Representación de la diversidad sociocultural en la publicidad audiovisual: Materiales para un tratamiento inclusivo

Translated title of the contribution: Representation of sociocultural diversity in audiovisual advertising: Materials for inclusive treatment

Nicolás Lorite García, Jorge Grau Rebollo, Juciano de Sousa Lacerda

Research output: Contribution to journalArticleResearchpeer-review

1 Citation (Scopus)

Abstract

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.

Translated title of the contributionRepresentation of sociocultural diversity in audiovisual advertising: Materials for inclusive treatment
Original languageSpanish
Pages (from-to)425-446
Number of pages22
JournalRevista Latina de Comunicacion Social
Volume73
DOIs
Publication statusPublished - 2018

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