginning with the premise that advertising tends to imbue its products with socially accepted and positive meanings for its targets, 318 commercials featuring older women were analysed to identify which roles, values, stereotypes and gender bias are presented in their narrative. The results show that the presence of older women is focused on products for personal, pets and home care, mainly. And the manner they are portrayed proves to be varied and in keeping with the ways older women experience different societal roles, except for professional ones.
Palabras clave
Mujeres mayores
Publicidad televisiva
Sesgos de género
Older women
Television advertising
Gender bias
Publicidad televisiva
Sesgos de género
Older women
Television advertising
Gender bias
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Cita
Sanz Garrido, B. (2022). «Porque nosotras lo valemos»: roles, valores y sesgos de género sobre las mujeres mayores en la publicidad televisiva. Estudios sobre el mensaje periodístico, 28, 203-216. https://doi.org/10.5209/ESMP.76674