Article

Perception and self-perception of gender stereotypes in university students at Valparaíso region through advertising

https://doi.org/10.26441/RC17.1-2018-A8

Abstract

This research is part of the line of integration and social inclusion of the Viña del Mar University, and determines the conception that young first-year university students from the region of Valparaíso (Chile) have, about the gender stereotypes reflected in society and advertising. Advertising considers both advertising in general and that of regional uni-versities. This study is qualitative and in it, young people recognize the persistence of ma-chismo, as well as the appearance of a new feminine stereotype that demands of man a change. The models of men and women presented by the society and advertising in general are traditional. In university advertising, students recognize greater features of otherness. This view allows observing the coincidences or differences in relation to their personal vi-sion, and its incidence in the development of communication strategies.

Keywords

gender; stereotypes; students; society; advertising; youth

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References

Lila Farías Muñoz es Doctora en Ciencias de la Información de la Universidad Complutense de Madrid y Licenciada en Comunicación Social de la Universidad Central de Venezuela. Especialista en Ética de la comunicación y empresarial, Comunicación corporativa y Asuntos públicos. Actualmente es Directora de la Escuela de Comunicaciones de la Universidad Viña del Mar. lfarias@uvm.cl, https://orcid.org/0000-0003-3042-5774

Varinia Cuello Riveros es es Periodista y Magíster en Comunicación por la Universidad Diego Portales (Chile), Master en Comunicación Empresarial por la Universidad Pompeu Fabra (España). Es profesora en la Escuela de Comunicaciones en Universidad Viña del Mar. vcuello@uvm.cl, https://orcid.org/0000-0003-2155-8073