Plan de comunicación digital para el proyecto: campaña educomunicativa multimedia sobre la construcción social de masculinidades para la erradicación de la violencia y discriminación de género.

Abstract

The concept of Masculinities has not been treated in dept in Ecuador, it’s usually controversial because of the little kowledge about its theoretical roots. It has been approached from the gender studies, from the academic field and with awareness campaigns that although they help to promote the message, they also tend to have aggressiveness in their message. This academic work focuses on the recognition of affective paternity and the healthy demonstration of feelings in men, using social media as a tool to promote the message in a campaign called "Rompe el Molde". The campaign invites to have awareness and dialogue on marked stereotypes in men and women.