Percepción feminista del uso de body positive en la femvertising: sicurezza swimwear 2020
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Authors
Golac Zamora, Gianella BessyAdvisors
Cabel García, Andrea ElviraIssue Date
2021-01-28
Metadata
Show full item recordAbstract
El presente estudio analiza la percepción de activistas feministas sobre el empleo del body positive como herramienta de femvertising para el lanzamiento de Sicurezza swimwear 2020. Se empleó metodología cualitativa, paradigma naturalista y diseño de estudio de caso. Se analizó la campaña del lanzamiento de la línea swimwear 2020 de Sicurezza, la cual empleó el movimiento de body positive en la campaña posteada en su plataforma de Instagram. Se entrevistaron a 8 activistas feministas quienes contribuyen al movimiento en Perú a través de poesías, libros y redes sociales. Algunas de ellas pertenecen a un colectivo en particular, mientras que otras involucran el feminismo en su labor como catedráticas. Como resultado, la femvertising es percibida de buena manera por las entrevistadas, quienes manifestaron que dicha tendencia puede contribuir al movimiento siempre que las marcas que la empleen, mantengan coherencia con sus políticas empresariales. Asimismo, la marca Sicurezza también fue calificada favorablemente.This study analizes the perception of feminist activists about the employment of the body positive concept as a tool of the femvertising for the launching of the Sicurezza swimwear collection of 2020. This is a study with qualitative methodology, naturalistic paradigm and a case study design. We analyzed the campaign of the launching of the Sicurezza swimwear collection of 2020, which used the body positive concept por their campaign posted on their Instagram platform. We interviewed 8 feminist activists who contribute to the movement in Peru thru poetry, books and social media. Some of them are part of a group, while others involve feminism as part of their job as professors. As a result, the femvertising trend is perceived in a good way by the interviewed, who manifested that the trend could contribute to the movement as long as the brands that use it, stay consistent with their politics. Also, Sicurezza was positively rated.
Type
info:eu-repo/semantics/bachelorThesisRights
info:eu-repo/semantics/openAccessAttribution-NonCommercial-ShareAlike 4.0 International
Language
spaCollections
The following license files are associated with this item:
- Creative Commons