Bibliographic citations
Alarcon, S., (2023). ¿Des-estereotipando la paternidad? Un análisis a las representaciones de los roles paternos en spots peruanos del 2018 al 2020 [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/25020
Alarcon, S., ¿Des-estereotipando la paternidad? Un análisis a las representaciones de los roles paternos en spots peruanos del 2018 al 2020 []. PE: Pontificia Universidad Católica del Perú; 2023. http://hdl.handle.net/20.500.12404/25020
@misc{renati/1665608,
title = "¿Des-estereotipando la paternidad? Un análisis a las representaciones de los roles paternos en spots peruanos del 2018 al 2020",
author = "Alarcon Sanchez, Sandra Valeria",
publisher = "Pontificia Universidad Católica del Perú",
year = "2023"
}
For many years, the representation of fatherhood has been made invisible, anchored to traditional roles and reduced to a purely conjunctural diffusion, despite this, Peruvian advertising is beginning to show initiatives for change to reframe the discourse around a fatherhood more involved in the private and emotional space of the family. From this, the present investigation seeks to know the representations of the paternal roles that identify Lima parents aged 28-50 years in the advertising discourse of the selected spots. To fulfill this objective, the analysis of the advertising discourse, the focus group technique and in-depth interviews with experts have been required. Concluding, mainly, that parents still identify traditionalist representations in advertising such as that of the inexperienced and little affective father. However, they also present more positive representations, more participatory fathers at home and in raising children, but they pointed out that these advertising discourses still have attributes that appear superficial and stereotyped.
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