Abstract

TIPA, Juris. Perception of Classism and Colorism in Mexican Advertising. CS [online]. 2023, n.41, e6.  Epub Mar 18, 2024. ISSN 2011-0324.  https://doi.org/10.18046/recs.i41.01.

Although there are several studies analyzing racist discourse and representations in the Mexican media, there is still little knowledge about the perception of these media contents among the audiences. Using in-depth interviews, this article analyzes how audiences interpret and value Mexican media content, particularly, advertising permeated with colorist and clas-sist representations. It aims to inquire about a possible critical reflection, or lack thereof, on the underlying colorism and classism in the media content in Mexico. It is concluded that, in general, there is a critical decoding of the advertising discourse in relation to these representations; however, this decoding varies and shows different nuances among people of different ages and socioeconomic contexts.

Keywords : Classism; Mass Media; Advertising; Colorism; Media Reception.

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