TOYS AND ADVERTISING: gender and the constitution of boys and girls

Detalhes bibliográficos
Autor(a) principal: Lira, Aliandra Cristina Mesomo
Data de Publicação: 2023
Outros Autores: Farias, Fernanda Chimende
Tipo de documento: Artigo
Idioma: por
Título da fonte: Olh@res (Universidade Federal de São Paulo)
Texto Completo: https://periodicos.unifesp.br/index.php/olhares/article/view/14066
Resumo: The text aims to situate the role of play in child development and to discuss how gender issues are manifested in television advertisements. Methodologically, the research took a qualitative approach, with documentary analysis of toy advertisements broadcast on open television. Such advertisements were recorded, described and the data organized and analyzed based on their content, including images, sound and speech. The study made it clear that in the 21st century we have advertisements markedly dedicated to boys and girls, whose advertised products reinforce behaviors and interests culturally rooted in stereotypes; for the girl the universe of the house and for the boys the world outside. The analysis undertaken from the descriptions of the advertisements showed that in objects, speeches, colors, gestures, characters and actions, even in short-term exhibitions, but broadcast repeatedly, there is a play conditioned by the reinforcement of gender stereotypes. The products presented encourage consumption and form a field of action for boys and girls in a limited and uncreative way, in which commercial interests prevail.
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spelling TOYS AND ADVERTISING: gender and the constitution of boys and girlsJUGUETES Y PUBLICIDAD: género y la constitución de niños y niñasBRINQUEDOS E PROPAGANDA: gênero e a constituição de meninos e meninasPlaygendermediabrincargêneromídiaJugarGéneroMedios de comunicaciónThe text aims to situate the role of play in child development and to discuss how gender issues are manifested in television advertisements. Methodologically, the research took a qualitative approach, with documentary analysis of toy advertisements broadcast on open television. Such advertisements were recorded, described and the data organized and analyzed based on their content, including images, sound and speech. The study made it clear that in the 21st century we have advertisements markedly dedicated to boys and girls, whose advertised products reinforce behaviors and interests culturally rooted in stereotypes; for the girl the universe of the house and for the boys the world outside. The analysis undertaken from the descriptions of the advertisements showed that in objects, speeches, colors, gestures, characters and actions, even in short-term exhibitions, but broadcast repeatedly, there is a play conditioned by the reinforcement of gender stereotypes. The products presented encourage consumption and form a field of action for boys and girls in a limited and uncreative way, in which commercial interests prevail.El texto tiene como objetivo situar el papel del juego en el desarrollo infantil y discutir cómo las cuestiones de género se manifiestan en los anuncios de televisión. Metodológicamente, la investigación tuvo un enfoque cualitativo, con análisis documental de anuncios de juguetes emitidos en televisión abierta. Dichos anuncios se registraron, describieron y los datos se organizaron y analizaron en función de su contenido, incluidas las imágenes, el sonido y el habla. El estudio dejó claro que en pleno siglo XXI tenemos anuncios marcadamente dedicados a niños y niñas, cuyos productos anunciados refuerzan comportamientos e intereses culturalmente arraigados en estereotipos; para la niña el universo de la casa y para los niños el mundo exterior. El análisis realizado a partir de las descripciones de los anuncios mostró que en los objetos, discursos, colores, gestos, personajes y acciones, incluso en exposiciones de corta duración, pero difundidas repetidamente, hay un juego condicionado por el refuerzo de los estereotipos de género. Los productos presentados fomentan el consumo y configuran un campo de acción para niños y niñas de forma limitada y poco creativa, en el que priman los intereses comerciales.O texto objetiva situar o papel do brincar no desenvolvimento infantil e problematizar como as questões de gênero se manifestam nas propagandas televisivas. Metodologicamente, a pesquisa assumiu um viés qualitativo, com análise documental de propagandas de brinquedos veiculadas na televisão aberta. Tais propagandas foram gravadas, descritas e os dados organizados e analisados a partir de seu conteúdo, incluindo imagens, som e discurso. O estudo explicitou que, em pleno século XXI, temos propagandas marcadamente dedicadas a meninos e meninas, cujos produtos divulgados reforçam comportamentos e interesses culturalmente radicados em estereótipos; para a menina, o universo da casa, e, para os meninos, o mundo do lado de fora. A análise empreendida a partir das descrições das propagandas evidenciou que, em objetos, falas, cores, gestos, personagens e ações, mesmo em exposições de curta duração, mas veiculadas repetidamente, apresenta-se um brincar condicionado pelo reforço de estereótipos de gênero. Os produtos apresentados incitam o consumo e conformam um campo de ação para meninos e meninas de modo limitado e pouco criativo, em que prevalecem interesses comerciais.Universidade Federal de São Paulo2023-05-29info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.unifesp.br/index.php/olhares/article/view/1406610.34024/olhares.2023.v11.14066Olhares: Revista do Departamento de Educação da Unifesp; v. 11 n. 1 (2023): Revista Olhares - UNIFESP - Publicação contínua (continuous publishing)2317-7853reponame:Olh@res (Universidade Federal de São Paulo)instname:Universidade Federal de São Paulo (UNIFESP)instacron:UNIFESPporhttps://periodicos.unifesp.br/index.php/olhares/article/view/14066/10740Copyright (c) 2023 Aliandra Cristina Mesomo Lira, Fernanda Chimende Fariashttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessLira, Aliandra Cristina MesomoFarias, Fernanda Chimende 2023-12-04T22:28:25Zoai:ojs.pkp.sfu.ca:article/14066Revistahttp://www.olhares.unifesp.br/index.php/olhares/indexPUBhttp://www.olhares.unifesp.br/index.php/olhares/oai||revistaeducacaounifesp@gmail.com|| remarcilio@gmail.com2317-78532317-7853opendoar:2023-12-04T22:28:25Olh@res (Universidade Federal de São Paulo) - Universidade Federal de São Paulo (UNIFESP)false
dc.title.none.fl_str_mv TOYS AND ADVERTISING: gender and the constitution of boys and girls
JUGUETES Y PUBLICIDAD: género y la constitución de niños y niñas
BRINQUEDOS E PROPAGANDA: gênero e a constituição de meninos e meninas
title TOYS AND ADVERTISING: gender and the constitution of boys and girls
spellingShingle TOYS AND ADVERTISING: gender and the constitution of boys and girls
Lira, Aliandra Cristina Mesomo
Play
gender
media
brincar
gênero
mídia
Jugar
Género
Medios de comunicación
title_short TOYS AND ADVERTISING: gender and the constitution of boys and girls
title_full TOYS AND ADVERTISING: gender and the constitution of boys and girls
title_fullStr TOYS AND ADVERTISING: gender and the constitution of boys and girls
title_full_unstemmed TOYS AND ADVERTISING: gender and the constitution of boys and girls
title_sort TOYS AND ADVERTISING: gender and the constitution of boys and girls
author Lira, Aliandra Cristina Mesomo
author_facet Lira, Aliandra Cristina Mesomo
Farias, Fernanda Chimende
author_role author
author2 Farias, Fernanda Chimende
author2_role author
dc.contributor.author.fl_str_mv Lira, Aliandra Cristina Mesomo
Farias, Fernanda Chimende
dc.subject.por.fl_str_mv Play
gender
media
brincar
gênero
mídia
Jugar
Género
Medios de comunicación
topic Play
gender
media
brincar
gênero
mídia
Jugar
Género
Medios de comunicación
description The text aims to situate the role of play in child development and to discuss how gender issues are manifested in television advertisements. Methodologically, the research took a qualitative approach, with documentary analysis of toy advertisements broadcast on open television. Such advertisements were recorded, described and the data organized and analyzed based on their content, including images, sound and speech. The study made it clear that in the 21st century we have advertisements markedly dedicated to boys and girls, whose advertised products reinforce behaviors and interests culturally rooted in stereotypes; for the girl the universe of the house and for the boys the world outside. The analysis undertaken from the descriptions of the advertisements showed that in objects, speeches, colors, gestures, characters and actions, even in short-term exhibitions, but broadcast repeatedly, there is a play conditioned by the reinforcement of gender stereotypes. The products presented encourage consumption and form a field of action for boys and girls in a limited and uncreative way, in which commercial interests prevail.
publishDate 2023
dc.date.none.fl_str_mv 2023-05-29
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.unifesp.br/index.php/olhares/article/view/14066
10.34024/olhares.2023.v11.14066
url https://periodicos.unifesp.br/index.php/olhares/article/view/14066
identifier_str_mv 10.34024/olhares.2023.v11.14066
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.unifesp.br/index.php/olhares/article/view/14066/10740
dc.rights.driver.fl_str_mv Copyright (c) 2023 Aliandra Cristina Mesomo Lira, Fernanda Chimende Farias
https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2023 Aliandra Cristina Mesomo Lira, Fernanda Chimende Farias
https://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal de São Paulo
publisher.none.fl_str_mv Universidade Federal de São Paulo
dc.source.none.fl_str_mv Olhares: Revista do Departamento de Educação da Unifesp; v. 11 n. 1 (2023): Revista Olhares - UNIFESP - Publicação contínua (continuous publishing)
2317-7853
reponame:Olh@res (Universidade Federal de São Paulo)
instname:Universidade Federal de São Paulo (UNIFESP)
instacron:UNIFESP
instname_str Universidade Federal de São Paulo (UNIFESP)
instacron_str UNIFESP
institution UNIFESP
reponame_str Olh@res (Universidade Federal de São Paulo)
collection Olh@res (Universidade Federal de São Paulo)
repository.name.fl_str_mv Olh@res (Universidade Federal de São Paulo) - Universidade Federal de São Paulo (UNIFESP)
repository.mail.fl_str_mv ||revistaeducacaounifesp@gmail.com|| remarcilio@gmail.com
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