Resumo

DIAZ-CAMPO, Jesús  e  FERNANDEZ-GOMEZ, Erika. Gender stereotypes and children's socialization: Toy advertisements through Facebook in Spain. OBS* [online]. 2017, vol.11, n.3, pp.25lpage=43-. ISSN 1646-5954.

Advertisements are persuasive communications. The presence of gender stereotypes in those of them addressed to children can significantly influence their socialization process. Thus, this research focuses on the main companies of toy industry in Spain and on the strategy they followed in Facebook during 2014-2015 Christmas campaign. We analyze the objective of messages, the gender of children, the presence of adults, the use of voices, and the kind of interaction. We compare the data we obtain with some previous research, referred to television and offline media. The results show that there are less gender stereotypes and that brands have changed their strategies, because of the nature of social networking sites.

Palavras-chave : Advertising; ethics; childhood; gender stereotypes; social network sites; Facebook.

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