This study considers the role that public service announcements (PSAs) play in addressing violence against women (VAW) in Latin America. Using content analysis, the study examines 407 PSAs about VAW ...from 20 Latin American countries. The results show that 62.3% of the PSAs encourage bystanders to denounce violence while portraying women as victims in 48.8% of the PSAs. However, 71.7% of PSAs did not include a helpline or how to report the crime, only 11.8% of the PSAs have non-narrative, or factual information, about VAW, and just 6.4% engage in compelling narrative messaging or storytelling.
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NUK, OILJ, SAZU, UKNU, UL, UM, UPUK, VSZLJ
This study examines the prevalence of emotional appeals in COVID-19-themed brand advertisements from around the world in the months immediately following the World Health Organization’s declaration ...of the coronavirus outbreak as a pandemic. The study analyses the frequencies of use of positive and negative emotional appeals in the content of the ads, and concurrent combinations of such appeals. A content analysis was conducted on a sample of 376 ads from the “Ads of The World” digital archive. The results reveal a preference for positive emotions, with nurturance and affiliation being the most frequent. Sorrow was the third most preferred emotional appeal, and the most used negative emotion. Some brands have compared the virus to a hurricane (Brazil), an assassin with a chainsaw (US) or the death personified (Peru). Advertisers should be careful when using negative emotional appeal content during COVID-19. According to the law of apparent reality, during times of stress the recommendation is to be cautious with negative emotions, as they may be felt more intensely by consumers. Advertising has a social responsibility, which can be directed at promoting consumer behaviours that leave a positive or negative impact on their communities. In a situation such as the pandemic, brand communication professionals must use emotions rigorously, employing this resource to contribute to society, avoiding giving rise to harmful attitudes or behaviours. The research findings are consistent with the literature and lead to future examination of emotional appeals in advertising in stressful and uncertain circumstances.
By 2020, brands will invest half of their marketing budget on Internet advertising. The Internet has effective potential in advertising, and it can mold stereotypical roles for future generations of ...consumers. Social norms and beliefs towards respect and gender equality can be reinforced through digital advertising. This study compares empirical evidence of how women are portrayed in digital advertising on Facebook from Mexico and Chile. Samples were compiled by selecting forty fan pages with the most followers -20 from Mexico and 20 from Chile. 1600 posts were examined by quantitative content analysis method. Results show that Mexican posts use 10.2% more sexist stereotypes than Chilean posts. In a traditional role's context, advertising emphasizes behaviors along gender stereotypes, where women are not perceived equal to men. "I love shoes" (97.5%), a Mexican company with the second highest number of followers and "Forever 21," an American juvenile clothing brand (85%) in Chile, are the brands that portray women in mostly traditional roles. These data reinforce the theory that female audience brands support sexist values in advertising. Both countries show women engaged in activities outside the home, but not professionally or as an authority figure. Summary, in many ways, evidence suggests a paradoxical approach to portrayals of women in Mexican and Chilean Facebook fan page advertising.
Purpose
This study aims to explore sexist codes in the creative departments of Chilean advertising agencies, where women represent only 4.7% of all creatives.
Design/methodology/approach
This study ...provides new insights into the experiences of women in advertising through 18 in-depth interviews with Chilean creative women.
Findings
The results show that gender discrimination begins in universities, where male professors are often the same people who hire creative talent into the advertising agencies and prefer men, which continues throughout women’s careers.
Originality/value
While there are numerous studies of advertising creative women in North American and European agencies, there are few on creative women in South American and virtually none on creative women in Chilean agencies.
Gender segregation begins early and is reinforced within the workplace. Advertising creative departments appear to have extreme gender segregation with women representing just 20% of all those ...working within creative departments worldwide. Yet, creativity does not depend on gender. Thus, the underrepresentation of women is particularly troubling. In Peru women comprise 3% to 10.4% of all people working in advertising creative, which suggests the situation for creative women in Peru is dire. In order to understand this phenomenon, and with the hope of finding solutions, this study uses in-depth interviews to explore the experiences of Peruvian women working in advertising creative departments. The study investigates three primary aspects of Peruvian creative women's experiences. First, it looks at relationships with colleagues and clients. Second, work/life balance is explored. Third, the study examines how the environment within creative departments constrains creative women's employment and advancement opportunities. Findings suggest that Peruvian creative departments are strongly machismo environments where discrimination and gender segregation are staunchly entrenched. This machismo environment creates challenging relationships between creative women and their colleagues and clients, it negatively impacts creative women's work/life balance and it leads to severely constrained hiring, promotion and retention of creative women in Peruvian advertising agencies. The discussion closes with suggestions to help creative women succeed in Peruvian creative departments.
Who writes the news in the Chilean press according to gender? Who are the sources, male or female, in the Chilean press? Is there a relationship between the gender of journalists and the gender of ...the sources in the Chilean press? This article studies the gender of the Chilean newsroom and their sources in 12,113 news through a quantitative method with a computational social science approach. This method combines web scraping and natural language processing techniques to gather and preprocess data, facilitating the exploration of complex social phenomena. Results show important biases in journalists and source gender. From a sample of 158 journalists, 99 were men (63%) and 59 women (37%). Also, from 12,113 news, 7,565 (62%) were written by male and 4,548 (38%) by female journalists. Of the 12,334 sources mentioned in the news, 9,771 were men (79%) and 2,563 were women (21%). A significant finding is that equality in the newsroom is related to how female and male journalists choose their sources. In other words, when a media has a newsroom with gender equality, the sources of the journalists are more equitable too. These results have important insights to discuss within the journalism schools, to make students aware of the gender bias in the profession. Furthermore, if the presence of female – journalists or sources- increased in the media, it would allow them to grow their media power and status.
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Introduction. Food-related news disseminated by the mass media have increased over the last two decades. These contents are powerful structuring elements of Western contemporary society. This article ...presents a method for the selection of a corpus of thousands of news published in the digital press –without having to resort to paid news databases– that can be subsequently processed with quantitative analysis software. Methods. Food-related content is operationalised through a series of keywords that allow for the retrieval of news on the subject in question using the Google search engine and the Import.io service. Results. More than 2500 news items published in 2016 by three Chilean newspapers were retrieved and stored for their subsequent analysis with big data techniques. Discussion and conclusions. The differences and similarities of the results obtained for each newspaper are discussed from different theoretical and methodological points of view. The different research possibilities offered by the data obtained are also mentioned.
Introducción. Los contenidos sobre materia alimentaria difundidos por los medios masivos han ido en aumento en las dos últimas décadas. Dichos contenidos son poderosos elementos estructuradores de la sociedad contemporánea occidental. Este artículo presenta un método para obtener corpus de miles de noticias publicadas en prensa digital –sin tener que recurrir a bases de datos de pago—que puedan ser procesados con software de análisis cuantitativo. Metodología. Se operacionaliza el hecho alimentario en una serie de palabras clave que permiten recuperar las noticias sobre el tema en cuestión usando Google y el servicio Import.io. Resultados. Se recuperaron en total más de 2500 noticias publicadas en 2016 por tres diarios chilenos y se almacenaron de tal manera que se pueden analizar con técnicas Big Data. Discusión y conclusiones. Se comentan las diferencias y similitudes de los resultados obtenidos para cada diario desde el punto de vista teórico y metodológico. Se mencionan las distintas posibilidades de investigación que ofrecen los datos obtenidos.
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IZUM, KILJ, NUK, ODKLJ, PILJ, PNG, SAZU, UL, UM, UPUK
La mujer representa un 20.3% y el hombre un 79.7% en los departamentos creativos a nivel mundial (Grow y Deng, 2014). Este artículo pretende averiguar si este fenómeno también se da en Perú y, si es ...así, cuáles son las razones de ello. A través del uso de la GT con entrevistas en profundidad se descubre que: (1) en Perú son escasas las mujeres creativas que trabajan en una agencia de publicidad, ya que, la tendencia es que por cada 10 hombres se encuentra 1 mujer, (2) el director creativo de las agencias parece fomentar los clichés sexuales y el machismo y (3) las mujeres creativas se sienten discriminadas por sus colegas.
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