Trampas del binarismo: dicotomías de género y sistema publicitario (un caso práctico durante la crisis de la covid-19)
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2023
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Asociación Española de Semiótica
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Bernárdez-Rodal A., Moreno-Segarra, I. “Trampas del binarismodicotomías de género y sistema publicitario (un caso práctico durante la crisis de la covid-19)” Signa-Revista de La Asociacion Espanola de Semiotica, vol. 32, 10 Jan. 2023, pp. 55–70, https://doi.org/10.5944/signa.vol32.2023.36112. Accessed 22 Nov. 2023.
Abstract
Este estudio analiza la construcción socio-semiótica del género en dos anuncios de la aseguradora Mapfre que estuvieron protagonizados por dos deportistas de élite como son Fernando Alonso y María Vicente y que tuvieron una enorme repercusión online durante 2021. Estos dos anuncios presentan narrativas de recuperación y superación que están construidas sobre una visión dicotómica de las expresiones de género y en torno a una serie de conceptos contrapuestos. A través de las herramientas de la semiótica verbovisual y la teoría estructuralista analizamos la lectura de género y el uso simbólico de conceptos binarios como exterior/interior, vertical/horizontal o razón/pasión que configuran un relato sobre la independencia y la dependencia que está profundamente ligado con la crisis sanitaria de la COVID-19. El análisis demuestra que, pese a los intentos de desmontaje posmodernos, los binarismos de género continúan siendo narrativas tranquilizadoras que aparecen reforzadas por mecanismos publicitarios regidos por algoritmos o por situaciones excepcionales como crisis sanitarias.
This paper analyzes the socio-semiotic construction of gender in two highimpact online ads of 2021 for the Mapfre insurance company that featured two elite athletes such as Fernando Alonso and María Vicente. These two spots present narratives of recovery and healing and a dichotomous view of gender expressions built around a series of opposing concepts. Through the tools of the verbal and visual semiotics and the Saussurean structuralist theory, this study analyzes the symbolic construction and the gender construction of binary concepts such as indoor vs. outdoor, vertical vs. horizontal or reason vs. passion. Concepts that form an independence vs. dependence storytelling that is deeply linked to the COVID-19 health crisis. The findings from the research illustrate how, despite the postmodern’s attempts of dismantling gender, the gender binarism is still a comforting storytelling. One reinforced by marketing’s algorithmic mechanisms or by exceptional circumstances such a health crisis.
This paper analyzes the socio-semiotic construction of gender in two highimpact online ads of 2021 for the Mapfre insurance company that featured two elite athletes such as Fernando Alonso and María Vicente. These two spots present narratives of recovery and healing and a dichotomous view of gender expressions built around a series of opposing concepts. Through the tools of the verbal and visual semiotics and the Saussurean structuralist theory, this study analyzes the symbolic construction and the gender construction of binary concepts such as indoor vs. outdoor, vertical vs. horizontal or reason vs. passion. Concepts that form an independence vs. dependence storytelling that is deeply linked to the COVID-19 health crisis. The findings from the research illustrate how, despite the postmodern’s attempts of dismantling gender, the gender binarism is still a comforting storytelling. One reinforced by marketing’s algorithmic mechanisms or by exceptional circumstances such a health crisis.