{"id":73028,"date":"2023-04-13T22:12:14","date_gmt":"2023-04-13T20:12:14","guid":{"rendered":"https:\/\/laindependent.cat\/?p=73028"},"modified":"2023-04-13T22:12:15","modified_gmt":"2023-04-13T20:12:15","slug":"dones-free-la-vella-formula-no-ha-mort","status":"publish","type":"post","link":"https:\/\/laindependent.cat\/en\/dones-free-la-vella-formula-no-ha-mort\/","title":{"rendered":"\u201cDones free\u201d: la vella f\u00f3rmula no ha mort"},"content":{"rendered":"\n

Per Lisandra Fari\u00f1as, SemLac (Cuba)<\/em>. Imatge destacada: DW<\/em><\/p>\n\n\n\n

La sexualitzaci\u00f3 i cosificaci\u00f3 del cos femen\u00ed comporta una enorme c\u00e0rrega de viol\u00e8ncia simb\u00f2lica.<\/strong>
<\/strong>
A aquesta al\u00e7ada del partit \u2014i despr\u00e9s de d\u00e8cades de lluita feminista des de l’activisme, l’acad\u00e8mia, la societat civil i espais de sensibilitzaci\u00f3, semblaria que s’hauria d’haver ent\u00e8s la pertin\u00e8ncia de lluitar contra la viol\u00e8ncia en totes les seves manifestacions\u2014, que ja no caldria estar-ne parlant i denunciant l’\u00fas del cos de les dones com a eina publicit\u00e0ria.<\/p>\n\n\n\n

Hauria d’haver quedat clara l’enorme c\u00e0rrega de viol\u00e8ncia simb\u00f2lica que comporta la sexualitzaci\u00f3 i la cosificaci\u00f3 del cos femen\u00ed. Per\u00f2 no, cada cop que una dona desperta, aquesta terrible realitat segueix aqu\u00ed.<\/p>\n\n\n\n

En temps com els que viu Cuba, les alarmes es disparen m\u00e9s d’una vegada des de les xarxes socials i, fins i tot, als mitjans de comunicaci\u00f3. Assistim a una reconfiguraci\u00f3 de l’escenari socioecon\u00f2mic amb reemerg\u00e8ncia visible de la publicitat \u2014no necess\u00e0riament la ben pensada\u2014 i que ara torna a agafar apogeu davant la conformaci\u00f3 d’un sector de negocis que utilitza les seves \u201cbondats\u201d en el cam\u00ed de la promoci\u00f3 i la venda .<\/p>\n\n\n\n

Es va fer visible fa pocs dies a la xarxa social Facebook, quan un grup dedicat a promocionar contingut de bars i restaurants a l’Havana va compartir una publicaci\u00f3 d’un d’aquests establiments, on una altra vegada el \u201cfocus d’atracci\u00f3 al negoci\u201d tornava a ser el cos sexualitzat duna dona.<\/p>\n\n\n\n

Al costat de la foto nua per promocionar les copes, les paraules \u201cdones\u201d i \u201cfree (lliure, gratis)\u201d en un cartell concebut clarament per cridar l’atenci\u00f3, la sem\u00e0ntica visual entrava en un di\u00e0leg s\u00f2rdid amb la promoci\u00f3 de la \u201crifa de objectes sexuals\u201d: la vella f\u00f3rmula de la publicitat que el sexe ven.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

I no es tracta de ser bledes. Que es rifin, venguin, promocionin objectes sexuals no hauria de ser tab\u00fa, perqu\u00e8 el plaer t\u00e9 milers d’expressions, la fantasia \u00e9s permesa i necess\u00e0ria i estimar-se una sola o en companyia \u00e9s una manera de recon\u00e8ixer el nostre cos i viure tamb\u00e9 en plenitud la nostra sexualitat.<\/p>\n\n\n\n

Parlem aqu\u00ed del conjunt i les seues lectures. Una altra vegada el cos d’una dona en funci\u00f3 de la mirada masculina, que la representaci\u00f3 visual que se’ns mostra al\u00b7ludeix al sadomasoquisme \u2014una pr\u00e0ctica sexual v\u00e0lida mentre sigui consensuada\u2014 i es fa m\u00e9s grotesca perqu\u00e8 la dona apareix amarrada. Ni el cartell de marres \u00e9s gens \u00fanic, ni el fenomen \u00e9s espor\u00e0dic.<\/p>\n\n\n\n

M\u00e9s sorprenent encara, si se segueix el debat generat a les xarxes, \u00e9s la sorprenent naturalitzaci\u00f3 d’aquest llenguatge per moltes persones, i fins i tot la des\u00eddia amb qu\u00e8 altres passen al post, reaccionen amb un \u201cm’encanta\u201d i segueixen sense que els generi grans conflictes. Cadasc\u00fa a la bombolla, en termes d’algorisme, i la vida segueix. Mentrestant, deixem d’entendre que hi ha l\u00edmits clars entre la llibertat d’expressi\u00f3 i denigrar grups o col\u00b7lectius.<\/p>\n\n\n\n

Viol\u00e8ncies simb\u00f2liques sobre els cossos<\/strong>
Que la corporalitat t\u00e9 un paper important en la construcci\u00f3 de la desigualtat, ja ho va explicar el soci\u00f2leg franc\u00e8s Pierre F. Bourdieu<\/strong>.<\/p>\n\n\n\n

\u201c(\u2026) Difer\u00e8ncies a la pell o veu, trets clarament observables, s’assimilen a les qualitats de submissi\u00f3 i passivitat atribu\u00efdes com a innates a les dones. L’apropiaci\u00f3 \u00e9s modelada per les estructures de dominaci\u00f3 que les produeixen, convertint-se en viol\u00e8ncia simb\u00f2lica quan al mercat de b\u00e9ns simb\u00f2lics s\u00f3n tractades com a objectes que circulen, col\u00b7locant-les en un estat permanent d’inseguretat corporal, \u00e9s a dir, de depend\u00e8ncia simb\u00f2lica, on existeixen i per a la mirada dels altres, com a objectes acollidors i femenins, aix\u00ed com somrients, simp\u00e0tiques o atentes\u201d.<\/p>\n\n\n\n

Aquest poder sobre el cos no \u00e9s exercit nom\u00e9s al m\u00f3n de la publicitat, sin\u00f3 que travessa pr\u00e0cticament tots els escenaris socials. Sovint els cossos d’homes i dones s\u00f3n posats a l’escena cultural per representar rols, perpetuar estereotips: ells des de la masculinitat hegem\u00f2nica, elles des de l’objecte de desig\/plaer, l’ideal de bellesa o d’altres zones de reproducci\u00f3 de la l\u00f2gica patriarcal .<\/p>\n\n\n\n

Tot i aix\u00f2, \u00e9s justament en la publicitat, per la magnitud del seu abast, on els estereotips s\u00f3n m\u00e9s globalitzats i eleven la viol\u00e8ncia simb\u00f2lica a plans significatius. Sobren els exemples de grans marques que han normalitzat en el m\u00e0rqueting estereotips de ra\u00e7a, classe i g\u00e8nere.<\/p>\n\n\n\n

La investigadora Diana Mar\u00eda Mantilla <\/strong>explica en el seu article \u201cVa ser el seu temps, el de les papallones: Isabel Moya,<\/strong> una vida dedicada a la comunicaci\u00f3 incloent\u201d, publicat el 2019 a la revista colombiana N\u00f3madas<\/em>, que \u201cel cos femen\u00ed ha estat convertit en el espai, al s\u00edmbol, des del qual es discrimina\u201d; un tema sobre el qual va investigar molt la feminista cubana Isabel Moya<\/strong>.<\/p>\n\n\n\n

“Cossos fragmentats, sexualitzats, normalitzats quant a talla i color, objectes de viol\u00e8ncia desmesurada, s\u00f3n a l’ordre del dia als anuncis”, subratlla Mantilla.<\/p>\n\n\n\n

Els i les especialistes adverteixen que en la publicitat comercial s’entrecreuen, a m\u00e9s, altres discriminacions com el racisme o per l’orientaci\u00f3 sexual, que cobren vida en un discurs sostingut que jerarquitza el que \u00e9s blanc sobre el que \u00e9s negre i el binarisme.<\/p>\n\n\n\n

En opini\u00f3 de la periodista feminista Lirians Gordillo<\/strong>, en el context cub\u00e0 \u201caquestes peces publicit\u00e0ries preocupen, no nom\u00e9s per la reproducci\u00f3 acr\u00edtica \u2013que pogu\u00e9s ser llegida com a c\u00f2pia\u2013 d’altres peces i campanyes publicit\u00e0ries, sin\u00f3 perqu\u00e8 tamb\u00e9 mostren l’estetitzaci\u00f3 criolla de la viol\u00e8ncia masclista i la seva osmosi en codis visuals considerats d'”avan\u00e7ada en el context nacional\u201d.<\/p>\n\n\n\n

Aquesta reproducci\u00f3 del poder dominant sobre els cossos escapa d’anuncis comercials per cobrar vida tamb\u00e9 en v\u00eddeos musicals, dramatitzats i arribar fins i tot fins a la recerca i ofertes de feina, on la llista de requisits et pot voler \u201cjove, rossa, de bona pres\u00e8ncia, sense fills \u2026 o mulata voluptuosa\u2026\u201d.<\/p>\n\n\n\n

Els comportaments sexistes es naturalitzen des de la inf\u00e0ncia i els veiem en la quotidianitat en balls, vestuaris, pr\u00e0ctiques\u2026 com a conductes assumides acr\u00edticament o part de la \u201cmoda\u201d, com \u00e9s el cas dels estudis fotogr\u00e0fics no estatals que promouen, des de fa anys, una tend\u00e8ncia anomenada \u201cels miniquinze\u201d, on a les nenes de 5 anys se’ls fan fotos en postures erotitzades i sexualitzades, se les vesteix com a adultes i se’ls-hi confecciona un \u00e0lbum previ a la celebraci\u00f3 final dels seus 15 anys.<\/p>\n\n\n\n

Qualsevol sigui el mitj\u00e0 o suport on es cosifiquin o sexualitzin els cossos de les dones, en fer-ho s’erigeixen en espais d’opressi\u00f3 que continuen reproduint viol\u00e8ncies simb\u00f2liques i discriminaci\u00f3.<\/p>\n\n\n\n

La construcci\u00f3 d’una societat equitativa passa per desconstruir aquests discursos i portar l’exercici efectiu del principi de respecte i igualtat entre totes les persones, ratificat a la Constituci\u00f3 de la Rep\u00fablica, a les regulacions del sector privat \u2014que no poden ser nom\u00e9s economicistes i fiscals \u2014, i fer que es compleixin tamb\u00e9 al sector estatal i institucional.<\/p>\n\n\n\n

Les eines \u2013si b\u00e9 no totes; algunes de molt necess\u00e0ries\u2013 existeixen: una Carta Magna <\/em>que promulga la dignitat humana, un Programa Nacional per a l’Avan\u00e7 de les Dones, un Programa Nacional contra el Racisme i la Discriminaci\u00f3 Racial; una Llei de reclamaci\u00f3 dels drets constitucionals davant dels tribunals, i l’avantatge que pogu\u00e9s representar la Llei de Comunicaci\u00f3 prevista al cronograma legislatiu del Parlament cub\u00e0.<\/p>\n\n\n\n

Com escrivia a Facebook Adis Castellanos<\/strong>, una de les usu\u00e0ries que va denunciar el cartell que va motivar aquesta an\u00e0lisi: \u201cLa cosificaci\u00f3 de la dona en el m\u00e0rqueting d’establiments p\u00fablics \u00e9s un altre assumpte i \u00e9s molt seri\u00f3s\u201d. Prendre partit \u00e9s no nom\u00e9s urgent, sin\u00f3 consubstancial a proporcionar a nenes i dones cubanes una vida lliure de viol\u00e8ncies.<\/p>\n","protected":false},"excerpt":{"rendered":"

La sexualitzaci\u00f3 i cosificaci\u00f3 del cos femen\u00ed comporta una enorme c\u00e0rrega de viol\u00e8ncia simb\u00f2lica. 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