Publication: Interiorización de los estereotipos de género en la sociedad argentina y el ideal de belleza en los mensajes publicitarios. Estudio transversal en 4 rangos de edad que abarca de los 18 a los 49 años
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2018-06-04
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Universidad Complutense de Madrid
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Abstract
En el presente estudio se analizan los mecanismos de perpetuación de las representaciones sociales de género estereotipantes, que sostienen los pilares de una sociedad eminentemente patriarcal. Aspectos relacionados con las elecciones personales, la conducta y los ideales de atractivo masculino y femenino, se conforman bajo parámetros arbitrarios en función de sostener una relación asimétrica entre los géneros. Para ello, existen agentes socializadores en múltiples ámbitos: la familia, la educación formal, el arte, los medios de comunicación, etc., que insisten en sostener patrones férreos de estereotipos de género que las personas interiorizan en diferentes medidas, en función de su contexto, personalidad, y otros factores que se procura dilucidar en el presente. Se analizan las relaciones de poder vigentes en la sociedad en materia de imposiciones estéticas basadas en el género, y sus efectos en las personas sometidas a estos esquemas arbitrarios. En función de ello, esta investigación se ha propuesto el propósito de medir el grado de interiorización de los estereotipos de género en la sociedad argentina y determinar la importancia que cada rango de edad le otorga, estableciendo si con el correr del tiempo los estereotipos se han sostenido, han aumentado o disminuido. El instrumento utilizado para medir la interiorización de los Estereotipos (A) fue diseñado por la Dra. Pilar Colás Bravo y Dra. Patricia Villaciervos Moreno (2007). Cuenta con 6 dimensiones: 1. Cuerpo, 2. Comportamiento Social, 3. Competencias y Capacidades, 4. Emociones, 5. Expresión Afectiva y 6. Responsabilidad Social...
In the present study the mechanisms of perpetuation of social representations of gender estereotipantes, holding the pillars of a predominantly patriarchal society are analyzed. Aspects related to personal choices, behavior and ideals of attractive male and female, are formed under arbitrary parameters according to sustain an asymmetrical relationship between genders. To do this, there socializing agents in multiple areas: family, formal education, art, media, etc., who insist on holding patterns Ferrous gender stereotypes that people internalize in different sizes, depending on their context, personality, and other factors seeks to answer to this. Existing power relations in society in terms of aesthetic impositions based on gender, and its effects on persons subject to these arbitrary schemes are analyzed. Accordingly, this research has been proposed in order to measure the degree of internalization of gender stereotypes in Argentina society and determine the importance of each age range gives establishing whether the passage of time stereotypes have sustained, they have increased or decreased. The instrument used to measure the internalization of Stereotypes (A) was designed by Dr. Pilar Colas Bravo and Dr. Patricia Villaciervos Moreno (2007) has 6 dimensions: 1. Body, 2. Social Behavior, 3. Skills and Abilities 4. Emotions 5. 6. Affective Expression and Social Responsibility. The other instrument (B) was designed ad hoc, in which the media linked to the ideals of beauty...
In the present study the mechanisms of perpetuation of social representations of gender estereotipantes, holding the pillars of a predominantly patriarchal society are analyzed. Aspects related to personal choices, behavior and ideals of attractive male and female, are formed under arbitrary parameters according to sustain an asymmetrical relationship between genders. To do this, there socializing agents in multiple areas: family, formal education, art, media, etc., who insist on holding patterns Ferrous gender stereotypes that people internalize in different sizes, depending on their context, personality, and other factors seeks to answer to this. Existing power relations in society in terms of aesthetic impositions based on gender, and its effects on persons subject to these arbitrary schemes are analyzed. Accordingly, this research has been proposed in order to measure the degree of internalization of gender stereotypes in Argentina society and determine the importance of each age range gives establishing whether the passage of time stereotypes have sustained, they have increased or decreased. The instrument used to measure the internalization of Stereotypes (A) was designed by Dr. Pilar Colas Bravo and Dr. Patricia Villaciervos Moreno (2007) has 6 dimensions: 1. Body, 2. Social Behavior, 3. Skills and Abilities 4. Emotions 5. 6. Affective Expression and Social Responsibility. The other instrument (B) was designed ad hoc, in which the media linked to the ideals of beauty...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 13-07-2017