Proceedings of the International Conference on Communication and Applied Technologies 2024 (ICOMTA 2024)

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Representation of Women Through Advertising Photography and Body Positive on Instagram

Authors
Gianella Grandez-Gamarra1, Mario Rodriguez-Quezada1, María Chávez-Chuquimango1, *
1Universidad Peruana de Ciencias Aplicadas, Lima, 15023, Perú
*Corresponding author. Email: maria.chavez@upc.pe
Corresponding Author
María Chávez-Chuquimango
Available Online 17 December 2024.
DOI
10.2991/978-94-6463-596-6_7How to use a DOI?
Keywords
Advertising photography; body positive; Instagram; stereotypes
Abstract

This research aims to understand the perceptions of young university women about advertising photography and the Body Positive movement, to analyze how it impacts the representation of women who defy socially established beauty stereotypes. The study focuses on the opinions of young female university students from the School of Communications of a private university in Lima regarding the campaign “Up women, just as we are” of the Falabella brand, through the social network Instagram. A qualitative approach was adopted, and an ethnographic design was used for data collection, which included semi-structured interviews with 20 university women between 18 and 24 years old. The results revealed important aspects in the campaign’s advertising photography, highlighting a more inclusive and authentic representation of diversity in advertising. The content of the Body Positive movement presents a renewed and realistic image of women. In addition, the significant influence of Instagram as a platform is evident, underscoring the need for brands such as influencers to include authentically positive content in their posts.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Communication and Applied Technologies 2024 (ICOMTA 2024)
Series
Atlantis Highlights in Social Sciences, Education and Humanities
Publication Date
17 December 2024
ISBN
978-94-6463-596-6
ISSN
2667-128X
DOI
10.2991/978-94-6463-596-6_7How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Gianella Grandez-Gamarra
AU  - Mario Rodriguez-Quezada
AU  - María Chávez-Chuquimango
PY  - 2024
DA  - 2024/12/17
TI  - Representation of Women Through Advertising Photography and Body Positive on Instagram
BT  - Proceedings of the International Conference on Communication and Applied Technologies 2024 (ICOMTA 2024)
PB  - Atlantis Press
SP  - 68
EP  - 80
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-596-6_7
DO  - 10.2991/978-94-6463-596-6_7
ID  - Grandez-Gamarra2024
ER  -