Jurisprudencia y Ciencias Sociales
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Item La Biopolítica en anuncios publicitarios de higiene femenina(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-08) Salgado Castellano, Paola Jhoana; Brito Alvarado, Leonardo XavierFor years, menstruation has been stigmatised and marginalised within society, creating social discourses that it is something dirty, disgusting and even pathological, which is why women are taught from an early age to deal with it in secret and hide it, so that its existence is made invisible. Thanks to advertising, these ideas about the menstrual period have continued to be promoted, given that these advertising discourses hide a bio-politics of regulation and control of female bodies by showing a series of social imaginaries of femininity with the presence of women who are facilitated to hide their own menstrual cycle, uncovering their most sensual, sweet, funny, strong, but above all feminine side, thus influencing the identity and subjectivity of the female gender. It is therefore crucial to analyse feminine hygiene as a device of biopower included within advertising discourses to understand how women have become objects of control according to their reproductive capacity and how this has been promoted. This research opens the biopolitical debate from the communication of how the period has been treated as a tool of control and commercialisation. The methodological approach of this research is divided into two scenarios, the first is a bibliographical review of the biopolitical construction of the body and life, while the second is the formulation of femininity and menstruation within contemporary discourse, based on theoretical data that allow us to understand that the period is not only a biological process, but that a series of religious, social, cultural and political discourses have been woven behind it. Through interviews, the subjectivities and particular vision of women with respect to their development process from their first menstrual cycle are brought closer, while the content analysis of different advertisements for feminine hygiene products reveals the standards in which the female gender is pigeonholed, provoking feelings of shame, self-marginalisation, discomfort and insecurity in those who do not comply with the established norms