Problemas y desafíos de la publicidad televisiva intercultural inclusiva. Estudio de caso desde Ecuador, a través de un análisis multimodal

Abstract

The objective of this research is to identify the existence, or not, of inclusive intercultural advertising in Ecuador and how this process can generate dialogue and debate for the construction of audiovisual pieces. Is advertising a tool for inclusion and social change? Are there true inclusive intercultural advertising practices? Is it necessary to generate and normalize this type of advertising in society? These are some of the concerns that will be answered throughout this investigation. This project, which uses qualitative-quantitative methodology from a multimodal approach, aims, in addition to provide an answer to the questions raised, to become a space for debate and discussion about the role of advertising should play for intercultural inclusivity in Ecuador and, why not, in Latin America. Furthermore, as a proposal from the research process, we will present some elements that could provide guidelines for the development of inclusive intercultural advertising. The proposed ideal of the existence of inclusive intercultural advertising, unfortunately, does not apply in Ecuador because advertising, mainly, is not intercultural inclusive; rather it maintains and perpetuates models and characteristics far away from real diversity. For this reason, this type of advertising is essential in the current context of globalization and cultural diversity because since at the moment in which we find ourselves, where geographical and cultural barriers and borders, at a globalized world, seem not to exist. It is necessary that advertising campaigns reflect and celebrate diversity and inclusion.

Date of Award	5 May 2025
Original language	Spanish
Supervisor	Nicolas Lorite Garcia (Director)