Diferencias por género en el discurso publicitario impreso de la industria farmacéutica durante los primeros años del méxico postrevolucionario

This study is based on the idea of “knowledge regimes,” that is, the set of historically constructed meanings about a topic of interest to society through structuring discourses that are presumed valid. Print advertising about medicine that appeared in the Mexican media in the year 1928 was analyzed...

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Bibliographic Details
Published in:SEECI 2000 2014, p.110-120
Main Authors: Molina Carmona, Edith, Ramos Rodríguez, José Manuel
Format: Article
Language:Spanish
Subjects:
Gender and Advertising
Género y Publicidad
Pharmaceutical advertising
Publicidad farmacéutica
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Summary:This study is based on the idea of “knowledge regimes,” that is, the set of historically constructed meanings about a topic of interest to society through structuring discourses that are presumed valid. Print advertising about medicine that appeared in the Mexican media in the year 1928 was analyzed. Using some of Patrick Charaudeau’s proposals regarding the “contract of communication” in media products as a base, clear differences of gender in regard to the relationship men and women keep in the health-disease binomial were found, as well as the roles derived from this relationship. Various keys of the knowledge regimes currently prevailing in this field were found during this foundational period of mass advertisement associated with the emergence of modernization in Mexico. A partir de la idea de los “regímenes de saber”, es decir, el conjunto de sentidos construidos históricamente sobre algún asunto de interés para la sociedad a través de discursos estructurantes que se imponen como válidos, se analizó la publicidad impresa sobre medicamentos aparecida en la prensa mexicana del año 1928. Tomando como base algunas propuestas de Patrick Charaudeau acerca del “contrato de comunicación” en los productos mediáticos, se encontraron claras diferencias de género en lo que hace a la relación que mujer y hombre mantienen hacia el binomio salud-enfermedad y los roles que de esta relación se derivan. En esta etapa fundacional de la publicidad masiva asociada el surgimiento de la modernización en México se encuentran algunas claves de los regímenes de saber vigentes en este campo.
ISSN:1576-3420
1576-3420