Bibliographic citations
Barboza, S., (2022). La construcción comunicacional de los roles de género de madres y padres de familia en las campañas de control y erradicación de la anemia del Ministerio de Salud del Perú en el año 2017 y 2018 [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/23455
Barboza, S., La construcción comunicacional de los roles de género de madres y padres de familia en las campañas de control y erradicación de la anemia del Ministerio de Salud del Perú en el año 2017 y 2018 []. PE: Pontificia Universidad Católica del Perú; 2022. http://hdl.handle.net/20.500.12404/23455
@misc{renati/17579,
title = "La construcción comunicacional de los roles de género de madres y padres de familia en las campañas de control y erradicación de la anemia del Ministerio de Salud del Perú en el año 2017 y 2018",
author = "Barboza Huerta, Stephany",
publisher = "Pontificia Universidad Católica del Perú",
year = "2022"
}
At the present time, the anemia keeps representing a risk to most of Peruvians children and pregnant women. As a result, in 2017 the Peruvian Government created a national program that introduced different types of campaigns, actions and activities to prevent, diagnose and eradicate the anemia in Peru. This investigation is based on the analysis of the communicational construction on the anemia in children made by the Ministry of Health in Peru from the reproduction of gender roles in mothers and fathers during the two campaigns named Juntos Goleamos a la Anemia and El Mejor Equipo contra la Anemia. The first campaign took place on October of 2017 and the second campaign was since May to October of 2018. In order to identify the characters that appear, the situations, and the messages enunciated in the official spots and promotional videos, discourse analysis and modal discourse analysis (DMA) were used as tools. In addition, proposed behavior changes were identified distinctively for mothers and fathers. The results of the investigation showed that during the two campaign, mothers were the protagonists of all the videos and sole caregivers of their children. Consequently, the campaigns represent men in positions of power and omit the representation of men as fathers since no specific caregiving behavior is attributed to them.
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