{"id":66867,"date":"2019-02-28T13:48:38","date_gmt":"2019-02-28T12:48:38","guid":{"rendered":"https:\/\/laindependent.cat\/mes-estereotips-de-genere-en-anuncis-de-joguines-i-promocio-a-youtube\/"},"modified":"2024-11-29T12:35:49","modified_gmt":"2024-11-29T11:35:49","slug":"mes-estereotips-de-genere-en-anuncis-de-joguines-i-promocio-a-youtube","status":"publish","type":"post","link":"https:\/\/laindependent.cat\/en\/mes-estereotips-de-genere-en-anuncis-de-joguines-i-promocio-a-youtube\/","title":{"rendered":"M\u00e9s estereotips de g\u00e8nere en anuncis de joguines i promoci\u00f3 a YouTube"},"content":{"rendered":"<p style=\"text-align: left;\"><span style=\"font-family: 'trebuchet ms', geneva; font-size: 10pt;\"><\/span><\/p>\n<p style=\"text-align: left;\"><strong><span style=\"font-family: 'trebuchet ms', geneva; font-size: 10pt;\">Un any m\u00e9s, el Consell de l&#8217;Audiovisual de Catalunya (CAC) ha fet un informe sobre els estereotips de g\u00e8nere en anuncis de joguines de la campanya de Nadal-Reis.<\/span><\/strong><\/p>\n<p><!--more--><\/p>\n<p style=\"text-align: left;\"><span style=\"font-family: 'trebuchet ms', geneva; font-size: 10pt;\">Enguany, amb m\u00e9s \u00edtems d&#8217;an\u00e0lisi: colors, protagonistes, llenguatge, veu en off, espais&#8230; Tamb\u00e9 s&#8217;han analitzat 151 v\u00eddeos de canals de YouTube protagonitzats per infants.<\/span><br \/><span style=\"font-family: 'trebuchet ms', geneva; font-size: 10pt;\"><\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-family: 'trebuchet ms', geneva; font-size: 10pt;\">En l&#8217;observaci\u00f3 de tots els anuncis de joguines a la televisi\u00f3 d&#8217;aquesta campanya, es constata que el 31,2% dels anuncis presenten estereotips de g\u00e8nere, una xifra que ha baixat una mica respecte de l&#8217;any anterior, per\u00f2 que mostra una situaci\u00f3 molt m\u00e9s preocupant i \u00e9s que s&#8217;observa un increment fort dels estereotips femenins: 9 de cada 10 (88,8%) ho s\u00f3n. Un increment del 20% respecte de la campanya anterior.<\/span><br \/><span style=\"font-family: 'trebuchet ms', geneva; font-size: 10pt;\"><\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-family: 'trebuchet ms', geneva; font-size: 10pt;\">Pel que fa als i a les protagonistes dels espots, les nenes apareixen com a protagonistes de manera exclusiva en el 48,3% del total d&#8217;anuncis, mentre que els nens, en el 7,3%. D&#8217;aquesta manera, m\u00e9s de la meitat dels espots construeixen un relat que proposa un m\u00f3n segregat per sexes.<\/span><br \/><span style=\"font-family: 'trebuchet ms', geneva; font-size: 10pt;\"><\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-family: 'trebuchet ms', geneva; font-size: 10pt;\">Les nenes desenvolupen rols de maternitat i de cura de les persones en 8 de cada 10 anuncis, s\u00f3n les \u00faniques que canten i ballen, i nom\u00e9s elles tenen cura del seu aspecte f\u00edsic. Quan imiten un rol professional s\u00f3n models, perruqueres o cambreres, tot i que tamb\u00e9, metges i veterin\u00e0ries. En un 55,8% tenen lloc en espais interiors, predominen els colors pastel i roses (el 52,3%) i la veu en off que verbalitza l&#8217;argument de compra \u00e9s sempre femenina. El llenguatge utilitzat evoca mons id\u00edl\u00b7lics i m\u00e0gics, amb paraules com m\u00e0gic i somni, i accions amb verbs com cantar, aprendre, ballar i estimar.<\/span><br \/><span style=\"font-family: 'trebuchet ms', geneva; font-size: 10pt;\"><\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-family: 'trebuchet ms', geneva; font-size: 10pt;\">En canvi, els anuncis nom\u00e9s amb nens, en qu\u00e8 predominen ninots i figures (sovint d&#8217;acci\u00f3), vehicles i circuits, s\u00f3n en espais exteriors o combinats (77%), amb tonalitats fosques (53,9%) i veu en off majorit\u00e0riament masculina (69,3%). El llenguatge emprat pels nens apareix lligat a l&#8217;acci\u00f3, essent les paraules m\u00e9s recurrents: disparar, lladre i alien, a m\u00e9s de l&#8217;onomatopeia crash. Els rols professionals que simbolitzen s\u00f3n els de feines masculinitzades (metge, policia o granger) i mai les associades tradicionalment a les dones.<\/span><\/p>\n<p style=\"text-align: left;\">\u00a0<\/p>\n<p style=\"text-align: left;\"><span style=\"font-family: 'trebuchet ms', geneva; font-size: 10pt;\"><img fetchpriority=\"high\" decoding=\"async\" class=\" size-full wp-image-35389\" style=\"margin: 9px auto; vertical-align: middle; display: block;\" src=\"https:\/\/laindependent.cat\/wp-content\/uploads\/2019\/02\/Informe_CAC_1.JPG\" alt=\"Informe CAC 1\" width=\"350\" height=\"295\" srcset=\"https:\/\/laindependent.cat\/wp-content\/uploads\/2019\/02\/Informe_CAC_1.JPG 425w, https:\/\/laindependent.cat\/wp-content\/uploads\/2019\/02\/Informe_CAC_1-300x253.jpg 300w\" sizes=\"(max-width: 350px) 100vw, 350px\" \/><\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-family: 'trebuchet ms', geneva; font-size: 10pt;\">\u00a0<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-family: 'trebuchet ms', geneva; font-size: 10pt;\"><img decoding=\"async\" class=\"size-full wp-image-35390 lazyload\" style=\"--smush-placeholder-width: 350px; --smush-placeholder-aspect-ratio: 350\/236;margin: 9px auto; vertical-align: middle; display: block;\" data-src=\"https:\/\/laindependent.cat\/wp-content\/uploads\/2019\/02\/Informe_CAC_2.JPG\" alt=\"Informe CAC 2\" width=\"350\" height=\"236\" data-srcset=\"https:\/\/laindependent.cat\/wp-content\/uploads\/2019\/02\/Informe_CAC_2.JPG 429w, https:\/\/laindependent.cat\/wp-content\/uploads\/2019\/02\/Informe_CAC_2-300x202.jpg 300w\" data-sizes=\"(max-width: 350px) 100vw, 350px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/span><\/p>\n<p style=\"text-align: left;\">\u00a0<\/p>\n<p style=\"text-align: left;\"><span style=\"font-family: 'trebuchet ms', geneva; font-size: 10pt;\">En 4 de cada 10 espots, nenes i nens comparteixen protagonisme, per\u00f2 interaccionen de manera desigual en el relat. Quan no impliquen competici\u00f3, nenes i nens es mostren en un pla igualitari i amb rols similars, per\u00f2 quan hi ha competici\u00f3, el nen guanya moltes vegades m\u00e9s que la nena. En els jocs de taula, per exemple, en un 70% qui guanya \u00e9s un nen. En els d&#8217;habilitat i punteria, els nens apareixen com a vencedors 4 cops m\u00e9s que les nenes. Cal destacar tamb\u00e9 que els anuncis de nines en qu\u00e8 apareixen nens nom\u00e9s s\u00f3n un 13% del total. En el llenguatge dels anuncis mixtos hi predominen les paraules aconseguir, descobrir, diversi\u00f3, guanyar, saber i tocar.<\/span><\/p>\n<p style=\"text-align: left;\">\u00a0<\/p>\n<p style=\"text-align: left;\"><span style=\"font-family: 'trebuchet ms', geneva; font-size: 10pt;\"><img decoding=\"async\" class=\"size-full wp-image-35391 lazyload\" style=\"--smush-placeholder-width: 400px; --smush-placeholder-aspect-ratio: 400\/222;margin: 9px auto; vertical-align: middle; display: block;\" data-src=\"https:\/\/laindependent.cat\/wp-content\/uploads\/2019\/02\/Informe_CAC_3.JPG\" alt=\"Informe CAC 3\" width=\"400\" height=\"222\" data-srcset=\"https:\/\/laindependent.cat\/wp-content\/uploads\/2019\/02\/Informe_CAC_3.JPG 889w, https:\/\/laindependent.cat\/wp-content\/uploads\/2019\/02\/Informe_CAC_3-300x167.jpg 300w, https:\/\/laindependent.cat\/wp-content\/uploads\/2019\/02\/Informe_CAC_3-768x427.jpg 768w\" data-sizes=\"(max-width: 400px) 100vw, 400px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/span><\/p>\n<p style=\"text-align: left;\">\u00a0<\/p>\n<p style=\"text-align: left;\">\u00a0<\/p>\n<p style=\"text-align: left;\"><span style=\"font-family: 'trebuchet ms', geneva; font-size: 10pt;\">La metodologia d&#8217;an\u00e0lisi dels estereotips sexistes en anuncis televisius s&#8217;ha adaptat a les caracter\u00edstiques de les plataformes de distribuci\u00f3 de v\u00eddeos, tot i que nom\u00e9s s&#8217;ha detectat pres\u00e8ncia, molt freq\u00fcent, de promoci\u00f3 de joguines protagonitzades per infants a YouTube. S&#8217;han seleccionat 6 canals de YouTube, els m\u00e9s visitats, que sumen 19 milions de subscripcions, i els v\u00eddeos de la mostra analitzada registraven m\u00e9s de 350 milions de visualitzacions en els tres mesos d&#8217;an\u00e0lisis, i continuaven augmentant.<\/span><\/p>\n<p style=\"text-align: left;\">\u00a0<\/p>\n<p style=\"text-align: left;\"><span style=\"font-family: 'trebuchet ms', geneva; font-size: 10pt;\"><img decoding=\"async\" class=\"size-full wp-image-35392 lazyload\" style=\"--smush-placeholder-width: 400px; --smush-placeholder-aspect-ratio: 400\/175;margin: 9px auto; vertical-align: middle; display: block;\" data-src=\"https:\/\/laindependent.cat\/wp-content\/uploads\/2019\/02\/Informe_CAC_4.JPG\" alt=\"Informe CAC 4\" width=\"400\" height=\"175\" data-srcset=\"https:\/\/laindependent.cat\/wp-content\/uploads\/2019\/02\/Informe_CAC_4.JPG 1143w, https:\/\/laindependent.cat\/wp-content\/uploads\/2019\/02\/Informe_CAC_4-300x131.jpg 300w, https:\/\/laindependent.cat\/wp-content\/uploads\/2019\/02\/Informe_CAC_4-1000x437.jpg 1000w, https:\/\/laindependent.cat\/wp-content\/uploads\/2019\/02\/Informe_CAC_4-768x335.jpg 768w\" data-sizes=\"(max-width: 400px) 100vw, 400px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/span><\/p>\n<p style=\"text-align: left;\">\u00a0<\/p>\n<p style=\"text-align: left;\">\u00a0<\/p>\n<p style=\"text-align: left;\"><span style=\"font-family: 'trebuchet ms', geneva; font-size: 10pt;\">Aquests v\u00eddeos permeten una difusi\u00f3 massiva, que afavoreix una multiplicaci\u00f3 dels missatges estereotipats vers les dones, repetint els estereotips que es troben en els anuncis de televisi\u00f3, si b\u00e9 en modifiquen el format de difusi\u00f3. Els canals a c\u00e0rrec de nenes presenten un &#8220;m\u00f3n femen\u00ed&#8221;, amb rols de maternitat i de cura de la llar, i en qu\u00e8 es mostren preocupades pel seu aspecte f\u00edsic; per la seva banda, els nens se centren en situacions d&#8217;acci\u00f3 i mostren jocs de compet\u00e8ncia o de simulaci\u00f3 de lluita.<\/span><br \/><span style=\"font-family: 'trebuchet ms', geneva; font-size: 10pt;\"><\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-family: 'trebuchet ms', geneva; font-size: 10pt;\">A grans trets, veiem que els nens youtubers que interaccionen en la promoci\u00f3, nom\u00e9s ho fan amb altres nens o amb el pare, i les youtubers femenines comparteixen protagonisme amb altres nenes o amb la mare. Nom\u00e9s en un dels canals, els protagonistes, ben petits, interaccionen amb els dos progenitors.<\/span><br \/><span style=\"font-family: 'trebuchet ms', geneva; font-size: 10pt;\"><\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-family: 'trebuchet ms', geneva; font-size: 10pt;\">En definitiva, tant en els espots televisius com en els v\u00eddeos de promocions de joguines, es constata una pres\u00e8ncia molt important d&#8217;estereotips de g\u00e8nere que posa de manifest com, des de ben petits, segreguem els nens i les nenes per al joc i, en definitiva, per a la vida.<\/span><\/p>\n<p style=\"text-align: left;\">\u00a0<\/p>\n<p style=\"text-align: left;\"><span style=\"font-family: 'trebuchet ms', geneva; font-size: 10pt;\"><img decoding=\"async\" class=\"size-full wp-image-35393 lazyload\" style=\"--smush-placeholder-width: 350px; --smush-placeholder-aspect-ratio: 350\/232;margin: 9px auto; vertical-align: middle; display: block;\" data-src=\"https:\/\/laindependent.cat\/wp-content\/uploads\/2019\/02\/Informe_CAC_5.JPG\" alt=\"Informe CAC 5\" width=\"350\" height=\"232\" data-srcset=\"https:\/\/laindependent.cat\/wp-content\/uploads\/2019\/02\/Informe_CAC_5.JPG 570w, https:\/\/laindependent.cat\/wp-content\/uploads\/2019\/02\/Informe_CAC_5-300x198.jpg 300w\" data-sizes=\"(max-width: 350px) 100vw, 350px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/span><\/p>\n<p style=\"text-align: center;\"><span style=\"font-family: 'trebuchet ms', geneva; font-size: 8pt;\">N\u00favol de paraules utilitzades als espots protagonitzats exclusivament per nenes.<\/span><\/p>\n<p style=\"text-align: left;\">\u00a0<\/p>\n<p style=\"text-align: left;\"><strong><span style=\"font-family: 'trebuchet ms', geneva; font-size: 8pt;\">M\u00e9s informaci\u00f3:<\/span><\/strong><\/p>\n<p style=\"text-align: left;\"><span style=\"font-size: 8pt;\"><a href=\"https:\/\/www.cac.cat\/sites\/default\/files\/2019-02\/Acord%2011_19%20COMB.pdf\" target=\"_blank\" rel=\"noopener\">L&#8217;informe complet<\/a><\/span><br \/><span style=\"font-family: 'trebuchet ms', geneva; font-size: 10pt;\"><br \/><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Un any m\u00e9s, el Consell de l&#8217;Audiovisual de Catalunya (CAC) ha fet un informe sobre els estereotips de g\u00e8nere en anuncis de joguines de la campanya de Nadal-Reis.<\/p>\n","protected":false},"author":50,"featured_media":35388,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[26695],"tags":[51233,51293],"class_list":["post-66867","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-publicitat","tag-cac-2","tag-carme-figueras-sinol-2"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>M\u00e9s estereotips de g\u00e8nere en anuncis de joguines i promoci\u00f3 a YouTube | La Independent<\/title>\n<meta name=\"description\" content=\"Un any m\u00e9s, el Consell de l&#039;Audiovisual de Catalunya (CAC) ha fet un informe sobre els estereotips de g\u00e8nere en anuncis de joguines de la campanya Nadal-Reis. Enguany, amb m\u00e9s \u00edtems d&#039;an\u00e0lisi: colors, protagonistes, llenguatge, veu en off, espais... Tamb\u00e9 s&#039;han analitzat 151 v\u00eddeos de canals de YouTube protagonitzats per infants.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/laindependent.cat\/en\/mes-estereotips-de-genere-en-anuncis-de-joguines-i-promocio-a-youtube\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"M\u00e9s estereotips de g\u00e8nere en anuncis de joguines i promoci\u00f3 a YouTube | La Independent\" \/>\n<meta property=\"og:description\" content=\"Un any m\u00e9s, el Consell de l&#039;Audiovisual de Catalunya (CAC) ha fet un informe sobre els estereotips de g\u00e8nere en anuncis de joguines de la campanya Nadal-Reis. Enguany, amb m\u00e9s \u00edtems d&#039;an\u00e0lisi: colors, protagonistes, llenguatge, veu en off, espais... Tamb\u00e9 s&#039;han analitzat 151 v\u00eddeos de canals de YouTube protagonitzats per infants.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/laindependent.cat\/en\/mes-estereotips-de-genere-en-anuncis-de-joguines-i-promocio-a-youtube\/\" \/>\n<meta property=\"og:site_name\" content=\"La Independent\" \/>\n<meta property=\"article:published_time\" content=\"2019-02-28T12:48:38+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-11-29T11:35:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/laindependent.cat\/wp-content\/uploads\/2019\/02\/Informe_CAC_6.JPG\" \/>\n\t<meta property=\"og:image:width\" content=\"244\" \/>\n\t<meta property=\"og:image:height\" content=\"304\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"La Independent\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"La Independent\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/laindependent.cat\\\/en\\\/mes-estereotips-de-genere-en-anuncis-de-joguines-i-promocio-a-youtube\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/laindependent.cat\\\/en\\\/mes-estereotips-de-genere-en-anuncis-de-joguines-i-promocio-a-youtube\\\/\"},\"author\":{\"name\":\"La Independent\",\"@id\":\"https:\\\/\\\/laindependent.cat\\\/en\\\/#\\\/schema\\\/person\\\/c65fe76464d3ea842196598c91a2991f\"},\"headline\":\"M\u00e9s estereotips de g\u00e8nere en anuncis de joguines i promoci\u00f3 a YouTube\",\"datePublished\":\"2019-02-28T12:48:38+00:00\",\"dateModified\":\"2024-11-29T11:35:49+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/laindependent.cat\\\/en\\\/mes-estereotips-de-genere-en-anuncis-de-joguines-i-promocio-a-youtube\\\/\"},\"wordCount\":812,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/laindependent.cat\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/laindependent.cat\\\/en\\\/mes-estereotips-de-genere-en-anuncis-de-joguines-i-promocio-a-youtube\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/laindependent.cat\\\/wp-content\\\/uploads\\\/2019\\\/02\\\/Informe_CAC_6.JPG\",\"keywords\":[\"CAC\",\"Carme Figueras Si\u00f1ol\"],\"articleSection\":[\"Publicitat\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/laindependent.cat\\\/en\\\/mes-estereotips-de-genere-en-anuncis-de-joguines-i-promocio-a-youtube\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/laindependent.cat\\\/en\\\/mes-estereotips-de-genere-en-anuncis-de-joguines-i-promocio-a-youtube\\\/\",\"url\":\"https:\\\/\\\/laindependent.cat\\\/en\\\/mes-estereotips-de-genere-en-anuncis-de-joguines-i-promocio-a-youtube\\\/\",\"name\":\"M\u00e9s estereotips de g\u00e8nere en anuncis de joguines i promoci\u00f3 a YouTube | La Independent\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/laindependent.cat\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/laindependent.cat\\\/en\\\/mes-estereotips-de-genere-en-anuncis-de-joguines-i-promocio-a-youtube\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/laindependent.cat\\\/en\\\/mes-estereotips-de-genere-en-anuncis-de-joguines-i-promocio-a-youtube\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/laindependent.cat\\\/wp-content\\\/uploads\\\/2019\\\/02\\\/Informe_CAC_6.JPG\",\"datePublished\":\"2019-02-28T12:48:38+00:00\",\"dateModified\":\"2024-11-29T11:35:49+00:00\",\"description\":\"Un any m\u00e9s, el Consell de l'Audiovisual de Catalunya (CAC) ha fet un informe sobre els estereotips de g\u00e8nere en anuncis de joguines de la campanya Nadal-Reis. 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