Ley orgánica de comunicación y sexismo publicitario hacia la mujer en la televisión ecuatoriana

Abstract

This thesis consists of an analysis and study of the Law of Communication and its compliance based exclusively on sexism towards women in the advertising of our country. The central objective is to demonstrate whether the Organic Law on Communication in advertising transmitted by Ecuadorian television with respect to women is being violated, and through the results obtained to provide relevant research information in order to contribute through the present, citizen participation and critical awareness, based on respect for human dignity, as is the case with the dissemination of audiovisual content, specifically advertising, which has allowed access to sometimes unrealistic, inadequate and superficial information, assuming sexist tendencies, which show and strengthen the image of a woman with characteristics that do not necessarily correspond to the reality of most women and above all assuming roles of little political, economic and educational value. To achieve the above, information was collected based on a sample of convenience, because seven main channels were chosen that are broadcast at the national level, without difficulty, because the spots broadcast on television Ecuadorian have been recorded in a systematic way according to a specific schedule and day for each channel. After mentioning this, the samples of the seven television channels were Ecuavisa, RTS, TC televisión, Teleamazonas, Ecuador TV, Canal Uno, Gamavisión, Ecuador's main channels. In this part of the research, after conducting the study of the spots of the channels selected for the collection of information material and personal selection by the character that follows this research, according to the results obtained, the spots advertising have a notorious sexist tendency. Therefore, the breach of the Organic Law of Communication is evident, specifically with articles concerning the laws of gender-based violence and advertising sexism. It is recommended to make a decalogue of good practices for non-sexist advertising, creating a guide and suggestion that seeks to raise awareness about the impact that mass messages can have on society