DISTORSIÓN SEMIÓTICA DE LOS ROLES DE GÉNERO EN LA CAMPAÑA “REACCIONA ECUADOR EL MACHISMO ES VIOLENCIA”. ESTUDIO DE CASO

Abstract

The following research paper approaches the problem observed on the campaign "Reacciona Ecuador, el machismo es violencia." The purpose was to show the semiotic distortion over the gender roles present in the campaign. The methodology applied on the first part of the article was based on documentary and bibliographical studies since it informs on the state of art as far as the object of investigation and the theoretical underpinnings of two spots´ analysis: Guantes and Cavernícola. On the second part, two semiotic analysis´ rubrics were elaborated, which reflect the basic semiotic principles that a social campaign should apply. In order to that, some studies will be presented: Pierce, Saussure, Umberto Eco and Gillian Rose on representation and interpretation of signs, stereotypes and archetypes embedded in gender roles set out in the selected campaign were researched and finally the campaign was weighted using the rubric on the above spots. The results showed that the visual elements of the campaign "Reacciona Ecuador, el machismo es violencia" reinforce social stereotypes about gender disparity that are intended to be modified, by using signs as handcuffs, gloves, caveman and colors that allow an ambiguous interpretation. The constant use of these gender stereotypes validates them as correct eliminating the possibility of modifying practices or behaviors rooted in our society. The campaign "Reacciona Ecuador, el machismo es violencia" is considered inefficient,