Keywords

Advertising, youth, media, daily life impact, Cultural Studies, product consumption

Abstract

This work analyzes the impact of advertising among Chilean youngsters of different socioeconomic background. We aim to identify the relationship that this group establishes with advertising and, in particular, the way they incorporate it in their socialization strategies. We do not address what advertising does to youngsters, but instead what youngsters do with advertising in their practices of appropriation and reception of it. The research design included focus groups of male and female youngsters living in Santiago de Chile between 15 and 24 years of age coming from both high and low-income background. The conclusion of our research is that advertising is assumed by youngsters as a constitutive part of the media offering, which is used both as commercial information and as a cultural referent of new aesthetic values. Furthermore, advertising represents a socializing agent for this group because they incorporate the content of advertising in their exchange with their peers. Finally, this work concludes that advertising represents a sociocultural fact of the first order for the Chilean youth, because it is a central actor of their daily life.

References

Adimark (2004). Mapa socioeconómico de Chile. Nivel socioeconómico de los hogares del país basado en datos del Censo (www.adimark.cl/estudios/2.act) (05-10-07),

Link Google Scholar

Belmonte-Arocha, J. & Guillamón-Carrasco, S. (2005). Televisión, educación, y construcción de identidad de los telespectadores. Comunicar 25.

Link Google Scholar

Busquet, J (2008). Reflexiones críticas sobre el mito de la Sociedad de masas. Trípodos, 23; 147-160.

Link Google Scholar

Catalán, C. (1982). El mercado de las revistas de actualidad y la inversión publicitaria: el caso de Chile. Documento de Trabajo ILET DEC/D/89. México: ILET (Instituto Latinoamericano de Estudios Trasnacionales).

Link Google Scholar

Corrales, O. (2005). Publicidad, consumo y gobierno de la subjetividad. Comunicación y Medios, 16; 209-219.

Link Google Scholar

Fontaine, R. (2001). Chile 2010, nuevos escenarios de la comunicación. II Congreso de Publicidad, Santiago de Chile: ACHAP.

Link Google Scholar

Kotilainen, S. (2009). Participación cívica y producción mediática de los jóvenes: «Voz de la Juventud». Comunicar 32; 181-192.

Link DOI | Link Google Scholar

Lomas-García, C. (2001). La estética de los objetos y la ética de los sujetos. Comunicar 17, 31-40.

Link Google Scholar

Maffesoli, M. (2000). El mundo de las apariencias: Sabiduría del parecer. El instante eterno. El retorno de lo trágico en las sociedades posmodernas. Barcelona: Paidós.

Link Google Scholar

McQuial, D. (1996). Introducción a las teorías de la comunicación de masas. Barcelona: Paidós.

Link Google Scholar

Mitchell, V.; Macklin, J. & Paxman, J. (2007). Social Uses of Advertising. Internacional Journal of Advertising, 26.

Link Google Scholar

Programa de Naciones Unidas para el Desarrollo (2002). Nosotros los chilenos: un desafío cultural. Santiago de Chile: PNDD.

Link Google Scholar

Ritson, M. & Elliott, R. (1999). The social uses of advertising: an ethnographic study of adolescent advertising audiences. Journal of Consumer Research, 26.

Link Google Scholar

Sepúlveda, M., Bravo, C. & Aguilera, O. (2005). Nuevas geografías juveniles. Transformaciones socioculturales. Santiago de Chile: Universidad Diego Portales.

Link Google Scholar

Vergara, A. & Vergara, E. (2008). La TV en la vida cotidiana de la infancia: estudio de caso en Santiago de Chile. Comunicar, 31; 331-337.

Link Google Scholar

Wolf, M. (1996). La investigación de la comunicación de masas. Crítica y perspectivas. Barcelona: Paidós.

Link Google Scholar

Fundref

This work has no financial support

Crossmark

Technical information

Metrics

Metrics of this article

Views: 33943

Abstract readings: 17782

PDF downloads: 16161

Full metrics of Comunicar 35

Views: 549278

Abstract readings: 426230

PDF downloads: 123048

Cited by

Cites in Web of Science

Entrena-Duran, Francisco; Jimenez-Diaz, Jose Francisco;. The Social Production of Eating Habits. An Approach from the Sociology of Consumption REVISTA DE CIENCIAS SOCIALES , 2013.

Link Google Scholar

Castillo Murillejo, N. C.; Cardenas, G.; Rodriguez, H.;. Online tourism, virtual identity and sexual exploitation REVISTA LATINA DE COMUNICACION SOCIAL , 2015.

https://doi.org/10.4185/RLCS-2015-1051

Machado Toaldo, Mariangela; Ataide Malcher, Maria. Moral issues in advertising: a debate with Southern Brazilian youngsters CHASQUI-REVISTA LATINOAMERICANA DE COMUNICACION, 2017.

https://doi.org/10.16921/chasqui.v0i134.3011

Cites in Scopus

Vergara, E., Vergara, A.. Representation of childhood in advertising discourse in Chile), Comunicar, .

https://doi.org/10.3916/C38-2012-03-08

Entrena-Durán, F., Jiménez-Díaz, J.F.. Inequalities, changes in eating habits: From the priority of family influence to the key impact of media socialization [Desigualdades y cambios en los hábitos alimenticios: Del influjo prioritario de la familia al de la socialización mediática]), Ilu, .

https://doi.org/10.5209/rev_HICS.2013.v18.44233

Entrena-Durán, F., Jiménez-Díaz, J.F.. Inequalities, changes in eating habits: From the priority of family influence to the key impact of media socialization [Desigualdades y cambios en los hábitos alimenticios: Del influjo prioritario de la familia al de la socialización mediática]), Historia y Comunicacion Social, .

https://doi.org/10.5209/rev-HICS.2013.v18.44233

Entrena-Durán, F., Jiménez-Díaz, J.F.. The social production of eating habits. An approach from the sociology of consumption [La producción social de los hábitos alimenticios. Una aproximación desde la sociología del consumo]), Revista de Ciencias Sociales, .

Link Google Scholar

Entrena-Duran, F., Jimenez-Diaz, J.F.. Social changes, transformations in eating habits), Food Production and Eating Habits From Around the World: A Multidisciplinary Approach, .

Link Google Scholar

Castillo Murillejo, N.C., Cárdenas, G., Rodríguez, H.. Online tourism, virtual identity, sexual exploitation [Turismo on line, identidad virtual y explotación sexual]), Revista Latina de Comunicacion Social, .

https://doi.org/10.4185/RLCS-2015-1051

Montero-Liberona, C., Pimentel Varas, G., Fernández Valdés, G. . Exploring advertising literacy digital paths: comparison between gender approaches among chilean students), Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), .

https://doi.org/10.1007/978-3-030-49576-3_26

Cites in Google Scholar

Currently there are no citations to this document

Download

Alternative metrics

How to cite

Vergara-Leyton, E., & Rodríguez-Salineros, M. (2010). The social and cultural impact of advertising among Chilean youths. [El impacto social y cultural de la publicidad entre los jóvenes chilenos]. Comunicar, 35, 113-119. https://doi.org/10.3916/C35-2010-03-04

Share

           

Post Office Box 527

21080 Huelva (Spain)

Administration

Editorial office

Creative Commons

This website uses cookies to obtain statistical data on the navigation of its users. If you continue to browse we consider that you accept its use. +info X