New formats for television advertising and gender perspective

Abstract

The emergence of new communication technologies has led to a gradual evolution of television, which has meant a radical change in their way of communicating. However, despite the progress and modernization of new television advertising formats, it is detected that treatment of content continues to rely on hackneyed themes and unbalanced in the gender treatment. The aim of this work is to incardinar egalitarian vision in reading these television formats to detect and eradicate those behaviors that continue dragging the defects identified in discriminatory and sexist behavior own of patriarchal and androgynous readings, detecting that although new technologies communication have brought about a radical change in the way we communicate, there is still an important way to achieve effective gender equality.