Structural Racism, Dividing Line, Representations, Stereotype and Discrimination Against Afro-Peruvians in Advertising
Descripción del Articulo
The goal of this essay is to reflect on the different representations of Afro-descendant children, adolescents, and adults in Peruvian advertising. Thus, the following are proposed as guiding questions: How does advertising represent Afro-Peruvians? What role does it play in maintaining or changing...
| Autor: | |
|---|---|
| Formato: | artículo |
| Fecha de Publicación: | 2021 |
| Institución: | Pontificia Universidad Católica del Perú |
| Repositorio: | Revistas - Pontificia Universidad Católica del Perú |
| Lenguaje: | español |
| OAI Identifier: | oai:ojs.pkp.sfu.ca:article/24053 |
| Enlace del recurso: | http://revistas.pucp.edu.pe/index.php/conexion/article/view/24053 |
| Nivel de acceso: | acceso abierto |
| Materia: | structural racism Peruvian advertising Afro-Peruvian stereotype discrimination Racismo estructural publicidad peruana afroperuano estereotipo discriminación |
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Structural Racism, Dividing Line, Representations, Stereotype and Discrimination Against Afro-Peruvians in AdvertisingRacismo estructural, línea divisoria, representaciones, estereotipo y discriminación contra los afroperuanos en la publicidadRacismo estrutural, linhas divisórias, representações, estereótipos e discriminação contra os afro-peruanos em anúncios publicitáriosMendoza Cuéllar, Héctor Joséstructural racismPeruvian advertisingAfro-PeruvianstereotypediscriminationRacismo estructuralpublicidad peruanaafroperuanoestereotipodiscriminaciónThe goal of this essay is to reflect on the different representations of Afro-descendant children, adolescents, and adults in Peruvian advertising. Thus, the following are proposed as guiding questions: How does advertising represent Afro-Peruvians? What role does it play in maintaining or changing these images? In this way, theoretical constructs such as racism, structural racism, dividing line, representation, stereotype and discrimination will be used to qualitatively analyze advertising spots for Peruvian trademarks broad-cast—in a time frame of approximately 10 years—on free-to-air television, and, in some cases, from the Internet. This essay does not seek to establish a canon. On the contrary, it is aware of its limitations, but questioning the role of advertising in the Afro-Peruvian struggle is a way to start a path to take a position and be an ally of change.El motivo del presente ensayo es reflexionar sobre las distintas representaciones de niñas/os, adolescentes y adultos/as afrodescendientes en la publicidad peruana. Así, se propone como preguntas orientadoras las siguientes: ¿cómo representa la publicidad a los afroperuanos? ¿Qué rol tiene esta para mantener o cambiar estas imágenes? De este modo, se usarán constructos teóricos como racismo, racismo estructural, línea divisoria, representación, estereotipo y discriminación para analizar cualitativamente spots publicitarios de marcas comerciales peruanas emitidos —en un marco de tiempo de 10 años, aproximadamente— en la televisión de señal abierta y, en algunos casos, desde internet. El presente ensayo no busca establecer un canon. Por el contrario, consciente de sus limitaciones, pone en discusión el papel de la publicidad en la lucha afroperuana como un modo de empezar un camino para tomar posición y ser aliado de un cambio.Pontificia Universidad Católica del Perú2021-08-05info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/epub+zipapplication/xmlhttp://revistas.pucp.edu.pe/index.php/conexion/article/view/24053Conexión; No. 15 (2021): Media narratives of insurgencies, resistance and anti-racism in Latin America and the Caribbean; 105-125Conexión; Núm. 15 (2021): Narrativas mediáticas de insurgencias, resistencias y antirracismo en Latinoamérica y el Caribe; 105-125Conexión; n. 15 (2021): Narrações da mídia sobre insurgências, resistências e antirracismo na América Latina e no Caribe; 105-1252413-54372305-7467reponame:Revistas - Pontificia Universidad Católica del Perúinstname:Pontificia Universidad Católica del Perúinstacron:PUCPspahttp://revistas.pucp.edu.pe/index.php/conexion/article/view/24053/22849http://revistas.pucp.edu.pe/index.php/conexion/article/view/24053/22863http://revistas.pucp.edu.pe/index.php/conexion/article/view/24053/25274info:eu-repo/semantics/openAccessoai:ojs.pkp.sfu.ca:article/240532021-11-04T19:36:54Z |
| dc.title.none.fl_str_mv |
Structural Racism, Dividing Line, Representations, Stereotype and Discrimination Against Afro-Peruvians in Advertising Racismo estructural, línea divisoria, representaciones, estereotipo y discriminación contra los afroperuanos en la publicidad Racismo estrutural, linhas divisórias, representações, estereótipos e discriminação contra os afro-peruanos em anúncios publicitários |
| title |
Structural Racism, Dividing Line, Representations, Stereotype and Discrimination Against Afro-Peruvians in Advertising |
| spellingShingle |
Structural Racism, Dividing Line, Representations, Stereotype and Discrimination Against Afro-Peruvians in Advertising Mendoza Cuéllar, Héctor José structural racism Peruvian advertising Afro-Peruvian stereotype discrimination Racismo estructural publicidad peruana afroperuano estereotipo discriminación |
| title_short |
Structural Racism, Dividing Line, Representations, Stereotype and Discrimination Against Afro-Peruvians in Advertising |
| title_full |
Structural Racism, Dividing Line, Representations, Stereotype and Discrimination Against Afro-Peruvians in Advertising |
| title_fullStr |
Structural Racism, Dividing Line, Representations, Stereotype and Discrimination Against Afro-Peruvians in Advertising |
| title_full_unstemmed |
Structural Racism, Dividing Line, Representations, Stereotype and Discrimination Against Afro-Peruvians in Advertising |
| title_sort |
Structural Racism, Dividing Line, Representations, Stereotype and Discrimination Against Afro-Peruvians in Advertising |
| dc.creator.none.fl_str_mv |
Mendoza Cuéllar, Héctor José |
| author |
Mendoza Cuéllar, Héctor José |
| author_facet |
Mendoza Cuéllar, Héctor José |
| author_role |
author |
| dc.subject.none.fl_str_mv |
structural racism Peruvian advertising Afro-Peruvian stereotype discrimination Racismo estructural publicidad peruana afroperuano estereotipo discriminación |
| topic |
structural racism Peruvian advertising Afro-Peruvian stereotype discrimination Racismo estructural publicidad peruana afroperuano estereotipo discriminación |
| description |
The goal of this essay is to reflect on the different representations of Afro-descendant children, adolescents, and adults in Peruvian advertising. Thus, the following are proposed as guiding questions: How does advertising represent Afro-Peruvians? What role does it play in maintaining or changing these images? In this way, theoretical constructs such as racism, structural racism, dividing line, representation, stereotype and discrimination will be used to qualitatively analyze advertising spots for Peruvian trademarks broad-cast—in a time frame of approximately 10 years—on free-to-air television, and, in some cases, from the Internet. This essay does not seek to establish a canon. On the contrary, it is aware of its limitations, but questioning the role of advertising in the Afro-Peruvian struggle is a way to start a path to take a position and be an ally of change. |
| publishDate |
2021 |
| dc.date.none.fl_str_mv |
2021-08-05 |
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info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
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article |
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publishedVersion |
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http://revistas.pucp.edu.pe/index.php/conexion/article/view/24053 |
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http://revistas.pucp.edu.pe/index.php/conexion/article/view/24053 |
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spa |
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spa |
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http://revistas.pucp.edu.pe/index.php/conexion/article/view/24053/22849 http://revistas.pucp.edu.pe/index.php/conexion/article/view/24053/22863 http://revistas.pucp.edu.pe/index.php/conexion/article/view/24053/25274 |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf application/epub+zip application/xml |
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Pontificia Universidad Católica del Perú |
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Pontificia Universidad Católica del Perú |
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Conexión; No. 15 (2021): Media narratives of insurgencies, resistance and anti-racism in Latin America and the Caribbean; 105-125 Conexión; Núm. 15 (2021): Narrativas mediáticas de insurgencias, resistencias y antirracismo en Latinoamérica y el Caribe; 105-125 Conexión; n. 15 (2021): Narrações da mídia sobre insurgências, resistências e antirracismo na América Latina e no Caribe; 105-125 2413-5437 2305-7467 reponame:Revistas - Pontificia Universidad Católica del Perú instname:Pontificia Universidad Católica del Perú instacron:PUCP |
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Nota importante:
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).
