Estudio de la percepción de los estudiantes universitarios sobre estereotipos de género en la publicidad televisiva abierta de Quito. Caso: estudiantes de pregrado de la FCA de la Escuela Politécnica Nacional

Abstract

Gender stereotypes promote discrimination in television advertising and hinder the search for equality between men and women. This degree work determines the perception and reaction of the students of the students of the Administrative Sciences School to the gender stereotypes reflected in the open television advertising of Quito. The methodological approach used in the research is qualitative and a descriptive scope. As data collection tools, existing television advertising, individual video interviews and documentary review were used. For the analysis technique, discourse analysis was used and the Atlas.Ti software was used as a help tool. To carry out the study, an individual interview was carried out with 16 participants divided equally from both genders and from the careers of Business Engineering and Production Engineering. They were all shown five commercials that in a previous investigation had been categorized as having a high level of sexism. Finally, it was concluded that it is very common to see the male gender as a professional and the female gender as a housewife and mother. In addition, the characters were defined as unreal both by their physique and by their roles within the commercial. It should be noted that the sensitivity to detect stereotypes and sexism in commercials is not defined by the gender of the interviewed, but by the context of their reality.