La fotografía y la cosificación sexual de la mujer dentro de las agrupaciones musicales femeninas de la ciudad de Ambato

Abstract

The present investigation project has as general objective to determine the participation of photography in sexual reification of women by means of advertising of music bands in the city of Ambato in order to recognize stereotypes, and as specific objectives: Identifying the causes of why women reification happens in female music bands’ advertising, Defining how photography is used to communicate a message within advertising strategies, Analyzing graphic pieces where photography in advertising is involved in female music bands. The present study has a qualitative approach of exploratory and descriptive type in a biographic and field modality. For data recollection, open and punctual interviews were made to different professionals such as professional photographers, a social work graduate, members and managers of female music bands in the city of Ambato. Having the study concluded the participation of photography in female’s bands sexual reification will be defined as very important, showing factors such as dressing, poses, the photographer as a mild referent and the target as a strong referent, where the market transmits the concept of sensuality creating a stereotype around the image.