Campaigns against gender violence: the media in the construction of a social imaginary in young people in upper secondary education

Abstract

The present work argues that the visual representations created for social advertising campaigns to prevent and address gender violence, affect the conformation of a collective imaginary about violence, which type gender violence into physical violence, separating it from a cultural problem and creating a non-attacked us and the other victims. The foregoing is based on the social advertising review to address and prevent gender-based violence both in Mexico and in the analysis with the categories of Roland Barthes, of the images created by middle school youth, during focus group sessions applied to them, during 2014, in the city of Pachuca, Hidalgo in Mexico. The main conclusions point to the fact that young people state that they have little proximity to the campaigns issued by civil institutions or associations, and that in many cases they do not feel identified with the images or slogans, yet they shape their imaginary about gender violence, without realizing it from the social advertising they consume.