التفاصيل البيبلوغرافية
| العنوان: |
Representación de las mujeres en la publicidad televisiva emitida durante la Copa Mundial Femenina de la FIFA (Francia 2019). Análisis de roles y estereotipos. (Spanish) |
| Alternate Title: |
Representation of women in television advertising during the FIFA Women's World Cup (France 2019). Analysis of roles and stereotypes. (English) |
| المؤلفون: |
Monserrat-Gauchi, Juan, Segarra-Saavedra, Jesús, Penalva-Cerdá, Sergio |
| المصدر: |
Retos: Nuevas Perspectivas de Educación Física, Deporte y Recreación; 2024, Vol. 51, p700-711, 12p |
| مصطلحات موضوعية: |
TELEVISED sports, WOMEN'S sports, TELEVISION advertising, WOMEN'S soccer, SPORTS competitions, SPORTS advertising, SPORTS television programs |
| Abstract (English): |
During 2019, there was a complete change in terms of advertising in women's soccer. The arrival of the FIFA Women's World Cup, France 2019, caused numerous brands to become interested in sponsoring the event. Another noteworthy fact has been the importance obtained during the 2018/2019 season by the Spanish Women's Football League (Liga Iberdrola), with relevant matches that far exceeded previous stadium attendance records. The main objective of this research is to analyze the role represented by women in advertising broadcast in sports retransmissions, specifically in the Women's World Cup France 2019. The methodology involves analyzing the spots selected for being from brands sponsoring the Spanish Women's National Soccer Team and the FIFA World Cup France 2019, for having been produced for the World Cup and for sponsoring other teams participating in it. All of them have been broadcasted in Spain on the television channel GOL TV. In order to carry out the analysis, an ad-hoc methodological instrument has been designed, from which to perform a content analysis of the spots. As a result, the analysis tool developed is presented and highlights the active, independent and detached from traditional roles that women represent in the advertising broadcast during the FIFA World Cup, France 2019. [ABSTRACT FROM AUTHOR] |
| Abstract (Spanish): |
Durante el 2019 se produjo un cambio radical en lo que se refiere a la publicidad en el fútbol femenino. La llegada de la Copa Mundial Femenina de la FIFA, Francia 2019, provocó que numerosas marcas se interesasen por patrocinar dicho evento. Otro hecho reseñable ha sido la importancia que obtuvo durante la temporada 2018/2019 la Liga Española de Fútbol Femenino (Liga Iberdrola), con partidos relevantes que superaron con creces los registros anteriores de asistencia a los estadios. El objetivo principal de esta investigación es analizar el papel representado por las mujeres en la publicidad emitida en retrasmisiones deportivas, en concreto en el Mundial de Fútbol Femenino de Francia 2019. La metodología supone analizar los spots seleccionados por ser de marcas patrocinadoras de la Selección Española de Fútbol Femenino y de la Copa Mundial de la FIFA Francia 2019, por haber sido producidos para dicho Mundial y patrocinar a otras selecciones participantes del mismo. Todos ellos han sido emitidos en España en la cadena televisiva GOL TV. Para llevar a cabo el análisis se ha diseñado un instrumento metodológico ad-hoc, a partir del cual realizar un análisis de contenido de los spots. Como resultado se presenta la herramienta de análisis desarrollada y se destaca el papel activo, independiente y desvinculado de roles tradicionales que representan las mujeres en la publicidad emitida durante la Copa Mundial de la FIFA, Francia 2019. [ABSTRACT FROM AUTHOR] |
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