{"id":23148,"date":"2022-02-11T10:04:51","date_gmt":"2022-02-11T09:04:51","guid":{"rendered":"https:\/\/www.fsyc.org\/actualitat\/la-representacion-de-la-mujer-en-el-marketing-digital-de-marcas-de-bebidas-alcoholicas\/"},"modified":"2022-02-11T10:08:01","modified_gmt":"2022-02-11T09:08:01","slug":"la-representacio-de-la-dona-al-marqueting-digital-de-marques-de-begudes-alcoholiques","status":"publish","type":"post","link":"https:\/\/www.fsyc.org\/ca\/prevencio\/la-representacio-de-la-dona-al-marqueting-digital-de-marques-de-begudes-alcoholiques\/","title":{"rendered":"La representaci\u00f3 de la dona al m\u00e0rqueting digital de marques de begudes alcoh\u00f2liques"},"content":{"rendered":"
\n

El m\u00e0rqueting de begudes alcoh\u00f2liques ajuda a donar forma a com s’entenen els rols i les relacions de g\u00e8nere, i s’apr\u00e8n la naturalesa de g\u00e8nere de la beguda, si b\u00e9 en els darrers anys, s’han observat canvis en la manera com les dones s\u00f3n presentades i tractades a la comercialitzaci\u00f3 de l’alcohol.<\/span><\/strong><\/p>\n<\/blockquote>\n

Aix\u00f2 reflecteix el canviant context social, pol\u00edtic i regulatori, en qu\u00e8 s’ha prestat m\u00e9s atenci\u00f3 a la desigualtat de g\u00e8nere ia l’impacte perjudicial dels estereotips de g\u00e8nere, s’assenyala en un\u00a0<\/span>article<\/span><\/a><\/strong>\u00a0que d\u00f3na a con\u00e8ixer una\u00a0<\/span>investigaci\u00f3 recent<\/span><\/a><\/strong>\u00a0realitzada al Regne Unit .\u00a0L’estudi se centra en la representaci\u00f3 de la dona en el m\u00e0rqueting de marques de begudes alcoh\u00f2liques a les xarxes socials Facebook i Instagram, aix\u00ed com les estrat\u00e8gies d’aquestes marques per fomentar-ne el consum entre el p\u00fablic feminitzat.<\/span><\/p>\n

En aquest article, es conclou a m\u00e9s que el m\u00e0rqueting de les marques de begudes alcoh\u00f2liques en fomenta el consum en les dones, a trav\u00e9s de la perpetuaci\u00f3 i el desafiament dels estereotips de g\u00e8nere.<\/span><\/p>\n

Des del Projecte Malva de Fundaci\u00f3 Salut i Comunitat (FSC), iniciativa que promou la incorporaci\u00f3 de la perspectiva de g\u00e8nere a l’\u00e0mbit de les drogues i les addiccions, destaquen alguns aspectes que consideren clau per a l’an\u00e0lisi i l’orientaci\u00f3 d’accions preventives per a la transformaci\u00f3 social en clau de g\u00e8nere.<\/span><\/p>\n

L’augment del consum de begudes alcoh\u00f2liques (i els danys) en les dones estaria motivat, d’acord amb aquesta investigaci\u00f3, per la seva independ\u00e8ncia econ\u00f2mica m\u00e9s gran, m\u00e9s participaci\u00f3 en l’educaci\u00f3, el treball i l’espai p\u00fablic, el m\u00e9s f\u00e0cil acc\u00e9s a l’alcohol i la feminitzaci\u00f3 de lentorn i leconomia nocturna.<\/span><\/p>\n

Tal com ens traslladen des del Projecte Malva, les obligacions socials de la cura d’altres persones que recauen sobre les dones les han allunyat, tradicionalment, de certes maneres de consumir, alhora que es plantegen si el consum ha augmentat o ara est\u00e0 m\u00e9s legitimat .\u00a0\u201cDes del nostre punt de vista, moltes dones consumeixen en solitud, de manera clandestina i\/o no demanen ajuda en fases primerenques de les problem\u00e0tiques causades pel consum.\u00a0I aix\u00f2 t\u00e9 a veure amb la por de la sanci\u00f3 social que recau sobre nosaltres pel fet de ser dones que s’allunya del que s’espera de nosaltres\u201d.<\/span><\/p>\n

Una altra idea interessant que es reflecteix a larticle est\u00e0 relacionada amb la influ\u00e8ncia que tenen les estrat\u00e8gies de m\u00e0rqueting de la ind\u00fastria en el consum de begudes alcoh\u00f2liques.\u00a0En aquest context, les xarxes socials com Facebook i Instagram s\u00f3n clau en les estrat\u00e8gies de m\u00e0rqueting de la ind\u00fastria de l’alcohol i s’ha demostrat que influeixen en el tipus de consum.<\/span><\/p>\n

\u201cUna vegada m\u00e9s, comprovem com no nom\u00e9s els patrons de consum es diferencien, sin\u00f3 tamb\u00e9 les subst\u00e0ncies que prefereixen les unes i les altres.\u00a0Per qu\u00e8 elles prenen vi i ells cervesa, com es detalla a aquest article?\u00a0El vi est\u00e0 associat al relax, al bany despr\u00e9s d’un dia de feines (visibles i invisibles), a la calma, l’assossec, la prud\u00e8ncia o la solitud, tots elements compatibles amb les expectatives de la feminitat.\u00a0En canvi, el consum de cervesa est\u00e0 associat al grup d’iguals, a la pertinen\u00e7a a aquest grup, a l’espai p\u00fablic, a la diversi\u00f3 o als excessos, tot aix\u00f2 associat a mandats de la masculinitat.\u00a0Hem de fer una volta a aquest imaginari estereotipat, binari i jerarquitzat que perpetua la divisi\u00f3 sexual del treball i la relegaci\u00f3 de les dones a all\u00f2 dom\u00e8stic ia all\u00f2 privat\u201d, mantenen des del Projecte Malva.<\/span><\/p>\n

\u201cRespecte al tipus de concursos creats per les marques alcoh\u00f2liques en xarxes, tal com s’assenyala a l’article, les de vi oferien premis com a productes\u00a0\u00a0<\/span>pink<\/span><\/em>\u00a0, maquillatge i assist\u00e8ncia a esdeveniments de moda, i les de cervesa, productes alcoh\u00f2lics i entrades per a espectacles esportius.\u00a0Tamb\u00e9 s’analitza com per publicitar les dues begudes, per al vi s’utilitzaven\u00a0<\/span>influencers<\/span><\/em>\u00a0de moda i per a la cervesa, blocaires de cervesa artesana\u201d, reflexionen.<\/span><\/p>\n

\u201cElles vinculades a idees com a corporalitat, aparen\u00e7a normativa, roba;\u00a0i ells a ment, feina (mercantil), esport.\u00a0El consum \u201cs’ha igualat\u201d o ens trobem davant d’un miratge de la igualtat que amaga patrons patriarcals de g\u00e8nere?\u201d, es plantegen des d’aquest projecte.<\/span><\/p>\n

Tamb\u00e9 assenyalen que avui dia \u00e9s com\u00fa veure com moltes marques -no exclusivament les que fomenten el consum de begudes alcoh\u00f2liques- utilitzen a les seves xarxes socials missatges on l’empoderament apareix com un exercici individual associat a l’\u00e8xit empresarial\/financer i, en el cas de les dones, tamb\u00e9 a l\u00e8xit rom\u00e0ntic (heterosexual), est\u00e8tic o familiar (nuclear).<\/span><\/p>\n

En aquest sentit i des de la perspectiva de g\u00e8nere, mantenen que \u00e9s fonamental realitzar accions preventives diferenciades que no reforcin ni la valoraci\u00f3 del mascul\u00ed ni la perpetuaci\u00f3 del masclisme, sin\u00f3 que estiguin dirigides al canvi del conjunt social, com les que fan des del Projecte Malva.<\/span><\/p>\n

Finalment, destaquen una idea de la investigaci\u00f3 que els sembla positiva: \u201cno es va trobar cap objectivitzaci\u00f3 sexual que degrad\u00e9s o deshumanitz\u00e9s la dona, i tamb\u00e9 es va detectar una abs\u00e8ncia d’aquest humor utilitzat per alguns homes que pot implicar sexisme\u201d.<\/span><\/p>\n

Tot i el cam\u00ed que ens queda per rec\u00f3rrer per arribar a una societat igualit\u00e0ria, assistim amb satisfacci\u00f3 al comen\u00e7ament d’un canvi de paradigma, on les viol\u00e8ncies no s\u00f3n tolerades i les bromes masclistes comencen a concebre’s com la base de l’iceberg de viol\u00e8ncies m\u00e9s expl\u00edcites.<\/span><\/p>\n

\u201cLes feministes estem fent una gran feina i la societat ho sap.\u00a0Seguim treballant per abordar els consums des de la perspectiva de g\u00e8nere i per construir, entre totes i tots, una societat lliure de viol\u00e8ncies masclistes\u201d, conclouen des del Projecte Malva.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

El m\u00e0rqueting de begudes alcoh\u00f2liques ajuda a donar forma a com s’entenen els rols i les relacions de g\u00e8nere, i […]<\/p>\n","protected":false},"author":1,"featured_media":23144,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[906,1078],"tags":[1136,1906,1916,1917],"class_list":["post-23148","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualitat","category-prevencio","tag-prevencion-ca","tag-alcohol-ca","tag-redes-sociales-ca","tag-mujeres-ca"],"yoast_head":"\nLa representaci\u00f3 de la dona al m\u00e0rqueting digital de marques de begudes alcoh\u00f2liques - Fundaci\u00f3n Salud y Comunidad<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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