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Descripción
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| The advertisements of sports are far from being able to reflect the changing realities of sports or physical activities in a country such as France. The purpose is to test the proposition that the gender. relationships portrayed in specific sport advertisements perpetuate traditional and sexist stereotypes, are far from egalitarian shared social representations, and far from egalitarian social and professional activities. There were 700 advertisements of sports in several French magazines analyzed during a twenty-two-year period (1986-2008) constituting the support of content analysis, using specific spreadsheet software (Sphinx®). Specifically, four men's readerships magazines and four women's magazines are strongly represented here because of their large national diffusion. There are 25 encodings used to analyze this corpus, and they distinguish the people displayed, setting of Advertisements (nature, area's sport, and undetermined places), situations of equality or domination between male/female and vice versa, domination between male/male, domination between female/female, and the colours used, the appearance of physical movement, skin colour, the presence of hair and hairs, etc. In sports advertisements and which use sports, males are over-represented: 57.4% are present, versus 18.5% females present. Women in sports are generally in situations of inequality or subordination: face to face, males dominating the females (11.9% of all ads, 28.5% of face to face ads). Men in sports seem to be more dynamic individuals: males move more often than their female counterparts (50.1% versus 36% respectively). Especially, a man's physical movements are more frequent when several men are represented in the magazine ads. Females are represented with fewer activities, often seen as spectators of male sporting events, and even nowadays are over-sexualised. On average, the advertisements of sports maintain an andrological point of view. Consulta en: http://www.esa10thconference.com/index.php y http://ucd-ie.academia.edu/DaniloChaib/Papers/982719/Abstract_Book_-_ESA_Conference_-_For_Danilo_Chaib_see_pages_785_786_868 | |
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Internacional
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Si |
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Nombre congreso
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ESA 10th Conference. Social Relations in Turbulent Times |
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Tipo de participación
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960 |
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Lugar del congreso
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Geneva |
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Revisores
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Si |
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ISBN o ISSN
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2940-38-617-X978-2 |
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DOI
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Fecha inicio congreso
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07/07/2011 |
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Fecha fin congreso
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10/07/2011 |
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Desde la página
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191 |
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Hasta la página
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191 |
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Título de las actas
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Abstract Book |