Representación de las personas con discapacidad en los anuncios publicitarios en Costa Rica: Revisión desde el análisis multimodal
Fecha
2019-06
Tipo
artículo original
Autores
Vergara Heidke, Adrián
Torres Calderón, Gina
Título de la revista
ISSN de la revista
Título del volumen
Editor
Resumen
El objetivo de este artículo es determinar la representación de las personas con discapacidad (PCD) en los anuncios publicitarios de la prensa escrita de Costa Rica durante el período 2014-2016. En primer lugar, se hace un
análisis de los anuncios publicitarios sobre discapacidad que han aparecido en los tres periódicos de mayor difusión en Costa Rica, desde los presupuestos de Fairclough (2003) sobre la representación de actores sociales, las estrategias de inclusión, exclusión, legitimización y explicación que se hacen de las PCD en los anuncios. Se analizan las acciones que realizan las PDC en los textos analizados, las relaciones con otras personas que aparecen en los anuncios. Por último, desde una perspectiva multimodal de Kress y Van Leeuwen (2001), mediante el análisis visual y su relación con el lingüístico, se analizan las imágenes congruentes o incongruentes que se promueven en el discurso publicitario. Se concluye que hay una invisibilización de esta población, ya que la cantidad de anuncios sobre discapacidad es menor a 0,0015% y que el discurso reproduce estigmas y estereotipos desde una perspectiva social-asistencial de las PCD, aun cuando es el Estado el principal emisor de los anuncios.
The aim of this article is to determine the representation of persons with disabilities (PCD) in the print media advertisements of Costa Rica during the period 2014-2016. In the first place, we analyze the advertisements on disability that have appeared in the three most widely circulated newspapers in Costa Rica, following the Fairclough’s (2003) budgets about the representation of social actors, inclusion and exclusion strategies, legitimization and explanation that are made of the PCD in the ads. We determine the actions performed by the PDC in the analyzed texts, the relationships with other people that appear in the announcements. Finally, from a multimodal perspective of Kress and Van Leeuwen (2001), through the visual analysis and its relation with the linguistic one, we analyzed the congruent or incongruent images that are promoted in the advertising discourse. It is concluded that there is an invisibility of this population; since the number of ads on disability is less than 0.0015% and that the speech reproduces stigmas and stereotypes from a social- assistance perspective of the PCD, even though it is the State the main advertiser of the ads.
The aim of this article is to determine the representation of persons with disabilities (PCD) in the print media advertisements of Costa Rica during the period 2014-2016. In the first place, we analyze the advertisements on disability that have appeared in the three most widely circulated newspapers in Costa Rica, following the Fairclough’s (2003) budgets about the representation of social actors, inclusion and exclusion strategies, legitimization and explanation that are made of the PCD in the ads. We determine the actions performed by the PDC in the analyzed texts, the relationships with other people that appear in the announcements. Finally, from a multimodal perspective of Kress and Van Leeuwen (2001), through the visual analysis and its relation with the linguistic one, we analyzed the congruent or incongruent images that are promoted in the advertising discourse. It is concluded that there is an invisibility of this population; since the number of ads on disability is less than 0.0015% and that the speech reproduces stigmas and stereotypes from a social- assistance perspective of the PCD, even though it is the State the main advertiser of the ads.
Descripción
Palabras clave
Critical discourse analysis, Representation, Disability, Advertising, PERSONAS CON DISCAPACIDADES - COSTA RICA, PERSONAS CON DISCAPACIDADES - PUBLICIDAD - COSTA RICA, PERSONAS CON DISCAPACIDADES - REPRESENTACIÓN - COSTA RICA, PERSONAS CON DISCAPACIDAD - ANÁLISIS DE DISCURSO