Campañas sobre racismo: análisis de la campaña racismo en México

Abstract

In this research we are reflecting on the relationship among the social communication and racism in Mexico; in specific about the efficiency of the campaigns about racism, the possible methodologies for its analysis and re-design. For that matter, we are studying the Racism Campaign in Mexico of the year 2011, and its communicational segment, the Viral Racism in Mexico, which is a video that replicates the Experiment of the Dolls in Mexico made by the Clark in 1939 in the segregated and integrated schools of the United States of America. This Viral has more than 6 million visits in YouTube and with 10 thousand comments in this social network. In this work the comments made about the Viral during its first year in YouTube are analyzed; and among its main discoveries, the outstanding ones are: to know which were the debate axis surrounding the Viral, further evaluating the reason why, and the relation that they have with regard to the academic discussion about racism in Mexico and in Latin America; In the other hand, to identify the insights in terms of the social advertising, which allows us to generate more assertive social messages within the racism campaigns.

Date of Award	27 Jun 2017
Original language	Spanish
Supervisor	David Roca Correa (Director)