I AM NOT THAT WOMAN!: AN ANTHROPOLOGICAL ANALYSIS OF THE IMAGE OF THE ANDEAN WOMAN FROM COMMERCIAL TELEVISION ADVERTISING

Abstract

The present text seeks to investigate not only the visual images and the discourses that are transmitted from commercial television advertising, but also from how society understands or is reinterpreting these discourses to generate an erroneous image of the Peruvian Andean woman. From a qualitative perspective, semi-structured in-depth interviews were applied to 13 women and 12 men from different areas of the city of Arequipa, observing that the impact or consequences of commercial television advertising show an important aspect in the understanding of how urban identities are formed. how certain population sectors are stigmatized by differentiating and separating them from a discriminatory perspective, without knowledge about the scope and possibilities implied by the understanding of Andean social and cultural diversity.