ANÁLISIS COMUNICACIONAL DE CONSTRUCCIÓN DE ESTEREOTIPOS ÉTNICOS A PARTIR DE RECEPCIÓN DE PUBLICIDAD TELEVISIVA DE LOS 90 AL 2010 EN JÓVENES DE GUAYAQUIL EN EL 2016”
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Fecha
2017-10
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UNIVERSIDAD DE GUAYAQUIL
Resumen
Problema: ¿Cómo incide la recepción de publicidad televisiva de 1990 al 2010
en la construcción de estereotipos étnicos en jóvenes de Guayaquil en el 2016?
Objetivo: analizar la construcción de estereotipos étnicos a partir de la recepción
de publicidad televisiva de la década de los 90 al 2010 en jóvenes de Guayaquil
en el 2016. Hipótesis: la recepción de la publicidad televisiva ecuatoriana de
1990 al 2010 incide en los jóvenes de Guayaquil construyendo estereotipos
étnicos que otorgan roles a los individuos según su caracterización racial.
Variables: a) construcción de estereotipos y; b) recepción publicitaria. Tipo:
descriptivo. Diseño: no experimental-transeccional. Metodología: materialismo
dialéctico histórico. Técnicas de investigación: seis cuantitativas y cinco
cualitativas. Muestra: no probabilística. Resultados: la hipótesis se comprueba
sobre la construcción de estereotipos étnicos que otorgan roles a los individuos
según su caracterización racial. Propuesta: “Su silencio es tu discriminación”
basada en talleres de sensibilización contra la discriminación.
The Problem is how does the reception of television advertising from the 1990s to 2010 influence on the construction of ethnic stereotypes of young people in Guayaquil in 2016? The Objective is to analyze ethnic stereotypes construction by the reception of television advertising from the 1990s to 2010 in young people in Guayaquil in 2016. Hypothesis is the reception of Ecuadorian television advertising from 1990 to 2010 influence of young people in Guayaquil by constructing ethnic stereotypes that grant individuals roles according to their racial characterization. The Variables are: a) stereotypes construction and; b) advertising reception. Type is descriptive. The design is non-experimentaltransectional. The Methodology is historical dialectical materialism. The research techniques are: Six quantitative and five qualitative techniques were used. The statistic is non-probabilistic. The hypothesis is verified on the construction of ethnic stereotypes that grant roles to individuals according to their racial characterization. The Proposal is "Their silence is your discrimination" based on different awareness-raising workshops against discrimination and the construction of ethnic stereotypes in television advertising.
The Problem is how does the reception of television advertising from the 1990s to 2010 influence on the construction of ethnic stereotypes of young people in Guayaquil in 2016? The Objective is to analyze ethnic stereotypes construction by the reception of television advertising from the 1990s to 2010 in young people in Guayaquil in 2016. Hypothesis is the reception of Ecuadorian television advertising from 1990 to 2010 influence of young people in Guayaquil by constructing ethnic stereotypes that grant individuals roles according to their racial characterization. The Variables are: a) stereotypes construction and; b) advertising reception. Type is descriptive. The design is non-experimentaltransectional. The Methodology is historical dialectical materialism. The research techniques are: Six quantitative and five qualitative techniques were used. The statistic is non-probabilistic. The hypothesis is verified on the construction of ethnic stereotypes that grant roles to individuals according to their racial characterization. The Proposal is "Their silence is your discrimination" based on different awareness-raising workshops against discrimination and the construction of ethnic stereotypes in television advertising.
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Palabras clave
COMUNICACIÓN, CONSTRUCCIÓN DE ESTEREOTIPOS, RECEPCIÓN PUBLICITARIA, PUBLICIDAD TELEVISIVA
Citación
APA