TY - JOUR
T1 - Representation of sociocultural diversity in audiovisual advertising: Materials for inclusive treatment
AU - Lorite García, Nicolás
AU - Grau Rebollo, Jorge
AU - de Sousa Lacerda, Juciano
PY - 2018/1/1
Y1 - 2018/1/1
N2 - © 2018, University of La Laguna. All rights reserved. Introduction: Our objective is to analyze the treatment that audiovisual advertising makes of sociocultural diversity, focusing particularly on phenotypic traits. We also propose some lines of action oriented towards good dynamizing practices in inclusive intercultural milieus, avoiding the reproduction of racist or xenophobic assumptions. Methodology: we have based our analysis on: (a) a general sample of 834 advertisements broadcasted in prime time on various Spanish television channels, (b) in-depth interviews with 38 advertising experts, (c) collaborative work with various professional associations and institutional organizations, and (d) a reception study with 249 college students. Results: we conclude that phenotypic diversity in advertising is underrepresented with respect to the social reality of reference and that inclusive good practices must go through the incorporation of multicultural diversity in television advertising. We emphasize the importance of doing it from intercultural dynamizing perspectives that show discourses with interpersonal and intergroup interconnections in different contexts and situations.
AB - © 2018, University of La Laguna. All rights reserved. Introduction: Our objective is to analyze the treatment that audiovisual advertising makes of sociocultural diversity, focusing particularly on phenotypic traits. We also propose some lines of action oriented towards good dynamizing practices in inclusive intercultural milieus, avoiding the reproduction of racist or xenophobic assumptions. Methodology: we have based our analysis on: (a) a general sample of 834 advertisements broadcasted in prime time on various Spanish television channels, (b) in-depth interviews with 38 advertising experts, (c) collaborative work with various professional associations and institutional organizations, and (d) a reception study with 249 college students. Results: we conclude that phenotypic diversity in advertising is underrepresented with respect to the social reality of reference and that inclusive good practices must go through the incorporation of multicultural diversity in television advertising. We emphasize the importance of doing it from intercultural dynamizing perspectives that show discourses with interpersonal and intergroup interconnections in different contexts and situations.
KW - Good inclusive practices: Applied audiovisual research
KW - Intercultural environments
KW - Sociocultural diversity
KW - TV advertising
UR - https://ddd.uab.cat/record/187500
U2 - https://doi.org/10.4185/RLCS-2018-1263
DO - https://doi.org/10.4185/RLCS-2018-1263
M3 - Article
VL - 73
SP - 425
EP - 446
JO - Revista Latina de Comunicacion Social
JF - Revista Latina de Comunicacion Social
SN - 1138-5820
ER -