Resumen

RAMOS-PEREZ, Amalia; RODRIGUEZ-BAZAN, Grettel  y  GALANENA-LEON, Yadán Crecencio. Masculinity(ies) and Femininity(ies) for Foreign Public: Gender Assignments in the Commercial Advertising Discourse of Cubavisión Internacional. Palabra Clave [online]. 2022, vol.25, n.3, e2536.  Epub 26-Jul-2022. ISSN 0122-8285.  https://doi.org/10.5294/pacla.2022.25.3.6.

Inequalities ideologically based on the biological concept of gender, determined by socio-patriarchal heritage, have historically governed human thought. Cuba does not escape this reality and continues to reproduce sexist stereotypes in the construction of gender in its media. From a qualitative perspective, this research analyzes the gender assignments during 2019 in the commercial advertising discourse of the Cubavisión Internacional channel (CVI), the only institutional audiovisual medium in Cuba conceived for an international audience. The multimodal discourse analysis is used as a method, and the interview with broadcasters of the channel and gender and television advertising experts as a technique. The analysis shows that, in CVI’s advertising discourse, stereotypes are the basis for constructing gender; for this reason, the marked difference between feminine and masculine paradigms and the omission of other generics with traditional precepts are made explicit. These presuppositions affect the shaping of a folklore identity that associates Cuba and its citizens with a heteronormative tourist destination, proving the permanence of conservative advertising discourse.

Palabras clave : Gender assignments; construction of gender; commercial advertising discourse; advertising spot; television.

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