Las mujeres, en el ámbito de la producción publicitaria. Estudio del sector publicitario gallego desde una perspectiva de género

Abstract

Resumen: En los últimos años, la publicidad ha recibido numerosas críticas ante el abuso que sus mensajes realizan de determinadas representaciones de género. Unos mensajes que son fruto de un cuidado proceso de elaboración, en el que se reflejan los valores y actitudes de los profesionales implicados. La hipótesis de partida de esta investigación ha sido la de considerar que la persistencia de estereotipos sexistas en la publicidad está relacionada con la ausencia de mujeres en aquellos departamentos vinculados al arte final. En este sentido, el objeto de este trabajo ha sido conocer la situación de las mujeres dentro del sector publicitario gallego, con especial atención a su participación en la creación de los mensajes. Un estudio que ha sido abordado desde la perspectiva del proceso de producción publicitaria y que pretende establecer comparación con la situación de las trabajadoras en el mercado publicitario estatal.Palabras clave: Mujeres; trabajo; estereotipos; sector publicitario; producción; segregación sexual. Abstract:In recent years, the advertising sector has been strongly criticised due to its sexist representation of gender. The messages in advertisements are the result of a careful manufacturing process, which reflects the values and attitudes of the professionals involved in their creation. The main research hypothesis of this article is that the persistence of sexist stereotypes in advertising is related to the absence of women in the creative departments of advertising agencies. In this sense, the objective of this work is to examine the situation of women within the Galician advertising sector, and particularly women"s participation in ads production. This study, which has been carried out from the production perspective, also compares the situation of women in the Galician advertising agencies with the general situation of women in the national advertising sector.

Analysis of communications consulting agencies in Spain: Professional profiles, structure and activity

“…On the other hand, the workforce of consultancies is composed mainly by women, reaching two-thirds of the senior management. However, as it occurs with communications directors (Martín-Llaguno et al, 2015) and in other sectors such as advertising (García-González and Otero-Piñeiro, 2011;Martín-Llaguno et al 2007), there is also vertical segregation, i.e., an uneven presence of men and women in the corporate hierarchy.…”

La segregación vertical y horizontal en las agencias de publicidad antes y después de la ley de igualdad de mujeres y hombres

“…This technique, although it measures opinions and not objective fact, is frequently used to analyse workplace segregation based on sex (García-González and Piñeiro-Otero, 2011;Klein, 2000;León and Chinchilla, 2004;Martín-Llaguno et al, 2007;Sarrió et al, 2002). The first collection of data took place between October 2004 and December 2005, and the second between January and December of 2010.…”

The Spanish Labor Market: A Gender Approach

“…Accordingly, it has been analyzed by numerous authors since the 1980s, either from invisible barrier workwise that prevents women from continuing to advance in their professional careers, despite that, according to Burin (2008), there are neither laws nor codes that say that “women cannot occupy these job posts, in practice there are family and social codes which tacitly impose this limitation on the gender”. The country perspective, such as in the United States [ 42 ], Ireland [ 43 ], India [ 44 ], Spain [ 45 , 46 ], Uruguay [ 47 ], Chile [ 48 ], Switzerland and Albania [ 49 ], Japan [ 50 ], and Ukraine [ 51 ], or in labor fields, such as in the sector of stockbrokers [ 52 ], medicine [ 53 , 54 , 55 ], advertising [ 56 , 57 ], education [ 58 , 59 ], tourism [ 60 ], communication [ 61 ], and politics [ 62 ]. This glass ceiling therefore exists in all sectors and especially in those in which there is a greater rate of feminization, such as education and health.…”