Observatorio MediaCorp: Alfabetización Mediática y Publicitaria para la Infancia
Published January 16, 2020 | Version v1
Thesis Open

"I love my body!" : the representations of body image in television advertising and the child audience

Authors/Creators

  • 1. Universitat Pompeu Fabra

Contributors

  • 1. Universitat Pompeu Fabra

Description

This dissertation analyzes the representation of body image in television advertising and its mediating role in children’s body imaginaries. Based on a theoretical framework supported on the social theories of the body and the media studies, this work analyzes the body image representation in the most-viewed television advertising by young children (ages 6 to 9) during the first semester of 2015 and its mediating role among such audience. Research encompasses a quantitative content analysis to identify the structural features of advertising and the body image prescribed to children. The research is complemented by the qualitative analysis of ten focus groups conducted in Barcelona. Findings indicate the prescription of hegemonic body image in this advertising. Concerning these representations, minors elaborate discourses that reproduce and/or rectify such corporal representations in their imaginaries. This work deepens into an incipient research field: the advertising consumed by young children and advertising’s implications on children’s body image and imaginaries.

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Additional details

References

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