Resultados de la investigación "Publicidad y Sexismo: La mirada crítica del alumnado universitario"

Abstract

This work is the result of two researches finances by the Institut Català de les Dones (Woman catalan Institute) developed by GREDI/DONA Group from 2002 to 2003, focused on the identification of sexist bias at the advertising and at the mass media. The conclusions obtained with these researches allowed to confirm need to prepare didactic equipment for helping young people to develop their critical judgment and sensitize them towards the gender fairness. The aim of the research developed in 2005 has been creating and validating a formative maodule for the university students. The fight for a peer society require, among other measures, drawing up pedagogical materials that help young peple to identifiy the sexist stereotype manifested at the advertising practises, sensitizing them to the gender fairness in such a current and critical subject as the intervention of the mass media in the social dynamics.