Citas bibligráficas
Ocmin, L., (2021). De la selva, su estigma: Análisis de la publicidad del musical Pantaleón y las Visitadoras [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/659413
Ocmin, L., De la selva, su estigma: Análisis de la publicidad del musical Pantaleón y las Visitadoras [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/659413
@misc{renati/1291913,
title = "De la selva, su estigma: Análisis de la publicidad del musical Pantaleón y las Visitadoras",
author = "Ocmin Saavedra, Leyla Giovanna",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
In recent years, the image of women in advertising has changed, having improved significantly. However, there still exists a type of publicity that reinforces specific societal stereotypes. The purpose of this study was to analyze which stereotypes women from Iquitos, Peru perceived of the “jungle woman” in advertising for the musical Pantaleón (both self-promotion and by the audience). A qualitative approach was employed for this research. Pantaleón’s advertising was chosen as a case study because the production’s story characterizes women from the jungle, images that were promoted on social media platforms such as Facebook and Instagram, achieving a broad reach. Semi-structured interviews were used to answer this study’s research questions. Women from Iquitos were contacted using snowballing and convenience sampling techniques because one of the key inclusion criteria was that they had been to the theater before the COVID-19 pandemic. The interviews were analyzed with a data analysis technique that allowed for the discovery of specific categories and themes, permitting the researcher to investigate in-depth the participants’ responses. This study found that the musical’s advertising materials presented specific stereotypes of women from the jungle. Said women did not feel represented and claimed that what was being promoted to the outside world was a negative stereotype of women from Iquitos.
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