Análisis del discurso sobre las nuevas masculinidades en la campaña #hombresnomachos, 2018.

Abstract

The present academic work had as a methodology the analysis of the discourse posed from the sociocultural perspective, which seeks to interpret and know the Ecuadorian reality through the discovery of elements of elements that help to understand the connotation and denotation of symbols found from the visual and audiovisual analysis which took place in the #HombresNoMachos, 2018 campaign, in which new masculinities is the topic to be discussed. This research starts from the clarification of several sub-themes that must be of social knowledge, which includes the theory of basic concepts such as words: men, males, masculinity, gender and others that are within the development of this analysis, as well as, The understanding of how some communication schools were a fundamental part so that this campaign can have an impact within society through its dissemination. The topic was approached from the hermeneutical analysis, the type of research that was handled was the exploratory one, in relation to the fact that this is an isolated topic from society that is very little treated. The tools that were used were the discourse analysis, the interview with the founder and activist in charge of giving life to this campaign and the bibliographic analysis mentioned above. The new masculinities today treat a social, political and economic context, as well as the analysis of the different discursive and textual practices identifying their ideology in this way, as well as the different actors, situations and scenarios that were part of the Bell