Gender representation in 21st century advertising
Girona, May 25-26 2009



Contact us

Forum of Gender
Venue: La Mercè Cultural Center. Girona
Pl. Ferrater Mora, 1
17071 Girona
web: link
Tel.: +34 972 419 700
Fax: +34 972 419 709

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This is a forum where we intend to share different theoretical and empirical approaches on the methods, processes and limits related to gender identity as they appear in contemporary advertising. Starting from a common ground,  we will try to deduce what sort of gender stereotypes are suggested by advertising, and which of them might be related to the attitudes that lead to gender violence. We will deal with topics such as media constructions of identity, means of exclusion, interpretations of reality and cultural formats expressed in advertising. One of our main areas of concern will focus on the new electronic media and its impact as a new kind of audiovisual language.

Our Conference is centered on a contraversial and transcendental topic that will be analysed by specialists coming from a wide range of disciplines: sociologists, advertising professionals, TV and radio journalists, public employees (in Advertising Commissions, Government agencies related to Women's Rights, Equality forums...), lecturers and researchers in Philosophy, Anthropology, Literature, Languages, Communications... furthermore, our focus concurs with one of the United Nations Millenium Development Goals: promoting gender equality and empowering women.

The Conference is organized and chaired by the Research Group ARPA, devoted to the Analysis of Video Displays and its Reception, and made up of lecturers from the University of Gerona, the University of Barcelona, the Miguel de Cervantes European University at Valladolid and the University of the Basque Country. Different sections of the University of Gerona, as well as many social public services, are also committed to giving their support to this event.

Our conviction is that this Conference may provide an excellent chance for a multidisciplinary approach to a serious social problem that, far from being solved, is still one of the pending tasks of a true democracy, the democracy that we want for our countries. Gender violence, stereotypes and gender inequalities, as they are channeled through advertising, represent inequivocally a part of that problem.

Carmen Echazarreta

Congress Director