Pocas pero no solas: las mujeres creativas en la publicidad peruana

• Autores: Marta Mensa
• Localización: Questiones publicitarias: revista internacional de comunicación y publicidad, ISSN-e 1988-8732, ISSN 1133-6870, Nº. 20, 2015, págs. 17-30
• Idioma: español
• DOI: 10.5565/rev/qp.4
• Enlaces
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• Dialnet Métricas: 3 Citas
• Resumen
  • español

    La mujer representa un 20.3% y el hombre un 79.7% en los departamentos creativos a nivel mundial (Grow y Deng, 2014). Este artículo pretende averiguar si este fenómeno también se da en Perú y, si es así, cuáles son las razones de ello. A través del uso de la GT con entrevistas en profundidad se descubre que: (1) en Perú son escasas las mujeres creativas que trabajan en una agencia de publicidad, ya que, la tendencia es que por cada 10 hombres se encuentra 1 mujer, (2) el director creativo de las agencias parece fomentar los clichés sexuales y el machismo y (3) las mujeres creativas se sienten discriminadas por sus colegas

  • English

    Creativity does not depend on gender (Csikszentmihalyi, 1998), however women represent 20.3% and men 79.7% in the creative departments worldwide (Grow and Deng, 2014). This article want to know whether this phenomenon also happen in Peru and if so what the causes are. We use of GT in - depth interviews method. The results are: (1) for every 10men there is 1woman in the creative departments of Lima, (2) the creative director of the agency seems to encourage the sexual clichés and machismo and (3) creative women feel discriminated against by colleagues

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