Jurisprudencia y Ciencias Sociales

URI permanente para esta comunidadhttp://repositorio.uta.edu.ec/handle/123456789/892

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Autor/a: search.filters.author.Molina Quiña, Melany AlejandraTema: search.filters.subject.REVISTAS FEMENINAS

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    Item type:Ítem,
    Publicidad y construcción de la belleza de la mujer en la revista “Hogar” (2019-2022)
    (Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-08)
    Molina Quiña, Melany Alejandra
    ;
    Proaño Zurita, Jenny de los Ángeles
    Over time, the media have acquired an important role in people's daily lives, exerting a notable influence on the perception and construction of the female image and beauty. Fashion and beauty magazines, in particular, impose standards through the promotion of products, images and texts aimed at women, this is how this influence is reflected in the way in which women perceive their beauty and how they are encouraged to comply with the ideals promoted by these media. Faced with this problem, the covers and content of the women's flagship magazine "Hogar" will be studied with the aim of analyzing its advertising discourses where stereotypes of "perfect bodies and skin" are propagated, highlighting specific attributes such as thinness, flawless skin, radiant hair, among others, presenting them as the beauty ideals to which women are expected to aspire. The methodology used in this thesis has a qualitative approach, through the technique of content analysis, through three matrices that allowed the elaboration of categories of analysis and theoretical support with the support of authors who contributed to the central theme, therefore, the sample was of 29 products, which are divided into: 12 covers (4 published on Women's Day, 4 on Mother's Day and 4 for Christmas), 12 publications with varied content related to beauty and 4 images of these publications where conceptual and visual aspects are highlighted. Having as its main result that physical appearance plays a significant role in the formation of people's identity, building a stereotypical "perfect" vision of women, leaving aside cultural and gender diversity. This phenomenon leads us towards an artificialized society, where advanced technologies play an important role in the construction of beauty standards, this, in turn, leads us to an increasingly post-human society