Representation of Afrodescendant Women in Digital Advertising. Case: Natalia Barreda as a Digital Storyteller

Egusquiza-Bellido A.; Castro-Bernardini M.J. · Proceedings of the 2023 IEEE 3rd International Conference on Advanced Learning Technologies on Education and Research, ICALTER 2023 (2023) · DOI: 10.1109/icalter61411.2023.10372942

Resumen

This research approaches the characteristics of digital advertising storytelling in campaign development that representing Afro-descendant women and give space to share their social discourse. To do so, it starts from the historical analysis of the representations of Afro-descendant women and details their main stereotypes in the media. A qualitative approach was used in which 15 interviews were conducted with Afro women in Lima. The main result was that storytelling is representative when there is evidence of reliable activism, identity strengthening and intersectionality in the narrative. These characteristics construct a digital advertising storytelling that represents Afro-descendant women without stereotypes or racist prejudices.

Instituciones: Universidad Peruana de Ciencias Aplicadas