Percepción del storytelling de adultas mayores en Instagram Caso Falabella: "Arriba Mujeres, tal como somos"
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Issue Date
2024-01-08Keywords
PercepciónStorytelling
Adultas mayores
Publicidad
edadismo
Perception
Storytelling
Older adults
Advertising
Ageism
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Perception of storytelling by older adults on Instagram. Falabella Case: "Up Women, just as we are"DOI
http://doi.org/10.19083/tesis/673792Abstract
Este estudio busca determinar cómo las mujeres de 60 a 70 años de clase media que habitan en las zonas centro y este de Lima Metropolitana, perciben el storytelling en la campaña de Falabella "Arriba mujeres, tal como somos" en Instagram, que representa a mujeres adultas mayores. Las redes sociales y la publicidad digital influyen significativamente en la imagen de marca, siendo esencial comprender el rol de estos medios en el desafío de estereotipos y en la promoción de una perspectiva diferente sobre el envejecimiento. Para ello, se empleó una metodología cualitativa basada en entrevistas semiestructuradas con adultas mayores residentes en Lima Metropolitana pertenecientes a los estratos socioeconómicos A y B, que usan Instagram y conocen la marca Falabella. Los hallazgos de esta investigación sugieren que las participantes perciben que el spot encarna una versión contemporánea y auténtica de la mujer mayor, reflejando su vitalidad y bienestar. Se concluye, además, que este tipo de campañas contribuyen a construir una imagen de aprobación hacia la representación de mujeres mayores como personas fuertes y dispuestas a afrontar desafíos, la cual promueve un estilo de vida activo y saludable, capaz de desafiar estereotipos al mostrar a las mujeres mayores en roles diversos y significativos, superando las convenciones de abuelas o personas dependientes. No obstante, se insta a futuros investigadores y profesionales de la publicidad a considerar las diversas experiencias y perspectivas de las mujeres mayores para diseñar campañas disruptivas y continuar desafiando representaciones estereotipadas y tradicionales.This study seeks to determine how middle class women aged 60 to 70 who live in the central and eastern areas of Metropolitan Lima, perceive the storytelling in Falabella's campaign "Arriba mujeres, as we are" on Instagram, which represents women older adults. Social networks and digital advertising significantly influence brand image, making it essential to understand the role of these media in challenging stereotypes and promoting a different perspective on aging. To do this, a qualitative methodology was used based on semi-structured interviews with older adults residing in Metropolitan Lima belonging to socioeconomic strata A and B, who use Instagram and know the Falabella brand. The findings of this research suggest that the participants perceive that the spot embodies a contemporary and authentic version of the older woman, reflecting her vitality and well-being. It is also concluded that these types of campaigns contribute to building an image of approval towards the representation of older women as strong people and willing to face challenges, which promotes an active and healthy lifestyle, capable of challenging stereotypes by showing older women in diverse and significant roles, surpassing the conventions of grandmothers or dependent people. However, future advertising researchers and practitioners are urged to consider the diverse experiences and perspectives of older women to design disruptive campaigns and continue to challenge stereotypical and traditional representations.
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Attribution-NonCommercial-ShareAlike 4.0 Internationalinfo:eu-repo/semantics/embargoedAccess
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http://doi.org/10.19083/tesis/673792
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