El sexismo en la publicidad se encuentra perenne en nuestra sociedad al mostrar a la mujer con estereotipos de comportamiento y como un objeto sexual. Con intención de visibilizar la competencia mediática de las mujeres limeñas, de una brecha generacional, desde sus dimensiones del lenguaje e ideología y valores, se realizó el presente trabajo en donde se podrá observar si existe una mayor competencia mediática por parte de las mujeres jóvenes (Grupo 1) o si existe una competencia mediática desarrollada parcialmente en ambas muestras (Grupo 1 y Grupo 2). Para indagar las percepciones de las consumidoras, se realizaron catorce entrevistas a profundidad en donde se mostraron cuatro publicidades y se realizaron preguntas dirigidas para dar respuesta a la pregunta de investigación planteada. / Sexism in advertising is perennial in our society by portraying women with stereotypical behaviors and as a sexual object. With the intention of making visible the media competence of Lima women, of a generation gap, from its dimensions of language and ideology and values, the present article was carried out where it can be observed if there is greater media competition on the part of young women (Group 1) or if there is a partially developed media competence in both samples (Group 1 and Group 2). To investigate consumer perceptions, fourteen in-depth interviews were conducted in which four advertisements were shown and directed questions were asked to answer the research question posed. / Tesis
| Identifer | oai:union.ndltd.org:PERUUPC/oai:repositorioacademico.upc.edu.pe:10757/657566 |
| Date | 04 May 2021 |
| Creators | Tarazona Navarro, Miriam Yolanda |
| Contributors | Rolleri García, Jair Augusto |
| Publisher | Universidad Peruana de Ciencias Aplicadas (UPC), PE |
| Source Sets | Universidad Peruana de Ciencias Aplicadas (UPC) |
| Language | Spanish |
| Detected Language | Spanish |
| Type | info:eu-repo/semantics/bachelorThesis |
| Format | application/pdf, application/epub, application/msword |
| Source | Universidad Peruana de Ciencias Aplicadas (UPC), Repositorio Académico UPC |
| Rights | info:eu-repo/semantics/openAccess, Attribution-NonCommercial-ShareAlike 4.0 International, http://creativecommons.org/licenses/by-nc-sa/4.0/ |
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