Necessary principles around deconstruction in marketing

part two: reconstruction through education.

Abstract

This article is the second part of a paper entitled “Necessary principles around deconstruction in marketing: Part One” which in turn is part of a larger text “El Salvador and the stereotypes of women that prevail in its television advertising” research published in the magazine Realidad Empresarial in July 2020. This text focuses on analyzing the need for a deconstruction of traditional ideas around marketing as an insidious and negative profession and discipline, especially from expressions that reproduce gender stereotypes and symbolic violence that are at the same time the materialization of a set of representative strategies in consumer systems and the production chain. The study was developed from a qualitative methodological proposal, and its collection technique was a non- systematic bibliographic review and focus groups. The results show that marketing professionals and final consumers do not identify gender stereotypes and expressions of symbolic violence in graphic advertising pieces. Both marketing professionals responsible for decision making and fi nal consumers identify female roles present in the analyzed advertising, but this description coincides with a gender stereotype, although they do not classify them as negative female roles or as symbolic violence against women. Based on these results, the text proposes a reconstruction of the task of marketing from an ethical vision that should be built in different educational contexts -not only in the classroom or in the teacher- student interaction-, and through pedagogy and macro didactics.

Realidad Empresarial No. 13, 2022: 22-43.