Crítica y prosumo: transformación de las representaciones sociales de identidad femenina del discurso publicitario en juventudes escolares

Abstract

This research focuses on the transformation of social representations of female identity of the advertising discourse in school youths Francisco de Paula Santander, seat A, Grade 1102. Consolidation of critical audience and media production in the educational context, constitute an educational strategy designed in the framework of the Spanish language class. The views expressed in this research are based on the proposals of Teun Van Dijk, Judith Butler, Austin, and Lyotard, as well as the positions of Sergei Moscovici, Denise Jodelet, Estramiana and Fernandez, Jean Abric, Manuel Castells, among others, in relation with studies of critical analysis of advertising discourse (ACD) television, performativity, social representations and identity as well as advertising, media literacy and the figure of the prosumer. Through a qualitative research design of research-production was possible exercise critical thinking reading through media literacy, with which sought to analyze the different forms of domination and control that are overlooked in the media and have a legitimizing role in the hegemonic system, but in turn, through the creation of advertising campaigns, it was possible to challenge, question and create new sources of meaning from a critical and political stance embodied in the prosumer. Thus, it was found that the youth as critical audience can resignify representations and identities of advertising medium through their political, creative and active role. In conclusion, the school is the scenario where critical reading is reinforced through social representations as an element that links cultural content circulating through different means of communication with the knowledge of young people, allowing that such exercises can contribute to the construction of a political subject and critical transformer reality.