{"id":8644,"date":"2017-05-07T11:35:25","date_gmt":"2017-05-07T09:35:25","guid":{"rendered":"http:\/\/www.sosracisme.org\/?p=8644"},"modified":"2017-05-07T11:35:25","modified_gmt":"2017-05-07T09:35:25","slug":"publicita-i-racisme","status":"publish","type":"post","link":"https:\/\/sosracisme.org\/publicita-i-racisme\/","title":{"rendered":"Publicitat i racisme: un joc de miralls?"},"content":{"rendered":"
“Ha arribat el moment de preguntar-se, no tant pel que la cultura pot fer davant els abusos de la publicitat, com pel que la publicitat i el mercat fan a la cultura.” (BENAVIDES, 1997, 225-226)<\/h6>\n


\nAquesta reflexi\u00f3 t\u00e9 com a punt de partida la campanya en xarxes socials #ColaCaoNosInsulta<\/strong>, campanya que denuncia la traject\u00f2ria publicit\u00e0ria racista de la marca, des de “Yo soy aquel negrito…<\/strong>” fins a la comparaci\u00f3 del cabell afro amb l’espuma de la xocolata. Davant d’aquesta den\u00fancia viral, la reacci\u00f3 de la marca ha estat inexistent.
\nPer\u00f2 aquest no \u00e9s un cas a\u00efllat. L’exist\u00e8ncia de racisme, sovint normalitzat, en el m\u00f3n de la publicitat \u00e9s m\u00e9s habitual del que com a espectadors creiem. Conguitos<\/strong>, Nivea<\/strong> o Gallina Blanca<\/strong> s\u00f3n marques que tamb\u00e9 han fet una estereotipaci\u00f3 ridiculitzada de diversos grups de persones en termes racials, transmetent un missatge pejoratiu sobre aquests col\u00b7lectius. LaCasa i el producte Conguitos tamb\u00e9 mostren moltes similituds amb el proc\u00e9s de cosificaci\u00f3<\/strong> que utilitza ColaCao.
\nEl discurs publicitari<\/strong>, d’alt contingut simb\u00f2lic, afecta el consumidor, i per extensi\u00f3 tamb\u00e9 a la societat com un tot. \u00c9s parlar d’un doble joc de miralls. La publicitat beu dels imaginaris col\u00b7lectius impregnats en all\u00f2 social per desenvolupar-se comunicativament, i alhora deixa filtrar idees, valors, comportaments i creences que es cristal\u00b7litzen redefinint la concepci\u00f3 social.
\nEls estereotips<\/strong> encaixen perfectament en el mitj\u00e0 comunicatiu publicitari per les seves caracter\u00edstiques. Permeten comunicar una idea de forma concisa i de r\u00e0pida comprensi\u00f3 col\u00b7lectiva. Aquest mecanisme comunicatiu permet una connexi\u00f3 associativa amb les representacions socials del receptor i els codis de significaci\u00f3 ja consolidats, de forma intu\u00eftiva i gaireb\u00e9 inconscient.
\nLa problem\u00e0tica es desencadena quan el missatge codificat i estereotipat es mostra carregat de prejudicis que desvaloritzen el grup social<\/strong> mostrat. \u00c9s en aquesta “mala jugada” on volem posar l’accent.
\nCentrant-nos en la tem\u00e0tica que com a entitat ens concerneix, volem convidar a reflexionar, tant a entitats publicit\u00e0ries com al p\u00fablic receptor, d’una pr\u00e0ctica repetida en l’\u00e0mbit del discurs publicitari: la transmissi\u00f3 de prejudicis \u00e8tnics, culturals i religiosos.<\/strong>
\nDes de SOS Racisme volem demanar consci\u00e8ncia davant d’aquesta pr\u00e0ctica normalitzada i lluitar per l’eradicaci\u00f3 de missatges racistes a la publicitat. Des de la campanya de sensibilitzaci\u00f3, visibilitzaci\u00f3 i den\u00fancia #Aix\u00f2\u00e9sracisme<\/strong><\/a> donem suport als moviments de den\u00fancia i ens comprometem a visibilitzar i denunciar aquesta pr\u00e0ctica publicit\u00e0ria recurrent.
\n\u00c9s imprescindible suprimir el racisme simb\u00f2lic i quotidi\u00e0 en l’\u00e0mbit del discurs de masses per sanar-nos com a societat i minimitzar els imaginaris simb\u00f2lics racistes existents.<\/strong>
\n 
\nPunxeu sobre les imatges per veure els v\u00eddeos dels anuncis:<\/em>
\n

\"La<\/a>
La publicitat del 1950 amb la seva tonada “Yo soy aqu\u00e9l negrito…” feia clara al\u00b7lusi\u00f3 als origens colonitzadors i esclavistes dels cultius de cacau.<\/figcaption><\/figure>
\n 
\n
\"La<\/a>
La nova publicitat, cosifica les persones negres i les mant\u00e9 \u00fanicament com a productores, mai consumidores del producte.<\/figcaption><\/figure>
\n 
\n
\"La<\/a>
La imatge representativa del producte Conguitos i el seu nom, que en els seus inicis condu\u00efa a una f\u00e0cil relaci\u00f3 entre el cacauet cobert de xocolata i una persona congolesa.<\/figcaption><\/figure>
\n 
\n
\"Actualment,<\/a>
Actualment, el dibuix a estat despersonificat, per\u00f2 el nom del producte es mant\u00e9, mantenint la inconscient associaci\u00f3.<\/figcaption><\/figure>
\n 
\n
\"Yatekomo,<\/a>
Yatekomo, un producte de Noddels de Gallina Blanca, i l’accent que Dani Rovira utilitza durant l’espot publicitari, intercanviant la “L” per la “R” torna a encendre les alarmes. La imitaci\u00f3 jocosa recurrent de l’accent xin\u00e8s utilitzada a l’anunci desencadena una estereotipaci\u00f3 burlesca de les persones orientals a l’hora de parlar el castell\u00e0.<\/figcaption><\/figure>
\n 
\n
\"Nivea
Nivea es suma a les marques acusades via xarxes socials d’anuncis amb missatges racistes. Amb l’esl\u00f2gan “El blanc \u00e9s puresa”, les den\u00fancies socials a la xarxa han estat inevitables. En aquest cas, per\u00f2, la marca ha retirat la campanya i ha em\u00e8s un comunicat de disculpa.<\/figcaption><\/figure>
\n 
\nArticle de Nerea Jard\u00ed, estudiant de sociologia i membre d’ #Aix\u00f2\u00e9sracisme<\/a><\/em><\/p>\n

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\nAcci\u00f3 de la campanya #Aix\u00f2\u00e9sracisme<\/a> amb el suport econ\u00f2mic del Ministerio de Empleo y Seguridad Social<\/a> i el Fons Europeu para el asilo, migraciones e integraci\u00f3n<\/a> (FAMI).<\/em>
\n\"Logo<\/a>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"

“Ha arribat el moment de preguntar-se, no tant pel que la cultura pot fer davant els abusos de la publicitat, com pel que la publicitat i el mercat fan a la cultura.” (BENAVIDES, 1997, 225-226)<\/p>\n","protected":false},"author":2,"featured_media":8656,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[489,500],"tags":[824,830,831,832],"yoast_head":"\nPublicitat i racisme: un joc de miralls? - SOS Racisme<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sosracisme.org\/publicita-i-racisme\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Publicitat i racisme: un joc de miralls? - SOS Racisme\" \/>\n<meta property=\"og:description\" content=\"“Ha arribat el moment de preguntar-se, no tant pel que la cultura pot fer davant els abusos de la publicitat, com pel que la publicitat i el mercat fan a la cultura.” (BENAVIDES, 1997, 225-226)\" \/>\n<meta property=\"og:url\" content=\"https:\/\/sosracisme.org\/publicita-i-racisme\/\" \/>\n<meta property=\"og:site_name\" content=\"SOS Racisme\" \/>\n<meta property=\"article:published_time\" content=\"2017-05-07T09:35:25+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/sosracisme.org\/wp-content\/uploads\/2017\/05\/colacaoshake2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"760\" \/>\n\t<meta property=\"og:image:height\" content=\"428\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"SOS Racisme\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrit per\" \/>\n\t<meta name=\"twitter:data1\" content=\"SOS Racisme\" \/>\n\t<meta name=\"twitter:label2\" content=\"Temps estimat de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minuts\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/sosracisme.org\/publicita-i-racisme\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/sosracisme.org\/publicita-i-racisme\/\"},\"author\":{\"name\":\"SOS Racisme\",\"@id\":\"https:\/\/sosracisme.org\/#\/schema\/person\/94016557880acdd85116de6f8cc02990\"},\"headline\":\"Publicitat i racisme: un joc de miralls?\",\"datePublished\":\"2017-05-07T09:35:25+00:00\",\"dateModified\":\"2017-05-07T09:35:25+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/sosracisme.org\/publicita-i-racisme\/\"},\"wordCount\":761,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/sosracisme.org\/#organization\"},\"image\":{\"@id\":\"https:\/\/sosracisme.org\/publicita-i-racisme\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/i0.wp.com\/sosracisme.org\/wp-content\/uploads\/2017\/05\/colacaoshake2.jpg?fit=760%2C428&ssl=1\",\"keywords\":[\"aix\u00f2\u00e9sracisme\",\"cola cao\",\"comunicaci\u00f3\",\"publicitat\"],\"articleSection\":[\"Portada\",\"Reflexions\"],\"inLanguage\":\"ca\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/sosracisme.org\/publicita-i-racisme\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/sosracisme.org\/publicita-i-racisme\/\",\"url\":\"https:\/\/sosracisme.org\/publicita-i-racisme\/\",\"name\":\"Publicitat i racisme: un joc de miralls? 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