Imaginario visual del género femenino: la representación discursiva de jugadoras de fútbol profesional

Javier Díaz-Bajo Rodríguez

doi:10.31637/epsir-2024-1398

Authors

Javier Díaz-Bajo Rodríguez University of Alcalá https://orcid.org/0000-0001-9540-1285

DOI:

https://doi.org/10.31637/epsir-2024-1398

Keywords:

Imaginary, Advertising speech, Social networks, Sport, Female gender, inclusion

Abstract

Introduction: The feminine imaginaries that underlie the visual advertising discourse can be represented and codified through the relationship established between the phenotypic traits of the protagonists and their sociocultural dynamics. Methodology: The objective of this research is based on inferring how the female soccer player is represented through the audiovisual advertising content that promoted the women's soccer championship, UEFA Women's Euro 2022. The data that has been extracted corresponds to the 11 advertising campaigns (16,747 frames) that were disseminated by said institutions and organizations, from 03/01/22 to 08/30/22. This research has been supported by content analysis and multimodal discourse analysis. Special interest is placed in analyzing the use of the image as a semiotic resource capable of producing significance and social meaning in communicative practice. Results:The results reveal that UEFA and its sponsors contribute, institute and promulgate an inclusive vision of the female gender through the visual staging of digital content. Discussion:This research reaffirms two issues: on the one hand, the commercialization of football and the female gender for advertising. And on the other hand, new social stereotypes of women are established when it comes to promoting gender parity in sport and in society.

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Author Biography

Javier Díaz-Bajo Rodríguez, University of Alcalá

PhD from the University of Alcalá in Communication, Information and Technology of the Network Society.Associate Professor since 2016 in the Audiovisual Communication degree at the University of Alcalá. Member of the Research Group Imágenes, Palabras e Ideas (GIPI) of the University of Alcalá (https://proyectos.uah-gipi.org), in which there is a collaboration with research groups from other universities such as the Complutense University of Madrid, the National University of Distance Education and the University of Córdoba.The Research Group Imágenes, Palabras e Ideas explores and analyzes the daily activities of people when they interact with digital media, especially, from the concept of participatory culture.

In general terms, Javier Díaz-Bajo Rodríguez develops his line of research in relation to the social and cultural conditioning factors that intervene in the production of advertising discourses in digital environments, and through influencers and celebrities.

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