Estereotipos de género en publicidades de productos orientados al público infantil en Argentina

Abstract

Objective: to characterize the construction, reproduction and re-elaboration of gender stereotypes in audiovisual and print advertising seen in Argentina between 2011 and 2014. This advertising refered to products consumed by children as an expression of symbolic violence against women, according to the definition established by Law 26485.

Methodology: a document analysis within a qualitative methodology approach was used. A convenience sampling from Google, Facebook and Youtube was studied to relieve, describe and analyze the chosen advertising. First, each audiovisual and print ad was described and analyzed to identify gender stereotypes based on two categories or topics: distinct social mandates by gender and the role of women caring mothers. Then, an external analysis consisted on describing and analyzing every ad within all social and cultural circumstances that support it was carried out. The analysis focused on knowing the socio-cultural processes that legitimize and sustain them. 

Results: it was evident that advertising of children's products is other way of symbolic violence against
women. It perpetuates a series of models of "being a woman" which are associated with domestic and private chores, submission, passive roles in society, among others, in contrast to models of "being male" associated with active roles, strength, superiority and public activities, etc.

Conclusions: the gender violence acts on holding an unequal social structure of domination towards women when it is understood as a relational concept and is attached to social power.