Análisis de la representación de la masculinidad en la publicidad impresa contemporánea. Estudio de Caso de la Revista Gentleman’s Quarterly España
Resumen
Tomando como base el alto grado de influencia que tiene la publicidad en la configuración de las identidades de los hombres contemporáneos, así como en la construcción y reconstrucción del concepto de masculinidad, el presente estudio busca ampliar el debate entorno a la representación de los hombres en la publicidad impresa mediante técnicas de análisis de contenido cuantitativas, aplicadas a 137 anuncios contenidos en doce ediciones del año 2019 de la revista Gentleman’s Quarterly España. El estudio ha revelado que en la representación de masculinidad ofrecida en la publicidad prima la comunicación de valores del yo – asociados con características narcisistas y egocéntricas – por encima de los valores colectivos y de solidaridad. Domina en el discurso publicitario la figura del metrosexual entendido como aquel que muestra un creciente interés en prácticas de aseo y de mejoramiento del aspecto físico que han estado históricamente ligadas a las mujeres. Por último, se ha encontrado que las revistas se muestran cada vez más propensas a mostrar expresiones diversas del género, aunque en porcentajes mínimos, recurriendo todavía a herramientas de comunicación típicas como el uso de imágenes idealizadas de hombres prototipo, el empleo de colores históricamente asociados a la masculinidad, y la creciente objetivación del cuerpo masculino a través de elementos gráficos como la mirada y el auto-contacto.
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