出版社：Servicio de Publicaciones de la Universidad Complutense
摘要：The emergence of new communication technologies has led to a gradual evolution of television, which has meant a radical change in their way of communicating. However, despite the progress and modernization of new television advertising formats, it is detected that treatment of content continues to rely on hackneyed themes and unbalanced in the gender treatment. The aim of this work is to incardinar egalitarian vision in reading these television formats to detect and eradicate those behaviors that continue dragging the defects identified in discriminatory and sexist behavior own of patriarchal and androgynous readings, detecting that although new technologies communication have brought about a radical change in the way we communicate, there is still an important way to achieve effective gender equality.
其他摘要：The emergence of new communication technologies has led to a gradual evolution of television, which has meant a radical change in their way of communicating. However, despite the progress and modernization of new television advertising formats, it is detected that treatment of content continues to rely on hackneyed themes and unbalanced in the gender treatment. The aim of this work is to incardinar egalitarian vision in reading these television formats to detect and eradicate those behaviors that continue dragging the defects identified in discriminatory and sexist behavior own of patriarchal and androgynous readings, detecting that although new technologies communication have brought about a radical change in the way we communicate, there is still an important way to achieve effective gender equality.
关键词：Formatos publicitarios televisivos;perspectiva de género;alfabetización mediatica;publicidad interactiva;estereotipo.
