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Title:           Publicidad, diversidad fenotípica y dinamización intercultural en Cataluña en tiempos de crisis y cambios
Subject:         Resumen | Este artículo busca examinar el posicionamiento identitario cultural de la publicidad en los tiempos de crisis económica en Cataluña, coincidentes con el cambio nacionalista hacia la independencia de España en el año 2014. Tras analizar una muestra de 441 spots de TV3, la cadena de mayor audiencia en Cataluña, se constata que la interpretación de los personajes recae casi totalmente en el fenotipo blanco-caucásico. Por lo tanto, el discurso publicitario no es representativo de la diversidad cultural de la sociedad catalana actual. Excluye a los “otros” venidos de Latinoamérica, África o Asia, y se posiciona del lado del “nosotros” blanco-caucásico y lo “nuestro”. No fomenta el lenguaje inclusivo que recomiendan los organismos reguladores de los contenidos mediáticos, como la Mesa por la Diversidad en el Audiovisual del Consejo del Audiovisual de Cataluña (2013), para promover la dinamización intercultural y evitar la xenofobia. 

Abstract | This article aims to examine the cultural identity positioning of advertising in times of economic crisis in Catalonia, coinciding with the nationalist shift towards the independence from Spain in the year 2014. After analysing a sample of 441 spots from a major Catalan public broadcasting channel (TV3) in Catalonia, we can see that the characters portrayed fall almost entirely in the white-Caucasian phenotype. Therefore, the advertising discourse is not representative of the diversity of Catalan society today, as it excludes “others” from Latin America, Africa, or Asia, and positions itself on the side of the white-Caucausian “us” and “ours”. It does not promote the inclusive language recommended by media regulatory bodies, such as the Bureau for Diversity in Audiovisual Of the Catalan Audiovisual Council (2013), to promote intercultural dynamization and avoid xenophobia.

Resumo | Este artigo se destina a examinar o posicionamento identitário cultural da publicidade em tempos de crise econômica na Catalunha, coincidindo com a mudança nacionalista para a independência da Espanha no ano 2014. Depois de analisar uma amostra de 441 spots da TV3, cadeia de maior audiência na Catalunha, observa-se que a interpretação dos atores recai quase inteiramente no fenótipo branco-caucasiano. Portanto, o discurso publicitário não é representativo da diversidade cultural da sociedade catalã hoje. Exclui os "outros" da América Latina, África ou Ásia e se posiciona ao lado de "nós" e do "nosso". Não promove a linguagem inclusiva recomendada por organismos que regulam conteúdos mediáticos como a Mesa para a Diversidade no Audiovisual do Conselho Audiovisual da Catalunha (2013) para promover a dinamização intercultural e evitar a xenofobia.
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  Checksum: 036b054c
   Type: CRC32
  Checksum: 4280f322ab90053b9f5da3312ee70e3a
   Type: MD5
  Checksum: d6ea7c2934695ed34379eaf189427cc8e48addc0
   Type: SHA-1
  Checksum: 042429302382f9c536bf32d74f8eb2f8021b6c7f80a8be325634c7f1c1e6daef
   Type: SHA-256