Análisis de la representación étnica en la publicidad impresa de dos periódicos del Ecuador

Abstract

Advertising is a very influential medium, it models different thoughts and behaviors in people; If a correct practice of this instrument is not exercised, it contributes to reproducing some social problems, such as advertising racism that conditions the affected ethnic groups. The objective of this study was to analyze the ethnic representation in the print advertising of two newspapers in the country: El Comercio and El Universo. In this way, it was sought to determine if ethnic representation is unequal and privileges a specific ethnic type in advertisements. For the collection of information, a total of 60 advertisements of the two selected ones were analyzed, the structured observation methodology was used and it was complemented by conducting interviews with experts; for the analysis of the information, descriptive statistics and discourse analysis were applied. With respect to the main results found, it was deduced that people of Indigenous, Montubia and Afro-Ecuadorian ethnic groups tended to be represented in very low percentages compared to people of White and Mestizo ethnic groups. It was also found that the ads comply to a greater or lesser degree with the principles of advertising racism: stereotypes, prejudices, discrimination, ideal model of beauty, domination, etc. The importance of this thesis lies in exposing the implications of the actions carried out by the organizations involved (media, advertisers, social movements, management schools and advertising agencies) based on the theory of CMS, and thus generate awareness, and propose a social change